8. Guerrilla Marketing Myths Menu | 1 | 2 | 3 | 4 | 5 Myth: Use short copy because people just won't read long copy. Truth: People real long books, long articles and long letters. They read whatever interests them, and the more they're interested, the more they'll read. If you give people more data than they need, they'll either buy from you or they won't buy. If you give them less, they won't buy -- period. Studies show that readership of marketing materials falls off dramatically after the first 50 words, but stays high from 50 words to 500 words. That means your non-prospects will turn the page in a hurry, but your prospects will read hang on to every word, trying to learn as much as they can.  Myth: It is costly to purchase television time. Truth: This myth was once the truth, but cable and satellite TV have obliterated it. The cost to run a prime time commercial in any major market in the U.S. is now $20 or less, often as low as $5. Better still, cable TV allows you to cherry-pick where your commercials will run so that they air only in communities where your prospects live. You can advertise on CNN, MTV, ESPN, A&E, The Discovery Channel -- any satellite-delivered programming. And cable companies will produce your spot for a cost near $1000, a far cry from the $197,000 average spent on production in l999. Myth: Sell the sizzle, not the steak. Truth: The idea is to sell the solution, not the sizzle. The easiest way to sell anything is to position it as the solution to a problem. If you look for the sizzle and not the problem, you're looking in the wrong direction. Your prospects might appreciate the sizzle, but they'll write a check for the solution. Your job is to spot the problem then offer your product or service as the solution. If you think solutions, you'll market solutions. If you think sizzle, you'll sell sizzle. You'll find that the path of least resistance to the sale leads right through the problem to the solution.