Copyright 2007 by Willie Crawford

Many years ago, I read several books by Jay Conrad Levinson
on “guerilla marketing (TM).” One in particular that I loved
was called “Guerilla Marketing Weapons.” In Guerilla Marketing
Weapons, Jay listed an incredible array of 100 marketing
tools and methods that you can use in promoting your
business… many of them were extremely low-cost.

One method in particular that I remember from his book was
painting your message on the tops of delivery trucks. The
idea is that business decision makers often spend time
peering out of their office windows. Your message on top of a
truck would be one of only a few competing in that “space” that
they might notice. These busy executives might also appreciate
your innovativeness and want to do business with you for that
very reason.

I guess that idea caught on, because now, many years later,
I do notice logos or marketing messages painted on the tops
of buildings as I fly into some major cities. Since you often
need to paint the tops of buildings anyway, why not paint a
message that can be seen by jet-setting business decision
makers?

Legendary marketer Jay Abraham also teaches using numerous
marketing methods to drive customers to your business. He
teaches what he calls The Parthenon Method. He also uses a
diving board analogy, pointing out that a diving board
with more than one pillar is much stronger that a structure
with just one support.

Jay points out that if you only have one primary method of
generating new customers, and that method dries up due to
changes in the law, technology, etc., then your business
may also dry up! A classic example is those who derived
most of their business through broadcast faxing when the
laws around that industry changed.

As Internet marketers, we definitely need more than one
way to generate new customers for our businesses. If you
just depend upon one method, such as say Google AdWords or
search engine optimization, and then the rules change…
business could dry up FAST!

The problem is that many Internet marketers try to use too
many different tools and techniques to drive traffic to
their websites! They are constantly jumping from tool to
tool before completely mastering the last one that they
tackled. Therein lies the problem. They never master one
tool well enough to effectively use it, hence they use a
ton of different tools, but use most of them ineffectively.

There’s nothing wrong with using a lot of different
tools and techniques to drive business to your website. Dan
Kennedy teaches that when you employ numerous means of
increasing business simultaneously you get a synergistic
effect that produces much greater result than if you just
use these different methods one at a time. You get sort of
a multiplier effect.

The whole key… overlooked by many online marketers, is
that you need to master the basics first. You also need
to completely master one technique before adding another
to your marketing mix (or you hire people who have
mastered the techniques that you want to use).

As an example, the tools that I consider myself to have
largely mastered include article marketing, search engine
optimization, using Camtasia video, setting up joint
ventures, and using an affiliate program. I use numerous
other tools but often rely upon others when implementing
them. I simply CAN’T (and shouldn’t try) to learn everything.
I submit that most Internet marketers can’t either.

I will admit that certain tools offer greater leverage
than others, and that for many, those are the ones that
they should focus on. “Tools such as joint ventures,
affiliate programs, integration marketing, and viral
tools all offer incredible leverage. Use these, but use
an expert to help implement them if necessary.

Many online marketers do need to seriously look at what
“guerilla marketing methods” they are using. They need
to ask if they are using the right combination of methods
and if they are killing their businesses by trying to
use too many methods that they have not mastered. Do this
today – it could save your business.

—————————
Willie Crawford has been marketing his own, and affiliate
products, over the internet since late-1996. His innovative
techniques and total dedication to his customers makes him
an in-demand mentor! Camtasia video is his favorite marketing
tool . Discover how you too can create a flood of traffic
with branded Camtasia videos at:
http://www.WillieCrawford.com/brander