The Guerrilla Balance Sheet
If you’re like me, you’ve probably read a book or two written or co-authored by Jay Conrad Levinson. He’s the author of Guerrilla Marketing, the book (published in 1984) that encouraged its readers to explore unconventional promotional methods to reach their customers without requiring big marketing budgets. Guerrilla Marketing spawned a whole series of “Guerrilla” books with titles like Guerrilla Marketing in 30 Days, Guerrilla Marketing for Consultants, Guerrilla Marketing for Writers, etc. There’s an updated “Guerrilla” book on Internet marketing coming out within the next year, too.
Today, Jay has released a 61-page special report called The Guerrilla Balance Sheet. It sells for only $7, which is quite reasonable. It’s really more of an e-book than a special report — I’ve paid up to $97 for documents with less content. (But that’s a different discussion.) There’s a lot of emphasis on out-of-the-box thinking in order to make money from marketing tasks that you need to do anyhow.
The Guerrilla Balance Sheet is about turning your marketing expenses into money-making activities. Instead of spending money on marketing, make money by marketing. They do this by introducing the “FeBeNe” method, which is a made-up acronym from “front end” (Fe), “back end” (Be) and “never-ending” (Ne). Kind of a silly name, really, and their website is named accordingly: FeBeNe.com. But let’s ignore the name issue and look at the content.
The three steps of the FeBeNe model bear a lot of resemblance to what many Internet marketers call the “purchase funnel”, although Levinson & co. claim it’s not the same thing — and they’ll tell you why in an upcoming teleseminar for purchasers of the report. I can’t agree or disagree with that statement because I don’t know what their explanation is. But the steps are simple enough:
- Front End — create an educational information product that “thoroughly addresses the reader’s initial questions and explains why these answers are so important” as well as “the benefits of taking this information to the next level”.
- Back End — any purchase after the Front End that either “invites your customer to an ongoing opportunity” or “offers an incremental larger purchase”.
- Never End — any purchase with a recurring billing.
Levinson & co. promise to reveal all the secrets to creating the never-ending income in the teleseminar.
This is more of a motivational book than anything else. It discusses several examples of being paid for your marketing — from handing out business cards when you’re performing magic tricks (when you’re a magician) to (if you’re Newsweek) creating high-end, glossy magazines that are really extra-long sales letters in disguise.
Ultimately, this report is itself a sales letter for Levinson’s upcoming book, Guerrilla Information Marketing, and of course the teleseminar. The book in fact ends with an affiliate marketing sales pitch: if someone buys the special report you’ll get $5, and the person who referred that affiliate will get $1.
The authors claim that the FeBeNe method is revolutionary, but we don’t get all the details yet so it’s hard to judge that claim. I doubt it’s revolutionary, it’s probably more about avoiding mistakes in creating the right purchase funnels and how to create low-attrition paid newsletters and membership sites. I think the upcoming book will be an interesting read, the “Guerrilla” books always are. This report has a lot of the same feeling to it and will appeal to the readers of those books, but if you’re a long-time Internet marketer you won’t learn anything new just yet.
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Eric Giguere is the author of several printed books and knows a thing or two about content monetization. Subscribe to his AdSense blog today and never miss any of his insightful comments. And the not-so-insightful ones, for that matter.
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One Response to “The Guerrilla Balance Sheet”
Sorry,
I did not get the Link to download the Book after downloading the Zip Program.
I paid with PayPal and my account number is #1867,
Please send me the Link again.
Thanks,
Mildred