Cross Promoting In The Media

guerrilla marketing 


Cross-promoting in the media is another way to accomplish the all-important task of repetition. One way to repeat yourself and implant your message is to say it over and over again. Another way is to say it in several different places. Guerrillas try to do both. Nothing is left to chance. If you saw a yellow pages ad that made you an offer from a company you’ve never heard of and another with the same offer except that the ad said, “As advertised on television,” you’d probably opt for the second because of that added smidgen of credibility. I rest my case.

The psychology of marketing requires basic knowledge of human behavior. Human beings do not like making decisions in a hurry and are not quick to develop relationships. They certainly do want relationships, but they’ve been stung in the past and they don’t want to be stung again.

They have learned well to distrust much marketing because of its proclivity to exaggeration. All too many times they’ve read of sales at stores and learned that only a tiny selection of items were on sale. They’ve been bamboozled more times than you’d think by the notorious fine print on contracts. And they’ve been high pressured by more than one salesperson.

That’s why they process your marketing communications in their unconscious minds, eventually arriving at their decisions because of an emotional reason even though they may say they are deciding based on logic. They factor a lot about you into their final decision -- how long they’ve heard of you, where your marketing appears, how it looks and feels to them, the quality of your offer, your convenience or lack of it, what others have said about you, and most of all, how your offering can be of benefit to their lives.

Although they state that they now want what you’re selling, and they do it in a very conscious manner, you can be sure they were guided by their unconscious minds. The consistent communicating of your benefits, your message and your name has penetrated their sacred unconscious mind. They’ve come to feel that they can trust you and so they decide to buy.

Any pothole in their road to purchasing at this point might dissuade them. They call to make an inquiry and they are treated shabbily on the phone? You’ve lost them. Do they access your website for more information and either find no website or find one littered with self-praise You’ve lost them. They visit you and feel pressured or misunderstood? They’re gone.

You’ve got to realize that the weakest point in your marketing can derail all the strong points. Excellence through and through, start to finish, is what people have come to expect from businesses, and these days, they won’t settle for less. The insight you must have is that marketing is a 360 degree process and you’ve got to do it right from all angles at all times. When it comes to marketing, people have built-in alarm systems, and any shady behavior on your part sets the bells to clanging, the sirens screaming.

It is very difficult to woo a person from the brand they use right now to your brand. Although they are loathe to change, they do change. And when they do, they patronize businesses that understand the psychology of human beings and the true nature of marketing.

During tough times, guerrillas are very attuned to free methods of marketing. They are well aware that free marketing exists in its most free state as email, which is far more than merely letters with free postage.

Mark Twain said he never let his schooling interfere with his education. Regardless of your schooling, there’s little chance it covered what technology makes possible today. If you took a course in how computers can aid your marketing, the first insight you would have gained would be into the profitability for you if you become savvy about email.

When you think of email, don’t compare it with snail mail because it’s considerably different. In fact, it is such an improvement on old-fashioned mail delivery that the Australian Postal service now uses it, and today there is a lot more email being sent daily than snail mail. Now, half of all bills and payments are sent electronically. Two-thirds of Social Security checks, tax refunds and other federal payments go electronically.

You can use email in your marketing in ways that will make your customers delighted to be doing business with you. Guerrillas love email but hate junk email, known as spamming. Their affinity to email is because they can deliver their messages instantly and to anywhere in the world if the recipients are online, as more and more of them are with each word I type. That means email saves you time in communicating and money that you used to spend on postage. It can also help save trees on the planet because it is so delightfully paperless.

Each recipient can read your email on screen or print and save it just as with a standard letter, which does use paper. But you don’t have to print and save your email, saving you the cost of paper and the convenience of space. Save it in your computer. Make copies as you need them. All your files and memos can be kept in one convenient location. Each one is dated and timed. Many experts feel that for all the great things about being online, email is the most valuable of all computer applications.

Email also helps you save on the cost of courier service and faxing. Use it to send brief messages or long documents, to send black and white communications or colorful, beautifully-designed materials. It’s easy for you and easy for the person who receives your email.

Who should that be? People who want to receive it, that’s who. Find their names on your customer list, in the newsgroups to which you belong, in chatrooms where they’re talking about your industry, possibly even your company. Although email isn’t free, because you need a computer and internet connection, it’s far less expensive than telephoning, mailing or faxing. When using it, keep your message as brief as possible because people read computer screens differently than letters. They know being online saves time, so they don’t want to waste time reading long things. As Thomas Jefferson said, “Never use two words when one word will do.”

You’re aware, as all guerrillas are, of how technology can strengthen your marketing. You must also be aware of its limitations and of the new advancements that are taking place at breakneck speed. Don’t let those advancements overwhelm you. Very little becomes obsolete, but nearly everything becomes improved.

Technology, for all the wondrous things about it, can also be a major distraction and a drain on your time if you focus on the technology itself rather than on the benefits it can bring to your business.

As “Net Benefits” author Kim Elton reminds us, “Business is life and life is messy. Like a kitchen sink full of dirty dishes, you know that when you’ve finally cleaned them up, someone will burn a tuna casserole and you’ll be back in sudsy water up to your elbows with a Brillo pad in no time. But if the kids are growing up healthy and strong -- and helping out with the dishes now and then -- it’s all worth the effort. Soon you’ll get a dishwasher and you can shift the mess from the sink to the dishwasher. The dishes still have to be cleaned. The technology eases the labor and takes away some of the pain, but it doesn’t relieve the duty.”

That’s the insight that I want you to take from this lesson. Technology helps with the job but doesn’t do the job. That’s your task. In order for you to understand how technology can help you, it’s not necessary for you to learn the technical jargon, the nerdy part of technology. But you must comprehend the impact of technology and the ways it can transform a squirt gun into a cannon.

To cash in on the transformation, you must be in close touch with your needs. Technology will help you meet them. You must know how best to utilize the technology in which you’ve invested to get the maximum benefit for the money you’ve put forth. You’ve got to recognize hype for just what it is and solid science for just what it is.

You wouldn’t dream of running a business without using a telephone. The computer will be just as endemic as phones. Using technology will be as easy as making a phone call. Investment research company Robertson Stephens stated it this way:

“Communicating is becoming the primary role of computers after four decades of number crunching. We stand at a technology crossroads and are witnessing a technological metamorphosis... computers, originally designed for number crunching and applied to computing tasks for nearly 50 years, will be used in the future primarily for communicating." The future is now the present.

If you'd like to speak to Bruce Doyle 'Global Guerrilla Marketing Master Trainer' and the Team about 'Your' Marketing Apply for a Complimentary Strategy Call where we'll conduct a Marketing Audit for You.


About the Author

Bruce Doyle

Guerrilla Marketing Master Trainer (personally mentor by Jay Conrad Levinson)

Global Business Coach of the Year Hawaii 2003, Author of 4 Business Books, Entrepreneur and Founder of

Bruce has worked with 1000's of Business Owners over the past 20 years plus he's owned and operated over 30 Businesses across a range of industries. His focus is teaching business owners how to dramatically GROW PROFITS and GET MORE FREEDOM IN THEIR LIVES. 

bruce doyle business coach