Pravidla či spíše doporučení pro použití Guerrilly jsou vkusně shrnuty v knize J. C. Levinsona, Guerrilla Marketing Excellence: The 50 Golden Rules for Small-business Success. Tato kniha by neměla chybět v knihovně žádného marketéra, zabývajícího se guerilla marketingem.
- Zavádění nových produktů a služeb
Zavádíte-li do svého sortimentu něco nového, nadšeně veřejnosti oznamte, že jde o novinku a jasně vysvětlete, co je na ní dobrého.
- Konkurenční výhody
Identifikujte nebo si vytvořte vlastní konkurenční výhody a na ty potom soustřeďte svůj marketing.
Dbejte na dobré načasování; správný marketing, zaměřený na správné lidi, je správný pouze tehdy, je-li správné i jeho načasování.
- Jak být zajímavý?
Povinností vašeho marketingu je zaujmout pozornost a udržet zájem co nejvyššího počtu perspektivních zájemců.
Dělejte vše, co je ve vašich silách, pro to, abyste používali marketingových metod a taktik, které nemůže nikdo obvinit z nepoctivosti.
Následuje seznam Levinsonových 50ti Zlatých pravidel v AJ:
The 50 Golden Rules for Small-business Success
- 1. What the Stonecutter Knows
Blessed with the guerrilla’s vision, do not seek instant gratification, but find your rewards with farsightedness.
- 2. Precision
The ability to accurately define your precise market or markets dramatically affects your profitability.
- 3. What People Really Buy
Gear your marketing to people already in the market, and know what they really buy other than instant gratification.
- 4. Solving Problems
It is far easier to sell a solution to a problem than to sell a positive benefit.
- 5. The World’s Best Customer List
Your own customer list is the best in the world—but only if it bulges with information about each customer.
- 6. Customer Reverence
Consistently display your reverence for your customers by trying to help them with consistent follow-up.
- 7. Convenience
Design your business to operate for the convenience of your customers, and make it very easy to do business with you.
- 8. The Power of Questions
Questions lead to answers; answers lead to customer rapport; customer rapport leads to profits.
- 9. The Perils of Showtime
Marketing is always more effective if it is looked upon as selltime rather than showtime.
- 10. Introducing New Products and Services
When introducing new offerings, enthusiastically announce that they’re new and clearly explain why they’re good.
- 11. Sources of Marketing Know-How
The more know-how you have about the overall marketing process, the more profits you will earn.
- 12. Honesty
Do everything in your power to employ marketing techniques and tactics that are honest beyond reproach.
- 13. Profits
Everything in your marketing should be designed to increase your profits, not merely your sales, but your profits.
- 14. Share of Mind
It is easier to achieve a healthy share of market if you first obtain a healthy share of mind.
- 15. Style vs. Substance
Emphasize the meat and potatoes of your offering rather than the plate upon which they’re served.
- 16. Being Interesting
Your marketing has an obligation to capture the attention and hold the interest of as many prospects as possible.
- 17. Timing
Be sure your timing is on; the right marketing to the right people is only right when the timing is right.
- 18. Cleverness
People will remember the most clever part of your marketing; be sure it pertains directly to what you are selling.
- 19. Bribes
Whatever term you use to describe it, the truth remains that everybody loves a bribe.
- 20. Economizing
The key to marketing economically is not in saving money, but in making every investment pay off handsomely.
- 21. Soft Steps and Hard Steps
It is easier to get someone to take the hard step of buying if they first take the softer step of requesting more data.
- 22. One-on-One: Micro-Marketing
Tiny shares of gigantic markets are abundant and profitable if you serve and market to one person at a time.
- 23. The Danger of Originality
Don’t invest money in originality when the investment should be in generating profits.
- 24. Entrepreneurial Judo
Profits are maximized when you practice innovative marketing and protect yourself from other guerrillas.
- 25. The Guerrilla Marketing of Services
Market your services successfully by capitalizing upon the bountiful opportunities to create a unique niche.
- 26. Assuring Distribution with TV
It is possible to have your product sold in almost any store you choose if you use television marketing for leverage.
- 27. The Designated Guerrilla
Marketing will succeed only if time and energy are regularly devoted to it by you or a person you designate.
- 28. Strategic Alliances
To assure your marketing success in the future, become more oriented to cooperation than competition.
- 29. Competitive Advantages
Identify or create your competitive advantages, then concentrate your marketing upon them.
- 30. The Mighty Headline
If you have ten hours to spend creating an ad, spend nine of them on the headline.
- 31. Magic Words and Tragic Words
The right words will propel a great idea toward success; the wrong words will doom a great idea to failure.
- 32. Humanity in Marketing
Realize that everyone to whom you market is a human being first and a customer next.
- 33. Humor in Marketing
Avoid the use of humor unless it is pertinent to your offering and does not detract from your offer.
- 34. The Value of Specifics
The believability and persuasion of your marketing increase in direct proportion to how much specific data you provide.
- 35. Marketing Combinations
Many marketing weapons attain their maximum effectiveness only when combined with other weapons of marketing.
- 36. Guerrilla Gimmicks
Despite the solidity of the guerrilla’s commitment to a plan, sometimes a guerrillas gotta have a gimmick.
- 37. Not for Do-It-Yourselfers
Let a pro produce your marketing materials, because even a hint of amateurishness can lose sales for you.
- 38. Spying
The more you spy on your competitors, your industry, and yourself, the more opportunities you’ll find to improve.
- 39. Achieving Credibility
Create a path of least resistance to the sale by paving the path with credibility.
- 40. Restraint
Don’t fix it unless you’re absolutely positive it’s broken.
- 41. Second in Line
It is wise to aim to be first in line when your prospect buys, but it is more profitable to be second in line.
- 42. Proving You Care
More companies will fail than succeed in business, and the ones that succeed will be the ones that prove they care.
- 43. Givers vs. Takers
Companies that think of what they can give to people fare better than those that think of what they can take.
- 44. Networking, Guerrilla Style
To network properly, ask questions, listen to answers, and focus on the problems of the people with whom you network.
- 45. Pioneering
If you’re going to pioneer with a new product or service, you must be prepared for walls of apathy and fear.
- 46. Marketing in a Recession
To succeed at marketing during an economic downturn, focus your efforts on existing customers and larger transactions.
- 47. Luxury Box Marketing
If you have an especially important client or customer, market to that person in an especially important way.
- 48. The Wisdom of Moving Slowly
When planning and producing marketing, then evaluating it, operating from a guerrilla calendar is indispensable.
- 49. Guerrilla Relationships
Treat sales transactions not as single events, but as starts or continuations of close and lasting relationships.
- 50. Eating Life
If you don’t take control of your marketing, your company’s future will be in the hands of your competitors.