week. today let's talk about personality traits of a

guerrilla marketer. And rest assured that you do not need to be

born with these traits. You can learn them. As one of my

favorite motivational writers of all time, Napoleon Hill, said:

"There are no limitations to mind except those we

acknowledge...Both poverty and riches are offspring of

thought."

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A side bar here: If you do not spend a little time every week,

if not every day, doing some sort of motivational "reading,"

then let me suggest that you start. Your subconscious mind is so

inundated with "garbage" every day, you need to put some good

stuff in to counteract negative. Like they say, "Garbage in,

garbage out." You cannot be a great guerrilla marketer if you

only spout same garbage that you soak up subconsciously

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The first and most important trait of a guerrilla marketer is

patience. As many of you probably know and have had repeated at

you many times, your prospects will not buy on first visit

or first contact. To be a great marketer, you must be patient

with your prospects.

There are a number of studies on this subject. One of most

interesting says that for every three times your prospect sees

your message, they only actually pay attention two of those

three times.

Patience is tied in very closely with second personality

trait you must develop: commitment. You must make a commitment

to your prospects and customers. You must get involved with

them. They come first! Their dreams must be your dreams! You

must help them realize those dreams!

You must make a commitment to your marketing plan, no matter

what your family, friends, employees tell you, no matter how

bored you are with daily routine of carrying out your

marketing plan, stick with it. Be committed! Be patient! There

can't be one without other.

The reason most people fail on Internet - or in any business

- is a lack of commitment and a lack of patience!

But that patience and commitment must be matched by a strong

imagination. Not just imaginative copy writing or imaginative

web design, but you must be imaginative in everything you do.

For instance, Jay Conrad Levinson, man who developed

guerrilla marketing into a true marketing system, tells the

story of a guerrilla marketer who mailed a letter requiring 32

cents postage. He put 11 stamps on that letter: one 6 cent

stamp, three 4 cent stamps, a 3 cent stamp, and 6 two cent

stamps. No postage meter or Stamps.com for him! Which letter

would you open first? The metered one or one with eleven

stamps on it?

This imagination must include ability to be flexible and

"convenient." What I mean by that is, although you are committed

to your strategy, you must be flexible in your tactics and the

weapons you choose. A great guerrilla marketer is not locked in

on how he implements his marketing strategy. Nor can she be

locked in on how she handles her prospects and customers. Be

flexible! Make it as convenient as you can for your prospects to

do business with you! Make exceptions! Break rules! The

prospect comes first always!

In order to do that, you must have sensitivity. You must be

sensitive to what your prospect needs. Read between lines.