the 22 immutable laws of marketing - part 1

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."Everyone is interested in what's new. Few people are interested in what's better."

Think categories, not brands."Everyone is interested in what's new. Few people are interested in what's better." Promote the category.

Think categories, not brands."Everyone is interested in what's new. Few people are interested in what's better." Promote the category.

Avis, #1 Rent-a-Car

Think categories, not brands."Everyone is interested in what's new. Few people are interested in what's better." 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.

"You can't change a mind once it is made up."

"You can't change a mind once it is made up.""The single most wasteful thing you can do in marketing is try to change a mind."

Other Language Sites

Other Language SitesMyngle.com

Other Language SitesMyngle.comitalki.com

Other Language SitesMyngle.comitalki.compalabea.net

Other Language SitesMyngle.comitalki.compalabea.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.

"The perception is reality."

"The perception is reality.""Everything else is a reality."

"The perception is reality.""Everything else is a reality.""Marketing is a manipulation of those perceptions."

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

overnight

driving

safety

cavitiesCrestovernightFedEx

drivingBMWsafetyVolvo

5. The Law of Focus

The most powerful concept in marketing is owning a word in

the prospect's mind

cavitiesCrestovernightFedEx

drivingBMWsafetyVolvo

"You can't stand for something if you chase after everything."

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?

Overnight

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 better2. 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 mind6. 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