In 1999 I was tired of being a psychotherapist and tired of cold winters up north so began looking to build a business over the Internet.

After some research I quickly realized that the key to success was having a good product/service and then becoming an excellent marketer over the web. With that end in my I created the Guerrilla Marketing Coaching Program.   Since then I have trained hundreds of Guerrilla Marketing Coaches in over 25 countries.

You have probably heard Guerrilla Marketing as there are dozens of books published, but you may not be exactly sure what it is and how it can benefit you.  Here are 7 defining characteristics of Guerrilla Marketing:

1. Guerrilla Marketers Invest Time, Energy, Imagination, and Knowledge Instead of Just Money

Superior marketing provides all companies with their greatest leverage, or control, and should be viewed as an investment. Unlike traditional marketers, guerrillas invest more time, energy, imagination and knowledge – or information – than money. This is probably the single most important guerrilla marketing principle of them all. Additionally, they don’t waste their precious time making penny-wise and pound-foolish purchases or throwing good money after bad.

For example, guerrillas are keenly aware that poorly designed and written marketing materials are recipes for disaster, so they hire graphic designers and copywriters – even if it means they have to barter, lease, or pare down their wish list. Conversely, guerrillas are also open to investing in new skills so they can do for themselves, instead of hiring others, which is much easier today than it’s ever been due to affordable software and Internet technology. In the end, guerrillas believe in their hearts that money is not the key to joy or achievement but they sure enjoy the beautiful gold and silver keys you can buy with it.

2. Guerrilla Intentionality: Marketing Includes Every Contact with The Public

Superior marketing doesn’t happen by mistake. It occurs when it is deliberately planned and executed. Because Guerrillas are well trained in all aspects of the marketing process, they know that “first things first” considerations such as the way they greet their customers, their employees’ attire and demeanor, how easy their website is to navigate, and their business and domain names are extremely critical components for success.

Guerrillas know that every company, regardless of the products and services they offer, is in the marketing business, and prospects and customers will judge them on every single aspect of their experience. This careful attention to detail gives guerrillas an edge over bigger businesses that often overlook little things that have a big impact on their customers.

3. Guerrilla Commitment: Building Successful Businesses One Step at a Time

Commitment is a word that separates guerrilla marketers from traditional marketers and winners from losers – an intangible trait that allows them to surpass roadblocks that would stop others dead in their tracks. It is also a hallmark principle of the brand because it’s based on the belief that superior marketing requires steadfast focus and a dedication to building and maintaining long-term relationships – not bean-counting.

Maintaining focus may sound easy, but it’s not – especially in today’s cluttered world. Current and evolving technologies make it easy for entrepreneurs to be wooed down the “diversification” path where distraction and trouble lurks. And while guerrillas welcome change, they are careful not to be lured into going after every “golden opportunity” that comes their way, because they know it’s a recipe for disaster. Simply put, so-so marketers, who possess a dogged commitment to their craft, outperform superior marketers without this trait 100% of the time. Additionally, commitment means regularity. So, guerrillas don’t drop out of the public’s site for long. They don’t run an ad two times and then abandon it because “it didn’t work.” They don’t reinvent their identities whenever it suits them. Rather, guerrillas understand that familiarity creates trust and trust creates profitable sales and lifelong customers.

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