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Jay Conrad Levinson is author of the internationally acclaimed Guerrilla Marketing series of books and co-founder of Guerrilla Marketing International. For information on the Guerrilla Marketing Newsletter and other products and services, write to P.O. Box 1336, Mill Valley, CA 94942; call (800) 748-6444; or visit the Web site at http://www.gmarketing.com

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Jay Conrad Levinson is the father of Guerrilla Marketing, the bestselling marketing series in history, selling more than 14 million copies worldwide. He is chairman of Guerrilla Marketing International. His latest books include Guerrilla Marketing in 30 Days, 2nd. Edition with Al Lautenslager, Guerrilla Marketing on the Internet with Mitch Meyerson and Mary Eule Scarborough, and Startup Guide to Guerrilla Marketing with Jeannie Levinson.

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This article was originally published in the October 1996 print edition of Entrepreneur with the headline: Get Serious.

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