Setting the wrong price means you've failed in your testing and your research. Guerrillas are sensitive to their market and their competition, testing prices and constantly subjecting them to the litmus test of profits. As direct response vehicles become more sophisticated and prolific, guerrillas have the insight to zero in on the exact people to contact, so as not to waste time or money on strangers. Successful mailings to strangers net as high as two percent response rates. Successful mailings to customers and qualified prospects net up to ten percent.
Precision leads to profits.
Jay Conrad Levinson is the creator of the Guerrilla Marketing series of books - the best selling series of business books in history. The Marlboro Man. Jay is responsible for countless small businesses becoming huge household names. Cracking an international market is a goal of most growing corporations. It shouldn't be that hard, yet even the big multi-nationals run into trouble because of language and cultural differences.