12. Guerrilla Marketing as Sex Menu | 1 | 2 | 3 | 4  If you view marketing as one big and profitable mating ritual, you’ll be viewing it in exactly the right way. The whole idea of guerrilla marketing is to transform cold prospects into consenting partners. As with superb sex, marketers shouldn’t be in a hurry, shouldn’t direct their energies to disinterested people and must realize that the consummation of a loving relationship won’t take place without proper wooing, without knowing exactly what turns on the prospect. When small business owners think less of marketing as impersonal communications and more as sexual journey, they will be far more able to market with success. In today’s cluttered environment of marketing, Instead of pondering numbers and demographics, explore instead the concepts of romance and love. That means realizing that falling in love with the right person and keeping the relationship delicious and satisfying is not so much a single major event as a step-by-step process. It begins by playing the field and determining just who you want to date in the first place. During this step, guerrilla marketers concentrate upon the compatibility factor. They keep their radar attuned to the proper chemistry that leads to mutual understanding and eventual consent. Unfazed by superficial allure, they seek soulmates more than customers. Their taste and discretion helps reduce their marketing costs because their targets reflect quality over quantity.