7. Guerrilla Marketing: What Marketing is Not Menu | 1 | 2 | 3 | 4 9. Marketing is not complicated. It becomes complicated for people who fail to grasp the simplicity of marketing, but marketing is a user-friendly to guerrillas. They begin with a seven-sentence guerrilla marketing plan, create a marketing calendar, and select from 100 weapons. Not too complicated. 10. Marketing is not having a website. A website may turn out to be your single most valuable marketing weapon, but all by itself, it is not marketing. In fact, it must be marketed with the same energy you use to market your primary offering. 11. Marketing is not a miracle-worker. More money has been wasted due to marketers expecting miracles than to any other misconception of marketing.  Marketing is the best investment in America if you do it right, and doing it right requires commitment, patience and planning. Expect miracles get ulcers. Before I let you scour the Net for more nuclear-powered gems for your business, I feel honor-bound to let you know that marketing is an opportunity for you to earn profits with your business, a chance to cooperate with other businesses in your community or your industry, and a process of building lasting relationships. Marketing is a topic that intimidates many business owners, so they steer clear of it. For guerrillas, marketing has no mystique at all and is a whale of a lot of fun because they enjoy launching a marketing attack and knowing they'll succeed. Guerrillas know well what marketing is and they certainly know what marketing is not.