5. Guerrilla Marketing Personality Traits Menu | 1 | 2 | 3 | 4 Because you've got the imagination to pop for first class postage and to put eleven stamps on your envelope -- a 6-center, three 4-centers, a 3-center, and six 2-centers. Who could resist opening an envelope with eleven stamps? Not only will it be opened, but it will be opened first. Doesn't take a lot of money, does takes a powerful imagination. 3. SENSITIVITY: People who run first-rate marketing shows are sensitive to their market, their prospects, the economy, the community, and the competition. It's a key personality trait.  4. EGO STRENGTH: The first people who will tire of your marketing program will be your co-workers, followed closely by your employees, your family, and your friends. They will counsel you to change because they are bored. Your prospects are not bored and have barely heard of you. Your customers will not be bored and will forever read your marketing materials to justify the fact that they still do business with you. 5. AGGRESSIVENESS: You need to be aggressive in your spending and your thinking. When you hear that the average U.S. business invested 4 percent of gross revenues in marketing in l999, you want to invest 6 percent, 10 percent. When you hear there are 100 marketing weapons, you want to use at least half of them.  6. CONSTANT LEARNING: A seagull flies in endless circles, seeking food. When it finds food, it eats its fill, then flies in circles again, looking for more food. Seagulls just have to look for food. Humans have one instinct that is just as strong. Know what it is? To learn. Successful guerrillas know a lot, but keep learning more.  7. GENEROSITY: Guerrillas view marketing as an opportunity to help their prospects and customers succeed at their goals, whatever they may be. They think of things they can give away to help those people. They are generous with their time and their information. 8. TAKE ACTION: Many people read books, hear tapes, take  courses and attend seminars. But most of them keep this information within them. Guerrillas learn the very same ways, but take action based upon what they have learned. They know that action is the power behind guerrilla marketing.