2. The New Secrets of Guerrilla Marketing Menu | 1 | 2 | 3 | 4  11. INVOLVEMENT: This describes the relationship between you and your customers -- and it is a relationship. You prove your involvement by following up; they prove theirs by patronizing and recommending you.  12. DEPENDENT: The guerrilla's job is not to compete but to cooperate with other businesses. Market them in return for them marketing you. Set up tie-ins with others. Become dependent to market more and invest less.  13. ARMAMENT: Armament is defined as “the equipment necessary to wage and win battles.” The armament of guerrillas is technology: computers, current software, cellphones, pagers, fax machines, wireless communications. 14. CONSENT: In an era of non-stop interruption marketing, the  key to success is to first gain consent to receive your marketing materials, then market only to those who have given you that consent. Don’t waste money on people who don’t give it to you. 15. AUGMENT: To succeed online, augment your website with offline promotion, constant maintenance of your site, participation in newsgroups and forums, email, chatroom attendance, posting articles, hosting conferences and rapid follow-up. 16. CONTENT: Marketing is information that can benefit the lives  of those to whom it is aimed, the truth made fascinating. If your marketing lives up to that definition, it has to be rich in content. These 16 concepts are probably the reason that many start-up guerrillas now run highly successful companies. They are the cornerstone of guerrilla marketing. Just 16 words, but each one nuclear-powered and capable of propelling you into the land of your dreams.  GUERRILLA EXERCISE: Measure your own company by how many of these concepts dictate your marketing. Compare them, one by one, with the way you currently run your marketing program. The idea is to run it by all 16.