Jay Conrad Levinson - Guerrilla Marketing on the Front Lines: 35 World-Class Strategies to Send Your Profits Soaring

S pecial thanks to our editor, Dr. Patricia Ross, for your insightful additions and superb dedication to completing this book;

To Amy Belanger, for your excellent work on coordinating the authors, creating the book proposal, and helping to launch this project;

To David Hancock, for believing in this project from the beginning and for being such a pleasure to work with;

To all the authors in this edition for your Guerrilla energy and attitudeyour contributions are brilliant;

And to all the Certified Guerrilla Marketing Coaches worldwide who are helping business owners everywhere increase their profits on tight budgets and in challenging times.

Thank you.

Mark Victor Hansen

Jay Conrad Levinson

Mitch Meyerson

David Wood

Alex Mandossian

C.J. Hay den

Mary Eule Scarborough

William Reed

David L. Hancock

Lorrie Morgan-Ferraro

Jenny Hamby

Grant Hicks

Al Lautenslager

Craig Valentine

Rick Frishman

Kip Gienau

Martin Wales

Richard D. Bailey

Amy J. Belanger

Debbi Bifulco

Michael Port

James Dillehay

Blaine Oelkers

Roger C. Parker

Leslie Hamp

John Williamson

Debbie Newhouse

Sheldon Snodgrass

Monroe Mann

Bea Fields

Toad Beeler

David A. Scarborough

Mitch Meyerson

Travis Greenlee

Bob Baker

Dearl Miller

Matt Bacak

S tories shape our lives; they feed us and keep us alive. Chicken Soup for the Soul is the most successful publishing franchise in the world because of this power. And it doesnt matter what the subject matter of the story is. From business to Aunt Besses recipe for bread, everyone wants to hear the real truth of peoples lives. The reader wants to go through the process of engaging with the story so that they can feel the challenges and celebrate the successes alongside the author. This is why people learn best from stories. They connect your intellect to your imagination. In a well crafted story, you interact with its ideas so you are more willing to learn from it.

That is exactly what Guerrilla Marketing on the Front Lines can do for you. You get to interact with everyday small business people because, at heart, this book is a collection of stories about how the men and women in the trenches are out there making their way and being successful through hard effort and sheer intention. And because they are stories, you can intellectually engage with the strategies they present; in your imagination, you can play with the suggestions that are inherent in each to see what could work best for you in your own business.

Jay Conrad Levinson created the Guerrilla Marketing brand in the early 1980s to help small business succeed even on a limited marketing budget. Mitch Meyerson, in true Guerrilla form, developed the only Guerrilla Marketing Coaching program in 1999. There have been a number of Guerrilla Marketing books, done by some of the top Guerrilla marketers, but Guerrilla Marketing on the Front Lines is the first book that truly documents real life case studies on how to use the principles of Guerrilla Marketing in your own small business. In these thirty-five chapters, youll learn how to achieve your own marketing success by other small business owners who have made it to the top.

I work with entrepreneurs everyday; I help them to build a life of big dreams. It takes a good plan, hard work, and sound marketing strategies. This book will not only give you some of the essential strategies you need to build your business, it will inspire you to take a quantum leap forward.

Join my friends, Jay Conrad Levinson, Mitch Meyerson, Alex Mandossian, David Hancock, and thirty-two other world-class Guerrilla Marketing Coaches. Take delight in their stories and learn from what they do. And remember to celebrate your success as you take your business to the next level!

-Mark Victor Hansen, co-author of Chicken Soup For The Soul

Jay Conrad Levinson

I n all my Guerrilla Marketing books and classes, I urge students to begin with a plana simple, short plan. I did not do that. I had no clue I was supposed to start that way. Instead, I knew I wanted to write a book and that writing a book was a lot more complicated and time-consuming than people imagined.

Still, it wasnt going to be complicated to just type a book on typewriter paper and get it into bookstores. So I spent the better part of a Saturday morning writing a bookan entire book. The name of the book was, The Most Important $1.00 Book Ever Written. It was ten chapters of ten truths each. I didnt think it made sense to include my name in the book, so it was authored by A communications professional who does what he loves, where he loves it, and does it fairly well. At the time, I was a freelance writer.

I took that book to the instant printerthis was in 1973and he asked: