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Levinson's August, 1997 article on guerilla marketing in Entrepreneur Magazine describes how critical timing is to all public relations and marketing efforts. He lists 10 considerations for those companies who need to release product information. Apply these to your own plans for marketing your business.

Step 1: Send your mailing so that it arrives on a Tuesday, Wednesday, or Thursday so it arrives before Monday's tasks or Friday's social events get the attention of your recipient.

Step 2: If your budget is slim, concentrate your marketing efforts when your competitors ease up on theirs.

Step 3: Mail your Christmas catalog in July or August.

Step 4: Tie your marketing message to current events.

Step 5: Do NOT launch your marketing message before you get the bugs out of your product, your staff is trainded, and you are ready for a flood of orders. (Huge mistake!!)

Step 6: Do not release news to the press before your products or services are available.

Step 7: Wait a sufficient time to have your grand opening at your new location to be sure your shelves are fully stocked.

Step 8: If you do telemarketing find out when your prospects are home.

Step 9: Do not waste people's time in dealing with customer orders, requests, questions, or complaints.

Step 10: In creating marketing materials consider speed, quality and economy but concentrate on quality and economy first.

In spite of my best efforts, I have seen clients violate each of these steps and suffer as a result. It is much easier to create an image, or enhance an image than it is to defuse negative publicity. Less costly, too!

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