22 immutable laws of marketing


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These innovative guerrilla marketing rules still provide a solid understanding of how to succeed in the marketplace.

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22 immutable laws of marketing

  1. 1. 22 Immutable <br />Laws of Marketing<br />22 Laws<br />
  2. 2. My favorite Guerilla Marketing gurus, Al Riesand Jack Trout, offer The 22 Immutable Laws of Marketing. Although it was written almost 20 years ago, the innovative rules still provide a solid understanding of how to succeed in the marketplace<br />
  3. 3. #1<br />The Law of Leadership<br />It is better to be first than it is to be better.<br />It’s much easier to get into the mind first than try to convince someone that you have a better product.<br />
  4. 4. #2<br />The Law of Category<br />If you can’t be first in a category, set up a new category you can be first in. <br />Everyone is interested in what’s new. Few people are interested in what’s better. <br />
  5. 5. #3<br />The Law of the Mind<br />It’s better to be first in the mind than to be first in the market<br />Being first in mind is everything. Being first in the market is only important in that it allows you to get into the mind first. <br />
  6. 6. #4<br />The Law of Perception<br />Marketing is not a battle of products, it’s a battle of perceptions<br />There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the mind of the customer. <br />
  7. 7. #5<br />The Law of Focus<br />The most powerful concept in marketing is owning a word in the prospect’s mind<br />You “burn” your way into the mind by narrowing the focus to a single word or concept. <br />
  8. 8. #6<br />The Law of Exclusivity<br />Two companies cannot own the same word in the prospects mind<br />When the competitor owns a word or position in the prospects mind, it is futile to attempt to own the same word. <br />
  9. 9. #7<br />The Law of the Ladder<br />The strategy to use depends on which rung you occupy on the ladder.<br />It might be better to be a small fish in a big pond than a big fish in a small pond. <br />
  10. 10. #8<br />The Law of Duality<br />In the long run, every market becomes a two horse race<br />In every new category is a ladder with many rungs. Gradually, the ladder becomes a two-rung affair. <br />
  11. 11. #9<br />The Law of the Opposite<br />If you’re shooting for second place, your strategy is determined by the leader.<br />The key for #2 is to leverage an opponents strengths into a weakness. <br />
  12. 12. #10<br />The Law of Division<br />Over time, a category will divide and become two or more categories.<br />As a result of law #2, the marketing arena will always be an ever expanding sea of categories. <br />
  13. 13. #11<br />The Law of Perspective<br />Marketing effects take place over an extended period of time<br />Long term effects are often the exact opposite of the short term effect. Think of the “always a sale” retail mentality training a customer to never buy at full price. <br />
  14. 14. #12<br />The Law of Line Extension<br />There’s an irresistible pressure to extend the equity of the brand<br />A company tightly focused on a profitable product may quickly find themselves thinly spread over many products and losing a lot of money. <br />
  15. 15. #13<br />The Law of Sacrifice<br />You have to give up something in order to get something.<br />There are three areas of sacrifice the product line, the target market and constant change. Pick your poison carefully. <br />
  16. 16. #14<br />The Law of Attributes<br />For every attribute, there is an opposite, effective, attribute. <br />Rule #6 dictates you must find an attribute to own and that attribute may just be the opposite of the leader. Hint hint. <br />
  17. 17. #15<br />The Law of Candor<br />When you admit a negative, the prospect will give you a positive.<br />One of the most effective ways to get into a prospects mind is to admit a negative and then twist into a positive.<br />Think Listerine. <br />
  18. 18. #16<br />The Law of Singularity<br />In each situation, only one move will produce substantial results. <br />History teaches that the only thing that works in marketing is a committed, single bold stroke that is least expected by the competition. <br />
  19. 19. #17<br />The Law of Unpredictability<br />Unless you write your competitor’s plans, you can’t predict the future. <br />You can not predict the future but you can get a handle on trends and take advantage of change. <br />
  20. 20. #18<br />The Law of Success<br />Success often leads to arrogance and arrogance to failure. <br />Those that think they are market leaders tend to substitute what they think for what the market wants. <br />
  21. 21. #19<br />The Law of Failure<br />Failure is to be expected and accepted.<br />Recognize failure early and cut your losses. Sometimes it is better to drop things and move on rather than ‘reorg’ and try again.<br />
  22. 22. #20<br />The Law of Hype<br />The situation is often the opposite of the way it appears in the press. <br />When things are going well, you do not need hype. When you need hype, it usually means you are in trouble.<br />
  23. 23. #21<br />The Law of Acceleration<br />Successful programs are not built on fads, they’re built on trends.<br />A fad is a wave in the ocean, a trend is the tide. A fad gets a lot of hype while a trend gets very little. <br />
  24. 24. #22<br />The Law of Resources<br />Without adequate funding, an idea won’t get off the ground. <br />The unfortunate reality is that a mediocre idea backed by a million dollars will get further than a great idea alone. <br />Sorry. <br />
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