Is Your Retail Business Guerrilla Ready for the Holiday Rush?

Is Your Retail Business Guerrilla Ready for the Holiday Rush?…the-holiday-rush/ ‎

Retail opportunity is about to start knocking, as the holiday rush nears, is your business Guerrilla ready?

A jeweler wanted to attract attention to his business during the holiday season, so he invented outlandishly expensive gift ideas, such as a Frisbee with a diamond in the center. Price: $5,000. Another was a miniature hourglass that used real diamonds instead of sand. Price: $10,000. Another was a jewel-encrusted backgammon set with a price tag of $50,000. The jeweler rarely sold such items, but he attracted national publicity, and his holiday sales soared."   Guerrilla Marketing (Kindle)

The holidays offer great opportunities for Guerrilla Marketers:

These are all fantastic sales opportunities and you want to Guerrilla ready for every possible opportunity and sale. There is nothing a Guerrilla Marketer enjoys more than customers and prospects who are already in the mood to buy and the holidays do a lot of that work for you. As you're working through your preparation checklist, consider these Guerrilla ready ideas and examples:

Coupons – knowing your customers will give you the upper-hand in creating offers that appeal to your prospects. Of course, as a good Guerrilla Marketer you will market not only to your prospects but also to your customers - offering them exclusive opportunities and an incentive to refer new business to you.

Gift Cards – the perfect gift that always fits. Giving a gift to the gift card buyer that they can redeem in January is a great way to be remembered after the holidays.

Gift Ideas – make gift giving easy for your customers with prepared suggestions, bundles and packaging.

Make It Easy – go out of your way to make it easy and fun to purchase from you.  From in-store entertainment to refreshments, free Wi-Fi, fun holiday selfie/Instagram props and in-store giveaways.

Be a Social Media Darling – this is the time to be posting, liking, sharing and commenting. Poke fun at holiday traditions, such as: ugly sweaters, fruit cakes and people’s holiday driving and parking habits.

Charity – consider donating a percentage of your profits to charity and give your customers the opportunity to participate, offer fund-raising items for sale, arrange to be a drop-off location for local or national drives (toys, food, etc.).

Public Relations – news media outlets are looking for stories – be actively providing them with content, samples and ideas that showcase your store or product. Whether it's lists of gift giving ideas, top selling items, demonstrations of your product (especially if it's a food product or you're a chef/restaurant that can do on-air demonstrations or Q&A's) or it's a story tied to your charitable efforts, be the source of news. The bestselling book Guerrilla Publicity, co-authored with Jill Lublin, is a must read for any business owner that wants to drive their profits with the often under-utilized efforts of public relations.

Fusion Marketing - there is no better time to work with business owners in your area to offer joint promotions.  "Get 20% off a holiday bouquet from Daisy-Do with a purchase of $50 or more at your location" or "Get a free coffee from Need Some Joe with a purchase of $50 or more at your location" - all while your Fusion Marketing partner markets your promotional offer at their location.

Shop Your Competition - you're a Guerrilla Marketer and that means you actively monitor what your competitors are doing. A Guerrilla business is nimble - but focused on their Guerrilla Marketing Plan. Be ready to pivot, as needed, to what your competition is doing but stick to your Guerrilla Marketing Plan and out-maneuver your competition (you can change some tactics without changing your focus).

Catalogs, Wish Lists and Top Sellers - help your customers narrow down their options while making it easy and visual to make gift selections that make them feel great.

TIP:   …mail your catalog before Christmas. People want to buy at that time, and you’ve blown an important opportunity if you don’t mail then. Everybody mails their catalogs at that time, but they do so because people are buying before the holidays. The infamous bank robber Willie Sutton said, when asked why he robbed banks, “Because that’s where the money is.” Holiday time is when the money is.  – Guerrilla Marketing (Kindle)

Need help unlocking your creativity?  The Guerrilla course Create Your Advertising Strategy and Unlock Your Guerrilla Creativity, will set you on your way.  Take a look at our free preview.

As the holiday rush nears and you ready your Guerrilla business - may your holidays be filled with Guerrilla generosity, hospitality and profits!

Guerrilla Tips to Save Time and Money with Your Printed Materials

Guerrilla Tips to Save Time and Money with Your Printed Materials

Guerrilla Tips to Save Time and Money with Your Printed Materials

Guerrillas think first of saving marketing money by not wasting marketing money. Be sure you understand the distinction. Getting the lowest price on something isn’t nearly as important as getting the most profitable results from something. Saving is nice, but it’s secondary to profiting."   Guerrilla Marketing (Kindle)

So much of marketing is focused on digital but the need for printed materials is still paramount for many businesses. If yours is a business that needs printed materials, here are some Guerrilla tips to save you time and money.

If you want to promote your expertise and experience, refer to the year you started, not how many years you’ve been in business. “Proudly providing exceptional service since 2003” is timeless. “Proudly providing exceptional service for five years” is limited and needs to be updated every year.

Pictures are always engaging but they are also time-sensitive. A group shot of your employees and/or partners looks great but employees and business partners come and go and sometimes those that go, head to your competition.

Only use your web address and a generic email address (e.g. info@...) and make it very easy for customers or prospects to find your "Contact Us" page on your home page. Your physical address. phone number and individual email addresses are always subject to change. Why incur the cost of re-printing your materials when your business needs to move into a new location or when your success grows, and you add locations.

If you hold or distribute materials at events (conferences, presentations, etc.), take a look at which pieces can be timeless (e.g. name badge holders, lanyards, programs, folders and give-aways). For those items, don’t include the date, city, event milestone (i.e. “The Fifth Annual…”) or other time sensitive information that is applicable.

Separate Your Materials Into Pieces
Instead of a brochure, consider creating a timeless and high-quality presentation quality folder or envelope that can hold your dynamic/changeable and less expensive sheets of paper, card stock or postcards.

  • Your insert sheets can be printed on your own high-quality printer for maximum flexibility with design and customization to ensure that your materials get read instead of added to the pile on your target customers desk.
  • You can also have business card (or larger) holders or slits added to your folder/envelope, so you can print business cards (or larger) with a time-sensitive message or offers that can easily be changed out.

By making timeless pieces you can order your materials in larger quantities which often has little to no additional cost to you. Printing becomes very cost efficient with quantity so making your piece timeless keeps money in your pocket that you can otherwise use to drive your profits.

TIP: When you’re printing and distributing large quantities, talk to you printer to see if they offer a discount to include their logo/contact information on your materials. You’ll not only have the benefit of reduced cost, you’ll also have their eye on the printing quality of your materials since their logo is now on it as well. Guerrillas are always welcoming of fusion marketing opportunities.

Guerrilla Email Marketing Rules for Success

Guerrilla Email Marketing Rules for Success

You can have a star-studded Web site, a too-good-to-refuse offer, unbeatable quality, and a jaw-dropping price, but without e-mail, you’ll be flailing in frustration. It’s probably the e-mail that’s going to get most of your customers to your site."   Guerrilla Marketing (Kindle)

You have a great business, product or service that you want to promote or are already promoting…are you getting maximum results with your email marketing efforts? If not, you need the Guerrilla Email Marketing rules for success because it’s easy to get caught up in the many challenges of creating emails that sell.

  • Getting your email delivered
  • Getting your email opened
  • Getting your email read
  • Getting the customer or prospect to take action
  • Creating effective closings
  • Determining a follow-up sequence
  • Selecting colors
  • Selecting words

Implementing or improving your email marketing can have a big impact on your bottom line. The smallest actions can dramatically improve your email marketing results.

Are you doing your own email marketing or do you want to know how to more effectively manage the vendor you have doing your email marketing? Matt Bacak, a proven Guerrilla E-mail Marketer with decades of success, will show you how you can boost your results with his 11 Golden Keys for Success that he has perfected during his decades of experience. With Matt’s expertise and wisdom, you’ll be able to avoid the kind of mistakes that even email professionals don’t realize they are making.

If you weren’t at the Guerrilla Global Summit, you don’t have to miss out, you can still benefit from Matt Bacak’s 11 Golden Keys for Success master presentation. Matt has been so successful by questioning everything that is “known to be fact” - letting his profits determine what is fact. When you learn from Matt, you'll be equipped with Guerrilla email marketing rules for success.

Matt Bacak generously shares his proven formula for making money with email marketing and gives you the critical keys to success with his disciplined approach. He shares secrets with you to improve all aspects of your email marketing. Don’t miss this extraordinary opportunity to learn from a master e-mail marketer.

Click here for a free preview and more information. Your time will be well spent learning how to accelerate your email marketing results.

“Guerrillas know that marketing combinations work. If you run a series of ads, have a Web site, and then do a direct mailing or an e-mailing, they’ll all work, and they’ll each help the others work. The days of single-weapon marketing have been relegated to the past."

Guerrilla Marketing (Kindle)

Why Wouldn’t You Engage In Guerrilla Public Relations?

Why Wouldn't You Engage In Public Relations?

Why Wouldn’t You Engage In Public Relations?

Public relations means exactly what it says. It’s also accurate to say that it means publicity—free stories and news about you and/or your company in newspapers, magazines, newsletters, on radio and TV, and in any other type of media. It means any relationships you have with anybody. In fact, the purest form of public relations is human relations. " 

Guerrilla Marketing (Kindle)

Guerrilla public relations helps establish the identity of your business (or yourself). It gives you authority. It’s read by a large number of people, it builds credibility and it’s remembered.

Guerrilla public relations not only offers exposure, it also provides staying power. Positive publicity can be used for years on your blog or website, in your emails, presentations, brochures, direct mail and included in ads – and it can be leaned on as you build precious credibility.

Instead of paying for the publicity with money, you can simply pay for it with work: phone calls, writing, time, determination, and endless follow-up. But that effort will be worth your time. People who expend it say that PR really stands for profit.

An important factor in obtaining free publicity is to provide news worth publicizing. The news media need news, and if you have the news, you are exactly what the media are looking for. The opportunity for you is connect the dots between news worthy information and those seeking news.

The bestselling book Guerrilla Publicity, co-authored with Jill Lublin, is a must read for any business owner. As a business owner, your publicity efforts are broader than just getting your news publicized, your publicity efforts start the moment you open your mouth and speak a single word about your business or about yourself.

At the 2018 Guerrilla Global Summit, Jill Lublin provided priceless Guerrilla tools to get your business or message noticed - even with a small (or no) budget.  Jill Lublin shared her success story along with the stories of some of her clients while she worked directly with Guerrilla Global Summit attendees to craft their unique message to take them from “who are you?” to “I’ve heard of you somehow” and all the way to being considered a media darling.

If you couldn’t be at the Guerrilla Global Summit, it’s not too late to learn directly from Jill.  Click here for a free preview and more information.

From books to magazines to blogs to TV and radio, there is a massive low-to-no cost opportunity for you to drive your sales all while building your (or your company) believability, credibility and stature. Whether you choose to do it yourself, or you use the services of an expert, why wouldn’t you engage in Public Relations?

“The more publicity contacts you have, the more free publicity you’ll generate.  It’s that simple.” 

Guerrilla Marketing (Kindle)

Create Change and Profits with Your Ideas

Create Change and Profits with Your Ideas and Guerrilla Marketing

Create Change and Profits with Your Ideas and Guerrilla Marketing

Companies of all sizes and individuals of all means are changing our society, our environment and our future. Guerrilla Marketing has been providing critical and effective tools for change-makers, for decades. Guerrillas take their ideas and put them into action to create change and drive profits. From fund raising to cause awareness and every aspect in between, Guerrilla Marketing tools are always at the forefront of breaking through to your target audience.

Shel Horowitz is the co-author of two impactful Guerrilla Marketing books:

Whether you’re focused on a local, national or global change, you can create transformation.  Impact your community or to impact the world with the expertise and insight of Shel Horowitz. Let your profits and your trans-formative ideas work together. When you combine those efforts, you drive:

  • Customer Loyalty
  • New Markets
  • Improved Staff Morale and Retention
  • Vendor Engagement and Excitement
  • Partnerships
  • Community
  • Revenue and Profit

Shel Horowitz presented at the 2018 Guerrilla Global Summit, the varies ways you can accomplish far more than you may have ever thought was possible. Instead of thinking that you need large profits and wealth to make a difference, he showed participants how Guerrillas combine and align their efforts to put their ideas into action. If you couldn’t be at the Guerrilla Global Summit, it’s not too late to learn directly from Shel Horowitz. Click here for a free preview and more information.

Combining your business and “doing-well” or “doing-good” is a cornerstone of Guerrilla Marketing. At the heart of all Guerrillas is generosity. Generosity with your customers, employees, friends, community, fellow businesses and ultimately with the world at-large because it’s an integral and genuine part of the way you operate in all aspects of your life.

So whether you want to support the efforts of existing charities or causes or you want to start your own integrated effort within your business (giving a portion of your product to underprivileged or providing training, education, internships, scholarships or even holding drives that allow your customers, vendors, employees and community to be involved) there’s no time like right now and Shel Horowitz will show you how.

“Giving and receiving are two sides of the same coin. The coin is called business. Guerrillas have learned, though they may have always suspected it in their bones, that the more they give, the more they receive. They are extremely imaginative about what they can give, shifting their generosity into high gear and seeing the world through the eyes of their customers."

Guerrilla Marketing (Kindle)

It’s All in the Details When It Comes to Your Customers

It's All In The Details When It Comes To Your Customers

It's All In The Details When It Comes To Your Customers

"Traditional marketing is based on experience and judgment, which is a fancy way of saying “guesswork.” But guerrilla marketers cannot afford wrong guesses, so it is based as much as possible on psychology —laws of human behavior." Guerrilla Marketing (Kindle)

If you’re a small company, a new venture, or a single individual, you can use the tactics of Guerrilla Marketing to their fullest. You have the ability to be fast on your feet and to use a vast array of marketing tools.  You have the ability to get to know details about your customers that will help you to create valuable long-term relationships.

Marketing is the painfully slow process by which you move people from their place in the sun to their place on your customer list, gently taking a grasp of the inside of their minds and never letting go. Each component that helps you sell your product or service is part of the marketing process. No detail is too insignificant. In fact, the smaller the detail, the more important it is to a customer. The more you realize that, the better your marketing will be. And the better your marketing is, the more profit you will make.

The one-on-one capabilities of the small business represent an extraordinary opportunity to business owners who recognize a good thing when it stares them in the face. Small businesses can win and keep business; they build and grow the business by focusing on seemingly tiny details. The small business can get up close and personal with its customers. There’s a certain warmth associated with being a mom-and-pop business. You can benefit from the close personal connection associated with small business simply by injecting an extra dollop of warmth into every aspect of the business.

How do you get to the details with your customers?

  • Reviews – read every review you receive and read every review your competition receives
  • Surveys 
  • Questionnaires 
  • Tracking – knowing what messaging worked to draw in a customer gives you a strong foundation
  • One on one – capture the details of your customer while talking to at your location or phone/email. You can do lectures, seminars or giveaways that give you the opportunity to have one-on-one time.
  • Psychographics

As you gain this detailed knowledge, it’s important to understand psychographics and the how and why marketing works. Jay Conrad Levinson, the creator of Guerrilla Marketing, created an audio course to help you understand consumer and Guerrilla behavior. Click here to learn more and to enjoy a free preview.

“Marketing is more of a science every day as we learn new ways to measure and predict behavior, influence people, and test and quantify marketing. It’s more of a science as psychologists tell us more and more about human behavior.”  Guerrilla Marketing (Kindle)

Guerrillas Are Viral

Guerrillas Are Viral

Viral marketing is a combination of a number of influences, including good old word of mouth and the current fixation on early trend setting and spotting and Guerrilla Marketers know how to leverage the opportunity.

Guerrilla Marketing is Viral

Viral marketing may be so favorable and spread so rapidly that your product, idea or business can reap a fortune simply from it. Viral marketing is an effective marketing strategy and in fact, a strong viral campaign should be a part of your Guerrilla Marketing plan.

In its introductory campaign for a new phone, a phone manufacturer hired 120 actors and actresses to play tourists at popular attractions around the country, such as New York’s Empire State Building. These paid performers asked passersby to take their picture with the new phone. And what the unknowing consumer gets is a marketing message not from a corporate pitchman but from a much more powerful endorser: a cool, attractive, enthusiastic stranger. And so the viral marketing process begins. When it touches a topic or product of compelling interest, buzz can be an extremely effective way to spread the news without incurring much expense.

So, where do you start?

Everybody, even those in remote locations, has a circle of influence. This circle comprises your friends, relatives, co-workers, business associates, fellow club members, and even acquaintances. These people are usually the first who can, and are usually eager to help you in your quest for success at marketing. Not only can they become customers, but also their own circles of influence can become customers.

The great news is that absolutely everyone is part of such a circle. These circles of influence are often the starting points for a viral marketing campaign but many people overlook this opportunity. Fortunately, Guerrillas know to market to these people just as they would market to prospects, knowing that those in your circles of influence know you, trust you, and like you. That’s a wonderful place to start. It’s also a wonderful place to learn of your marketing weaknesses, if any. And it helps you to determine your most compelling benefits.

“It’s said that everyone knows at least twelve influential people. And those people probably know twelve more. And those twelve know twelve more. That’s a very healthy ripple effect for you. So be careful. Just as the good word about you spreads rapidly, the bad word may spread even more quickly."Guerrilla Marketing (Kindle)

Guerrilla Marketing Reality

Guerrilla Marketing Reality

Guerrilla Marketing Reality

Marketing is a waste of money and time if you're not attuned to reality. Reality is not necessarily what you want it to be or what it used to be. Instead, reality is what really is. To many marketers, that's a major problem, but to Guerrilla Marketers, it's an inviting opportunity to stand apart from the competition.

Reality to Guerrillas is the realization that their prospects are constantly being bombarded with marketing, with enticing offers, with cut-rate and cut-throat pricing, and with innovative products and services. Guerrillas know that they're not marketing in a vacuum, but in a world where many factors, other than their own hopes and dreams, are influencing the way their prospects will act.

Guerrillas are aware of the reality of the immense role of technology in attracting and serving customers. They know that if they're not keeping up, they're probably falling behind. If they're not embracing current technology that allows them to render superlative service, their competitors may be using it to woo away their customers.

They're aware of the precious nature of time in their prospects' lives so they don’t waste that time. They're aware, most of all, of their prospects' priorities. Often, the top priority is not what  your thought and that’s why they learn all they can about what's important and not important to their prospects and customers.

Reality to Guerrillas takes important factors into account:

  1. The state of the economy must always be considered, for it dictates which marketing tactics will work best. In a down economy, Guerrillas adjust their marketing by speaking more to customers than prospects and by working like demons to gain referral and follow-up business.
  2. The competitive scene is part of reality because competitors have more information than ever before, and they use it to fuel to their marketing. You can't ignore competitors who are out to win the hearts and minds of your customers.
  3. Technology is reality because it enables Guerrillas to produce more marketing tools, to expose their message to more people, and to reduce their marketing costs.
  4. The news of the day has a major impact on reality. Your prospects keep up with the news and they react accordingly. Unless you do the same, expect the worst.
  5. Reality also includes your marketing budget because you must live with it and make it stretch to its fullest extent. Now, more than ever, that budget enables Guerrillas to market actively but not expensively.
  6. Reality is the inevitable clutter of other marketing, the blizzard of e-mails, posts and advertisements each day, the increasing sophistication of marketing techniques to break through the clutter and show they your prospects should buy what you're selling. Guerrillas adapt their marketing to that reality by facing it squarely.
  7. Reality is knowing the difference between a motivating marketing message and a clever marketing message. Many marketers haven't a clue as to the difference and often mistake the two.
  8. Alas, reality is also a ho-hum attitude on the public's mind when it comes to marketing. They have many things to consider each day and you can be pretty certain that marketing is not one of them.
  9. Finally, reality is knowing the value of commitment to a plan, patience with a program and restraint in making changes. Reality is seeing clearly that marketing is not an event, but a process. It's a process that takes time. If you're not willing to invest that time, along with your money and your energy, you're living in an unreal world. Guerrillas strive to live in the same real world as their prospects and customers.

"Guerrillas adapt their marketing, creative message, and entire philosophy to the realities of the times. Instead of fighting change, they adapt to it. And their profitability attests to the wisdom of this attitude."  Guerrilla Marketing (Kindle)

Do You Value Profits?

Do You Value Profits?

We recently had a comment from one our valued Daily Guerrilla Wisdom subscribers who expressed their thoughts about focusing on profits.  We love your feedback and the comments made us realize that it's an important topic to discuss.

The idea of focusing on profits in your business can elicit a range of thoughts. For some, focusing on profits is a fundamental measurement of their business and to others focusing on profits may seem inappropriate, egregious, unfocused and/or greedy. Having different viewpoints is valuable.

So, what if you chose not to focus on profits? Instead you just follow your passion and build your business without regard to making money or profits. 

At the end of the day, do profits matter?  They do to Guerillas. But, perhaps profits matter in different ways than some might think. 

“No matter how glowing the other numbers in your business may be, it’s the profits that should glow, that keep you in business, that enable you to grow your business, that attract investors, that entice buyers of companies, and that ought to be the prime reason you went into business." 

Guerrilla Marketing Remix (Kindle)

Guerrillas know that profits:

  • are the measurement of success or failure of a marketing initiative.
  • are the definition of successful creativity.
  • are the fuel for research and development of products and services that solve your customers needs and provide for their wants.
  • are the reward that your customers give to you for providing a product or service that improves their lives.
  • give you opportunities to contribute in meaningful ways to your community, beyond the service/product that you offer.

“It's your job to grow healthy profits every year. You owe that to yourself, your employees, your family and your future. That's why profits best reflect your success. Profits are elusive,. Profits are honest. Profits are hard-earned. But profits are not complicated.

They are the fifth of the five broad strokes of success, and they are crucial to your company's health. But earning them is not a winding road. Instead it is a straight road, possibly uphill, but always leading to exactly where you envision going." 

Guerrilla Marketing Remix (Kindle)

If you’re not focused on profits, do you have a business or a hobby?  A hobby is a great thing but on the downside - you’ll likely need a job to support it.

The value of profits is different for everyone but Guerrillas do, indeed, measure and value profits. Guerrilla Marketing helps businesses drive their profits.

“Guerrilla marketing embraces 360 degrees of communication, reaching target audiences in as many ways as are affordable and possible.  Your task as a Guerrilla is to be aware of all the marketing weapons available to you, to experiment with many of them and then to identify the combination of weapons that provides the highest profit to you.

Guerrilla Marketing Remix (Kindle)

How Much Attention Are You Giving Your Customers?

How Much Attention Are You Giving Your Customers?

“More than half your marketing time should be devoted to your existing customers. A cornerstone of Guerrilla Marketing is customer follow-up. Without it, all that you've invested into getting those customers is like dust in the wind." Guerrilla Marketing (Kindle)

If your business already has customers, you have fuel to help make your engine run. A Guerrilla knows that as a small business, your ability to be up close and personal with your customers, is one of your biggest advantages over your competitors, especially your larger competitors.

Your larger competitors are likely using software to "get to know" their customers. They are compiling their customers into groups, giving them labels, assigning value scores and then blasting them with messages they deem to be likely to generate more revenue and customer retention. The large competitor often focuses the most attention on their customers when the customer announces they are leaving. At that point that competitor uses their "software knowledge" of the customer to attempt to "save" them. Their "customers" quickly become data, statistics and probabilities.

Fortunately, a Guerrilla has the advantage. A Guerrilla knows that everything about their business is designed with the end in mind and that end, is delighted, loyal and interactive customers. They know the value of:

  • keeping things simple for the customer.
  • not wasting a moment of the customers time.
  • focusing on the tiny details that which make their business unique.
  • positioning the business in their marketing so the customers/prospects clearly understand what the business stands for.

“When you view marketing from the vantage point of the Guerrilla, you realize that it's your opportunity to help your prospects and customers succeed. They want to succeed at earning more money, building their company, losing weight, attracting a mate, becoming more fit, or quitting smoking. You can help. You can show them how to achieve their goal. Marketing is not about you. It's about them." Guerrilla Marketing (Kindle)

When you begin your business, you start with an idea of what your customers want. Every customer that you attract along the way is an opportunity for your to grow your knowledge about their needs, wants and desires which will help you to refine your positioning as you market to prospects.

Guerrillas know the value of one of the simplest acts that helps them acquire this insight into their customers; they ask questions and they listing to the customer.  

“People enjoy being asked about themselves; they enjoy talking about themselves.  Take advantage of this human characteristic by asking questions of your customers.” Guerrilla Marketing (Kindle)

The more questions and the more answers, the more you can see the world through your customers eyes. A Guerrilla uses that knowledge to continually improve their business and ultimately to delight their customers. Those delighted customers return to make additional purchases, they  tell their friends about your business, and they introduce you to opportunities to grow your business that are outside of anything you may have considered on your own. 

“When you ask the right questions, consumers will tell you what to do to make your business more profitable.  Simply by listening to consumers, you will do the smart thing far more often than if you simply decide to go it alone." Guerrilla Marketing (Kindle)