7. Guerrilla Marketing: What Marketing is Not
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GUERRILLA EXERCISE: Examine all of your past marketing efforts to determine which ones are real marketing and which ones are not. Begin concentrating on doing more of those which are marketing and eliminate those which are only pretenders.

Put a checkmark next to each marketing truism that characterizes your current marketing:

  My marketing is not merely advertising.

  My marketing is not merely direct mail.

  My marketing is not merely telemarketing.

  My marketing is not merely a brochure.

  My marketing is not merely a yellow pages listing.,

  My marketing is not show business.

  My marketing is not merely a stage for humor.

  My cleverness does not get in the way of my message. 

  I do not consider marketing too complicated to control.

  My marketing is more than merely having a website.

  I do not expect miracles from my marketing.

GUERRILLA ACTION STEPS:

A. Circle each truism that does not have a checkmark.

B. List the action you will take, in the space provided, to
earn a checkmark for each listed insight into marketing that you possess.

C. Execute your marketing in a way that reflects your insights, profiting by your understanding of what marketing is and is not. 

  

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