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In 1956, Jay Conrad Levinson graduated from the University of Iowa. Before he was able to start law school, though, he was drafted into the Army. He was assigned to the Counter Intelligence Corps where he was much like what we would commonly call a "James Bond". As crazy as it sounds, the Army is where he learned many of the marketing techniques he teaches today. At the end of each mission in the Corps, Jay Conrad Levinson was assigned to write a report detailing the events that had taken places. Each report had a clear beginning and middle, but it had a continuing end, so it was very enjoyable to write. Jay Conrad Levinson decided to make a career out of writing because he enjoyed these reports so much. He decided to go into advertisement writing because he knew book writing wouldn't pay much at first. Jay Conrad Levinson was an ad writer for Playboy Magazine after a hard climb to the top of the mountain from secretarial work. After proving himself as a great ad writer, he accepted a position in London for Leo Burnett. Since 1971, Jay Conrad Levinson has been able to do in a three-day week at home what others could only do in a five-day week at the office. He has also written books including The Most Important $1.00 Book Ever Written, Secrets of Success for Freelancing, and a book he co-authored with his wife, A Start-up Guide to Guerilla Marketing. There are 18 books in the Guerilla Marketing series. Jay Conrad Levinson has many other passions outside of the marketing realm. He enjoys traveling, skiing, and spending time with his grandchildren. In fact, he enjoys traveling so much that he and his wife traveled all over the United States in a fancy RV before settling down in Orlando, Florida. They decided it was time to be closer to their grandchildren and the lake for good. Jay Conrad Levinson has been referred to as "The Father of Guerilla Marketing." He has been invited to speak around the world. He's been to Malaysia, Thailand, Japan, South America, Australia and the Philippines. His books, which are required reading material in several colleges, have been published in 41 languages. Guerilla Marketing is a way to spend less, get more, and achieve substantial profits. But just what IS Guerilla Marketing? It's a type of one-on-one marketing. There's no reason to start with expensive and risky mass-marketing campaigns when word of mouth advertising is just as effective. Offer your product or service free of charge to local community groups. Use it in fundraiser auctions, offer your initial consultations for free, or speak to a community group's lunch event about something related to your product or service so you can gain credibility. Guerilla Marketing isn't only for small businesses. Jay Conrad Levinson would be quick to point out that big businesses use it too. Most purchases are made in the unconscious mind. Catchy phrases or symbols stick with us and make us want to buy. For example, Nike has a swoosh symbol, McDonald's has its golden arches, Green Giant has a cartoon character who is a green giant, and Michelin has the huggable white giant made of tires. Who wouldn't want to ride in a car that rides as soft as a hug?
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