Hi, just received an e-mail from Perry Marshall on Guerilla Marketing (which you can get for free at this link).
What I like about this particular e-mail is the story told in it. It’s so riveting that I really want to re-read it. He’s such a good copywriter.
Anyway, I’m going to reproduce it here (I have not asked for permission, but if you think it is illegal, please tell me at uniquelyislam[at]gmail.com, thanks).
I’m sure you will love this e-mail as much as I do.
Hi Abdul Rahman,
April 19, 1775: The shot was fired that was
heard ’round the world.
At the Battles of Concord and Battle Road in
Massachussetts, the British met a surprising militia
formation of American farmers. The Redcoats marched
in plain view while colonial minutemen hid behind every
house, tree and fencepost.
The score: Americans lost 93, but the British lost 273.
It was a humiliating start to a war they would eventually lose.
That’s Guerilla Warfare, my friend. Traditional warfare is
“playing by the rules,” but Guerilla warfare means re-defining
the rules, even as the game is being played. It’s tossing
conventional wisdom out the window and becoming your
opponent’s unseen enemy.
Every week I talk to people who are sick and tired of
playing by the rules, and not winning nearly as much
as they could or should.
They’re sick of pulling that black checkbook out of
their top desk drawer, giving money to some media rep
and not knowing if that money is coming back, when
it’s coming back, or how they’ll ever know.
They’re sick and tired of dialing for dollars every
day, trying to get in to see prospects who need what
they have but aren’t willing to listen to “just another
They’re sick and tired of competing only on the
basis of price, when they know that what they sell
is worth far more than what they ask for it.
In marketing, the old rules go something like this:
-“You’ve just got to get your name out there.”
-“Make more phone calls than you made yesterday.”
-“You have to prove to your customer that you’re willing
to work harder, drive more miles, and bend over further
to get his business.”
Today, those rules are a recipe for suicide.
Here’s what some of the NEW rules are:
-When you automate the most labor-intensive parts of
your sales process, you only have to spend time with people
who are ready and willing to buy something from you
-Every marketing and advertising dollar you invest is
held accountable for ROI. It comes back to you with
-All that Madison Avenue talk about “branding” and “image”
is a bunch of BS. It doesn’t work. It’s a waste of money.
But… when your advertising really works, it’s the best place
to invest your money, period.
-You can become a well-known expert, even a celebrity
within your industry, by exercising the power of media and
publicity. When you have that kind of status, it
becomes easy to get appointments and close sales.
Watch for the Guerilla Marketing packet in the mail —
and stay tuned for future updates.
To your success,
So, what lesson can we get from this e-mail? Simple. This e-mail, as you noticed do not contain any call to action, but it does build anticipation for this Guerilla Marketing package to arrive.
God knows how much I want this stuff. 😀