Guerrilla Advertising Strategy 

Advertising strategy is a fancy term that means knowing what you want and how you'll get it. If you don't have one, you have no business advertising.

A guerrilla advertising strategy forces you to focus upon the people to whom your advertising is targeted--always start with the people, then work backward to the offering. It zeros in on the results you want your advertising to achieve, the way you’ll obtain those results, and the specific action you want your target audience to take. It also provides you with a guide for judging all advertising efforts for the next ten years, or one hundred years if you go about it right.

Expressed in a mere six sentences, the strategy guides you or the people who create your advertising--without hampering anyone's creativity. It must be expressed in writing, and it should not contain headlines, theme lines, or copy. The strategy is devoid of specific advertising because it must be solid, yet flexible. Specific words and phrases pin you down. A guerrilla advertising strategy should be developed to serve as a guide not a master.

Your strategy should be deceptively simple when you first read it, but not when you write it. After reading it a couple of times, put it away for twenty-four hours. It's too important to be accepted--or rejected--with a snap decision. Look at it in a new frame of consciousness on a different day.