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Guerrilla Marketing During Tough Times by Jay Conrad Levinson

In my review posted on Amazon.co.uk, I gave this book,

Guerrilla Marketing During Tough Times,

a rating of Four Stars. This means I think it is Good and Well Worth Reading.

Here is my book review.

A book you need when things are tough for your business

It makes sense to consult a man who has been advising small businesses on how to use low and no cost marketing weapons since the mid 1980s when times are tough.

The essence of Guerrilla Marketing is to use time, effort and imagination to replace money in the marketing of a business. I particularly like “imagination” since time and effort both have their downsides.

I qualified as a Certified Guerrilla Marketing Coach so I am biased but, if you see my other reviews, you’ll know that I’m critical of some of the books.

When resources are scarce, it is necessary to concentrate effort on where it matters most. This book will help you do that.

The chapter headings are:

1 – Tough Times Don’t Have To be As Tough As You Think
2 – The Importance of Stressing Value
3 – Using Consent Marketing Now More Than Ever
4 – Free and Almost Free Marketing
5 – Mining Your Customer List For Fun and Profit
6 – Community Involvement During Tough Times
7 – Attracting New Business During Tough Times
8 – The Importance of Service During Tough Times
9 – Making Yourself The Talk Of The Town
10 – Online Marketing In A Shaky Economy
11 – The Freebies That Lead To Serious Profit
12 – Getting Extra Mileage From Your Marketing and Email

The easiest thing is to use the difficult times as a ready-made excuse for poor performance and a justification for not taking action. That’s often a mistake because opportunities lie in tough times because, when people have problems, they need solutions.

The content is generally excellent although any references to the Internet and emails are out of date. It is well written and easy to read but it is quite short. You could argue that’s an advantage. It is certainly tightly edited and there is no waffle or superfluous words. I like books that focus on turning knowledge into action and each chapter ends with exercises and action steps but I did find myself wanting the author to tell me more.

There’s also the issue of whether you need to read another Guerrilla Marketing book first. To get the most out of it, I think you do. It’s not essential but it’s worth understanding more about the underlying approach to small business marketing by reading say “The Startup Guide To Guerrilla Marketing“.

It is available to buy from Amazon.co.uk and Amazon.com.

There are many thousand of business books, you can see the full list of my reviews at Business Books Reviews by Paul Simister. I’ve also narrowed these down to a list of the 12 Best Business Books For Business Owners & Entrepreneurs.

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