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Graying Guerrillas
There's no arguing that Jay Conrad Levinson is the grandfather of Guerrilla Marketing. Problem is, sometimes even the coolest grandpa lives a little in the glory days, and forgets that the rules that were right last year (or last decade) may have evolved. Today's edition of GM's Weekly Intelligence offered advice on increasing your prices and profit margin while going toe-to-toe with competitors than may be trying to compete on price alone. The old silverback of marketing pulled out these immutable laws of developing your competitive edge: Competitive, but not necessarily lower, price Quality that is unmistakable from the moment of ownership on Service that truly does transport customers into a state of bliss Marketing that is aggressive, constant and omnipresent in all media Delivery of absolutely everything you promised and then more However, I feel the most important differentiator was omitted -- CREATIVITY. I've always found it doesn't matter how much lower a competitor's price is if my pitch is linked to the best idea. I've built a business around creating the most innovation solutions to my client's business challenges, and it's made all the difference in the world. All things being equal, a client will go with the more creative approach to the situation. Those five bullet points from Mr. Levinson are VITAL. Creativity alone won't satisfy your client -- a great idea poorly executed translates to a poor idea. But if you want to update the list above with a single item that will win business from prospects and keep current clients happiest, CREATIVITY should be number one... with a bullet(point). NOTE:If you're not receiving the GM Weekly Intelligence newsletter, you're robbing yourself of valuable insights and innovations. It's one of the few emails newsletter to which I subscribe that is a MUST read. When I see it in my inbox, it's the first thing that gets opened and DEVOURED. Sign up today.