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(c)2004 by Claire-Jean Korzenewski, www.BestExpressions.biz
It's a jungle out there, so know and use your guerrilla
marketing tactics! Jay Conrad Levinson wrote the book that
started it all, the popular guerrilla marketing series. He
has compiled a list of 100 tactics, most of them fr*ee,
that savvy business leaders use.
One increasingly popular - and profitable - tactic on
Levinson’s list is the informative article. Articles are
not ads. Articles are written to inform, to educate, and to
help people solve problems. Articles you publish, online or
off, can help you achieve several worthwhile marketing
ARTICLES ESTABLISH YOUR CREDIBILITY
It is well accepted that consumer confidence is the number
one factor affecting purchasing decisions. A potential
client who does not trust you will not call you to place an
order. He will not access your website and click to
purchase. He will not talk to your sales rep.
Through articles you write, you can gain consumer
confidence by demonstrating to readers that you understand
their needs and that you have the knowledge and ability to
deliver what they want.
You feel their pain and can meet their needs, competently
When you communicate this in articles you write, you
establish your credibility.
Now when customers need services you provide, they have the
confidence to click through to your website, to pick up the
phone, or to walk into your store.
ARTICLES POSITION YOU AS THE EXPERT
If you run a business, you are an expert.
You can demonstrate your expertise by sharing your
knowledge, experience, and insights with potential clients
through your articles. By doing so, you position yourself
as the expert.
Now as the credible expert you are the one to go to when
It’s time to make a purchase.
ARTICLES ARE MORE EFFECTIVE THAN ADS
Ads are good for grabbing attention, but well written
articles can be much more effective since articles, as
mentioned, establish your credibility and your expertise.
ARTICLES ARE LESS EXPENSIVE THAN ADS
Articles can be published in traditional print media,
including newspapers and trade magazines, or be widely
published and read online in opt-in ezines or newsletters
like the ones you read. Or, better yet, the ones your
Since your articles can provide interesting content for
their publications, many ezine and print editors will want
to publish them at no cost to you. More effective, less
expensive - just what every guerrilla needs.
ARTICLES CAN INCREASE YOUR WEB TRAFFIC, YOUR CLIENT BASE,
AND YOUR INCOME
You can learn how to easily publish articles you write and
begin to reach a wide audience quickly, especially when you
publish electronically. Your helpful articles motivate
readers to contact you. Your resource box or bio at the end
tells them how to reach you and gives them the links to do
Several entrepreneurs who have published a number of
articles have begun to get 100 new visitors to their
websites each week. Those are targeted visitors. Visitors
who chose to click through to their site for a reason - for
more information, for a gift offer, or to make a purchase.
With your effectively designed web site, you can convert
your new visitors into new clients. You should provide some
motivation for people to leave you their contact
information. Perhaps they could request one of your fr*ee
offers. That could be an ebook or simply another article or
special report you have prepared.
Or ask them a question they’ll want to respond to. Since
you want to understand your customers needs anyway ask,
“What are your biggest challenges/obstacles/complaints
with...” marketing, writing, investing, or whatever your
field of expertise. Better yet, give them a gift for
answering the question.
ALL RIGHT! I’M CONVINCED
All effective marketing plans must be implemented and must
be ongoing. In other words, you’ve got to start and stick
with it. Levinson, the original guerrilla marketer, says
this is an area where many businesses drop the ball. They
quit working their plan. He says all marketing works,
you’ve just got to give it enough time.
PLAN YOUR WORK, WORK YOUR PLAN
Work into your calendar a time slot for writing an article
at least once a month. You should expect to spend 4 to 8
hours writing and submitting a 400 to 1000 word article.
This may seem like a large commitment, but the return on
your time investment could be dozens or even hundreds of
targeted new contacts each week.
You can learn more about preparing and submitting articles
from several websites by searching online for ‘article
writing.’ _Opening Doors with Your Articles_ (at
http://www.charliecook.net/) is a helpful ebook written by
Charlie Cook explaining the process from writing to
formatting to submitting articles.
By searching online for ‘article announce,’ you can find
several sites that make articles you post available to
ezine and website editors who are seeking content for their
Yahoo has half a dozen sites used by hundreds of editors
and writers. You might begin with
DO WHAT YOU DO BEST
If you feel you need to improve your writing skills, you
can read books, subscribe to email courses, or study
On the other hand, you need to determine the best use of
your time. If writing articles takes energy away from doing
what you do best, then maybe you should...
HIRE A GUERRILLA!
Smart marketers don’t reject an outstanding marketing
tactic just because it’s inconvenient, uncomfortable, or
outside their realm of expertise. They find a way to get
the job done.
Levinson finds that most business owners are aware of only
5 to 10 of his guerrilla marketing tactics and possibly
only use 3 of them. But he says guerrillas are aware of all
100 tactics and use about 40 of them.
You can read Levinson’s 100 tactics at
http://gmarketingcoach.com/weapons.htm. Over half of these
tactics cost nothing, but others are outsourced.
Just like many business owners outsource their website
design, their advertising campaigns, or the manufacture of
their signs, you can outsource your article writing needs.
A search for ‘freelance writer’ or ‘copywriter’ turns up
links to individuals or to services that connect buyers to
Promote your business like a guerrilla. There’s always more
than one way to get a job done. In fact, Levinson tells us
that there are at least 100 ways.
Publishing articles in ezines or in print is one tactic
that needs to be in your arsenal. So consistently write and
publish your articles or hire your own guerrilla and get
the job done!
Claire-Jean Korzenewski writes effective content that works
hard for you - to improve profits, to enhance your image,
to inform, to educate. She is the owner of Best Expressions
Writing & Desktop Services at www.BestExpressions.biz,
Email her at cj@BestExpressions.biz.
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