It's A Jungle Out There! |
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You are surrounded. All around you are enemies vying for the
same bounty. They’re out to get your customers and your prospects,
the good and honest people who ought to be buying what you are
selling. These enemies are disguised as owners of small and medium
sized businesses. Several of the enemies are grossly larger than you.
Some have the power and personality of Godzilla. Many of them are
far better funded than you. Some have been successfully operating
their businesses since prehistoric times.
These enemies thrive on competition. They’re out to get you and
get you good. They’re out for the disposable income currently held by
your hot prospects and past customers. They’re out for the attention
of every red blooded consumer who reads the newspaper, listens to
the radio, watches TV, or grabs a handful of junk mail out of the
mailbox.
Your enemies mean business: your business and your profits.
Some of them can run more ads in more papers and more
commercials on more stations than you’ll ever run. They can mail
more materials to more people than you’ll ever mail. They can
outspend you in every area of marketing that money can buy. But
they can’t outspend you in areas that money can’t buy. And they can’t
always out-think you. If you put up the time, the energy and the
imagination, you can gain the same marketing leverage that many of
your enemies get by putting up megabucks. This is Guerrilla Marketing.
If you decide to live by new strategies and practice new tactics,
you can get a substantial piece of the pie. If you begin to use a lowcost
but power packed arsenal of potential marketing weapons
available to you, you can actually out-market your competition. If you
don’t, at least one smart competitor will out-market you. Marketing is
emerging from its adolescence, and if you don’t use it in the battle for
prosperous business survival, you’re going to be the innocent victim of
someone else’s attack.
From The Guerrilla Marketing Attack by Jay Conrad Levinson
©2007 Mitch Meyerson and Jay Conrad Levinson. All rights reserved.
May not be duplicated, retransmitted or reproduced without permission
www.gmarketingcoach.com
