10. Guerrilla Tickets to Ride into the Millennium Menu | 1 | 2 | 3  2. The second is your Humanity Ticket. Whatever new and brilliant technologies you select to energize your company in the marketing arena, you always remember that your customers and prospects are people first, every one of them unique and special. So your marketing messages to them are warm and human, attentive to details of their lives, caring of their progress, helpful and informative, personalized whenever possible. This ticket leads to bonding and loyalty, far in excess of that enjoyed by most small business owners. Customer research questionnaires provide the information guerrillas need to prove their humanity. It’s vital in an increasingly impersonal society. 3. The third is your History Ticket. Lots of new and start-up companies, especially those that sprung up after January 31st, l999, have no histories. You do and your ticket leads to credibility. The more you have, the easier it is to buy from you. Your history ticket is dated from the day you launched your business, includes your marketing strategy, your list of satisfied customers, your past success stories, your past publicity reprints, everything you’ve done to earn the confidence of your market. That History Ticket, probably presented on your website, in your brochure, in your mailings, in your ads, will bypass the skepticism that faces new businesses and pave the way to future sales with trust.