Because it's such a subjective thing, there are few hard and fast rules. But here are five new ones to guide you in your quest to boost your profits with a minimum investment and avoid nasty surprises along the way.
All guerrillas know they have three markets.
Guerrillas invest 10 percent of their marketing budget talking to their universe, attempting to move them into their second largest market, one that ranks in the middle for generating profits. That market is called your prospects, those members of the universe who do fit your customer profile. By investing the most in the market that produces the most profits, yet costs the least to reach, guerrillas maximize their total marketing investment. Other marketing investments are even more worthwhile. When guerrillas think of marketing, they know where the real power resides and invest accordingly.