The 22 Immutable Laws of Marketing
One of the major mistakes many new marketers make is to have too many marketing messages, such that the true and core message gets lost. In trying to be an “expert” in too many areas, one ends up being remembered for nothing in particular.
Hence the opposite is true, it is more important to repeat ONE core message and a few simple points over and over again, focusing on repetition and visibility, and aiming to get multiple touchpoint to maximise the frequency of interaction.
Created by Al Ries, one of the top experts in marketing and branding, and author of the book “Positioning”, these 22 laws of marketing provide an essential guide to any business owner who wants to create a strong niche in any market, and get a constant supply of leads.
- Leadership: Being first in the market is better than having a better product.
- Category: hard to gain leadership in a category with a lot of competition, better to create a product in new category.
- Mind: It’s not important to be first in the market but first in the mind of consumers.
- Perception: Marketing is not about products (their features or quality) but about perceptions (how people perceive products).
- Focus: owning a word in the prospect’s mind.
- Exclusivity: do not try to take over a word that is already owned by a competitor.
- Ladder: Marketing strategy depends on your position in the market.
- Duality: In the long run, every market becomes a two-horse race.
- Opposite: If you’re shooting for second place, your strategy is determined by the leader. Don’t try to be better than the leader, try to be different.
- Division: Over time a category will split into two or more categories.
- Perspective: Marketing effects take place over an extended period of time. It’s a mistake to sacrifice long-term planning with actions that improve short-term balance sheet.
- Extension: create new brands to address new markets/products; do not try to extend brand equity to new products
- Sacrifice: You have to give up something in order to get something. There are three things to sacrifice: product line, target market, constant change
- Attributes: For every attribute, there is an opposite, effective attribute.
- Candor: When you admit a negative, the prospect will give you a positive.
- Singularity: In each situation, only one move will produce substantial results. (single bold stroke)
- Predictability: be flexible to adapt to any unpredictable situation (constant flux)
- Success: Don’t be arrogant, drop the ego, be objective.
- Failure: Drop things that don’t work instead of trying to fix them.
- Hype: The amount of hype isn’t proportional to success. Often failed products are heavily hyped.
- Acceleration: Successful programs are not built on fads but on trends.
- Resources: You need a lot of money to market your ideas.
If you dutifully follow and apply all these laws, you will find that not only do people remember your brand, but they will also resonate with your brand message, and you will find them coming to you instead of having to go out and desperately try to get their attention.
And if you have time to spare, do check out his book to get more detailed examples and applications.