Chapter 22
Where and When to Begin Marketing
Guerrillas are never stopped by analysis paralysis. Don't let it stop you.
Many business owners realize the simplicity of marketing, but just don't know where they should begin. Analysis paralysis stops them in their tracks. So many tasks. Where to start? So they don't start. They know what they must do, but don't really have a plan, so they make disconnected efforts to achieve a hazy goal. When they don't see encouraging results right off the bat, they lose confidence, if any existed in the first place.
If there's any correct time to start, it's right now. If there's any proper place, it's right where you are. You'll never feel you are completely ready, so you may as well begin immediately.
If there's any secret to be learned, it's the secret of taking action and never stopping. You've heard Diana Ross sing when she was a member of The Supremes. Hear now what she says about taking action: “You can't just sit there and wait for people to give you that golden dream; you've got to get out there and make it happen for yourself.”
Guerrillas have learned that the best time to market is when they don't need any more business. They know that the best source of new clients is old clients and that the best marketing is characterized by quality and not quantity. They realize that their best marketing vehicle, and least expensive, is a satisfied customer. And they know that the two best ways to measure their marketing are by ...
