6. The Guerrilla Marketing Attack Menu | 1 | 2 | 3 | 4 2. The second step is to write a benefits list. Have a meeting. Invite your key personnel and at least one customer -- because customers are tuned in to benefits that you may not even consider to be benefits. Example, my wife patronizes a certain bookstore regularly, not because of their books, but because of the carrot cake they serve in their cafe. Once you have a list of your benefits, select your competitive advantage because that's where you'll hang your marketing hat. If you haven't got a competitive advantage, you'll have to create one because you'll need it. After all, anyone can come up with a benefits list. Figure out why people should patronize your business instead of a competitor. 3. Step number three is to select the weapons you'll use. In my third guerrilla marketing online class, I listed an even 100 weapons from which you may make your selection. My recommendation is to use as many weapons as you can. More than fifty of the hundred weapons are free. After you've selected the weaponry, put the weapons into priority order. Next to each weapon, write the name of the person who is in charge of masterminding the use of the weapon plus the date it will be launched. Consider each date you write to be a promise you are making to yourself. Guerrillas do not kid themselves or lie to themselves, so be realistic. 4. The fourth step is to create a guerrilla marketing strategy. The way to do this is elaborated upon in detail in Guerrilla Marketing Lesson Four. I'll let you find it later rather than taking your time right now. 5. Step five is to make a guerrilla marketing calendar. This should be 52 rows long and five columns wide. The first column is called "Month" -- listing in which month of the twelve you did what you did in marketing. The second column is called "Thrust" -- referring to the thrust of your marketing that week. What were you saying? Offering? The third column is called "Media" and it refers to which media you were using that month. The fourth column is called  "Cost" and lets you project how much you'll be spending that month. The the fifth column is called "Results" so you can give a letter grade to the month -- you know, an A, B, C, D or F. After one year, you compare your calendar to your sales figures and eliminate all but the A's and B's. It takes about three years to get a calendar loaded with slam dunks. Once you have one you'll feel like the  client who said of his, "It's a lot like going to heaven without the inconvenience of dying."