The full subtitle of Guerrilla Marketing Weapons is “100 Affordable Marketing Methods for Maximizing Profits from Your Small Business”. For those not familiar, Guerrilla Marketing is the concept of low cost direct to the consumer marketing tactics that bypass high cost media where big companies dominate the field. This book includes tactics for gaining new customers, keeping old ones and generating referrals all as part of a guerrilla strategy. For my small business clients, I can’t recommend the concepts in this book enough. The particular techniques are not so important as the thinking they generate. What’s important is to think not about where to buy advertising, but how to reach potential customers and how to tailor guerrilla concepts to your own market. For example, Levinson recommends classified ads as guerrilla marketing for many businesses because, compared to television for example, they are cheap. in the real estate business, though, classified ads are used by everyone, priced at a higher rate for Realtors than for “private parties”, very cost ineffective and result in far fewer sales than most other forms of advertising. Obviously not the place for the Guerrilla Realtor. The information in the books is extremely valuable as a mindset, but you still must know your own business. Any and all of the Guerrilla Marketing books are great resources for building your business.
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