In continuing to expand on what I consider to be the essential rules for business owners who want to market themselves effectively, based upon The 16 Monumental Secrets of Guerilla Marketing presented by Jay Conrad Levinson in his national bestseller Guerilla Marketing, the next principle is assortment.

This quote from Conrad says it all:  “The wider the assortment of weapons in your marketing arsenal, the wider the grin on your face when you review your financial statements.”

If your marketing strategy includes employing a variety of tactics to garner attention from your target audience, you are likely making an impression on them that will consistently keep you in the “Top of Mind Awareness” zone. In order to remain constantly driving in customers, the cycle is never broken so there is no downtime when it comes to effectively marketing your business.  Even within one advertising medium, there should be a wealth of avenues to pursue depending on your strategy and goals with your marketing efforts.

Take our publication for example.  We offer our advertisers a wealth of assortment in value-added tools all across the board with our editorial features, including monthly Press Releases, Client Spotlights, Ask The Expert columns, Star Six columns, Special Stories, and the Cover feature with a supporting article.  These are all specifically designed to be geared towards promoting our clients in different ways that are best suited for them, as well as consistent promotion through a variety of avenues in person, in print and online. Providing this assortment allows for consistency while continuing to attract attention with a fresh approach.

When you factor in all of the other marketing avenues available today, there is no reason why all businesses aren’t utilizing more than one.  I always encourage business owners not to put all of their eggs in one basket; to exhibit patience in their commitment to their current marketing efforts while peppering that with some new pieces every once in a while.

Conrad ends with the exact statement I think I’ve said thousands of times over the years:  “…Marketing doesn’t end with the sale.”  Remember to keep this in mind with your marketing efforts–and to incorporate an assortment of ways in which you are connecting with your current and prospective clients.


by Paige Zutavern, President

402-730-0096

Paige@StrictlyBusinessOmaha.com