Jeannie Levinson

Guerrilla marketing flourished and gained fans for 10 straightforward reasons, not the least of which is that it really and truly does help guerrillas generate higher profits

is simple and not complicated.
2. It works every time if you do it right.
3. It has an enticing name that attracts experimentation

It fits small business, which grows at a record pace.
5. It is affordable no matter how dismal the economy.
6. It embraces new forms of marketing.
7. It eliminates most of the stress about marketing.
8. It is ideal for the internet and connected world.
9. It helps big business as much as small business.
10. It grows profits for businesses around the planet

Those books came out at the rate of two per year from my Underwood typewriter, then my Royal typewriter, then my Remington Selectric typewriter, then an Epson word processor. I’d write one book by myself. I’d write the next with a co-author.
When social media loomed large on the horizon, I could conscientiously study it for a year and write a book about it alone. Or I could co-author it with Shane Gibson, a recognizable presence on Facebook, a well-known tweeter on Twitter for a long time, and a speaker on the social media before I knew what they were about. Decisions like that are easy

make. That’s why the spread of guerrilla marketing information has been so prolific and books about it so abundant

I learned early from Howard Gossage, one of my two mentors—Leo Burnett was the other—that you shouldn’t try to say everything to everybody because you will end up saying either everything to nobody or saying nothing to everybody

Instead, you should try and

succeed at saying something to somebody. The guerrilla marketing books, increasingly specialized as they are, try to say many somethings to many somebodies. That seems to work.

So does opening my mind to the constant changes that take place in marketing. When I wrote the first guerrilla marketing book, there was no internet. But now, if guerrilla marketing did not include the internet, it would become obsolete in a hurry

But now, if guerrilla marketing did not include the internet, it would become obsolete in a hurry. That’s why guerrilla marketing today includes technology, social media, memes, psychology, ecology