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Guerrilla Marketing Explained
7 Steps To A Successful Marketing Campaign

Terry:
Hey, youre listening to Terry Telford from https://www.tradebit.com, and today were extremely lucky to have none other than Jay Conrad Levinson on the call. Just in case you havent heard of Jay Conrad Levinson, he is the father of Guerrilla Marketing and he is a true marketing legend. He is a real veteran of the marketing and advertising industry. Hes worked with two of the worlds greatest advertising agencies. Hes been with Jay Walter Thompson and Leo Burnett. He is the real deal. This is no smoke and mirrors; this guy is for real.

If youve been out there and youve read Guerrilla Marketing or youve read one of the other 31 books that he has in that series, you know that his stuff works. This is a guy where you can read his book and apply what he says this is not theory; this is the real stuff. Another thing thats kind of cool is that Jay also worked with Playboy. Hes written columns and articles for Entrepreneur Magazine, INC magazine, and the list goes on and on. This guy is absolutely amazing; I cant tell you how excited I am to talk to Jay and have him share all the information that he is going to be sharing with us today.

Even thought he has a really impressive resume, the real tipping point for Jay was the Guerrilla Marketing book. Instead of me going on and on, without further ado, Id like to welcome the father of Guerilla Marketing, the mentor of millions, Jay Conrad Levinson. Id like to say thank you so much for being here with us today, Jay.

Jay:
Thank you Terry very much. You sure know how to make a guy feel good.

Terry:
Im just recapping your history, my friend.

Jay:
Well, Ill do everything in my power to live up to it, but everything you said is the honest truth.

Terry:
I just basically touched on your background. Can you fill us in? How did everything progress for you? Where did everything come from and how did you get to where you are today?

Jay:
Ill start at the real beginning: I was a counter intelligence agent I was a member of Americas spy core. I was in for spies in the United States, finding them, and then I had to write up a report of my investigation. Since all of my investigations were about people, I did some very James Bond investigation work. The best thing about that work was the writing of the reports of investigation; I really went off on writing. I was in the Army at this time, and I was going to get out of the Army, but I didnt know what I was going to do. I knew I was going to go back to law school, which was a bad idea.

I loved writing so much that I started thinking of a job in writing. I didnt want to be a book writer because you cant make money from writing a book. I had written for the college newspaper in Boulder, Colorado, and I knew I didnt like the literary style of a newspaper. Somebody told me that I should look for a job in an advertising agency. I had never thought of that; Id never taken any courses in advertising or marketing, but that sounded like a good thing for me.

So, I got a job in an agency, but I was hired as a secretary, not as a writer. I was typing 80 words a minute, and I was willing to go to shorthand school; that was something that made me very much appreciated by this small-time advertising agency in San Francisco. That led me to becoming a copywriter in that agency, then another, and then I went to Chicago, and sure enough, mister Hugh Hefner hired me to be the promotion copy director of Playboy writing pieces for advertisers to advertise in Playboy, writing pieces for subscribers to subscribe to this new magazine, and writing ads about Playboy itself, like about what sort of man reads Playboy and things for Playboy products.

After that, after about a year, I got bored because I had to write in the same voice all the time. I would have been insane if I told Hef that I wanted to change the voice I was writing in. Hefner was a wonderful boss, but I couldnt stay there because for a creative type like me, writing in the same voice over and over wasnt really going to cut it. So, I left and got a job in an advertising agency, then another, and then Leo Burnetts. Leo Burnett was in London and that was a great three years getting to travel everywhere in Europe.

Then, I came back to the United States and found out that Leo Burnett, who was very close to me, had died while I was away. I noticed the agency had changed its personality and changed the way it was. It was the best advertising agency in the world in the 60s, and it changed so I went to work for Jay Walter Thompson, which was the largest agency in the world at the time, and luckily they let me work in Chicago, which was my home base since I was raised there.

That was a lot of fun, however, I remember once waiting for a bus and it was 13 below zero. I remember that month in February that the temperature never went above zero. Here I thought I had achieved my lifelong ambition of being a vice president in a corner office working on these exciting accounts. So, I asked Jay Walter if he would transfer me to a place with a better climate. I asked, How about San Francisco? You have a big office there. They said, Youve done a really good job, and youve gotten really close to some of our clients like Quaker Oats and V05, so we cant transfer you but well give you a big raise. So, that meant that I had to stand and wait for busses in 13 below zero for the rest of my life, and that didnt appeal to me, although the agency did.

I wanted a job in San Francisco and I got an offer. But, at the time that I gave my notice, Quaker Oats and the V05 people said that they didnt care where I lived as long as I continued to write for them. So, I accepted that and I told the advertising agency that I was going to work at in San Francisco that Id work part-time and come in once a week, and they only have to pay me 1/3 of what they were going to pay me, but Id do 100 of all the assignments they were going to give me. That sounded good to them.

So, I was living in San Francisco, I was doing work for Quaker Oats, V05, and for this advertising agency, and I was picking up little clients because of the new industries in San Francisco. The computer industry was pretty brand new, and the solar energy industry was brand new as well. Here I was, keeping really busy, working for those clients, and it dawned on me that I was only working three days a week and I was working from my home. The reason I worked three days a week was that I didnt have any memos to read, any committees to hold meetings and I didnt have people coming in to my office to talk to me.

I realized that being free from those distractions, I was able to work a three-day week. I thought that there was nothing special about me, but most people are trapped in a commuter lane working five or six days a week, doing work that was dictated to them from people above them. I, however, got to get rid of my alarm clock, which was one of the first things I wanted to do, and only do the assignments I wanted to do, wear what I wanted to wear, and work from my office overlooking San Francisco bay.

Thats when I realized that I should write a book about this because anyone could really do this. So, I wrote a book called Earning Money Without a Job. People said, You can make money without working? and I said, What do you mean without working? You have to work your tail off! Its not your standard 9-5 job with someone else calling the shots.

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