Guerrilla Marketing is the latest buzz word. It doesn’t have much to do with hairy mammals pounding their chests and eating bananas, more to do with re-examining traditional marketing techniques.

Guerrilla Marketing is the new way of looking at promotion, using techniques that appeal as much to the unconscious mind as the conscious mind. The Guerrilla Marketing Revolution is quick and simple to read and makes a refreshing change from traditional sales techniques.

A couple of ideas that I’ve found useful in the book are as follows:

Anchors

An anchor is essentially an internal or external representation that triggers another representation.

This idea is presented as a short cut to reducing the time spent persuading others to purchase or accept your services. With an anchor, you will not need to repeat your message as often for positive results. If you can create an honest and emotional response in others, they are more likely to react positively to whatever you are promoting.

A good example, that I can think of, is when advertisers use a cute soft toy to promote their product (such as a car). The soft toy creates an ‘ahhhhh’ response and becomes associated with the car.

Presuppositions

Presupposition is the quickest, easiest and most effective means of persuading the unconscious mind, when used by a skilled communicator.

The idea of using presupposition, is to present a choice in such a way as to presuppose the desired response. For example: “I’m sure you’ll continue to enjoy the many projects on this website.” Here, the presupposition is that you are already enjoying the projects on this website and you will continue to do so.

Oh, and here’s another one…

P.S. Don’t forget to buy the book.