The Best of Guerrilla Marketing

due to indifference. Once a customer gets on that customer list, he or she becomes a member of the family and is treated like a family member. You’d never ignore a newborn baby, would you

Guerrillas work hard to win a customer. You can be sure they won’t risk losing that customer

It’s no surprise that the 13th secret is that serious money arrives subsequent to that initial sale. Nearly 70 percent of business lost is due not to shabby quality or careless service but due to customers being ignored after they’ve made the purchase

But in most cases, the big money comes from the long relationship you have with the customer and with all the follow-up sales after the first one

One of the best things about the internet is its ability to involve. Instead of a radio commercial, TV spot, or print ad that just sits there, a website has the impressive ability to involve: to get someone to send for a free report, a newsletter subscription, a contest entry—to take those first steps toward a relationship

Nobody proposes after the first date, though that is what I did with Jeannie. But millions of people enjoy a courtship. If you think about it, that’s just what marketing

It wasn’t easy to establish a warm, caring relationship before the advent of the internet and social media. But it’s very easy now—if you’re a guerrilla

interactivity is not about clicking on icons or downloading files. It’s about encouraging communication

involve, that same ability offered by the Twitters and Facebooks of the world. Why do you suppose those new media are taking the marketing universe by storm? It’s because of their ability to involve, an ability that you have as a guerrilla

Guerrillas take full advantage of the internet’s ability to