The attitude of a guerrilla affiliate toward marketing is dramatically different from that of a non-guerrilla affiliate. More than 90 percent of life is about attitude and an even higher percentage of marketing is all about attitude. It’s one of the first things that your prospects and customers will notice about you. The way they’ll know it is through your marketing efforts. If you don’t do much marketing, people will be unaware of your attitude regardless of how winning it may be. Private attitudes do not equate with profits. You’ve got to go public with your attitude.
Let people sense it through your aggressiveness in the marketing arena. It will be clearly communicated through the visibility granted you by marketing. When it’s time to decide on a purchase, they’ll be drawn to companies with an attitude far more than invisible companies that don’t actively and proudly express theirs.
Your attitude will also be indicated by the professionalism of your marketing materials. If they look shabby, that shabbiness will become part of your attitude. If they inspire confidence, that will express your attitude.
The reach of your marketing also reflects your attitude and so does the frequency. Naturally, your commitment to your program conveys an attitude. Your consistency expresses it as well. Keep switching your media and message, your niche and format, and people will be unclear about your attitude, assuming you’re not even sure of yourself.
Of course, you can’t succeed on attitude alone. Marlboro may not be the best-tasting cigarette in the world, but it certainly has the right attitude. Same for Budweiser compared with other beers. Many product category leaders succeed with attitude more than excellence; attitude more than low price; and attitude more than lavish spending. Every car made can get you from point A to point B, but some do it with a more stylish attitude.
As an affiliate, your attitude must come shining through in all of your marketing. It will come across by what you say, how you say it, where you say it and how frequently you say it. Even the world’s most winning attitude is for naught if it’s not being transmitted. That’s why guerrillas communicate with a big attitude to compensate what they lack in a big budget.
The website of a guerrilla affiliate reflects that affiliate’s attitude in its design, its straightforwardness, its focus on the visitor, its copy and its overall professionalism. There are endless possibilities to convey your attitude with your website and certainly with your blog. That means that there are endless possibilities to get egg on your face. Whatever you do to communicate your precious attitude, do it right or don’t do it at all.
There’s a huge, yawning gap of which you must be aware. It’s the gap between what you think your attitude is and what your prospects and customers think it is. Your job – and it’s not even a tough job – is to close that gap, to manifest your attitude so clearly that prospects and customers think of you the same way you think of yourself.
An attitude that is mandatory if you’re to be a true guerrilla affiliate is outwardness. Inward focus works against you when it comes to marketing. Save that for your analyst’s couch, and shine your light outward- bound when you’re marketing.
The perception that you require is the knowledge that your marketing is not about you. It is not about your business. It is not about your product or your service. I hope you’re clear on that, because if you’re not, you’ll blur the other insights necessary for you to master guerrilla marketing.
There is always a very good chance that what you have to offer will mean a lot to your target audience. And there’s a small but real chance that it will mean a great deal to them right now. Those simple facts ought to mean a lot to you before you plunge headlong into a marketing attack. If you can adapt your mindset to just what your offering can mean to your prospects, you’re thinking properly.
If you’ve got the right attitude about marketing, you’re nearly fixated on providing your customers with precisely what they need. One of the things they do need, as do all members of humanity, is a sense of identity. If you operate from the inside of their minds, you’ll be able to make yourself part of their identity. The fact that they do business with you and have a lasting relationship with you will become part of their identity and it will be very clear to their colleagues and friends.
Since your attitude as a guerrilla affiliate is centered around your customers, other facets of your business will follow suit. Your service will pick up and customers will notice. The people you hire will share your attitude, and again, customers will notice. The way you run your business will never seem stale to them because you’ll be innovativing in ways that deliver customer bliss.
Doing it means you can see the future before it unfolds, giving you an immense competitive advantage. It shows you beyond doubt that the best way to engage in customer-oriented marketing is to continuously innovate and to be the very essence of flexibility. In the past, staying with the tried-andtrue was the way to go. In the future, in which today’s present resides, that’s not the way to go.
A guerrilla affiliate knows that focusing on your customer is the way to go, and that "business as usual" now means "business as unusual" if you’re to be a guerrilla with the right attitude, seeing things from your customers’ point of view, meeting and then exceeding their expectations.
That calls for knowing where you’re headed, what your competitors are doing and what your prospects’ customers are thinking. Then it calls for you to demonstrate the attitude that proves you can see things from their standpoint.
JAY CONRAD LEVINSON is the acknowledged father of guerrilla marketing with more than 14 million books sold in his Guerrilla Marketing series, now in 41 languages. His website is gmarketing.com.