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You’re aware, as all guerrillas are, of how technology can strengthen your marketing. You’ve also got to be aware of its limitations and of the new advancements that are taking place at breakneck speed. Don’t let those advancements overwhelm you. Very little becomes obsolete, but nearly everything becomes improved.

Technology, for all the wondrous things about it, can also be a major distraction and a drain on your time if you focus on the technology itself rather than on the benefits it can bring to your business.

Whatever you do, don’t hold your breath while waiting for marketing to take affect. Instead, hold your horses because it’s not gonna happen instantly.

How long does it take for a prospect to become a customer? Well, let’s first look into the chemistry of prospects. Prospects are like you except that they’re probably doing business with one of your competitors. Fortunately for you, that competitor most likely doesn’t know the full meaning of follow-up, with the result that most customers feel ignored after the sale.

1. Find the inherent drama within your offering.

After all, you plan to make money by selling a product or a service or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. Something about your offering must be inherently interesting or you wouldn’t be putting it up for sale. In Mother Nature breakfast cereal, it is the high concentration of vitamins and minerals.

Perhaps you already know why people buy, but do you know all 51 reasons? The more of those reasons you know, the better you’ll be able to market.

Geoff Ayling, in his superb book, “Rapid Response Advertising,” provides
wannabe guerrillas with a full fifty reasons why people buy. There are
really far more than fifty, but I have a feeling that these fifty will get
your creative juices flowing. People make purchases for these, among many reasons:

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