Marketing is part art, part science and part business. Because it's such a subjective thing, there are few hard and fast rules. But here are five new ones to guide you in your quest to boost your profits with a minimum investment and avoid nasty surprises along the way.

1. The 10/30/60 Rule
All guerrillas know they have three markets. The largest of those markets and the one that represents the least profits to you is called your universe -- everybody within your marketing area regardless of whether they match your customer profile. Guerrillas invest 10 percent of their marketing budget talking to their universe, attempting to move them into their second largest market, one that ranks in the middle for generating profits.

That market is called your prospects, those members of the universe who do fit your customer profile. Your job: invest 30 percent of your budget in an effort to nudge these people into your third market -- your customers,...

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