Tip for May 1, 2004

How a Professional Handles Objections Help! Am in the clutches of a very professional car salesperson! I've located a good car. Everybody likes it except....unfortunately....Consumers Reports. They gave it a rather negative reliability rating. So, I asked the salesperson about it. Rather than brushing off the complaint, he acknowledged it and provided a 20 minute dissertation on the cause of the negative ratings and what the manufacturer had done to address the problem. Because of his candor, the issue is no longer an issue. Are you as comfortable handling valid objections?

Tip for May 2, 2004

Getting a Running Start on the Day It may be a rainy, gray day; it may have been a slow commute; it may have be an unfavorable comment or evaluation. Whatever the cause, the result is the same. Your starting your day feeling down. To prevent your negativity from reducing your output throughout the day, start each day by making a list of six positive things you did the previous day. You'll find your negativity disappearing, and your enthusiasm building, as you see that--no matter how badly the previous day might have gone--you probably accomplished more than you thought you had.

Tip for May 3, 2004

Even Those Who Make a Difference Often Forget a Call to Action Several Guerrilla Marketers, including Will Reed (www.b-smart.net) and Roger C. Parker (www.onepagenewsletters.com), are profiled in Seth Godin's newest book, Bullmarket Sourcebook. The Bullmarket Sourcebook profiles 500 creative service providers around the world who, in Seth's words, "can make a difference" by acting as catalysts and helping clients become Purple Cows in their field. What's interesting, however, is how rarely is a call to action included in the profiles--which were written by the entrants themselves. Most entries are strong on description, benefits, and (often) self-congratulation. But only a few tell readers what to do next. Most list a web site URL, for example, but don't tell readers WHY they should visit the URL. Often, the difference between a Guerrilla or a competitor getting an assignment boils down to the call-to-action incentive that tells the prospect what to do next, like contact Will or Roger and ask where they can download the free 446 page book..

Tip for May 4, 2004

Are You Working Harder than You Should, Part 1? Thirty-two years ago, Jay Conrad Levinson worked his last five day week. He decided that life was too grand to spent more time working than enjoying. As the author of the world's Number One best-selling marketing book series, and an in-demand consultant and speaker, he obviously succeeded. In order to help others work better instead of longer, I asked Jay for some of his secrets. Reason Number One: Time Management. Jay wrote all of his tasks into his calendar to be completed on Monday, Tuesday, and Wednesday. He worked longer hours on those days in order to accomplish his goals. Work he would normally write in on Thursdays or Fridays he pushed forward to the next Mondays and Tuesdays. How can you adapt this idea in order to achieve more balance in your life?

Tip for May 5, 2004

Are You Working Harder than You Should, Part 2? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number Two: Commitment. Jay treated each entry into his calendar as a promise he was making to himself. Guerrilla Marketing is based on intentionality and commitment. Jay forced himself to work effectively Monday through Wednesday because he wanted to enjoy the remaining four days of the week to their ultimate.

Tip for May 6, 2004

Are You Working Harder than You Should, Part 3? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number 3: Determination. By reversing the ratio of work to leisure characteristic of most people at the time, Jay worked extra hard at establishing his reputation by writing -- writing anything -- because he was so determined. Whether for client, publication, or promotion, Jay was determined to live each day to the fullest. And that meant succeeding where others often failed.

Tip for May 7, 2004

Are You Working Harder than You Should, Part 4? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number 4: Obvious Rewards. Pleasure plays a major role in motivating succeed. Jay was so dazzled by Northern California that it seemed sinful to stay inside. As a result, he maximized his productivity Mondays through Wednesdays and maximized his enjoyment of his new environment Thursdays through Sundays.

Tip for May 8, 2004

Are You Working Harder than You Should, Part 5? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number 5: Efficiency. Jay was a very fast typist, which allowed him to multiply his output far beyond others. In today's world, it's just as important to be a fast typist, but it's even more important to use today's technology--web sites audio, e-mail, autoresponders, teleconferences--to multiply your productivity to gain an edge over your competition. Are you taking full advantage of available technology?

Tip for May 9, 2004

Are You Working Harder than You Should, Part 6? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number 6: Freedom from politics. On his own, Jay was able to accomplish more than teams of creative professionals at advertising agencies because he didn't have to deal with timewasters like memos and meetings. He could focus right on the creative tasks--and choose only those creative assignments he knew he could either complete on his own or complete in partnership with other creative professionals brought together for the task. Undoubtedly, Jay had to be selective about the clients he choose, avoiding those who were more interested in fancy offices and long lunches than superior execution of their tasks. Are you attracting focused clients or timewasters?

Tip for May 10, 2004

Are You Working Harder than You Should, Part 7? Lessons we can learn from Jay from his 32-year career based on a 3-day work week: Reason Number 7: Freedom from politics. Working on your own both eliminates and creates a competitive atmosphere. On your own, you are your own competition; you succeed or fail on the basis of your own abilities, and ability to compete with others providing a similar service. The above is healthy competition. As a sole practitioner, you are freed from the necessity of dealing with unhealthy, "intramural," competition of jealous coworkers who are willing to sabotage your efforts in order to advance their own agendas. Are you using this freedom from petty politics to free your mind to deliver the increased productivity required by a three-day workweek?

Tip for May 11, 2004

Is technology costing you customers? Several times I've talked about an art gallery that did a lot of things right. Unfortunately, however, I just unsubscribed from their e-mail newsletter. Why? Because their "webmaster" allowed a technical problem to get in the way of our relationship. Each weekly newsletter offers an up-to-date copy of their comprehensive quarterly catalog of photo books. Unfortunately, being prepared on a Macintosh, I could never get the PDF to download. II had spoken several times about this to the webmaster, but it would never work. And they refused to send me the print copy of their newsletter, which they sell for $7.00--although I've bought several hundred dollars worth of books from them. So, technology and insensitivity--and valuing the cost of a quarterly mailing (probably about $3.00), they lost a good customer and a source of referrals. Guerrillas never let this type of thing happen. Make sure it doesn't happen in your organization!

Tip for May 12, 2004

Web site color reference Color presents a lot of web site design challenges. Problems involving color often fall into two categories: use of a black, plus a single color through a web site of too many different colors. When black plus a single color is used, in an attempt to "brand" the site, shades of the original color are often used to organize the site's contents. Unfortunately, many colors lose their impact when shaded (i.e., presented at less than 100% saturation). Use too many colors, and your web site will present a visually cluttered, "circus" atmosphere and many of the colors will "fight" each other. To avoid these problems, pick up a copy of Rockport Press's Color Harmony for the Web, by Cailin Boyle. Color Harmony for the Web displays hundreds of color groupings, organized by image, complete with the RGB values needed to create them.

Tip for May 13, 2004

All you need to know about writing Two slim books contain all the information the average Guerrilla needs to know about effective writing. One is the time-honored Elements of Style by Struck and White. This slim volume distills the rules of grammar into simple do's and don'ts. The other is William Zinsser's On Writing Well, another slim book that will help you clearly and effectively express your ideas. Both books emphasize changes, i.e., edits, you can easily make after you complete the first draft.

Tip for May 14, 2004

Always add page numbers I'm amazed by the number of documents--even expensive e-books--that do not contain page numbers. Page numbers help your readers track their progress through your document. They also make it easy to keep printouts in proper order. Page numbers presell your competence by communicating professionalism and attention to detail.

Tip for May 15, 2004

When to omit page numbers Although every document should be paginated, do not place page numbers on the first page of a report or e-book. To add page numbers to every page of your document except the first page, select Insert>Page Number and deselect (or "un-check") the check box next to "Show number on first page."

Tip for May 16, 2004

How to find great premiums at low costs There is no often no correlation between the quality of a book and how inexpensively you might be able to purchase it. Right now, I'm providing brand new, hardbound copies of Daniel Pink's Free Agent Nation to selected prospects at our initial meeting. The book originally costs over twenty dollars, but I'm paying just $3.98 at a "overstock merchandise" outlet. Quality books often turn up at ridiculously low prices, plus there are always sources like www.half.com. Like any premium, each time the recipient sees the book, they'll remember me and my "generosity."

Tip for May 17, 2004

Say "thanks" in a memorable way Two weeks ago, I participated in a teleconference on HTML newsletter content and design. The project quickly became more complex than originally contemplated, but turned out well. Last Friday, I go to leave my office, and find an unexpected Federal Express package at the foot of the stairway. From a place called Piece of Cake in Atlanta. Nothing I had ordered. When I opened the package, I found a "thank you" card from the teleconference host, plus a great cake which served over a dozen people on Mother's Day. What a great surprise--and what a memorable way to say "Thanks!"

Tip for May 18, 2004

Colors for e-mail I'm getting more and more text e-mails set in different colors (often blue or brown) or with black text placed against colored backgrounds (light shades of blue, gray, or yellow, etc.) Although the use of color in e-mail helps set the sender apart, color often makes the e-mail harder to read. Black text against a white background makes for easy reading: as you depart from that, you may run into problems. Guerrillas always place functionality and results against attempts to decorate or entertain.

Tip for May 19, 2004

Host an Open House! Guerrilla Marketing is based on leveraging low-cost tactics into growing profits. Today, I saw--from across a mall parking lot--an "Open House Today!" banner hanging from a computer store. Curious, I walked over, only to find out that the banner ALWAYS hangs in the doorway, but I hadn't noticed it until today (when my "computer antenna" was looking for an external hard drive. Because I was in the market today, I noticed the sign today--even though it was there "everyday." How can you adapt this idea to your marketing?

Tip for May 20, 2004

What does Barnes and Noble Know about Packaging? Yesterday, I received a "bonus" gift certificate from an extremely satisfied client. The gift certificate card--itself--isn't the news, however. The news is the packaging. What the client handed me was a four by five inch heavy cardboard "envelope" about a half inch thick. The package really presold the contents of the card inside, and added to my sense of pleasure. As a Guerrilla Marketer, are you, similarly, "packaging" your expressions of thanks to employees, fusion marketing partners, and clients who refer others to you?

Tip for May 21, 2004

Where have all the profits gone? The May 17, 2004, USA Today had an interesting article that--although about the music business--is startlingly similar to what happens in traditional book publishing. Basically, the article traced the "vanishing royalty stream" experienced by musicians whose CD goes "Golld"--i.e. sells 500,000 copies. How much do you think a group will receive? Would you believe $40,000? After all the "deductions" are taken from the initial royalties, that's all that remains for the performers. A story all too similar to what happens when you write a "best selling" book. In light of similar book publishing stores, more and more Guerrillas are exploring e-books, self-publishing, and print-on-demand alternatives.

Tip for May 22, 2004

"Where's Roger?" Several times, I've described how I frequently order railroad books from a small store in California that specializes in them. Lately, I've started ordering railroad books from the local Barnes & Noble. Why? * Experience. I like the ritual of ordering a book, getting phone call that it's in, driving to the store, and having an iced coffee when I pick up the book. * Apathy. More important, although I've been a consistent customer for several years, the store has never once acknowledged my purchases. A simple unexpected "thank you" postcard, or a $5.00 gift certificate at birthday time, would have been enough. The store also no longer mails me their monthly catalogs --which I know they still print because they include with shipments. "Big box" stores aren't always to blame for stealing business from small competitors. The competitors are responsible, too. Guerrillas work hard to prevent customer defections.

Tip for May 23, 2004

Always Reward Quality, Pt. 1 I just sent an e-mail to the publishing department at Washington State University, complimenting them on the quality of one of their recent books. Do they know me? Am I an authority in their field? No, but I felt it was important to acknowledge the above-average quality of the book. Perhaps, in a small way, my e-mail will encourage them to maintain their standards, instead of allowing standards to slip. Guerrillas are always busy. But, they shouldn't be too busy to express appreciation for a job well done. Especially when there's no immediate benefit to doing so. Because, hopefully, at some point, one of your customers will do the same for you, and their message will arrive on a day when it will be especially appreciated.

Tip for May 24, 2004

Always Reward Quality, Pt. 2 Last week, I sent an e-mail to the staff at National Public Radio's American Roots, letting them know how much pleasure I had listening to their Saturday afternoon show. I expected nothing to come of it (except, perhaps, an invitation to contribute.). A few days later, I was pleasantly surprised to receive a personal e-mail from the host, thanking me for my message and asking my permission to forward my e-mail to the powers that be at NPR. The e-mail took the edge off a difficult day, and reminded me that--no matter how distant or anonymous our customers might be--there are individuals out there who affected by the quality of what we do. Guerrillas strive for excellence, partly to satisfy their own standards of excellence, but partly because there are human beings out there who share and will support our standards of excellence. Plus, it's less lonely that way.

Tip for May 25, 2004

"Honorary Guerrilla of the Day" Two weeks ago, Sean D'Souza, from www.psychotactics.com, was our guest on the Wednesday night calls. Sean invited callers to take advantage of his 16 week free audio teleconferences. About noon today, I e-mailed Sean because I couldn't locate the links to the first two calls, which I had lost. Within two hours, his office e-mailed me the missing links. Sean knows what most Guerrillas know: that a prompt response to a "routine" e-mail communicates professionalism and builds trust. Anyone can quickly respond to an important e-mail from a client paying a lot. But it takes a Guerrilla Marketer to quickly response to a routine e-mail regarding a free offering!

Tip for May 26, 2004

Way of the Guerrilla # 1: The Journey is the goal As we approach the midpoint of the year, now is an appropriate time to review the 20 characteristics which differentiate Guerrilla Marketers from mere entrepreneurs. This, and the following dailies, are adapted from Jay's 1998 book, The Way of the Guerrilla, available online (used) and in many libraries. Guerrilla Marketers place the goal of a pleasant journey ahead of the mere notion of sacrifice. When the journey is the goal, you can begin with work that satisfies you, plus a remarkable freedom from work related stress. Unlike old fashioned enterprises, Guerrilla strategies do not require gigantic sacrifices.

Tip for May 27, 2004

Way of Guerrilla # 2: Balance from the very start. Guerrillas build free time into their work schedule so that balance is part of enterprise. Guerrillas respect their leisure time as much as their work time, never allowing too much of one to interfere with the other. Guerrillas respect their freedom as much as their work. From: The Way of the Guerrilla, 1997.

Tip for May 28, 2004

Way of Guerrilla # 3: Guerrillas are not in a hurry Guerrilla Marketers recognize that unnecessary speed frequently undermine even the best-conceived strategies. Accordingly, Guerrillas plan intelligently, to eliminate most emergencies that call for moving fast. Patience is their ally. Haste makes waste and sacrifices quality. Adapted from: The Way of the Guerrilla, 1997.

Tip for May 29, 2004

Way of Guerrilla # 4: Stress is a benchmark Guerrilla Marketers do not accept stress as the price of doing business. They feel that stress is a warning sign that they must be doing something wrong. Adjustments are made to eliminate the cause of the stress, causing the stress to disappear. Adapted from: The Way of the Guerrilla, 1997.

Tip for May 30, 2004

Way of Guerrilla # 5: Looks forward to work Guerrillas consider themselves blessed to be paid to do the work they do. They are good at their work, which energizes their passion for it and their quest to learn more about it and improve their understanding of it by increasing their skills. Guerrilla Marketers don't think about retirement, for they never want to stop doing they work they love. Adapted from: The Way of the Guerrilla, 1997.

Tip for May 31, 2004

Way of Guerrilla # 6: No weaknesses Guerrilla Marketers have no weaknesses, because they have filled in the gaps between their strengths and talents with people who abound in the prowess she lacks. Guerrillas ally themselves with other Guerrillas who share a team spirit and possess complementary skills. Guerrillas value their teammates as much as old-fashioned entrepreneurs valued their independence. Adapted from: The Way of the Guerrilla, 1997.