Market for the Present, Not the Future

Market to get a sale today, rather than "establish a presence" or "develop an image."

The biggest difference between Guerrilla Marketers who survive, and the great number of small business startups who fail, is that Guerrilla Marketers are always striving to make a sale. Tomorrow your business will take care of you, if you take care of getting sales today.

To get sales today, include a call to action in every ad, and test every detail of your offer: appeal, headline, price, and media, etc., and keep records of which variables generate the best sales.