Jay Levinson

IT’S THE PRECIOUS CONNECTION between you and whoever buys what you sell

The connection is made online, in person, by phone, by mail, at a show, on a sign, by hearing, by reading or by seeing. It lasts from the moment the customer learns about you until he or she gets enticed away from you by a cagier guerrilla

marketing really is—an entire experience.
Your job as a guerrilla: Make every single moment of the experience satisfying, simple, and worthwhile for the customer. When you do that, you’re truly a practitioner of guerrilla marketing

from you by a cagier guerrilla. But if you’re a guerrilla, that probably won’t happen to you.
You know what guerrillas know—that you knock yourself silly winning a customer, and you don’t lose that customer no matter what. That means you realize that the precious connection comprises what

Marketing is—the precious connection between you and whoever buys what you sell

Marketing really is—an entire experience

That ability to change is part of the DNA of guerrilla marketing

There are two other parts to that DNA: The first is the ability to operate according to a very simple plan. Everybody can do that.
The second part is committing to that plan

Marketing without a plan is like going into battle under a commander who says: “Ready . . . fire! . . . aim

It simplifies a seemingly complex topic.
2. It works every time if you do it righ