What is a Guerrilla Marketer like? We’ve given you 8 traits or characteristics of a Guerrilla Marketer. Here are 8 more:
9. Amazement
Have you heard of AIDA? If you are familiar with marketing, you almost certainly would have. It is the acronym that stands for Attention, Interest, Desire and Action which are the 4 phases of marketing that you are to bring the prospective client through. While all 4 are important, the first and the last are especially crucial (as in a relay race). Thus the Guerrilla Marketing that you employ must capture the prospective client’s attention first and foremost. How is this accomplished? You do it by amazing your prospect. In other words, your marketing must stand out from the crowd and amaze your prospect so as to capture his or her attention.
Whatever advertising method you use, how does it stand out from the other lawyers? How does it capture your prospective client’s attention?
10. Measurement
By measurement, I mean that the Guerrilla Marketer is always measuring the effectiveness of his marketing to determine which methods are bringing in the potential clients. Monitoring your marketing campaigns can easily double your profits as you weed out the unproductive methods and ramp up on the truly effective ones.
11. Involvement
A Guerrilla Marketer’s business always involves the client. It is never run independent of the client’s involvement. How is this done? Once again, we come back to the trait of a Subsequent’ (no. 7). Draw your clients into your business by sending them emails, appreciating them in some ways, inviting them to special functions or getting feedback from them. The greatest tribute your clients can give your business is either to write you a testimonial or refer another person to you for your legal services.
12. Dependent
As a Guerrilla Marketer, you are dependent upon others. Your business does not function in a vacuum. You have business associates, suppliers, landlord (if you lease your premises), contractors who render their services etc. Then you have other legal firms from outside your own area and lawyers in general. You can get advice, support services, supplies, publicity from these sources and learn from others’ experiences. In turn you contribute your own experiences, information and referrals to them. Guerrilla Marketing is not a lone ranger or individualistic form of marketing that refuses to depend on other people. The sooner you realize that you cannot do it all by yourself, the better.
13. Armament
A guy with a gun beats 50 guys with peashooters any time. Thus the armament of a Guerrilla Marketer is technology. This includes your Website, your online presence, cell phone, iPhone, pager, voicemail, fax machine and every other equipment that connects you to your clients, associates, colleagues and the world at large. A lethal weapon for the Guerrilla Marketer who knows how to harness its power to his fullest advantage is the Internet, the technology that has leveled the playing field. Look into how to use the Internet to communicate faster, more effectively and fully to more people.
14. Consent
Guerrilla marketers are masters at permission marketing. Permission marketing is gaining the consent of your potential client for you to contact him or her. This is achieved through a means whereby the potential client opts in to receive information from you. Guerrilla marketers commonly use a legal bribe’ to incentive the potential client to give you his contact information. Obtaining this contact leads to legitimately communicate with your potential client with the purpose of building a relationship that will ultimately involve providing your legal services to him or her.
15. Content
There is so much hype in today’s advertising that the consumer has become immune to it all. How many times have you read only the headline of a webpage advertising the latest gadget or service and immediately scrolled down the page to just see the price? I do it all the time. The middle part is full of hype so if I already know the item being advertised, I am only interested in the price. Hence, when marketing to your potential client, you need to get into the content of your message and make content outweigh hype. Nowhere is this more important than in your Website.
In marketing, there is the concept of the USP. That’s the acronym for ‘Unique Selling Point’. This is what makes you and your legal service different from the others. So what is your USP? It must be something packed with content that is useful for your potential client. Hype just isn’t good enough so should be kept to a minimum. Content is king.
16. Augment
Finally, as a Guerrilla Marketer you augment your marketing constantly. You always look into how you can beef up your marketing, improve your PR, enhance your image to potential clients, care for existing clients, provide better content, employ new advertising methods etc. If you don’t do it, your competitors will. This business is a war, remember?
This is how you will stand out among other lawyers in the same business. These 16 traits will propel you to the top of the game, provided you take action on them. They do not come automatically and even less do they come instinctively to most people. So you must be very intentional and focused in implementing these 16 traits into your marketing.
Then you are a Guerrilla Marketer.
