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So what am I doing here, on top a parking garage?
It's not a pleasant place it's deserted it's
hot, it's uncomfortable, it's dirty,
but you know what maybe for that very reason that very scene,
that part where I am not where you thought I would be,
I've got your attention. What did I do? I went guerilla. I went gorilla in my
marketing
to you. Why should you care? Because
this is what you need to be doing, how do I know this
because I bet you you're doing email and trade shows and direct mail right now
there are just not pulling
the results you'd hoped for and you wish you had
more leads so you had more sales. Why do I know that? Because you're here at this
site.
So let's talk about guerrilla. Let's use an analogy
that we can all relate to: finding a job. Historically would send the resume maybe
call and say did you get it,
maybe respond to an ad in the newspaper that's the old fashion way,
and it still works somewhat but a guerilla
goes all out. They say I'm gonna identify my top
10 target companies, but only ten not a hundred
Based on word of mouth, based on my social community and what they tell me the
companies that are hot, so I have their introductions, a warm introduction
the people inside those companies and then I'm gonna go
and make a sub-domain for each of them. ABC.myleadagency.com,
You need to hire me@myleadagency.com,
and then I'm gonna go
and actually make a picture of me holding nothing!
And in that picture I'm gonna go to my free PAINT software to put a
a white square that looks like I'm holding a sign.
For each person I'm targeting, "Dear John,
you need to call me.myleadagency.com"
and I'm gonna super-impose that on each picture 10 times.
I'm gonna go to local digital print store and print each of those up for twenty-nine
cents each,
I put them in a coffee cup from a major chain. I'm gonna put a coupon in that coffee
cup from a major chain,
I'm gonna put a letter that say "Dear John you need to call me@myleadagency.com
because I know I can fix your problem. I've looked at it. Sincerely,
Darryl. All I want to do
is have two minutes of your time oveer a coffee to discuss how well I'll do it.
P.S. I'm buying the coffee.
And then you're gonna put it in a courier box, you gonna send
two day delivery so you can track it you gonna watch the web analytics
on the landing page of that sub-domain so that you know when it goes up one tick
that they've
been there. Or you can watch the the monitoring
of the actual courier package to know when it'sbeen signed for, by the way when you
courier it,
don't put envelope put it in a cube box. Why?
Because the gatekeepers, receptionist, the secretaries,
they intercept the envelope but things that are weird shaped
they bring that right to the actual recipient, because it's
different. You're being guerrilla. And then when you see they visited the site,
they've signed for it, they've gone to your landing page,
you pick up the phone and you say great when can we schedule that coffee? And they're going
to look at it and be blown away,
gonna say wow you have a site dedicated to me. You had
my stuff on a digital photograph, you bought me a coffee,
and then on the phone call you're gonna say "so-and-so said that we should talk." That soft
introduction and they're gonna be
overwhelmed. And those 10 prospects are going to turn into it
6 or 7 solid leads which will turn into two or three,
in this case, job offers. Or in a more relevant case,
deals. It's not an email,
it's not direct mail, its guerrilla. We call that the coffee caper.
That's one of hundreds of guerilla campaigns we do to get attention,
to stand out from the competition, to make your prospects stand up and take
notice.
It's time you go guerrilla. That's it.
I gotta get off this parking lot, it'shot. Have a great day.