Guerrilla marketers realise the importance of serving their customers. They understand that it can cost as much as 10x to find a new customer as it does to keep an existing one, so they allocate their budget appropriately.
10% of a guerrilla marketer’s budget goes to the universe, that is everyone who is not yet a prospect.
Prospects get 30% of the marketing budget, 3 times more than their original connection, and this is where a person might start to recognise how much value the guerrilla is offering.
And if someone becomes the client of a guerrilla, 60% of that guerrilla’s budget will go on re-marketing to those customers.
Guerrilla marketers understand the psychology of their clients. They make their marketing very scientific, removing the guesswork and using key concepts such as influence and persuasion to help prospects to see the benefits of doing business with a guerrilla.
Robert Cialdini wrote a book called “Influence – The Psychology of Persuasion” which every guerrilla should read. In this book, Cialdini discussed what he calls the Weapons of Influence (Cialdini must be a guerrilla!), the first one of which is Reciprocation.
In short, he discovered that when you give something to someone, they feel compelled to give you something back in return. The book gives some great examples on how this is used practically.
This is why guerrillas are generous.
They understand that by giving value upfront to their prospects, they are far more likely to receive in the end. If you have a prospect that you really want to develop into a client, you need to offer more value upfront, and then promise to deliver even greater value once they sign on the dotted line.
What can you give to prospects that will add value to them?
If there is a cost associated to such gifts, then how much are you willing to spend to get them to the point of buying from you. If you know the lifetime value of your clients and your conversion rates, then you will be able to determine a sensible number for this value.
So develop your guerrilla generosity today. Get yourself a copy of Influence and start giving value up front to your prospects.