Home | Contact | Advertising
Small Business, Information, Resources, Articles - SmartBiz.com
Members Login:
Sign Up Forgot?
SALES & MARKETING
Marketing Online
Email Marketing
Search Marketing
Selling
PR
ONLINE BUSINESS
E-Commerce
Website Creation
Productivity
Accounting
CRM
Web-based Software/SaaS
BUSINESS STRATEGIES
Case Studies
Smart Answers
Videos
Podcasts
Smart Blog
Human Resources
Management
BITS & BYTES
PCs & Online Equipment
Mobile Computing
Security/Business Continuity
Telecom/Office Networks
Small Business Products
FORUMS & RESOURCES
Free White Papers
Tools and Calculators
SmartBiz Forum
Legal & Business Forms
News Feeds
Featured Webcasts & Videos
Franchise Offers


 
SMALL BUSINESS AND STARTUPS INTERNET TECHNOLOGY RESOURCES
Search SmartBiz:
Forms and
Downloads
Free
White Papers
Special
Offers
SmartBiz
Blog
Free Email
Newsletters
PR
Marketing's Golden Rule
Email ArticleEmail Article
Print ArticlePrint Article
Increase Text SizeIncrease Text Size
Decrease Text SizeDecrease Text Size
Del.icio.us
Digg This
Bookmark and Share

By Executive Edge

Marketing wizard and author Jay Conrad Levinson created a whole new way of looking at marketing in "Guerrilla Marketing." Since its original publication in 1984, the book has sold more than one million copies and Levinson has launched a series of "guerrilla" books and videos. In his most recent book, "Guerrilla Marketing Excellence," Levinson identifies "50 golden rules for small-business success." He picks out a few he believes are most essential in this interview
with Executive Edge.

Q: Which marketing rules do you think people need to take more seriously?

A: One is what I call the "parable of patience" or "what the stone cutter knows." It reminds people to be farsighted, to have a plan and stick with it. Just like a sculptor working on a rough piece
of rock, marketing may not produce anything pretty in short term, but if you keep chipping away, your persistence will pay off. Do not seek or expect instant gratification.

Q: What advice can you offer people who are having to do more with less?

A: The key to marketing economically is not in saving money but in making every investment pay off handsomely. Determine the cost-effectiveness of your marketing campaigns by results, not by
costs.

Q: But many companies today simply have less to spend on marketing. Are there ways to get more bank for the buck?

A: Definitely. Out of the hundred or so most effective marketing tools, half are free. These include product demonstrations and samples, informative seminars, articles in which you're identified as the expert. Then there's the free gift, advertising special or, in more common parlance, bribe. Let people know that they'll receive a free gift (and it can be a very inexpensive gift), if they request product information. Make your first offer easy to say yes to. This is the "soft step" rule: It is easier to get someone to take the hard step of buying, if they first take the soft step of requesting more data. Another way to stretch your marketing dollars is to spend more time with your current customers. It costs five times more to reach and convert pro-spects into customers than to serve those you already have.


| 1 | 2 | Next page »
Add a Comment View Comments
Small Business Home

SmartBiz Shop
Promotional Items with Your logo
 
     
 
Smart Services
Spacer
Spacer
Spacer
Spacer
Add Your Logo Now
Spacer
Get Your Business Online
Build a Website Host Your Website Market Your Business Online
Business Form Downloads
Legal Forms Business Forms
Smart Forums
Recent Postings
Stimulus or "Pork"ulus?
Blog: How Do You Know What Insurance Is Right for Your Business?
If Layoffs Are Necessary, Protect Your Business
Blog - Do You Have Email and Internet Usage Policies in Place?
MORE
Home | Contact | Advertising
© 2016-2018 SmartBiz. All rights reserved. Privacy Statement and Terms of Service
Small Business Home | Business Tools | Online Business | Bits & Bytes | Sales & Marketing | Business Strategies | Forums & Resources
Email Marketing & HTML Email Driven By: Hosted By:   Design By:
Email Marketing
 
XML LogoRSS Logo
Receive our stories via SmartBiz XML/RSS feeds.
Include our stories on your website through SmartBiz javascript content feeds.