Marketing is more effective if it is looked upon as selltime rather than showtime.

Guerrilla Marketers substitute “selltime” for the siren “showtime.”
Showtime—the use of humor, visual pyrotechnics, and outrageous stunts—can be very seductive. However, attempts to entertain often result in expensive advertising which obscures the marketing message that the entertainment is supposed to support. As a result, the humor is remembered, but the advertiser’s name and message are forgotten.

Guerillas realize that the number one purpose of marketing is to generate profits. They recognize that profits result from compelling and engaging headlines that attract prospects and promise benefits that only the advertiser can deliver. A headline that asks: “Are you suffering from one of these problems?” Or “Do you want to (increase sales, reduce turnover, etc” may not be as creative as a celebrity pratfall, but is far more likely to result in your prospect’s reading the message that follows.

Guerrilla Marketers get their entertainment from reading positive profit and loss statements, not from laughing at their own advertisements.