Quotes Archive

The guerrilla is obsessed with benefits. Whenever offering a product or service, she focuses on how it will benefit the consumer and builds everything—the product, the delivery, the marketing—around that benefit.

- Jay Conrad Levinson

When you view marketing from the vantage point of the guerrilla, you realize that it’s your opportunity to help your prospects and customers succeed. They want to succeed at earning more money, building their company, losing weight, attracting a mate, becoming more fit, or quitting smoking. You can help them. You can show them how to achieve their goal. Marketing is not about you. It’s about them. I hope you never forget that.

- Jay Conrad Levinson

If you don’t believe in your product, or if you’re not consistent and regular in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources and the where withal to do what it takes to make your product work.

- Jay Conrad Levinson

In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer’s needs, and it must provide a product that delivers the promised benefits.

- Jay Conrad Levinson

Marketing is every bit of contact your company has with anyone in the outside world. Every bit of contact. That means a lot of marketing opportunities. It does not mean investing a lot of money.

- Jay Conrad Levinson

Most people have ‘one way’ brains—they acquire information and do nothing. Guerillas have ‘two way’ brains—they obtain relevant information and act on it.

- Jay Conrad Levinson

The guerrilla is a cheapskate. She knows that every dollar allocated to marketing is essential, and she doesn’t plan to waste a penny. But she’s not foolish. When necessary, she hires the best designers, media planners, and experts in the business—she realizes that the best is often the cheapest in the end.

- Jay Conrad Levinson


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