The 22 Immutable Laws of Marketing - Part 1
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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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  • 1. The 22 Immutable Laws of Marketing Al Ries & Jack Trout
  • 2. 1. The Law of Leadership It's better to be first than it is to be better
  • 3. First college in America?
  • 4. First college in America? Best college in America?
  • 5. First college in Amerca? Best college in America? Harvard
  • 6. 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.
  • 7. Think categories, not brands.
  • 8. Think categories, not brands. quot;Everyone is interested in what's new. Few people are interested in what's better.quot;
  • 9. Think categories, not brands. quot;Everyone is interested in what's new. Few people are interested in what's better.quot; Promote the category.
  • 10. 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
  • 11. 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
  • 12. What is eduFire's category?
  • 13. 3. The Law of the Mind It's better to be first in the mind than to be first in the marketplace.
  • 14. quot;You can't change a mind once it is made up.quot;
  • 15. 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;
  • 16. Other Language Sites
  • 17. Other Language Sites Myngle.com
  • 18. Other Language Sites Myngle.com italki.com
  • 19. Other Language Sites Myngle.com italki.com palabea.net
  • 20. Other Language Sites Myngle.com italki.com palabea.net And of course, eduFire.com
  • 21. Does one stand out? Is there a leader in this market?
  • 22. 4. The Law of Perception Marketing is not a battle of products, it's a battle of perceptions.
  • 23. quot;The perception is reality.quot;
  • 24. quot;The perception is reality.quot; quot;Everything else is a reality.quot;
  • 25. quot;The perception is reality.quot; quot;Everything else is a reality.quot; quot;Marketing is a manipulation of those perceptions.quot;
  • 26. Mmm mmm good 57 varieties ??? in the United States
  • 27. #1 in the United States 57 varieties #1 in the England
  • 28. Which is better? Perception.
  • 29. cavities driving overnight safety
  • 30. cavities driving Crest BMW overnight safety FedEx Volvo
  • 31. 5. The Law of Focus The most powerful concept in marketing is owning a word in the prospect's mind
  • 32. cavities driving Crest BMW overnight safety FedEx Volvo
  • 33. quot;You can't stand for something if you chase after everything.quot;
  • 34. It's a game of opposites.
  • 35. It's a game of opposites. Pick a quality that is the opposite of your competitor.
  • 36. Pro-choice
  • 37. Pro-choice Pro-life
  • 38. What is eduFire's word?
  • 39. What is eduFire's word? Is eduFire a language learning site?
  • 40. What is eduFire's word? Is eduFire a language learning site? If so, why are we studying marketing?
  • 41. 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?
  • 42. What is eduFire?
  • 43. Overnigh t
  • 44. 6. The Law of Exclusivity Two companies cannot own the same word in the prospect's mind.
  • 45. What are some other competing products and their words?
  • 46. 7. The Law of the Ladder The strategy to use depends on which rung you occupy on the ladder.
  • 47. 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.
  • 48. 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.
  • 49. Homework Review the 7 rules. Apply them to a company that interest you, your own company, or eduFire. We'll discuss these next class.
  • 50. 8. The Law of Duality
  • 51. 9. The Law of the Opposite
  • 52. 10. The Law of Division
  • 53. 11. The Law of Perspective
  • 54. 12. The Law of Line Extension
  • 55. 13. The Law of Sacrifice
  • 56. 14. The Law of Attributes
  • 57. 15. The Law of Candor
  • 58. 16. The Law of Singularity
  • 59. 17. The Law of Unpredictability
  • 60. 18. The Law of Success
  • 61. 19. The Law of Failure
  • 62. 20. The Law of Hype
  • 63. 21. The Law of Acceleration
  • 64. 22. The Law of Resources