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22 of 22 people found the following review helpful:
5.0 out of 5 stars
Publicity is a great tool for Guerrilla Marketers. Read on., October 6, 2003
This review is from: Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars (Paperback)
The whole Guerrilla Marketing paradigm is based on using non-financial resources to do your marketing especially when you are strapped for cash as a small business. Read 'Guerrilla Marketing' by this author before reading this book on publicity as it is a precursor to any of the books in this best selling series. Since the Guerrilla Marketing plans are all based on a lot of imagination, intellect, and effort, Guerrilla Publicity is probably one of the best tools to use (it's free!). Publicity is defined by the author as 'the art of building favorable interest in your product or service. It's creating a buzz, an identity, name recognition, and getting your message across. Publicity is a part of public relations'. The hundreds of publicity ideas are summarized in about thirty three 2-3 page chapters that pull together related ideas. As with all of this author's books, this book is very easy to understand and implement. The only complaint I have is that the sections on Internet related publicity are a little weak. Even though there is no perfect book on the subject of Internet publicity, there are better books out there than this one. But even so, the Internet related sections are very good, just not at the same level as the rest of the book. Publicity as a marketing tool is probably one of the hardest things for a small business to master as most small businesses are formed out of technical competence before being forced to learn all the other skills needed for a successful business - marketing, sales, management, etc. After reading this book, I became even more committed to mastering the art and science of publicity as a marketing tool. No small business can avoid this tool on the path to success. Go ahead and invest in this inexpensive book. You won't regret it. Good luck!
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22 of 24 people found the following review helpful:
5.0 out of 5 stars
Great Tool for Beginners; Good Reminders for the Experienced, September 15, 2002
This review is from: Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars (Paperback)
Jay Conrad Levinson has developed a reputation as a "guerrilla marketer," doing non-traditional things-along with the proven-to grab and hold the attention of the prospective buyer. Guerrillas are defined as "business operators who substitute time, energy, and imagination for money . . . small businesses who have big dreams rather than big bankrolls." Although his name as shown as the primary author, I don't think Levinson had much to do with writing this book. And that's OK. It's OK because the other co-authors are well-known and respected publicists who have achieved results for their clients for many years. They know what they're talking about. Personally, I don't think they had to hitch their wagon to Levinson's star; but the name and theme do add something to the book. Frishman and Lublin have written a book that addresses fundamentals. You'll read things like "Publicity never sleeps. It's an ongoing, 24/7 process that never stops. Since you're the product, you're also your own best marketing tool." Beginners who use this book (note my word "use," not just "read") will find a wealth of advice and technique in these pages. People who have built some experience over the years, promoting themselves or their product or service, will find refreshing reminders and some things they haven't thought about before. This "new stuff" aspect applies particularly to some of the ideas about using e-mail and the internet. There's even more that Frishman and Lublin didn't cover in this area, but once you get started, you'll find those new approaches. Their writing will stimulate your creative juices to develop more strategies. Their resource guide at the end of the book will give you more places to go for learning. Most of the book consists of over 30 short chapters, each addressing a particular aspect of publicity. Ideas and concepts are presented, developed, then summarized in a "Remember" paragraph at the end of the chapter. This pattern makes the book easy to follow and use as a tool to enhance your ongoing publicity campaign. The index will help you go back to find particular topics, so this book will remain on your shelf as a long-time reference tool. The easy-to-read title on the spine will make it easy to spot and retrieve. Appendix A provides almost fifty pages of sample promotional materials for books. Understandably, Adams Media, the publisher, is dominant. In this section, the authors could have included samples of promotional materials for other products and/or recognized materials from other publishers or publicists. The book also includes the obligatory worksheet, quotations at the beginning of each chapter, and a few proofreading errors. This is a book that you can read cover-to-cover, marking pages and highlighting. Take notes as you develop your publicity plan. It's a great tool for catapulting yourself to fame and fortune-if your product is worthy and you follow the publicity principles presented here.
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11 of 11 people found the following review helpful:
4.0 out of 5 stars
4.5 stars: packed with tips, a little too quick at times, May 7, 2003
This review is from: Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars (Paperback)
The creator of the guerrilla marketing concept stroke back once again in 2002 with a slight twist of his idea, focusing on publicity this time around. The book is packed with tips on how to obtain publicity the guerrilla way, sometimes at a minimal expense to your business, although Levinson does acknowledge the importance of devoting "a good chunk" of your marketing expense to this critical component. At times it could use more examples: it feels like a five-minute guide to all publicity topics (in fact, you WILL be able to complete the whole book in less than a weekend). However, some key ideas are still there: the importance of going slow, taking the time to do things right and planning ahead, to ensure effectiveness of your publicity initiatives. Overall, I found it useful, since I am not a PR person myself, but I don't see it being too useful to PR professionals.
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