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The 22 Immutable Laws of Marketing - Part 1
 

The 22 Immutable Laws of Marketing - Part 1

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An introduction to the book. I'm teaching a free class on this book at http://edufire.com/classes/3136-business-book-club .

An introduction to the book. I'm teaching a free class on this book at http://edufire.com/classes/3136-business-book-club .

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    The 22 Immutable Laws of Marketing - Part 1 The 22 Immutable Laws of Marketing - Part 1 Presentation Transcript

    • The 22 Immutable Laws of Marketing Al Ries & Jack Trout
    • 1. The Law of Leadership It's better to be first than it is to be better
    • First college in America?
    • First college in America? Best college in America?
    • First college in Amerca? Best college in America? Harvard
    • 2. The Law of the Category If you can't be first in a category, set up a new category you can be first in.
    • Think categories, not brands.
    • Think categories, not brands. quot;Everyone is interested in what's new. Few people are interested in what's better.quot;
    • Think categories, not brands. quot;Everyone is interested in what's new. Few people are interested in what's better.quot; Promote the category.
    • Think categories, not brands. quot;Everyone is interested in what's new. Few people are interested in what's better.quot; Promote the category. Avis, #1 Rent-a-Car
    • Think categories, not brands. quot;Everyone is interested in what's new. Few people are interested in what's better.quot; Promote the category. Avis, Rent-a-Car Hertz - Rent-a-Car Service
    • What is eduFire's category?
    • 3. The Law of the Mind It's better to be first in the mind than to be first in the marketplace.
    • quot;You can't change a mind once it is made up.quot;
    • quot;You can't change a mind once it is made up.quot; quot;The single most wasteful thing you can do in marketing is try to change a mind.quot;
    • Other Language Sites
    • Other Language Sites Myngle.com
    • Other Language Sites Myngle.com italki.com
    • Other Language Sites Myngle.com italki.com palabea.net
    • Other Language Sites Myngle.com italki.com palabea.net And of course, eduFire.com
    • Does one stand out? Is there a leader in this market?
    • 4. The Law of Perception Marketing is not a battle of products, it's a battle of perceptions.
    • quot;The perception is reality.quot;
    • quot;The perception is reality.quot; quot;Everything else is a reality.quot;
    • quot;The perception is reality.quot; quot;Everything else is a reality.quot; quot;Marketing is a manipulation of those perceptions.quot;
    • Mmm mmm good 57 varieties ??? in the United States
    • #1 in the United States 57 varieties #1 in the England
    • Which is better? Perception.
    • cavities driving overnight safety
    • cavities driving Crest BMW overnight safety FedEx Volvo
    • 5. The Law of Focus The most powerful concept in marketing is owning a word in the prospect's mind
    • cavities driving Crest BMW overnight safety FedEx Volvo
    • quot;You can't stand for something if you chase after everything.quot;
    • It's a game of opposites.
    • It's a game of opposites. Pick a quality that is the opposite of your competitor.
    • Pro-choice
    • Pro-choice Pro-life
    • What is eduFire's word?
    • What is eduFire's word? Is eduFire a language learning site?
    • What is eduFire's word? Is eduFire a language learning site? If so, why are we studying marketing?
    • What is eduFire's word? Is eduFire a language learning site? If so, why are we studying marketing? Is eduFire a fee-based service or a free service?
    • What is eduFire?
    • Overnigh t
    • 6. The Law of Exclusivity Two companies cannot own the same word in the prospect's mind.
    • What are some other competing products and their words?
    • 7. The Law of the Ladder The strategy to use depends on which rung you occupy on the ladder.
    • Review 1. The Law of Leadership - It's better to be first than it is to be better 2. The Law of the Category - If you can't be first in a category, set up a new category you can be first in. 3. The Law of the Mind - It's better to be first in the mind than to be first in the marketplace. 4. The Law of Perception - Marketing is not a battle of products, it's a battle of perceptions.
    • Review 5. The Law of Focus - The most powerful concept in marketing is owning a word in the prospect's mind 6. The Law of Exclusivity - Two companies cannot own the same word in the prospect's mind. 7. The Law of the Ladder - The strategy to use depends on which rung you occupy on the ladder.
    • Homework Review the 7 rules. Apply them to a company that interest you, your own company, or eduFire. We'll discuss these next class.
    • 8. The Law of Duality
    • 9. The Law of the Opposite
    • 10. The Law of Division
    • 11. The Law of Perspective
    • 12. The Law of Line Extension
    • 13. The Law of Sacrifice
    • 14. The Law of Attributes
    • 15. The Law of Candor
    • 16. The Law of Singularity
    • 17. The Law of Unpredictability
    • 18. The Law of Success
    • 19. The Law of Failure
    • 20. The Law of Hype
    • 21. The Law of Acceleration
    • 22. The Law of Resources