O'Reilly logo

Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet by Shel Horowitz, Jay Conrad Levinson

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 6. Expand the Model Exponentially—by Making It Personal

Sales clearly lends itself very well to a People First strategy—especially since so many companies are completely clueless about how to achieve their own goals by working collaboratively to meet each prospect's goals. But sales is only one among many marketing tools. Now let's look at how everyone can win when marketing through the media.

Media publicity is free, and is valued more highly than advertising because it conveys the endorsement of a respected third party: the journalist.

The trick to getting media coverage is to remember that the journalist does not care about you or your business. The journalist cares about the story that readers, listeners, or viewers will find so important that they choose it among all the competing stimuli and choices, and allow the journalist to tell the story for them, in words and images.

JOHN KREMER AND BIOLOGICAL MARKETING

Listen to an expert in working the media. John Kremer, author of 1001 Ways to Market Your Books and one of the foremost authorities on book marketing in the United States, spoke at a conference where Shel was also presenting. Although he directed his remarks at authors, publishers, and book marketers, his wisdom applies to anyone marketing anything: a product, a service, an idea, an attitude.[83]

All marketing is essentially creating relationships: with press, distributors, printer, stores—the people who are helping your book get into the marketplace—and ultimately ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required