Why “Giving” is such a Successful Guerrilla Marketing Tool?
One of the most important Guerrilla Marketing tenets is that “givers receive.” Here’s a recent case study. A recent caller on the Guerrilla Marketing Association Wednesday night calls mentioned that he was doing a book on Guerrilla Marketing for Artists, Craftspeople, and Photographers. The author was seeking case studies. That night, I referred several of my photographer friends to him. A few days later, I received a courtesy copy of one of the photographer’s comments to the author. These comments included the remarkable statement that his One-Page Newsletter had permitted him to cut $5,000 a year from his advertising budget while improving the quality of his responses. (He was getting qualified prospects, instead of price shoppers.) If I hadn’t “given,” by introducing the two individuals to each other, I would never had known about one of the best case studies yet. I have since adopted that case study as the core of my marketing program.
