7. Guerrilla Marketing: What Marketing is Not Menu | 1 | 2 | 3 | 4 4. Marketing is not brochures. Many companies rush to produce a brochure about the benefits they offer, then pat themselves on the back for the quality in the brochure. Is that brochure marketing? It is a very important part when mixed with 10 or 15 other very important parts -- but all by itself? Forget it. 5. Marketing is not the yellow pages. Most, and I mean most companies in the U.S. run a yellow pages ad and figure that takes care of their marketing. In 5% of the cases, that's the truth. In the other 95%, it's disaster in the form of marketing ignorance. Sure, have a yellow pages ad as part of your arsenal. But only part. 6. Marketing is not show business. There's no business like show business, and that includes marketing. Think of marketing as sell business, as create-a-desire business, as motivation business. But don't think of yourself as being in the entertainment business because marketing is not supposed to entertain as much as it is to generate honest profits.  7. Marketing is not a stage for humor. If you use humor in your marketing, people will recall your funny joke, but not your compelling offer. If you use humor, it will be funny the first and maybe the second time. After that, it will be grating and will get in the way of what makes marketing work -- repetition 8. Marketing is not an invitation to be clever. If you fall into the cleverness trap it's because, unlike the guerrilla, you don't realize that people remember the most clever part of the marketing even though it's your offer they should remember. Cleverness is a marketing vampire, sucking attention away from your offer.