Packaging and identity. Guerrilla Marketers know that the best time to make a follow-up sale is immediately following the original sale. The more time that goes by after an initial sale, the less likely a follow-up sale will be. That’s why Morgan Press, Manchester, NH, delivers printed brochures and newsletters packed in white cartons with a large red logo. The boxes look like they contain fine jewelry from Tiffany’s. How much would Morgan Press save if they delivered brochures and newsletters in unmarked brown corrugated boxes, or—worse—in the boxes paper often comes in from paper manufacturers? Initially, they’d lose nothing. But, over time, their reputation would erode because cheap packaging materials fail to deliver a positive or reinforcing message. When contemplating economies, Guerrillas must be careful not to save money in ways that undermine the identity they want to convey to their clients’ or prospects’ minds. Take-away. How do you “package” your product or service? Is there a way you can deliver your product or service in a way that makes a positive statement?