There are more of them than you think, and over half of them are free.

Ask the average business owner what marketing is and you'll be told that it's advertising. Guerrillas know that this is nonsense. Advertising is only one weapon of marketing. How many weapons are most business owners aware of? Maybe five or ten. How many do they use? Possibly three.

But guerrillas are aware of a full 100 guerrilla marketing weapons and make use of about 40 of them. Half of the weapons are free! Here, because guerrillas are online in greater numbers than ever, are ALL 100 weapons. I present them in no particular rank or order because there's a 100-way tie for first place. Still, you will come across a few weapons that deserve red neon asterisks inside your head. Your job now, as a business owner, is to do what you can to use as many weapons as possible.

1. Marketing plan 2. Marketing calendar 3. Niche/Positioning 4. Name of company 5. Identity 6. Logo 7. Theme 8. Stationary 9. Business card 10. Inside signs 11. Outside signs 12. Hours of operation 13. Days of operation 14. Package and label 15. Flexibility 16. Word-of-mouth 17. Community involvement 18. Neatness 19. Referral program 20. Sharing with others 21. Guarantee or warranty 22. Telemarketing scripts 23. Gift certificates 24. Printed brochures 25. Electronic brochures 26. Location 27. Advertising 28. Sales Training 29. Networking 30. Quality 31. Reprints and blow-ups 32. Flipcharts 33. Opportunities to upgrade 34. Contests/sweepstakes 35. Barter options 36. Club memberships 37. Partial payment plans 38. Phone demeanor 39. Toll-free phone number 40. Cause (environment) 41. Free consultations 42. Free seminars 43. Free demos or tours 44. Free samples 45. Giver vs. taker stance 46. Fusion marketing 47. Marketing on hold 48. Past success stories 49. Attire 50. Service

51. Follow-up 52. Yourself and your employees 53. Free gifts 54. Catalog 55. Yellow pages ad 56. Column in a publication 57. Article in a publication 58. Speaker at a club 59. Newsletter 60. All your audiences 61. Benefits of your offering 62. Computer 63. Selection 64. Contact time with customers 65. How you say hello and goodbye 66. Public relations 67. Publicity contacts 68. Online marketing 69. Classified ads 70. Newspaper ads 71. Magazine ads 72. Radio commercials 73. TV spots 74. Infomercials 75. Movie commercials 76. Direct mail letters 77. Direct mail postcards 78. Postcard for postcard deck 79. Outdoor billboards 80. Fax-on-demand 81. Special events 82. Show displays and staff 83. Audio-visual aids 84. Posters 85. Prospect mailing lists 86. Research studies 87. Competitive advantages 88. Marketing insight 89. Speed 90. Testimonials 91. Reputation 92. Enthusiasm 93. Credibility 94. Spying on self and others 95. Easy to do business with 96. Brand name awareness 97. Designated guerrilla 98. Customer mailing list 99. Competitiveness 100. Satisfied customers

These 100 weapons should be considered for every guerrilla's arsenal. Once you've selected them, put them into priority order, set a date for the launching of the weapon, and appoint a person to mastermind your use of the weapons you've selected. I'm hoping that mastermind is you, because nobody but you has the vision and the passion about your company that you do.

Jay Conrad Levinson is the author of the "Guerrilla Marketing" series of books; the best-selling marketing books in history, now in 37 languages and required reading in many MBA programs. His Web site is at gmarketing.com. His toll-free number is 800-748-6444.