Tip for June 1, 2004

Way of Guerrilla # 7: Fusion oriented Guerrilla Marketers are willing to combine marketing efforts, production skills, information, leads, mailing lists, and anything else to increase their effectiveness and marketing reach while reducing the cost of achieving these goals. These fusion marketing efforts are intentionally short-term and rarely permanent. Adapted from: The Way of the Guerrilla, 1997.

Tip for June 2, 2004

Way of Guerrilla # 8: Never kid themselves. Guerrilla Marketers do not overestimate their abilities, because they run the risk of skimping on the quality they represent to their customers, investors, suppliers, and fusion partners. Guerrillas face reality on a daily basis, and examine their business practices from the point of what is really happening instead of what should be happening. Adapted from: The Way of the Guerrilla, 1997.

Tip for June 3, 2004

Way of Guerrilla # 9: Lives in the present Guerrillas are aware of the past, enticed by the future, but embrace the technologies of the present, leaving future technologies on the horizon where they belong, until they are ripe and ready. They are alert to the new, wary of the avant-garde, and wooed from the old only when there is improvement, not merely change. Adapted from: The Way of the Guerrilla, 1997.

Tip for June 4, 2004

Way of Guerrilla # 10: The Precious Nature of Time Guerrilla Marketers recognize that time is not money; time is more important than money. Time is life. Guerrillas recognize that their customers feel the same way, and will never waste their customers or prospect's time. Guerrillas are masters of efficiency, but never let it interfere with their effectiveness. Adapted from: The Way of the Guerrilla, 1997.

Tip for June 5, 2004

Way of Guerrilla # 11: Commitment to a plan Guerrilla Marketers always operate according to a plan. They know who they are, where they are going, and how they will get their. Guerrillas can deal with barriers to success because their plan has foreseen them and shown how to surmount them. Guerrillas reevaluate their plan regularly and do not hesitate to make changes in it, although commitment to the plan is part of their very being. Adapted from: The Way of the Guerrilla, 1997.

Tip for June 6, 2004

Way of Guerrilla # 12: Guerrilla Marketers are flexible Guerrillas recognize the difference between a guide and a master. When change is necessary, Guerrillas embrace it, recognizing that service is whatever customers want it to be. Guerrillas understand that inflexible things become brittle and break. Adapted from: The Way of the Guerrilla, 1997.

Tip for June 7, 2004

Way of Guerrilla # 13: Guerrillas aim for results more than growth Guerrilla Marketing focuses on profitability and balance, vitality and improvement, value and quality, more than size and growth. The goal is steadily increasing profits without sacrificing personal time. Bigness is not necessarily related to excellence. Adapted from: The Way of the Guerrilla, 1997

Tip for June 8, 2004

Way of Guerrilla # 14: Guerrillas depend on others Guerrilla Marketers recognize that the days of the lone wolf entrepreneur are over. Instead, Guerrillas seek out opportunities to partner with other businesses serving the same market. Guerrillas welcome the support of others, including their employees, customers, suppliers, and mentors. Adapted from: The Way of the Guerrilla, 1997

Tip for June 9, 2004

Way of Guerrilla # 15: Guerrillas are Constant Learners Guerrillas recognize that we live in an age of accelerated change, and are adopt to it by committing to constant adapting their skills to new situations and mastering new technologies and marketing skills. Instead of fighting change, and getting run over by it, Guerrillas welcome it and adopt it when appropriate. Adapted from: The Way of the Guerrilla, 1997

Tip for June 10, 2004

Way of Guerrilla # 16: Guerrillas are Passionate Guerrilla Marketers are passionate about their work. This enthusiasm is readily apparent to everyone they come in contact with. While others are content to "put in their time," Guerrilla businesses are rooted in intense feelings that exist within their owners, which others sense and respond to. Adapted from: The Way of the Guerrilla, 1997

Tip for June 11, 2004

Way of Guerrilla # 17: Guerrillas are Goal Oriented Guerrilla Marketers are focused on the goal. They rid themselves of the values and expectations of their ancestors. They focus on the journey, seeing the future clearly while concentrating on the present. Guerrillas recognizee that the minutiae of life and business can distract them, so they do what is necessary to make distractions only momentary interruptions. Adapted from: The Way of the Guerrilla, 1997

Tip for June 12, 2004

Way of Guerrilla # 18: Guerrillas are disciplined Guerrilla Marketers are disciplined about the tasks at hand. Every time they write a task in their daily calendar, they recognize they are making a promise to themselves. Part of the payoff to this discipline is the leisure time that results. Adapted from: The Way of the Guerrilla, 1997

Tip for June 13, 2004

Way of Guerrilla # 19: Guerrillas are organized at home and work Guerrilla Marketers do not waste valuable time looking for items that have been misplaced. Their sense of order is fueled by the efficiency that results from it. Guerrillas share their ability to organize with those who work with them. But, Guerrillas avoid "organization for the sake of organization." Adapted from: The Way of the Guerrilla, 1997

Tip for June 14, 2004

Way of Guerrilla # 20: Guerrillas Project Optimism Guerrilla Marketers project an upbeat attitude to customers and employees. They recognize that life is unfair and problems will occur. But, they manage to take obstacles in stride, keeping their perspective and their sense of humor. They are guided by the ability to perceive the positive side of things- -recognizing the negative, but never dwelling on it. Their positive attitude is contagious and spreads rapidly. Adapted from: The Way of the Guerrilla, 1997

Tip for June 15, 2004

E-mail Age Requires Fast Fulfillment of Promises Three weeks ago I attended a day-long coaching event in Cambridge, MA. One of the speakers offered attendees a set of his presentation visuals, which contained a lot of detailed information. All you had to do was offer your business card. I did. And I waited. Today--three weeks later--I received an e-mail attachment containing the PDF of his presentation visuals....along with a promotion for an upcoming event the presenter was hosting. The numbers are still instructive, but delay has considerably eroded my enthusiasm. Guerrilla Marketers recognize the importance of the fast fulfillment of promises in the age of instantaneous e-mail.

Tip for June 16, 2004

Avoid Negative Pricing Judgments Last week, as a reward for catching up on several projects, I went to my local literary superstore and ordered a long-desired book of railroad photography. I came into the store with a printout, from the store's web site, and went to the information/special order desk. I handed the clerk the sheet. Without realizing the impact of his words, he turned to me and said: "That's going to be $62.50 you know," which somewhat offended me. I don't know whether I was more bothered by the implication that I was a "fat cat capitalist" spending $62.50 on a luxury item, or--perhaps because of my Disney sweat shirt--I didn't look like I could afford a $62.50 book. Guerrillas recognize that every word they say is a marketing tool--for better or for worse. Sometimes, it's best to say nothing, rather than unintentionally offend a customer.

Tip for June 17, 2004

SWEPA Mission Statement a Model of Brevity Successful Guerrilla Marketers acknowledge the power of a mission statement to not only introduce their business to strangers but to focus their business activities. I recently encountered the mission statement of the Subscription Website Publisher's Association (www.swepa.com )in the signature of a recent e-mail. It's one of the best I've ever seen. No flower words or lofty goals, just good, solid, specifics: In their words: "Subscription Website Publishers Association helps online publishers succeed. We provide the tools, resources, and cutting-edge information you need to get results." Is your mission statement and e-mail signature as concise and descriptive?

Tip for June 18, 2004

Ninety-Minute Hour Countdown List # 1 One of Jay's most provocative books is The Ninety-Minute Hour, written in 1990. In this book, Jay discusses how to become so productive that you--too--can work a three day week. Step One of Jay's countdown to the Ninety-Minute Hour involves answering making five lists. These lists help you identify tasks that can be delegated to others. List # 1: Write down every business and personal chore that you do over the course of a month. This list should take you five or ten minutes to complete. Be as complete and specific as you can.

Tip for June 19, 2004

Ninety-Minute Hour Countdown: List # 2 The second list you need to make in order to achieve the productivity of a Ninety-Minute Hour is to make a list of the chores that require your full attention and only yours. What are the tasks that you, and only you, can do? Which tasks are so involving that you must concentrate your full attention on them, not doing anything else while working on them

Tip for June 20, 2004

Ninety-Minute Hour Countdown: List # 3 The third list on your way to Ninety-Minute Hour productivity includes chores that can be combined with other chores and opportunities. This includes both the chores you currently do and opportunities to learn, grow, improve, earn, exceed, and succeed.

Tip for June 21, 2004

Ninety-Minute Hour Countdown: List # 4 The fourth list to make on your journey to Ninety-Minute Hour productivity includes chores that you can delegate to others. This is where you can greatly multiply your personal time. If it costs money to delegate, remember that your time is more valuable--in terms of your whole personality and time on earth--than money alone.

Tip for June 22, 2004

Ninety-Minute Hour Countdown: List # 5 The final list on your journey to Ninety-Minute Hour productivity includes chores that you can drop. There's a good chance that you're doing a few things that really don't have to be done at all. Eliminating these unnecessary tasks will give you time to focus on the tasks that are really essential to your productivity and peace of mind.

Tip for June 23, 2004

Affirmations and Ninety-Minute Hours After you have identified tasks you can eliminate from your "to-do" list, write down two, or more, affirmations that describe what you're going to do with the information you have gained from your Five Lists. Read these affirmations out loud each day. Repeating these affirmations each day will greatly enhance your commitment to achieving Ninety-Minute Hour productivity. The affirmations will change the information in your Five Lists from theory to practice.

Tip for June 24, 2004

Guerrillas and Ninety-Minute Hours Delegation is the highest form of Guerrilla Marketing. Ninety-Minute Hour thinking advises that you delegate as many of your objectives as possible--just as long as they are handled every bit as well as if you were handling them. It encourages you to develop a frame of mind that guards your time and increases your effectiveness.

Tip for June 25, 2004

Guerrillas and Creative Waiting Everyone is forced to wait at some point. It may be a doctor's waiting room, in line at airport security, a line at the Post Office, or at a restaurant waiting for a friend to show up. Guerrillas excel at taking full advantage of waiting time. They bring both old-fashioned tools--paper and pens--as well as new technology like microrecorders and wireless laptops, to review tasks and capture their ideas while waiting. Creative Waiting is one of the most important tools you can utilize to achieve Ninety-Minute Hour productivity.

Tip for June 26, 2004

How NOT to compete with shopping malls, Part 1 When her wedding ring exhibited signs of wear, my wife's first inclination was to support our local downtown jewelry store, rather than the regional mall. However, when she brought the ring to the clerk's attention--who had willingly sold her jewelry in the past--the clerk made three major mistakes: 1) Insulting the customer's taste: "You obviously didn't buy this here!--it's not up to our quality." 2) Insulting the customer: "You're very rough on your jewelry!" 3) Humiliating the customer: she showed the ring to their "technician" who agreed it wasn't good quality and probably wasn't worth fixing--within hearing range of other customers. 4) Overpricing a repair: a $400.estimate. In Part 2, we'll see how my wife fared at the local mall.

Tip for June 27, 2004

How Not to Compete with Mall Stores, Part 2 So, what happened when my wife took her damaged ring to a jewelry store in an adjacent mall? 1) The sales person remembered her from a previous purchase and greeted her by her first name. 2) The sales person asked how I--by name--was doing. 3) The sales clerk sympathized with my wife's concern about the loose diamond and complimented her on taking action before it fell out. 4) The setting was tightened up on the spot....for free. Lessons? A small town, downtown location and higher quality products, aren't enough if accompanied by a lack of empathy and tact when dealing with customers. Guerrillas must constantly examine their own behavior from the customer's point of view, not a "holier than thou" attitude based on product superiority. As Jay has often said, "Marketing is anything customers want."

Tip for June 27, 2004

Tip for June 28, 2004

Tips for More Effective Headlines and Titles, Part 1 Headlines and titles play a crucial role in everything you write. If you fail to engage in the headline or title, it's unlikely that the words that follow will be read. Following is the first of ten tips that have contributed to many a Guerrilla Marketer's success: BE SPECIFIC. Use numbers to quantify whenever possible. Examples: "10 ways to," "6 steps to "How to save 50% on..." "Enjoy 38% more..." "(Achieve goal) in 7 days" Better yet, combine timeframe and goal: "Lose 9 pounds in 7 days!"

Tip for June 29, 2004

Effective Headlines and Titles, Part 2 Here's the second of ten tips to help Guerrilla Marketers write more effective headlines and titles. Use the IMPERATIVE VOICE. Begin the sentence with a verb, like the previous sentence. The "you" is implied. This adds action to your headlines and titles. For example: "Increase your profits..." "Save on supply costs..." "Regain lost business" "Learn how to..." Remember: iuf your headlines aren't read, your body copy won't be read!

Tip for June 30, 2004

Effective Headlines and Titles, Part 3 Introducing the third of ten tips to help Guerrilla Marketers write more effective headlines and titles. TEASE readers into reading more. Make a provocative statement that piques their interest and encourages them to read on. Engage their imagination. Or, make an outlandish claim they just have to read to find out how. "Lose weight without dieting!" "What did Benjamin Franklin know about marketing?" "What does your competitor know that you don't?" "Hire yourself a boss!" If headlines aren't read, body copy won't be read!