Achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.

The guerrilla is obsessed with benefits. Whenever offering a product or service, she focuses on how it will benefit the consumer and builds everything—the product, the delivery, the marketing—around that benefit.

Consistency breeds familiarity, familiarity breeds confidence, and confidence breeds sales.

Marketing is not an event, but a process It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.

More than half your marketing time should be devoted to your existing customers.

Marketing is every bit of contact your company has with anyone in the outside world. Every bit of contact. That means a lot of marketing opportunities. It does not mean investing a lot of money.

Most people are great at absorbing information. Guerrilla marketing is needed because it gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world.

Your website is the window of your business. Keep it fresh, keep it exciting.

There are two kinds of marketing: expensive and inexpensive. Expensive marketing is the kind that doesn't work. Inexpensive marketing is the kind that works—regardless of cost.

Guerrilla marketing requires you to comprehend every facet of marketing, experiment with many of them, winnow out the losers, double up on the winners, and then use the marketing tactics that prove themselves to you in the battleground of real life.