Guerrilla Business 202

Fundamental Elements of Marketing

Key Vocabulary Words
Market – Who is your target audience? What is it that they are most likely to buy?
Target audience – If you can define them, then you can find them. They are your main buyers.
Demographic – The person’s age, race, and location.
Psychographics – How do they think and what do they buy? People who buy things tend to buy the
same things again. Get in their heads and put yourself in their shoes.

Ideal customers will ask, “Why should I buy this?” and “Why should I buy this from you?” You must have
an answer for each. You need something special that separates you from your competitors. Be the big
fish in a small pond.

Position or brand yourself in the minds of your target client.

Cinecore Example:
Our ideal clients are directors of business development for Sony, Disney, WB, Universal, ABC, Paramount
and FOX. They are tech savvy, drive nice cars, like products made by Apple, own nice homes, have
families, have assistants, and they wear jeans and button down shirts.

Here, you have to ask yourself, “What makes us unique? What’s our niche?”

What’s Your Unique Selling Proposition?
This is the thumbprint of your business, your tag line. Make sure you are clear, and express what your
key customers want.

It’s all about what your customers want! Always come from your heart. If you start your business looking
to make a profit immediately, you are done for. The best way to make a USP is to base it on your IDEALS.

If you were a client of your business, what would you like? Would it be more convenience, less
problems, and less confusion?

What would the ideal item be for this industry’s problems?

You have to separate yourself from the pack. A good question to ask yourself is, “Wouldn’t it be great if

Take responsibility for your own mistakes. Making excuses is uncalled for and will get your business and
yourself nowhere.

Referral Marketing – This is essential, and you’ll need a formal referral system in place. Word of mouth
is the most credible form of marketing.

Design a starting point for a referral system. “Cinepoints” is a good example. A strategy like, “Refer 10

productions to Cinecore, and get 10% off of your next production or earn a donation for your favorite

Joint Venture E-Mail – Helps your creditability and lets you reach other contacts.

A 20% fee is standard for sharing your database.

Finding other businesses with a similar customer profile is a great way to start. Comparing and
contrasting your two businesses can do a company some good. The best databases are the ones with a
similar customer profile. Look at people who have bought similar products in a similar way at a similar
cost. For example, something called “Cast and Crew”: you can plan a cross marketing system. This is an
example of a joint venture system.

Be sure to keep in mind that headaches are always in the front end and the money is in the backend.

Once your customer knows your product and has bought it from you, they are likely to buy from you
again. The key is, you have to do something right for them to like your business and to come back.

My first marketing asset is my customer database.
Here are a few things you should do with your customer database:
• Quarterly or annual email updates
• Go back to your existing customers and offer them new products

FE BE -Front End Back End
Your “Front End” offer must be irresistible for it to be effective.
At your front end, you could offer a 1-2 day free trial to hook them. It shows your customer the value
and will build trust and loyalty.
This is a low risk offer of both time and money. Then you can start increasing the amounts of both.

Info = Free

Cinecore Example:

Free Software

$1.99 Mobile Apps
Indie Films Low Features Mid TV
Mid TV / High Features

Mega Features

A key to starting a business is not to work with people who don’t have money.

Outsourcing is your freedom — use it!

The Four Keys to Wealth and Freedom
1) Have a revenue-generating product

2) Know what tasks to do
3) Strategically choose what’s outsourced
4) Financial freedom – This website allows you to increase your connections on LinkedIn by the thousands.


Success: A Panel of Speakers
Keith Cunningham, Craig Duswalth, Mauri Smith, Alex Mandossian & Bill Walsh

What are your main reasons for success?
• Surround yourself with people who can help guide you and with those who expect more of you than
you do.
• Passion. Do what you love and have fun with it.
• “Because I am supposed to be.”
• Take action.
• Prequalify prospects.
• Be persistent. You own the present.
• Serve others. Are you doing an amazing job serving lots of people?

What was your biggest disaster and how could one avoid the same?
• Watch out for self-sabotage (repeating patterns).
• “I was an overnight success 7 years in the making.”
• Go to your competitors and study what they are doing. Model them and their techniques.
• Your own market is the marketing genius.
• You are only as good as the people around you.
• “This too shall pass.”
• The problem with success is that it lulls smart people into thinking they know that they are doing.
• When you get greedy, you start ignoring risk.
• “A mistake is not a sin unless it’s admitted.”
• My net worth is not the same as my self-worth.
• Ask yourself, “How am I going to play the game?” NOT “How am I going to win?”
• You cannot invest enough in yourself.
• Sloppy success is better than perfect mediocrity.
• Be a specialist, be great at one thing, and own it!
• Be an apprentice to be a learner under a master.
• You must be learnable, don’t be right.
• Go above and beyond. You must amaze, excel, give more than expected, show up, and continue the

What would you change?
• Don’t ask yourself the question, “What do I need to do to succeed?”

• Instead, you must ask yourself, “Who do I need to be to succeed?”
• “Which community do I need to belong to in order to succeed?”
• Design point A rather than worrying about point B.
• Know thy self.
• EGO = Edge Got Out.
• Get out of your own way.
• Always be a great student.
• Serve a higher group with us.
• The higher you get, you’ll need people in your life to tell you when you are screwing up.
• “I wish I didn’t listen to the people that said I couldn’t do things.”
• Don’t run and tell friends and family your ideas right away. They will try and protect you.
• It is our light that most frightens us, not the dark. You were born to be wonderful.

How do you ensure continued success?
• Go global. For example, BRIC (Brazil, Russia, India, China).
• The biggest businesses today are all communities.
• There will be more millionaires in the next 10 years than the last decade.
• Kill the negative TV.
• Change is the only constant in business. “This is the new normal.”
• Adaptability.
• Keep reminding yourself to adapt and be flexible. Change yourself to be congruent with the
• Improve the quality of your choices and you will improve the quality of your life.
• Do one thing and just stay focused.
• Stay on one course.
• Study under and observe other masters.
• “Shift from opportunity seeker to strategic entrepreneur.”
• Not everything is urgent.
• Reach momentum through education and be true to yourself. Don’t chase after opportunities.

What is the most important thing for you?
• Make a significant difference on the planet.
• Don’t cheat the world by not believing in yourself.

You are capable of far more than you think you are!