12. Guerrilla Marketing as Sex Menu | 1 | 2 | 3 | 4  Their next step is gaining uncarnal knowledge. They seek information about prospects who have caught their fancy so they can satisfy their needs more than their wants -- because guerrillas realize people often want what they don’t need, and providing it is hardly the basis of a long term relationship. They seek shared values in customers as they would in lovers, gaining information as they impart information, much in the manner of two people getting to know each other -- with romance on their mind.  They treat all prospects differently, just as they want to be treated. They learn those ways with research and two-way communication.  It’s at this point that guerrillas engage in flirting -- taking that first step towards gaining consent. Marketing with personalized messages, treating advertising not as the way to make the sale but as first step in gaining consent, they become attractive to those who have attracted them. When the courtship begins, guerrillas pay very close attention and prove that they care. They enter into dialogues with those for whom they are lusting and know what to say for that lust to be returned. Any courtship is intensified with gifts of love, and it is no different in the guerrilla marketer’s search for consenting partners. Gifts can be gift-wrapped or come in the form of prizes, memberships in loyalty groups, newsletters, booklets, regular email updates. Each prospect knows that their individuality is recognized. Next comes making out, connecting even closer with prospects by becoming more intimate in marketing. By listening carefully to learn of likes and dislikes, specific problems, guerrillas learn to make promises they can keep. Their penchant for taking action broadens even more the consent for which they strive.