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Guerrilla Marketing for Free: Dozens of No-Cost Tactics to Promote Your Business and Energize Your Profits Paperback – September 4, 2003


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Guerrilla Marketing for Free:  Dozens of No-Cost Tactics to Promote Your Business and Energize Your Profits + Guerilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business + Guerrilla Social Media Marketing: 100+ Weapons to Grow Your Online Influence, Attract Customers, and Drive Profits
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Product Details

  • Paperback: 208 pages
  • Publisher: Mariner Books (September 4, 2003)
  • Language: English
  • ISBN-10: 0618276793
  • ISBN-13: 978-0618276790
  • Product Dimensions: 9.1 x 6.1 x 0.6 inches
  • Shipping Weight: 8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Best Sellers Rank: #581,424 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Jay Conrad Levinson is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president and creative director at J. Walter Thompson Advertising and Leo Burnett Advertising, he is the chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide.

Excerpt. © Reprinted by permission. All rights reserved.

1 Being Aggressive and Confident as You Market for Free

You can be a high-energy marketer, and you can do it for free. Your marketing can propel you to gloriously high profits, and you can do it for free. You can become well known for your nonstop, clearly visible marketing, and you can do it for free.
If you can produce a circular at the cost of a dime, that’s not free and has no place in this book. If you can run a newspaper ad for only five bucks, that’s not free either. So you won’t be reading about it in the upcoming pages.
In fact, the only money you’ll have to spend is money you’ve probably invested already. That means you’ll need a telephone, a computer, a printer, a supply of plain paper, access to the Internet, and business cards. If you have those, you can toss away your checks, file away your credit cards, put your cash into a piggy bank, and still market like a tiger. Or rather, a guerrilla.
You’re a guerrilla. That means you know what marketing can and cannot do. It means you realize the importance of marketing to your bottom line. It means you understand the vital need to maintain visibility and market with all your might. But not with all your money. Not with any of your money.
Guerrilla marketing for free is powerfully effective even though it costs you nary a cent. It can cause the competition to quake in their Nikes, even if they’re spending advertising money as though it’s going to expire. It wins customers, maintains their loyalty, builds a business, and increases— never decreases —your bank account.
Too good to be true, right? But it is true. Even more remarkable is the fact that the vast majority of your competitors haven’t a clue that they can market so formidably without spending money. Even when they become increasingly aware of your marketing and your success, they still won’t have a clue that you’re doing it all for free. Unless you tell them or they discover this book, they’ll remain clueless while you frolic about in clover. Well, not exactly frolic, because you don’t really get good stuff without hard work. But your entire opinion, degree of control, and satisfaction with the process of marketing will be transformed once you discover—then cash in on— the abundance of free marketing options in these pages and in your future.
You’re not going to learn any gimmicks or shady ways to attract customers and prospects. You’re not going to be given a cornucopia of complex tasks. You’re not going to be served up tactics that will make you feel like a pioneer. We all know that pioneers get arrows in the back of the neck, so your selection here of no-cost tactics is limited to those that have proven themselves in battle and can’t hurt anyone except those who would dare to compete with a guerrilla.
Because you can rely on tactics that have consistently earned profits in the past, you can feel optimistic about how they’ll work for you. Ideally, you’ll get into the habit of marketing, making it as much a part of your daily routine as flossing.
Some of the one hundred free tactics you can use are things, such as marketing plans and testimonials. Some are places, such as Internet chat rooms and community bulletin boards. Others are concepts, such as competitive advantages and sales training. Some are attitudes, like aggressiveness and flexibility. Still others are people, such as fusion marketing partners and satisfied customers. Many are hard to categorize, such as viral marketing and speeches for community clubs.
But they all have five things in common: They take your time.
They must be done right.
They require energy—mostly, but not exclusively, mental.
They are deceptively simple.
They earn profits for guerrillas. Always have. Always can.
Instead of making money your prime marketing asset, this book is devoted to using your marketing enlightenment, your intensity, your assertiveness, and your resourcefulness. None of those attributes cost you anything. But they give you marketing firepower that money can’t buy.
You can and should utilize many of these tactics at the same time. But you never should feel as though you’ve got too much going on. Guerrillas are rarely in a hurry and proceed at a pace that keeps them in total control even with a lot going on. Because their marketing efforts all follow a plan and a calendar, guerrilla marketing for free makes order out of chaos and profits out of effort.
Guerrillas strive for conventional goals and attain them through unconventional means. Guerrilla marketing sets profits as the goal and provides a plethora of overlooked yet industrial- strength strategies to attain them. You hold in your capitalistic hands an even more unconventional method of mmarketing —going at it full bore without spending money.
Be assured, this is not your father’s marketing. This is marketing that will enable you to mmmmmake drastic reductions in your budget while developing a fiery aura as a business owner. I sure hope that all my own fire and enthusiasm is making you eager to get started. Getting started is half the battle. Continuing with it is the other half.
But take a deep breath and hang back a bit before you begin. I’ve devoted the entire next chapter to the tactics you must bring to life before you start to market for free. I want you to know where you’re heading and what you want to get for yourself. I want you to aim for both profits and balance in your life. These tactics are not presented solely to fill your vault. They are also designed to free up some of your time for things other than business, other than profits, other than marketing. Life comes first. Business, profits, and marketing are further down the list.
Now that we’re clear on priorities, let’s get back to what you must do before you flex your marketing muscles. As I demonstrate in chapter 2, knowing your destination is a crucial part of your marketing journey. Moving at the right pace is another. You must be clear on key marketing insights to be successful. Before taking one step into the fabled land of free marketing, you must know certain characteristics of your prospects and customers and of your business—beyond what it says on your card. Just as a wagon needs four wheels to move forward, you’re going to need four wheels too. In guerrilla marketing the four wheels are a name, a niche, a theme, and a meme. Armed with the intellectual inventory you need to make before you launch your free foray, you’re poised for action. But wait! There’s more.
Chapter 3 tells you what you must know while you market for free. Besides the knowledge you need to acquire before you begin your marketing assault, you’ve got to conduct that assault knowing your goals, your market, and certainly some fundamental details about your customers.
As people are finding out, sometimes a bit too rudely, the age of the lone-wolf business owner is over—gone with the wind and the innocence. A vast number of potential allies are waiting to combine forces with you. But where in the world will you find them? Look no further than chapter 4, whose pages are loaded for bear with allies who can help you market, who want to help you market, and who will help you market. Enlisting their aid is paramount. Paying them is unnecessary. Think of all your customers and you’ll begin to realize that there are allies all around you.
Once you’re armed to launch your program and know what to do while it’s under way, you must decide where all of this no-cost, high-energy marketing is going to take place. Chapter 5 is where you’ll survey the terrain, get a fix on the geography, and zero in on the bull’s-eyes. It’s reassuring to know there’s more than one. This chapter is chock-full of bull’s-eyes, along with weapons to help you score them—zero-cost ways to market the right way in the right places.
With the basics in place, you’ll be ready to get into the nitty-gritty of marketing for free. Chapter 6 teems with fine points and details on just that topic. It shines a bright light on your community, your target audiences, the Internet, trade shows, and a whole lot more.
Just when you’re thinking it’s time to start engaging in serious guerrilla marketing for free, chapter 7 counsels and encourages you to give things away for free. Pretty astonishing that you can market for free while giving things away. Don’t the things you give away cost money to buy? Nope. This book is called Guerrilla Marketing for Free, so the tactics don’t cost you a penny, not even the tactics that call for you to be as generous as the rich uncle you wish you had. One of the most power-packed and effective tactics is free consultations. How much money does that cost you? None. Better question: How much money can that earn for you?
Chapter 8 is about you—and the personality characteristics I’m hoping you already have that will help your marketing for free pay rich dividends. Truth be told, if you lack these traits, you may need a personality transplant.
Chapter 9 is about actions you must take to capitalize on the time you’ll spend reading this book. If you don’t take them, you probably shouldn’t be reading this.
Okay, let’s stop talking about you and talk instead about the people who will be your customers. This is the twenty-first century, and they are a more demanding lot than their predecessors. But if you’re a guerrilla, you can meet and exceed their demands by understanding what it is they want. One of those things is quality.
There are two crucial lessons to learn about quality right from the get-go. The first is that quality is the number-two reason people patronize...

More About the Author

Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing", plus 27 other business books. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide.

Jay taught guerrilla marketing for ten years at the extension division of the University of California in Berkeley. And he was a practitioner of it in the United States -- as Senior Vice-President at J. Walter Thompson, and in Europe, as Creative Director and Board Member at Leo Burnett Advertising.

He has written a monthly column for Entrepreneur Magazine, articles for Inc. Magazine, and writes online columns published monthly on the Microsoft Website -- in addition to occasional columns in the San Francisco Examiner. He also writes online columns regularly for Onvia.com, FreeAgent.com and MarketMakers.com, and InfoUsa.com in addition to occasional columns for Guru.com.

Jay is the Chairman of Guerrilla Marketing International, a marketing partner of Adobe and Apple. He has served on the Microsoft Small Business Council and the 3Com Small Business Advisory Board. His Guerrilla Marketing is series of books, audiotapes, videotapes, an award-winning CD-ROM, a newsletter, a consulting organization, an Internet website, and a way for you to spend less, get more, and achieve substantial profits.

Customer Reviews

A good refresher if you're in a slump.
Gladys M. Weydert
I will implement and convert many of the Guerrilla techniques from this book and develop a strong marketing plan, I sure of it.
sean d duplantier
It takes time and patience but it absolutely works, buy this book and you are on your way.
Michelle A. Dunn

Most Helpful Customer Reviews

57 of 62 people found the following review helpful By I Rather Scuba on August 10, 2005
Format: Paperback
I bought this book thinking I was going to a list of tactics that were going to be innovated and creative to help me promote one of my websites. This book was really vague and didn't offer any tactics. Most of the things listed were things that you already know like "get involved in the community", "attend trade shows" or others so out of reach like "Make appearances on Talk Shows". The book also needs some revising, they a section on taking advantages of free directories like Yahoo and Yahoo's directory hasn't been free for a long time (is only free if you are a non profit).

This book is not for a website owner who is trying to promote a product. Save your money and read message boards. I have gotten more ideas that way than from this book.
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15 of 16 people found the following review helpful By C. Lockwood-mawson on December 19, 2005
Format: Paperback
This book was great!

I'm a small business and of course anything for FREE is a great thing when trying to promote your business, and while there where a number of ideas listed that I'd already thought of, they usually had an extra twist or idea added to them that I hadn't thought of. Plus many more suggestions I wouldn't have dreamed of.

A great easy to read, addictive book, perfect for the enterprising small business person! It has suggestions along the way which assist in taking action; a valuable feature in small business books.

I can't wait to start on my next Guerrilla book! I want them all!
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28 of 35 people found the following review helpful By Tsarina on December 20, 2005
Format: Paperback
Most stuff is not that free like participating in organizations and societies, one that free takes so much of your time that you better off working at minimum wage and hire a professional to do your PR. Invest your money on other Guerilla books (like Guerilla marketing) as you will never need this one.

Bottom line: I bought it thinking to find marketing bargain, but it not what it sounds like based on name and description.
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7 of 8 people found the following review helpful By Deborah Crawford VINE VOICE on April 9, 2005
Format: Paperback
A whole book of free stuff to do to promote your business, and it's all "guerrilla-marketing" based. Read and implement these actions and see for yourself--they work far better than spending money on useless ads, which is what many small businesses do.
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14 of 18 people found the following review helpful By Roger C. Parker on October 16, 2003
Format: Paperback
Guerrilla Marketing for FREE shows why a handful of marketing authors enjoy a disportionate lead over all the others. For over twenty-five years, Jay Conrad Levinson's Guerrilla Marketing books have debunked "high-cost creativity" and described how profit-generating marketing doesn't have to cost an arm and a leg. Time after time, Jay's books have broken sales records, and he's help his readers break their own profit records.
Guerrilla Marketing for FREE is Jay at his best, encouraging, motivating and concisely synthesizing porofit-generating concepts into easy, actionable steps that any business owner can immediately put to work increasing their profits.
Like Jay's earlier books, Guerrilla Marketing for FREE replaces theory with specific steps and techniques which create maximum results from minimum effort.
Nobody else could write this book as well as Jay, but anyone with a business or a cause to promote can effectively profit from this book.
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4 of 4 people found the following review helpful By Gladys M. Weydert on January 9, 2007
Format: Paperback
This is more good stuff by Jay. He's expounding on his 100 GM Weapons, a list of which is available at his website and in some of his other materials. Some of it is just a re-hash of the other GM books, but some is new and can be put into practice immediately and for no $$$ at all. A good refresher if you're in a slump.
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10 of 13 people found the following review helpful By Michelle A. Dunn on August 19, 2005
Format: Paperback
With this book you can get your message out there for free. This book will tell you how to do it. I have never paid for advertising, you don't have to if you follow the steps for free marketing. It takes time and patience but it absolutely works, buy this book and you are on your way.
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3 of 3 people found the following review helpful By S. Brown on October 19, 2007
Format: Paperback
Well, I am a big guerilla marketing fan, but this book just doesn't seem to go along with what the title promises. It is more about attitude and common sense things that you have probably already done (like come up with a title for your business). It isn't that its not good, it just isn't what I expected. I wanted bunches of free advertising scenarios, but this isnt it. Save your money and buy it at a yard sale or used.
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