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Book Review: Guerrilla Marketing for Consultants

Let me start off by saying that Guerrilla Marketing for Consultants is, without a doubt, the best marketing book I have read to date. The authors, Jay Conrad Levinson and Michael McLaughlin, have put together an exquisite resource that I feel would benefit not only consultants, but also freelancers and many small business owners.

The book proves to be very easy reading, and with its extremely well-organized style, it will serve you well as an addition to your professional library. Guerrilla Marketing for Consultants is one of the most “browse-able” books I’ve come across, making it easy to find specific sections or points that I’d like to refer back to. On that note, I do find myself referring to various chapters and sections regularly as I try to implement the authors’ tips and advice into my own business practices.

Highlights:

Here are some of my favorite parts of Guerrilla Marketing for Consultants:

  • The one-page marketing plan and guerrilla’s marketing road map – I was struggling through my own yearly marketing plan updates when I read this book, and had never looked at marketing plans in such a simplified way. By following their advice, Levinson and McLaughlin will save me hours of work!
  • Tips for using zines to boost web presence – This is something that I tell my clients and readers on a regular basis, but a tactic that far too few professionals implement. The authors’ advice on the subject makes it easy, so there are no more excuses!
  • The idea of “firing” problem clients – Much too often, consultants and other professionals get into the mind-set that they have to take work, or keep work, even if a client is becoming too much of a strain on them or their resources. I find it entirely refreshing to be told that it really is OK to occasionally drop clients, and that in fact, the customer really isn’t always right.

The general guerrilla marketing tactics discussed in this book, coupled with the insight that only these authors could provide, make Guerrilla Marketing for Consultants a book that you really can’t afford to be without.


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About the Book:

From the publisher : “Jan Conrad Levinson’s Guerrilla Marketing revolutionized the way marketers do business by defying the conventional wisdom that effective marketing means spending big bucks. He devised highly successful marketing strategies that rely on creativity, imagination, and energy—instead of money—to get the job done. Now, Guerrilla Marketing for Consultants applies the power of guerrilla marketing to the hypercompetitive business of consulting.”

Publisher: John Wiley & Sons, Inc.

Publisher’s Web Site: www.wiley.com

Date: 2005

Length: 294 pp.

Sample of Topics Covered:

  • Why consultants need guerrilla marketing.
  • Marketing plans and the guerrilla’s marketing road map.
  • Increasing web presence by using a zine.
  • Speech-writing.
  • Book publishing.
  • Proposal writing.
  • Setting your professional fees.


About the Authors:
(from the publisher)

Jay Conrad Levinson “is the Chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide. He is the creator of the Guerrilla series, the best-selling marketing series ever published. Levinson is a former vice president and creative director at J. Walter Thompson and Leo Burnett Advertising.”

Michael W. McLaughlin “is a Principal with Deloitte Consulting, and has over twenty years of consulting experience. He has worked with clients in businesses of every size, from small start-ups to some of the world’s highest-profile companies. McLaughlin has sold and delivered more than $300 million in consulting services in his career, and he knows what works in the market and what doesn’t.”

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