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.
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?
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.
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.
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
_ Online: your website, digital marketing and webinars
_ E-mail: including e-mail sent to clients as well as postings to
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
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.
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
_ 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
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”:
frequently with them.
appropriate moment to let them know I care about them.
in community programs and frequently volunteer.
tips, gifts and information.
many clients over the last six months.