What worked like a miracle last year may be a total loser this year. That direct mail campaign that generated so much profit last year is being surpassed bigtime by that website you create this year. But these marvelous things aren t going to happen because of a flash of genius. Instead, they ll happen because of tweaking and experimentation. One of the rewards of solid tweaking is the ability to get your marketing noticed, especially in a society beseiged with direct response marketing.
Guerrillas are fully aware of the proliferation of direct response marketing in the world today.
They see it on their computer monitor, in their mailbox, on their telephone, on radio, on television, on signs, and in the magazines and newspapers they read. Their awareness gives them the insight that it is more difficult than ever for their snowflake to be noticed in the blizzard. There are countless other snowflakes out there, each one enticing and hoping for attention. Each one competes with yours because it insists on attention, money, time and a meeting of the minds. You begin to answer this from the inside of your prospects minds.