GUERRILLA	MARKETING	YOURSELF
by	Dave	Jensen
I	have	a	library	full	of	business	books	on	marketing.	It’s	one	of	my	favorite
subjects.	As	a	business	owner,	I’ve	had	to	strategize	the	successful	mar-
keting	of	my	company’s	services	for	many	years.	Although	I’ve	never	had
formal	training	in	marketing,	I	can	trace	my	love	for	this	science	back	to	a
book	that	I	first	read	in	198:	Guerrilla Marketing	by	Jay	Conrad	Levinson.
Fourteen	million	copies	of	this	book	and	its	sequels	have	been	sold	in
the	years	since	its	publication,	and	Levinson’s	term	“guerrilla	marketing”
has	become	part	of	our	popular	language.	But	it	wasn’t	until	200	that
Levinson	applied	his	marketing	concepts	to	job-hunting	in	his	latest	book,
Guerrilla Marketing for Job Hunters,	co-written	with	executive	recruiter
David	E.	Perry	and	published	by	Wiley.
In	this	month’s	column,	I’ll	take	the	best	of	Levinson	and	Perry’s	con-
cepts	from	this	excellent	book	and	adapt	them	to	the	world	of	the	sciences.
Some	adaptation	is	required	because,	despite	its	great	value,	the	book
suffers	from	the	same	problem	as	most	generic	job-seeking	advice:	Not
every	career	tip	you’d	recommend	to	a	widget	salesperson	makes	sense	for
Marketing	Yourself	on	the	Cheap
I	read	an	interview	with	Levinson	many	years	ago	in	which	he	was
asked	why	his	innovative	marketing	approach	was	targeted	only
to	small	businesses.	The	author	responded	with	a	term	that	I	re-
member	to	this	day.	He	writes	for	firms,	he	said,	that	“suffer	from
resource	poverty,”	so	his	guerrilla	marketing	methods	are	cheap.
That’s	what	I	like	about	this	approach.	Postdocs	and	grad	students
suffer	from	resource	poverty	as	well.
One	of	the	major	concepts	in	the	Guerrilla	series	is	that	you
need	to	avoid	doing	what	everyone	else	is	doing.	Thousands	of
scientists—your	competitors—read	the	local	newspaper	ads	every
Sunday	and	scan	the	back	sections	of	journals.	Their	job-search
time	is	consumed	by	filling	out	Internet	forms