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Scout's Honor

Toss out the cheesy ads, cheap stationery and phony testimonials. Building true credibility will take your business farther.

Offering the lowest price for your product or service won't help you much if your prospect doesn't trust you. Boasting the widest selection and the most convenience won't aid your cause if your prospect thinks you're a crook. Face up to the fact that prospects won't call your toll-free number, access your Web site, mail your coupon, come into your store, visit your trade show booth, talk to your sales rep or even accept your generous freebie if they don't have confidence in your company.

Your prospects can't afford to waste time or money on companies that haven't earned their trust. To earn that confidence, you have to use guerrilla marketing weapons properly.

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

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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 May 1998 print edition of Entrepreneur with the headline: Scout's Honor.

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