Hi, April 19, 1775: The shot was fired that was heard 'round the world. At the Battles of Concord and Battle Road in Massachussetts, the British met a surprising militia formation of American farmers. The Redcoats marched in plain view while colonial minutemen hid behind every house, tree and fencepost. The score: Americans lost 93, but the British lost 273. It was a humiliating start to a war they would eventually lose. That's Guerilla Warfare, my friend. Traditional warfare is "playing by the rules," but Guerilla warfare means re-defining the rules, even as the game is being played. It's tossing conventional wisdom out the window and becoming your opponent's unseen enemy. Every week I talk to people who are sick and tired of playing by the rules, and not winning nearly as much as they could or should. They're sick of pulling that black checkbook out of their top desk drawer, giving money to some media rep and not knowing if that money is coming back, when it's coming back, or how they'll ever know. They're sick and tired of dialing for dollars every day, trying to get in to see prospects who need what they have but aren't willing to listen to "just another peddler." They're sick and tired of competing only on the basis of price, when they know that what they sell is worth far more than what they ask for it. In marketing, the old rules go something like this: -"You've just got to get your name out there." -"Make more phone calls than you made yesterday." -"You have to prove to your customer that you're willing to work harder, drive more miles, and bend over further to get his business." Today, those rules are a recipe for suicide. Here's what some of the NEW rules are: -When you automate the most labor-intensive parts of your sales process, you only have to spend time with people who are ready and willing to buy something from you -Every marketing and advertising dollar you invest is held accountable for ROI. It comes back to you with friends attached. -All that Madison Avenue talk about "branding" and "image" is a bunch of BS. It doesn't work. It's a waste of money. But... when your advertising really works, it's the best place to invest your money, period. -You can become a well-known expert, even a celebrity within your industry, by exercising the power of media and publicity. When you have that kind of status, it becomes easy to get appointments and close sales. Watch for the Guerilla Marketing packet in the mail -- and stay tuned for future updates. To your success, Perry Marshall To unsubscribe or change subscriber options visit: https://m171.infusionsoft.com/opt?o=0&i=361461&e=20e3db84 159 N. Marion Street #295 Oak Park, IL 60301 Delivered By Infusion Software https://crm.infusionsoft.com/go/infs/footer_m171/text
