Marketing Yourself As A Successful Guerrilla Entrepreneur

Successful Guerrilla Entrepreneurs know that success involves not only choosing

the right Guerrilla Marketing weapons, but also using them as effectively as possible. Appearance plays a major role in the effectiveness of your success. You must always be “on,” projecting yourself in as favorable a way as possible.


Graphic design plays a major role in determining the image you

project in your marketing materials. From the appearance of your

ads, brochures, business cards, newsletters, presentation visuals

and web site, prospects will make instant decisions about your

credibility and ability to satisfy their needs.


Accordingly, it’s vital that you become aware of some of the subtle

influences that can promote or hinder the image you project

to clients and prospects. After analyzing your current marketing materials, you may want to redo some of them in order to project a fine-tuned and positive image.


This blog also focuses on the image you project to clients and

prospects who meet you face-to-face.


Are you best described as neat and clean or casual? Is it possible to figure out what you had for breakfast yesterday from your shirt? Do you need a haircut? Appearance plays a major role in determining the image you project in print, in person and online.


Describing Your Business to Your Prospects


_You can have the best product or service in the world, but many

potential clients won’t be interested in your professional services

unless you can convince them in a very personal way. There are

two steps you should consider to define your marketing message.


Let’s take a short quiz to see how well you accomplish this.


Step 1

Describe your business in ten seconds or less. In this exercise, use

seven words or less:

Example (1) “We coach businesses to increase their profits.”

Example (2) “We sell computers at the lowest prices.”

The goal here is to create focus and to arouse curiosity.

How would you describe your business in seven words or less?



Step 2

After engaging a person’s interest, you can describe your business

in more detail, using an interactive conversational style.

Be sure to address the benefits of your service and your competitive advantage. Use words that inspire.


Presenting yourself

Guerrilla Entrepreneurs realize that their clients and customers judge

their competence at every point of contact. Accordingly, successful Guerrilla

Entrepreneurs pay constant attention to the way they present

Themselves and strive for constant improvement.


There are two categories of presentations: time-lapse and realtime.


  1. Time-lapse presentations


Time-lapse presentations are characterized by a delay between

the time the successful Guerrilla Entrepreneur prepares his or her message and

the time their clients or prospects read it. Their message may be

prepared hours, days, weeks, or months ahead of time. As a result,

time-lapse presentations are one-way communications: they cannot be changed “on the fly”, since they can’t observe every reader’s reaction.


This delay between creation and reading, places a great burden

on the appearance or formatting of the Guerrilla’s message. Their

entire message must compensate for the facial expressions, gestures and vocal intonations that readers can’t see but use to

judge messages that are delivered face-to-face. As a result, time-lapse communications are extremely detail intensive.


Formatting errors, such as the random placement of text and  graphics on a page, or the inconsistent use of color and type, constantly changing typeface and type size undermines the message. Likewise, editing problems like transposed words or spelling errors destroy the image of competence and professionalism Guerrilla Entrpreneurs strive to project, at every

point of contact.




There are three types of time-lapse communications:

_ Print:  ads, brochures, business cards, newsletters, proposals

and reports.

_ Online:  your website, digital marketing and webinars

_ E-mail: including e-mail sent to clients as well as postings to

online forums.



  1. Real-time communications


Real-time presentations are two-way communications: Guerrillas

not only enhance their message with gestures by varying their tone of voice, but also drive home their point by maintaining eye contact and occasionally smiling.


Guerrillas can alter their real-time presentation by observing their

client’s reaction to their words. They can read their client’s body

language and react accordingly.


There are three  types of real-time presentations:

_ Telephone: or teleconferencing- efficiently and friendly incoming or outgoing

calls are placed and handled.

_ Face-to-face: One-to-one or group presentations in a conference

room or at a speaker’s podium.

-Online: Such as social media- and how well do you engage your “friends”.

-Live broadcast: such as Periscope, Meerkat, Blab or Facebook live.


“You only have one chance to make a

good first impression.”


You are always on-stage


Whether you know it or not, you’re marketing yourself every day.

And to lots of people! You’re marketing yourself to make a sale,

warm up a relationship, get a job, get connected, and get something

you deserve. You’re always sending messages about yourself.




Guerrilla Entrepreneurs control the messages that they send—it’s all about intention! Non-guerrillas send unintentional messages, even if those messages sabotage their overall goals in life. They want to close a sale for a consulting contract, but their inability to make eye contact or the mumbled message they leave on an answering machine turns off the prospect.


Guerrillas Entrpreneurs send no unintentional messages. Unintentional messages erect an insurmountable barrier. Your job: be sure there is no barrier. There are really two people within you — your accidental self and your intentional self. Most people are able to conduct about 95 percent of their lives by intent. But that’s not

enough. It’s the other 5 percent that can get you in trouble — or in clover.


We’re not talking phoniness here. The idea is for you to be who you are and not who you aren’t — to be aware of what you’re doing,

aware of whether or not your actions communicate ideas that will

help you get what you deserve.


Take a personal inventory


How do you send messages and market yourself right now?

_ Your appearance,

_You also market with your eye contact

_ Body language,

_ Your habits,

_ Your speech patterns.

_ You market yourself in print with your letters, email, website,

notes, faxes, brochures and other printed material.

_ You  market yourself with your attitude

_ You also market yourself with your ethics.


How do people judge you?


Again, you may not be aware of it, but people are constantly

judging and assessing you by noticing many things about you. You

must be sure the messages of your marketing don’t fight your



What are people using to base their opinions, to make their decisions about you?


* Clothing * Hair * Weight * Height * Jewelry * Facial hair * Makeup * Business card * Laugh * Glasses * Title * Neatness * Smell * Teeth * Smile * What you carry * Eye contact * Gait * Posture * Tone of voice * Handwriting * Spelling * Hat * Thoughtfulness * Car * Office * Home * Nervous habits * Handshake * Stationery * Availability *Writing ability * Phone use * Enthusiasm * Energy level * Comfort online


You’re fully aware of your intentional marketing and possibly even invest time, energy and imagination into it, not to mention



But you may be undermining that investment if you’re not paying attention to things that matter to others even more than what you say:

keeping promises * punctuality * honesty * demeanor * respect * gratitude * sincerity * feedback * initiative *  reliability *

They also notice passion — or the absence of it *

They notice how well you listen to them.


As the old adage says:

“People don’t care how much you know… until they know how much you care!”

Relationship Building For Successful Guerrilla Entrepreneurs

Relationship Building For Successful Guerrilla Entrepreneurs



Jay Conrad Levinson and Jeannie Levinson



No man—and no business—is an island.


Guerrillas strive for and savor long-term relationships with their

customers. They well know the myriad of benefits of long lasting

connections and do all in their power to establish and nourish

them. They’re well aware that it costs them six times more to sell

something to a prospect than to sell that same thing to a customer.


It’s one thing, however, to know the value of a long-term relationship and it’s something entirely different to engage in activities that spawn such delicious connections.


Relationship chemistry


The chemistry of a long-term relationship is as complex as the

chemistry of a long-term and happy marriage. The starting point

is a commitment to the happiness of someone else.


The next point is a goal not of customer satisfaction, because

that’s relatively simple and common, but of customer bliss— exceeding the expectations of customers, giving more than they anticipated, caring more than they’re used to sellers caring.


To do this, you’ve got to learn about them. You learn first by listening to them, then by asking more questions and listening carefully once again. Successful Guerrilla Entrepreneurs often ask those questions on their web site or with specially prepared customer questionnaires, which solicit personal information.


By knowing the personal likes and dislikes of your customers

you can render personalized service—such as clipping articles

of interest to special customers or recognizing their achievements

and the achievements of their families or businesses.



Here are some additional ways to use a personal touch when

dealing with customers.


_ Handwritten notes on mailings make the customers feel singled out.

_ Phone calls that are not part of a telemarketing campaign accomplish

  the same.

_ Using the customers’ names, talking with them of non-business topics,

alerting them to special new products or services you have available,

responding instantly to their calls and emails, faxes and letters.





All those seemingly insignificant actions act as beneficial catalysts

in the chemistry of a healthy buyer-seller relationship. The more

details you know of your customers’ lives and businesses, the

more empowered you are to mention those details, making each

customer feel unique and special rather than part of a large

demographic group.


Guerrillas have the insight to know that there’s an extraordinary

chemistry that exists in long-term relationships. It doesn’t happen

automatically. It doesn’t happen instantly. But when it does happen, the business owner is as delighted as the customer.




Are You an Effective Relationship Builder?



Read each statement and rate yourself on a scale of from 1 to 10,

(with 1 = never, 10 = always).


Answer every question not only from your own perspective, but as

a client or customer would answer for you.



Taking your “relationship inventory”:



  1. I strike up conversations with strangers and share my business

frequently with them.


  1. My marketing plan includes attending regular networking



  1. I remember personal details about people and share them at an

appropriate moment to let them know I care about them.


  1. My clients are a great source of referrals, which I tap on a

regular basis.


  1. I follow-up with potential clients within 48 hours.


  1. I believe that everyone is a potential client.


  1. When I’m out and about, I look and act professional.


  1. I’m fun to be around. People love to talk to me.


  1. My community can count on me to be there. I often participate

in community programs and frequently volunteer.


  1. I feel confident in myself.


  1. I remember to acknowledge people’s strengths.


  1. I enjoy speaking in front of groups.


  1. I sell my services to a person, not another client or a corporation.


  1. People are extraordinary. I look for the good in all people.


  1. My business is oriented to giving. I often provide free consultations,

tips, gifts and information.


  1. I ask my friends to introduce me to potential clients.


  1. People contribute to me on a regular basis.


  1. I see myself as a resource for others.


  1. My networking and relationship building skills have produced

many clients over the last six months.