Book Summary: Guerrilla Marketing by Jay Levinson

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Jay Levinson’s book Guerrilla Marketing has revolutionized marketing strategies for small business owners. His take-no-prisoners approach to finding clients is a must-read for anyone looking to succeed in marketing.

Marketing is a long-term commitment, and every interaction your company has with potential customers matters. From first impressions to after-sale service, every touchpoint is crucial.

You may still be wondering if you should read the book. This book summary will tell you everything about this book so you can decide if it is worth your time.

Without further ado, let’s get started.  

Key Insights

Lesson 1: Guerrilla marketing suits startups and small businesses for its creativity and affordability.

If you’re a small business owner looking for creative ways to promote your products or services without breaking the bank, guerrilla marketing might be the solution you’ve been searching for. Unlike traditional marketing methods that rely heavily on expensive ads, guerrilla marketing offers a more cost-effective way to reach potential customers and achieve a tangible return on investment.

One of the biggest advantages of guerrilla marketing is that it can help level the playing field for small businesses that don’t have huge advertising budgets. By using non-traditional channels like social media, email marketing, or even street art and graffiti, you can reach your target audience in new and unexpected ways that are more likely to stick in their minds.

But it’s not just about saving money – guerrilla marketing also allows you to engage in a two-way conversation with your customers, getting their feedback and input. This can help you better understand their needs and preferences, and tailor your marketing efforts accordingly. By building a closer relationship with your customers, you can increase brand loyalty and create long-term value for your business.

So if you’re ready to shake things up and try something new, give guerrilla marketing a chance. With a little creativity and a willingness to think outside the box, you might just discover a whole new world of possibilities for your small business.

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Lesson 2: Consider positioning before tactical planning.

Positioning is a critical aspect of any marketing campaign as it sets the tone for how a company presents itself and its offerings to potential customers. It involves identifying the target audience, the problem the product or service solves, and the benefits customers will receive. A well-defined positioning strategy can make a significant impact on the success of a marketing campaign.

According to David Ogilvy, an advertising expert, positioning is even more critical than the design or wording of ads. Companies that have successfully implemented effective positioning have seen considerable success, even in industries facing challenges.

One such example is JetBlue, an airline that positions itself as a premium carrier with low fares, comfortable seating, and amenities. Despite challenges in the airline industry after the events of September 11, 2001, JetBlue has thrived due to its clear positioning as a high-quality, budget-friendly option.

It’s crucial to consider demographics when determining the target audience. For instance, research has shown that older consumers are receptive to advertising and may be interested in products or services that promote independence and freedom. It’s also essential to use a font size that is easy to read for those with declining eyesight when targeting this demographic.

Lesson 3: Choosing the right advertising medium for your target audience.

In today’s world, there are numerous advertising mediums to choose from, making it crucial to select the right platform to reach your target audience. One of the best options is printed magazines, as they often encourage readers to engage with the content, making them more receptive to ads. To make your ad more effective, it’s important to customize it to fit the tone and aesthetic of the magazine.

Television advertising is also a popular option as it can create a lasting impression on viewers by combining visual and audio elements. However, the cost of television ads can be high, making it challenging for some marketers to use this medium.

Online marketing provides a more affordable way to reach your audience through platforms such as emails, chat rooms, blogs, and websites. A company’s website can be an excellent tool to engage with visitors by creating informative and interesting content that encourages them to ask questions and explore more.

Ultimately, the key to a successful marketing strategy is to select the right medium that best suits your target audience. By doing so, you can ensure that your message is received and acted upon, leading to increased sales and brand recognition.

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Lesson 4: Online media is increasingly important for companies of all sizes to advertise.

In the digital age, e-media marketing has become the most effective way to advertise products and services. With the rise of the Internet, it is crucial for businesses to invest in online advertising, even if they don’t sell digital products. This is because customers often research products online before making purchases. Thus, the Internet can be a valuable marketing tool for any business.

When investing in Internet advertising, it is essential to follow the “rule of thirds”. This means dividing your budget into three parts. Firstly, allocate one third of your funds to making your website informative and attractive for visitors. Ensure that it is user-friendly, visually appealing, and provides all the necessary information about your products or services.

Secondly, use another third of your budget to promote your website. You can use different techniques such as search engine optimization, social media marketing, or pay-per-click advertising to increase traffic to your site.

Finally, invest the remaining third in maintaining and updating your website. Regularly updating your site with fresh and relevant content will help you retain customers and improve your search engine ranking.

Another crucial part of an Internet marketing strategy is email marketing. By maintaining a list of email addresses and offering customized messages, you can interact directly with your target audience. Provide opt-in options like a free newsletter to encourage customers to join your mailing list.

Guerrilla Marketing Book Review

When “Guerrilla Marketing” was first published in 1984, it introduced a new and revolutionary approach to business. Even though the marketing techniques it describes have now become mainstream, the book is not outdated. In fact, it still offers valuable insights into marketing, especially for those who want to achieve great results without breaking the bank.

From the very beginning, the author, Jay Conrad Levinson, makes many concise and memorable points. For instance, he defines marketing as every interaction a company has with anyone outside of it. He stresses the importance of treating marketing as a long-term commitment, a marathon instead of a sprint. Levinson also emphasizes the importance of gaining consumer trust, as a sale may result from the fifth, tenth, or even the twentieth time a prospect interacts with a company.

Levinson also anticipated the impact that the Internet and new media would have on marketing, and he added relevant material in later editions. However, unlike many early adopters, he didn’t make the mistake of thinking that Internet traffic equals business success.

While the book has its flaws, such as Levinson’s occasional mistakes or over-reliance on cross-selling, it still offers practical and imaginative ways for businesses to improve their marketing skills.

In summary, “Guerrilla Marketing” is a book worth reading for anyone who wants to learn more about marketing, especially if they’re looking to achieve great results on a tight budget. Treat Levinson like a chatty friend who occasionally gets things wrong but usually speaks common sense.

About The Author

Jay Conrad Levinson (February 10, 1933 – October 10, 2013) was an American business writer, known as the author of the 1984 book Guerrilla marketing.

Buy The Book: Guerrilla Marketing

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