Guerrilla Creativity: Make Your Message Irresistible with the Power of Memes

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Houghton Mifflin Harcourt, 2001 - Business & Economics - 205 pages
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The guru of the Guerrilla Marketing series, which has sold more than one million copies, shows small business owners how to cut through the clutter of new information with simple, powerful ideas that customers will find irresistible.

Today, with more than four thousand marketing messages assailing consumers daily, it is more important than ever to create an original, appealing, and memorable message. Marketer extraordinaire Jay Conrad Levinson shows readers how to craft such messages using memes -- simple symbols that represent complex ideas.
Memes can be words, such as Lean Cuisine or "Remember the Alamo," or they can be images, such as the Red Cross or Betty Crocker. They can even be actions, like drenching a victorious coach with a barrelful of Gatorade. The best memes can propel a product or service to the pinnacle of success.
As no other book has done before, GUERILLA CREATIVITY shows how even someone who doesn't consider himself creative can make memes that work. Using a variety of examples of memes both good and bad, Levinson guides readers step by step through the process of fashioning marketing materials that result in increased sales, savings, market share, and profits. Along the way he reveals the fifty reasons people buy things, the ten biggest marketing myths, ways to make your message instill hope, surprise, and urgency, and many more wise, surprising notions that readers can readily translate into profits.
 

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Contents

The Purpose of Creativity Not Producing Art but Changing Human Behavior
1
What to Be Creative About Your Offering Can Make Lives Better
14
The New Key to Creativity Understanding the Omnipotent Meme
34
Where Creativity Is Born Simple Research Can Result in Invaluable Knowledge
63
A Technique for Being Creative Transforming Yourself into a Creative Genius
74
The Myths of Marketing Creativity Eliminating Ten Obstacles to a Successful Marketing Campaign
94
The Truth About Creativity Invisible to Most Marketers Including Your Competitors
110
Breaking Through the Clutter Creating Dynamite Marketing Materials
121
Creative Positioning and Enduring Patience Owning a Position That Lives in the Minds of Your Prospects
145
Why You Need a Meme Now More Than Ever The Importance of Starting in the Right Place
162
Sources
192
Index
193
Continue Your Guerrilla Training with the Guerrilla Marketing Newsletter
207
Copyright

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About the author (2001)

Jay Conrad Levinson is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president and creative director at J. Walter Thompson Advertising and Leo Burnett Advertising, he is the chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide.

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