#9The Law of the OppositeIf you’re shooting for second place, your strategy is determined by the leader.The key for #2 is to leverage an opponents strengths into a weakness. Gradually, the ladder becomes a two-rung affair. #8The Law of DualityIn the long run, every market becomes a two horse raceIn every new category is a ladder with many rungs. #7The Law of the LadderThe strategy to use depends on which rung you occupy on the ladder.It might be better to be a small fish in a big pond than a big fish in a small pond.
#6The Law of ExclusivityTwo companies cannot own the same word in the prospects mindWhen the competitor owns a word or position in the prospects mind, it is futile to attempt to own the same word. #5The Law of FocusThe most powerful concept in marketing is owning a word in the prospect’s mindYou “burn” your way into the mind by narrowing the focus to a single word or concept. All that exists in the world of marketing are perceptions in the mind of the customer. #4The Law of PerceptionMarketing is not a battle of products, it’s a battle of perceptionsThere is no objective reality. Being first in the market is only important in that it allows you to get into the mind first. #3The Law of the MindIt’s better to be first in the mind than to be first in the marketBeing first in mind is everything. Few people are interested in what’s better. #2The Law of CategoryIf you can’t be first in a category, set up a new category you can be first in. #1The Law of LeadershipIt is better to be first than it is to be better.It’s much easier to get into the mind first than try to convince someone that you have a better product.
#The 22 immutable laws of marketing 1st edition how to
Although it was written almost 20 years ago, the innovative rules still provide a solid understanding of how to succeed in the marketplace My favorite Guerilla Marketing gurus, Al Riesand Jack Trout, offer The 22 Immutable Laws of Marketing.
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