Jay Conrad Levinson's "Guerrilla Marketing"

"Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business"

The last marketing book I posted about, "31 Days to Millionaire Marketing Miracles", was all about marketing your business online, and this book "Guerrilla Marketing: Secrets for Making Big Profits From Your Small Business" is all about marketing your business OFFLINE. 

If you've read the first book I mentioned, you'll recognize the author of the second. She actually recommends Jay Conrad Levinson's books several times and lists him as one of her mentors. Apparently, Mr. Levinson is THE expert in offline marketing, and this book, "Guerilla Marketing", which was originally written pre-internet, is a great roadmap on marketing businesses back before the invention of the web made it so much easier. 

The point behind guerrilla marketing is to find the best ways to advertise your business for the least amount of money. The book is broken down into media sections, and each section explains the method of advertising (radio, tv, bulletin boards, fliers, etc) and the pros and cons. With each method, he gives tips for saving money and questions to ask yourself to determine if that means of advertising even applies to you. 

I read the original version of the book and it was a little surreal to read, because it takes you back to a different time, and a lot of the ideas seem downright silly now (who would canvas fliers when we have Facebook), but all of the advertising means that it talks about are still applicable today. Some may longer be worth our time, but they're still feasible. The latest edition, the 4th, has been updated with more current information.

While "Guerrilla Marketing" is the only book that I've read of Mr. Levinson's, he has a whole series of books. This is the most general, and the rest focus on specific industries and uses. If any of them are applicable to you, I'd recommend them in addition to this one.