Quotes from Jay Conrad Levinson

the essence of guerrilla marketing—the soul and the spirit of guerrilla marketing—is small business: companies with big dreams but tiny budgets.

establish three sales points on the way to the exit.

reason, guerrilla marketing preaches fervent follow-up —continually staying in touch with customers—and listening to them.

Avoid the worst months for direct mail: March, May, and June; the best months are January, February, and October. The period January through March is best for business direct mail.

Web site: onepagenewsletters.com.

In your letter, write about your customers' dreams and problems. List the solutions you can provide to those problems and benefits that you offer.

4. The unconscious mind can understand and link multiple messages.

guerrillas show their letters to a child because kids can often see the obvious before adults can.

75-25 rule: 75 percent of your newsletter should give solid information of worth and value; 25 percent can give selling information.

According to a 2004 article in the New York Times, out of the 10,000 or so titles published by Xlibris since its inception, only 20 had been picked up by commercial publishers.

What do women look for when selecting a service station? Right, clean rest rooms.

P.S. is read with regularity (more often than is body copy).

5. The unconscious mind makes decisions before consulting the conscious.

Guerrillas always put a time limit on their direct-mail offers.

Traditional marketers, at the end of the month, count money. Guerrillas count new relationships.

The best place, although relatively expensive, is the back page of a newspaper or magazine—where response can be as much as 150 percent greater than from the same ad inside the publication.

Guerrilla marketing aims its message at individuals or, if it must be a group, the smaller the group, the better.

The smaller the group, the bigger the bull's-eye.

If your goal is prospects who make rapid yet stable purchasing decisions, you must consciously begin to market to their unconscious minds.

Traditional marketing identifies the heavy weapons of marketing: radio, TV, newspapers, magazines, direct mail, and the Internet.

marketing identifies two hundred weapons of marketing, and many of them are free.

Today, going around human resources and straight to the hiring managers also requires an indirect approach using the Web.

The truth about networking is you need to do it before you want to see results.

the amount of work required to prepare the catalog for the printer makes it cost-ineffective unless you print 25,000 copies. It's only a rule of thumb, but it's a good one.