8. Guerrilla Marketing Myths Menu | 1 | 2 | 3 | 4 | 5 The path to entrepreneurial success is mined with booby traps disguised as words of wisdom. Guerrillas can distinguish the facts from the fables. There are many marketing myths that ought to be tucked away where you keep the collected works of the Brothers Grimm, Aesop and Mother Goose. They may be fun to read, but they are disastrous to any marketing campaign. Heaven help us, there are hundreds of these myths circulating, but we'll deal only with ten of them here because if I wrote about all of them, your computer would probably crash while laughing in disbelief. Myth: It's good to have a lot of white space in advertisements, brochures, and other printed material. Truth: Your prospects and customers care a whole lot more about information than blank space. They want to know what your offering can do for them, not that you can afford to run a lot of white space. Usually white space substitutes for powerful ideas, a list of benefits and a fertile imagination. Attention should be drawn by substance, not emptiness. Yes, white space is aesthetically pleasing, but profits are even more delightful.