Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum DollarsIncludes Podcasts, Blogs, and Media Training for the Digital Ageby Jay Conrad Levinson, Jill Lublin, Rick Frishman, Jill Lublin
Provides strategies for obtaining free media exposure and garnering positive public relations for one's image, products, and services. Several chapters are devoted to publicity geared to both Web and Net. The strategies? Never give up the publicity quest, craft an effective sound bite, believe you are an expert, and continually feed the information-crazed media beast… See more details below
Provides strategies for obtaining free media exposure and garnering positive public relations for one's image, products, and services. Several chapters are devoted to publicity geared to both Web and Net. The strategies? Never give up the publicity quest, craft an effective sound bite, believe you are an expert, and continually feed the information-crazed media beast. A very fast read. Annotation c. Book News, Inc.,Portland, OR
A quick glance at the table of contents of will give anyone an idea of the vast number of tactics that can bring publicity to a product or service. If you want to stir up interest in who you are, what you do or why it is important, Guerrilla Publicity can help you do it. If it has to do with publicity, the marketing and public relations professionals who wrote this book have the tools you will need to take your great ideas to the masses.
When the authors of Guerrilla Publicity write about guerrillas, they are writing about the "business operators who substitute time, energy and imagination for money." These are the small-business operators who want to build relationships first, before making a ton of money, and measure their performance on profits instead of sales. Guerrilla entrepreneurs are not in a huge hurry to reach the end of the journey, and understand that publicity is much less expensive - and allows them to express themselves in greater depth - than advertising. They also know publicity can help them establish credibility faster than advertising because people are more likely to believe information that is reported as news.
Honking Your Own Horn
According to the authors, publicity is "getting free media exposure for your product or service." Creating a buzz is a way to develop identity, name recognition and a message, and it also compels people to invest and do business with you. Creating publicity means honking your own horn, because if you don't, who will? So, they write, promote yourself, sell yourself, and make yourself known, because consumers are attracted to the names they know.When your name recognition increases, so do your profits.
The first chapter of Guerrilla Publicity discusses ways for entrepreneurs to put themselves on the map. To do this, the authors suggest that they establish themselves as experts by writing articles, giving talks and demonstrations, starting a Web site, participating in conferences and panel discussions, and volunteering their services. Then, they give pointers on each of these things and illustrate their points with numerous examples from real life.
The Importance of Relationships
Next, the authors address the importance of succinct messages, and provide the essential skills needed to create them. They also instruct entrepreneurs on how to use the media for their own benefit while giving them pointers about networking, and shaping a message into a sales pitch that gets attention. Creating long-term, ongoing relationships is a key part of their message, and they say that small-business owners must think in terms of campaigns, not ads; careers, instead of jobs; and decades, instead of days, months and years. To become established in the limelight, a slow deliberate process is the best way to build for the long term, and establishing yourself as an expert and a resource for media outlets is a great way to get on the radar screen again and again.
Self-promotion energizes prospective customers, and becoming a walking advertisement by keeping your products, brochures and business cards close at hand will give you a simple way to attract clients with very little effort. The authors also suggest that a publicity plan should go hand-in-hand with a business plan, and will help business owners come up with a realistic budget.
Why Soundview Likes This Book
Guerrilla Publicity provides an informative and exciting look at promotions and public relations, and teaches the marketing tools that every entrepreneur should know before setting out to sell a product or service. The book's useful design takes readers quickly from point to point, and every chapter provides a summary that tells readers exactly what lessons they should take away from the chapter. By breaking down the publicity process into an enjoyable experience, the authors' excitement translates into a highly readable and fun manual that can help any entrepreneur get a message to the masses. Copyright (c) 2002 Soundview Executive Book Summaries
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