Guerrilla Marketing During Tough Times by Jay Conrad Levinson
Book Review - 4.5 Stars
I bought the PDF ebook "Guerrilla Marketing During Tough Times: How To Steal Customers From Your Competitors In Tough Times" by Jay Conrad Levinson some time ago but it is becoming increasingly relevant as it is clear that the economies in the UK, the US and most of Europe will be in for some very tough times in the next year or two.
Take Advice From Those Who Have Experienced Recessions
The UK has recorded fifteen years of unbroken growth since the 1990-92 recession but only yesterday Mervyn King, the Governor of the Bank said that the UK faces the most difficult challenges for twenty years.
I still don't think that people are facing up to just how bleak things could get as most economic forecasts are saying that UK growth will slow but not fall into recession. I fear they are wrong.
Many businesses have only known this golden period of growth and I know from bitter experience that they could be in for a bitter shock.
So it makes sense to take advice from someone who has experienced a few recessions so step forward seventy year old Jay Conrad Levinson.
Even more it makes sense to consult a man who has been advising small businesses on how to use low and no cost marketing weapons for the last twenty five years.
This is the very essence of Guerrilla Marketing which uses time, effort and imagination to replace money in the marketing of a business. I particularly like "imagination" since time and effort both have their downsides.
Guerrilla Marketing recognises that resources are scarce and it maximises its impact by tightly targeting the concentration of effort on where it matters most and emphasises the importance of consistency in everything you do.
Guerrilla Marketing has never been more relevant and the book "Guerrilla Marketing During Tough Times" (affiliate link) is an essential purchase.
Let me explain why.
Guerrilla Marketing During Tough Times - Contents
- Chapter 1: Tough Times Don't Have To be As Tough As You Think
- Chapter 2: The Importance of Stressing Value
- Chapter 3: Using Consent Marketing Now More Than Ever
- Chapter 4: Free and Almost Free Marketing
- Chapter 5: Mining Your Customer List For Fun and Profit
- Chapter 6: Community Involvement During Tough Times
- Chapter 7: Attracting New Business During Tough Times
- Chapter 8: The Importance of Service During Tough Times
- Chapter 9: Making Yourself The Talk Of The Town
- Chapter 10: Online Marketing In A Shaky Economy
- Chapter 11: The Freebies That Lead To Serious Profit
- Chapter 12: Getting Extra Mileage From Your Marketing and Email
The chapter titles nicely summarise what "Guerrilla Marketing During Tough Times" covers so I just want to pick up on a few themes that are covered in the book.
Tough Times Are A Poor Excuse
The easiest thing would be to use the difficult times ahead as a ready-made excuse for poor performance and a justification for not taking action.
Don't fall into this trap. It could be a very expensive mistake.
A guerrilla knows that opportunity lies in tough times.
When people have a problem, they need solutions.
When people have a big problem, they need big solutions and customers are more prepared to spend to cure a pain than to chase after a gain - see Using Pain To Sell.
The future prospects for your business depend on you taking the right actions, stripping out unnecessary activities and costs that don't add value (See Difficult Decisions Made Easier for more details) and focusing in on targeted opportunities.
This is why it is important to read Guerrilla Marketing In Tough Times.
There Is Gold In Your Customers
This is an idea that you will keep hearing from me but I know that there are big profit opportunities sitting in your existing customers (if you are like 90% of businesses).
It's so much more exciting chasing the new big deal but by focusing on improving your policies, systems and methods for re-selling, up-selling and cross-selling I am sure that you can make much more money concentrating on the prospects who already know and trust you.
Cheap Is Often Expensive
There will be pressure on you to reduce your prices, both from your customers, your competitors slashing their prices and your own desire to give your sales volumes a boost but I want you to remember this simple slogan:
Cheap is often expensive and in tough times, you can't afford to waste money.
You know it already.
Pay a low price and you often get cheap tat but pay more and buy quality and you get something that provides lasting value.
It doesn't always work but price is often a good guide to quality.
Take business advice for example.
Do you want an adviser who costs you $50 an hour or Jay Abraham at $5,000 per hour.
OK Jay Abraham may be a bit pricey but I know because he's told me, Scott Hallman's coaching work is booming at $1,250 per hour. Why? Because his clients make many times that money back from the ideas and clear implementation guides he gives them.
Permission Marketing Matters More Than Ever
During tough times, people will concentrate on key relationships from people who have proven they can be trusted.
This emphasises the importance of regular customer focused content (not self serving sales pitches), providing great customer service and improving your referral strategies. You may not be in someone's tight trusted network but a recommender might be.
Give Before Receiving
If you are dealing with a new prospective customer, what better way to demonstrate your value and why you are different by giving - it may be helpful information, a free trial, samples or anything else that can strengthen the relationship and put the prospective customer in a position where they have gained from contact with you.
In all my dealings with clients, prospects and visitors to my website and this blog, I work hard to make sure that they gain from their contact with me."
The subtitle of "Guerrilla Marketing During Tough Times" is "How To Steal Customers From Your Competitors In Tough Times" and let me give to you.
If you pop up to my newsletter form at the top left, there is a sign up page for my newsletter. This gives you two free reports:
- Marketing Secrets for Small Businesses - this is a primer of Jay Levinson and Jay Abraham's ideas for marketing
- How To Win Profitable Customers Away From Competitors - the content is very different from "Guerrilla Marketing In Tough Times" but the intent is the same and I have been told by a rival business adviser that I should be charging at least £10 for it but I'm a guerrilla marketer - I give it to you free just so that you gain from contact with me.
My Review Rating for "Guerrilla Marketing During Tough Times" 4.5 Stars
I like to be stingy when I review books and a five star book has to be exceptional.
The Fourth Edition of "Guerrilla Marketing" had my top five star rating but I've knocked half a star off for this one. The 4.5 star rating is a strong buy recommendation for "Guerrilla Marketing During Tough Times."
The content is excellent and the book is well written but "Guerrilla Marketing" is a big book while this one is short.
You could argue that's an advantage. It is certainly tightly edited and there is no waffle or superfluous words.
I like books that focus on turning knowledge into action and this book ends each chapter with exercises and action steps but I did find myself wanting Jay Levinson to tell me more.
Who Should Read "Guerrilla Marketing During Tough Times"
Jay Levinson writes for the small business owner and while he has authored or co-authored many books (with total sales exceeding 15 million copies worldwide), each is standalone and doesn't require knowledge of the other Guerrilla Marketing books.
"Guerrilla Marketing During Tough Times" is not a technical read so owners of small/medium sized businesses should read, as should people employed in sales and marketing functions.
Tough times do create unusual pressures and the book is a great way to hone your thinking.
I also believe that anyone who advises businesses needs to read "Guerrilla Marketing During Tough Times" by Jay Conrad Levinson.
Remember A Guerrilla Is A Giver
I may biased because I am a certified Guerrilla Marketing Coach and it is certainly true that I buy into the ideas and ethos of Guerrilla Marketing so why don't you try it for yourself.
Pop over to the sales page of "Guerrilla Marketing During Tough Times" and sign up to get the first two chapters for free. Then you can judge for yourself whether you want to pay to read the rest of the book. I believe you will.
So let me end with a couple of quotes from the book
"Times may be tough for others - but tough times are golden opportunities for guerrillas"
"Even in the toughest of times, patience and persistence will pay off richly."
Guerrilla Marketing During Tough Times Is Also Available Through Amazon
Guerrilla Marketing During Tough Times Program
A few months ago Jay Conrad Levinson put together an eight week coaching program called "Guerrilla Marketing During Tough Times". While the program has finished, I found this video of Brad Sugars interviewing Jay Conrad Levinson about the program and marketing in tough times which is worth watching although the sound quality isn't great.
Disclosure - I am a certified Guerrilla Marketing Coach and an affiliate for the Guerrilla Marketing products recommended on this page. If you click through on my link and then buy, I will earn a commission.