Many books have been written about guerilla marketing, but few small business owners can define it. The same way a guerilla uses creativity to win a war, the small business owner can use ingenious and original methods to triumph over the competition. Here are a few ways you can use guerilla marketing to find success in small business.

1. Talk to local trade organizations. Many of these associations are constantly looking for speakers on niche topics, so pick up your phone and call around. Giving speeches as an expert on your subject has two effects. First, it makes you appear to be an authority in your field, which is always a positive impression. Second, it spreads the word about your business to many potential customers. This win-win situation costs your business absolutely nothing.

2. Treat your customers like friends. This is one area where small businesses can offer more than a large corporation ever could. You can send out not just Christmas and other holiday cards, but also cards for birthdays, graduations, and other events. If mailings are too expensive, even a phone call gets across the point that you are a smaller, more caring alternative to the more impersonal competition.

3. Advertise in unlikely places. Everyone is used to ignoring a flyer left under their windshield wiper or on their doorstep. Try tucking your business communications inside relevant books at the library or in other places where people who need your services are likely to turn. This will reduce your printing costs from becoming someone else’s trash while getting your message directly to the people who need it. Think creatively like this about all marketing expenses; you might be surprised about where you can be more effective and more targeted in your communications.

4. Generate buzz. If you do things that make people talk—in a good way, of course—you will be sure to get a lot of buzz. Always be on the lookout for opportunities to become your local media’s next human interest story. Many flagging small businesses have found huge success when they caught the interest of national media; while this is difficult to do, you can get a similar though smaller effect from your much more approachable local networks.

5. Be loyal to your brand. Make sure your brand and your logo design always take center stage. However exciting guerilla marketing can be, it is easy to get carried away and take actions that are not representations of your brand. Because this will only weaken and diminish your business in the long run, guard against it carefully. Before taking any action, ask yourself: does this work with my brand? How will it affect me in the future? How will my target customer feel about this? Asking these questions will help you make good decisions.

As you can see, guerrilla marketing logos means being creative and motivated. Luckily, imagination and drive are two things that most business owners have plenty of. Use your skills to promote your business and don’t be afraid to be different from the pack.