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Today's Feature Article

The 15 Secrets of Guerrilla Marketing
Jay Conrad Levinson

These concepts are probably the reason that many start-up guerrillas now run highly successful companies. They are the cornerstone of guerrilla marketing, now the most popular marketing series in history, published in 37 languages, and required reading in many MBA programs worldwide. Just 15 words, but each one nuclear-powered and capable of propelling you into the land of your dreams.

1. COMMITMENT: You should know that a mediocre marketing program with commitment will always prove more profitable than a brilliant marketing program without commitment. Commitment makes it happen.

2. INVESTMENT: Marketing is not an expense, but an investment -- the best investment available in America today -- if you do it right. With the 15 secrets of guerrilla marketing to guide you, you'll be doing it right.

3. CONSISTENT: It takes a while for prospects to trust you and if you change your marketing, media, and identity, you're hard to trust. Restraint is a great ally of the guerrilla. Repetition is another.

4. CONFIDENT: In a nationwide test to determine why people buy, price came in fifth, selection fourth, service third, quality second, and, in first place -- people said they patronize businesses in which they are confident.

5. PATIENT: Unless the person running your marketing is patient, it will be difficult to practice commitment, view marketing as an investment, be consistent, and make prospects confident. Patience is a guerrilla virtue.

6. ASSORTMENT: Guerrillas know that individual marketing weapons rarely work on their own. But marketing combinations do work. A wide assortment of marketing tools is required to woo and win customers.

7. CONVENIENT: People now know that time is not money, but is far more valuable than money. Respect this by being easy to do business with and running your company for the convenience of your customers, not yourself.

8. SUBSEQUENT: The real profits come after you've made the sale, in the form of repeat and referral business. Non-guerrillas think marketing ends when they've made the sale. Guerrillas know that's when marketing begins.

9. AMAZEMENT: There are elements of your business that you take for granted, but prospects would be amazed if they knew the details. Be sure all of your marketing always reflects that amazement. It's always there.

10. MEASUREMENT: You can actually double your profits by measuring the results of your marketing. Some weapons hit bulls- eyes. Others miss the target. Unless you measure, you won't know which is which.

11. INVOLVEMENT: This describes the relationship between you and your customers -- and it is a relationship. You prove your involvement by following up; they prove theirs by patronizing and recommending you.

12. DEPENDENT: The guerrilla's job is not to compete but to cooperate with other businesses. Market them in return for them marketing you. Set up tie-ins with others. Become dependent to market more and invest less.

13. ARMAMENT: Armament is defined as "the equipment necessary to wage and win battles." The armament of guerrillas is technology: computers, current software, cellphones, pagers, fax machines. If you're technophobic, see a techno-shrink.

14. CONSENT: In an era of non-stop interruption marketing, the key to success is to first gain consent to receive your marketing materials, then market only to those who have given you that consent. Don't waste money on people who don't give it to you.

15. AUGMENT: To succeed online, augment your website with offline promotion, constant maintenance of your site, participation in newsgroups and forums, email, chatroom attendance, posting articles, hosting conferences and rapid follow-up.

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This was excerpted from The Guerrilla Marketing Toolkit With Audios. Get the full business toolkit and become an online marketing superstar by clicking here!

Today's Motivational Reading

Who do you BELIEVE you are?
Dr Jill Ammon-Wexler

If I asked you to describe yourself, what self-image would you paint? Another way to put it is this: Who do you believe you are?

Your self-image is just what the term says -- an image consisting of the mosaic of ideas you hold about your own self. In short, how you view your capabilities and skills, your body, your mind and your personal potential.

But while almost everyone agrees that it's important to have a good self-image, very few people seem to know how to acquire one -- or even how they got the self-image they now have.

**The History of Your Self Image

You began to form your self image and your sense of worth as a very young child. As you interacted with the important people in your life, you received messages from them about your self.

Over the years these messages collected in your impressionable subconscious mind, and created what has become your self image.

Then belief moved in, setting those messages into mental cement. The result is that today you believe that you actually are your subconscious collection of other people's impressions of you.

This process continues to this day -- and acts to reinforce what you already believe about your self.

Think about that for a moment...

The interesting thing about beliefs is that they are usually not open to question or reason. We just automatically believe them to be true.

So if you believe you lack self-confidence, are a poor public speaker, do not know how to lead others, will never be successful, or do not have the ability to create a really good relationship, and so on -- guess what. You will defend that belief even to yourself.

This occurs because the intense emotional component attached to a belief automatically causes your brain to resist any attempt to question it with reason.

And in the meantime your subconscious mind, which has a photographic memory of every event that went into the making of your self-concept beliefs, will make sure your actions reflect any limiting beliefs.

**How to Overhaul Your Self-Image

Your self image determines what you will (and will not) achieve in your life. So if you are not who you want to be, or are not living the life you want to live, the place to start is with an overhaul of your self image.

Anything else will just create more of the same.

After over 30 years in the field of psychology, there is one thing I can absolutely guarantee to you. That one this is this: You are absolutely *not* who you think you are.

Your self image does not mirror who you really are today. You are not that collection of painful or limiting memories.

You are not that kid who was always told to speak only when spoken to. You are not that little girl who fell a lot only because she needed corrective glasses. You are not stupid because you had more interest in drawing than reading and math.

You are none of those things. You are *not* your past history. So stop believing that old stuff -- and stop acting as though it were true.

Here is a reminder of what you really are:

1. You are Totally Unique
There is literally no one else like you. No one else thinks like you, has your ideas, or does things the way you do things. No one else has your unique set of talents and abilities.

Your brain is as unique as your fingerprints. No one has your mind and memories. No one. You are not ordinary. Actually no one is.

Stand up and carry yourself with dignity, because this is your life. You and only you live in your skin - and it is your unique right to decide how to best do that.

2. Your Limits are Not Real
It is today an accepted truth that we really do create our own reality. You have a choice to simply react to what is happening to and around you - or you can choose to respond.

There's a big difference between reacting and responding. Reacting is an automatic knee- jerk response to life - while responding involves a conscious choice.

You can respond to your desire for a better self-image by taking conscious action to replace those old beliefs. Simply begin to challenge those old beliefs about yourself. Drag them out of your dark subconscious mind out into the sunlight of conscious examination.

3. You Have Unlimited Personal Power
Here is something else I can guarantee: Most of those old limiting beliefs about your self will not hold up under conscious examination.

And once you begin to challenge this old stuff, you will discover that what you thought were your limits do not have validity in your current reality.

The greatest personal power you have is the power to choose your own thoughts. Read that sentence again.

The great Earl Nightingale once said: *You become what you think.* The truth of this is so powerful it is almost overwhelming. You and you alone decide what you will think -- and what you will believe your limits and potentials are.

And you and you alone will decide what to do with this awesome power.

The fact is: You can recreate your self, and build and strengthen virtually any aspect of your being or area of your life. Just choose to consciously build your own beliefs and take action.

I have personally been down in the trenches too ? and can guarantee the way out is simply a decision. Just do it. Stand up right now and roar like a lion.

********************************
Dr Jill Ammon-Wexler, Pioneer Brain/Mind Researcher PS: Get your copy of the life-changing? Take Charge? eCourse and supercharge your life: 14 Steps to Smash Your Limits - the easiest way to get what you want every time: A 100-page downloadable e-course by the developer of SNAP ( Substitute Neural Association Programming). A life-changing, personally empowering adventure! Solidly based on today's remarkable new knowledge about how your brain really works. http://www.thecassiopeia.com/takecontrol.html

Today's Subscriber Article

Just How Much Responsibility Should We Take?
Michael Angier

I'm a big believer in personal responsibility.

Did you ever wonder what our world would be like if everyone in it always took responsibility for themselves? There certainly would be fewer problems and less drama. I bet our 24-hour news programs would have a hard time coming up with enough material to fill the airwaves.

In my experience, people who consistently take responsibility are few and far between. Most people seem to find it easier to blame the government, their parents, their spouse, their kids or the star under which they were born for anything they don't like. It's a rare person who first looks at their part in producing the results in their life.

So on the one hand we have people who blame others and don't take responsibility. And on the other, we have those who take total responsibility for their lives. But in my opinion, this is not the full picture.

I believe the truly responsible person is in the middle of the spectrum rather than the opposite end. The far left belongs to those who take TOO MUCH responsibility. Instead of blaming others, they blame themselves.

I won't tell you that I've always been personally responsible. I haven't. I do my best not to blame others, and I think for the most part I succeed. But I've also fallen to the other extreme. I took too much responsibility--I blamed myself.

Blaming yourself is no better than blaming others. In fact, it may be even more destructive.

I've read of many veterans who felt guilt for having survived while their fellow soldiers were killed. My father, a B-17 pilot during World War II, writes in "Ready or Not: Into the Wild Blue," about this feeling after his liberation from a German prison camp: "I had been having a difficult time relating to people . . . it was impossible for me to show gratitude. My sleep was sporadic, and nights were filled with remorse for my comrades who were lost and especially my three crewmen who died."

He's a caring man, and I believe to this day he still has similar feelings. But it's sometimes a fine line between empathy and blaming one's self. Feeling bad about the misfortune of others doesn't help them or us. It may keep us even more stuck.

And feeling guilt about what we've done or what we've failed to do doesn't help either. This is an over-sense of responsibility.

Action Point
If you're one of those people who takes on too much, I hope you'll recognize this in yourself. In doing so, you can begin to direct your energy in a more constructive fashion.

In attempting to be a person of responsibility, we can sometimes slip into self reproach. The aim is to be personally responsible without blaming, without taking on too much.

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101 Best Ways to Get Ahead
Solid Gold Advice from 101 of the World's Most Successful People What if the Most Successful People in the World Gave You their Best Advice to Help You Achieve Your Highest Potential? What kind of difference would that make in your life—personally and professionally? Written by Michael Angier with Sarah Pond 216 pages, 101 pieces of solid gold advice, fully indexed bios of ' The 101 Most Successful' and scores of other resources. More About this Book . . . http://www.thecassiopeia.com/101best.html

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