Guerrilla Marketing Coach- Advertising
Dated 1/5/01
THE GUERRILLA MARKETING COACH
Weekly Tips to Increase Your Small Business Profits
Volume I No. 16 - January 5, 2001
by Mitch Meyerson
Director of The Guerrilla Marketing Coaching Program
Coach * Author * Teleclass leader
"The best selling marketing series of all time"
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Quote for today:
Whatever you can do, or dream you can, begin it.
Boldness has genius, power and magic in it.
Goethe
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At Guerrilla Marketing Coach we have a whole new look for 2001
Check out our new homepage and design at:
http://www.gmarketingcoach.com
We hope you like it- we do!
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Now that the holidays are over, it's time to gear up for
the new year and we hope to help you make it a banner year.
Do you want to jumpstart your 2001 marketing program?
If you answer is yes--Don't miss this!
SPECIAL EVENT: You can be on the telephone with Jay Conrad
Levinson on January 23, 2001. This dynamic six week seminar
will be limited to twenty small business owners. Only 98 dollars
a session to learn from the author and founder of Guerrilla
Marketing. He will answer YOUR personal business questions and
teach you the essentials making money with Guerrilla Marketing.
Filling up fast. To register visit http://www.gmarketingcoach.com
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THE NEW POWER OF ADVERTISING
A website is an island. Advertising is a bridge to that island.
Large and small businesses online are discovering that truth in
a hurry - or else. Advertising is not what it used to be. The
internet has changed its purpose and its strength. Rather than
making advertising in the traditional media weaker, the net has
made it stronger. That's why all guerrillas must be aware of
the new power of advertising.
The first thing to know, and this should come as good news, is
that advertising now longer has to make the sale.
Not very long ago, advertising's main goal was to make the sale,
though there are many other goals. But that has changed
dramatically with the growth of dotcom companies all over the internet. Today, the goal of much advertising is not to make
the sale but to direct people to websites.
That does not diminish the power of advertising. Instead, it
increases it. With many, if not most, guerrilla-run companies
establishing webturf, advertising's newest function is to motivate
people to visit a website where they can get far more information
than can be delivered by standard media advertising.
Advertising has become the first step in a permission marketing
campaign. It invites dialogue and interactivity with prospects
and customers by directing people to websites, by offering free
brochures, by generating the kind of action that leads to
permission to receive marketing messages. Once people grant
that permission, which they do at a website or by simply calling
to request a brochure - printed or electronic --- that's when
serious guerrilla marketing attempts to close the sale.
That means the prime obligation of advertising is to motivate
an easy-to-take-action. This should come as good news because
it places less of an onus on advertising than ever before.
Motivating the action of getting person to click to your website
is a whole lot simpler than motivating a person to part with his
or her hard-earned money and risk spending it the wrong way.
Not only is it easier to motivate action, but that action is
becoming even easier as being online is now endemic. Over
100 million people are now online, though America Online's chief,
Steve Case, pegs the number as being closer to 200 million.
It's not always a whole lot of fun to visit your store or order
from your toll-free number, but it is fairly enjoyable to click
over to a website and take a gander at what is being offered
and how you can benefit.
That means advertising can be short, concise, to the point.
It no longer has to curry the favor of prospects with long
copy, involved graphics or detailed explanations. The internet
can do that for you, allowing you to save on advertising costs.
Advertising your website works in all the media - from TV to
radio, from magazines to newspaper, from direct mail to
billboards. It doesn't take a lot of time or verbiage to get them
to spend a few moments checking how your website can improve
their lives.
As all guerrillas know, the name of the game in marketing is
creating relationships. It's tough to accomplish this with an
ad. It's pretty easy with a website, which initiates dialogue
by inviting it, by making it as easy as clicking a mouse.
Advertising has always been a method designed to change
human behavior by getting people to purchase your product
or service. The internet has changed that. Now, advertising
merely has to deflect human behavior, to divert curiosity from
an ad or commercial to a website.
During the telecast of Super Bowl played in l999, I was fairly
amazed to see four commercials for dotcom companies. Today,
I am even more amazed when I watch a sporting event telecast
that does not have a whole gaggle of dotcom commercials.
The big and the small players online are learning from hard
experience that they are invisible when they are online. Sure,
their site might come up from a search engine or a link from
a cooperating company, but the majority of people get their
information offline - and that's where guerrillas marketing
their sites. Offline and regularly.
The larger the internet grows, the more important the role
of advertising and the greater its power. Advertisers must
no longer have to move a person from total apathy to purchase
readiness with their advertising. Now, all they have to do is
move a person from total apathy to mild curiosity. From that
point, moving that person to purchase readiness is the job of
the website.
by Jay Conrad Levinson
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The top five products that internet users actually prefer to
buy online differ from men to women. The top five to men
are computer software, computer hardware, pornography,
books and music. The top five to women are computer software,
greeting cards, music, books and computer hardware.
As Adweek magazine says, women are from Hallmark; men
are from Bob's Digital House of Porn.
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(c)Copyright 2000 Mitch Meyerson
HAVE A GREAT WEEK!
-Mitch
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