Monday, November 21, 2011

Where do we Begin -Guerrilla Marketing !!

If there’s any correct time to start, it’s right now. If there’s any proper place, it’s right where you are. You’ll never feel you are completely ready, so you may as well begin immediately.

If there’s any secret to be learned, it’s the secret of taking action and never stopping. You’ve heard Diana Ross sing when she was a member of The Supremes. Hear now what she says about taking action: "You can’t just sit there and wait for people to give you that golden dream; you’ve got to get out there and make it happen for yourself."
It’s wise to think of your marketing the same as you think about your rent. You pay it and never think twice. It’s also wise to think of your marketing as breathing. You couldn’t exist with only one breath, or even two or three. Don’t think you’re going to attract a new customer with only one effort, or even two or three. You keep breathing and stay alive. You keep marketing and stay profitable.

Many business owners realize the simplicity of marketing, but just don’t know where they should begin. Analysis paralysis stops them in their tracks. So many tasks. Where to start? So they don’t start. They know what they must do, but don’t really have a plan, so they make disconnected efforts to achieve a hazy goal. When they don’t see encouraging results right off the bat, they lose confidence, if any existed in the first place.

Michael Eisner, chairman and CEO of Disney, and the man who propelled it to undreamt of success, says, "At a certain level, what we do at Disney is very simple. We set our goals, aim for perfection, inevitably fall short, try to learn from our mistakes, and hope that our successes will continue to outnumber our failures." There’s nothing Mickey Mouse about that kind of philosophy -- because it embraces mistakes as part of the process.

The marketing world has changed because it has shrunk rather than expanded. Again, credit technology for the shrink job, accomplished not as much by the jet as the net. Marketing has also become a lot more technical. But that doesn't mean you have to be technical -- because technology has met you more than halfway by becoming much easier to use and even easier to pay for.

Guerrillas welcome the changes as much as they welcome the status quos. They are fully alert to what has changed and what must never change. They know well the difference between change and improvement. Analysis paralysis is a condition that has been eliminated in their world.

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