Marketing Laws
2009-01-20 | Articles“The 22 immutable marketing laws” is a fantastic bestseller that every businessman should have in his library. As regards this article, my intention is summarizing the most important laws with the clear intention to attract the reader and let him know the rest of this Al Ries and Jack Trout’s brilliant work.
Perception Law
Marketing people think that the product shall be a success in the long-term. It is not true
Marketing is an opinion debate, a battle inside the customer’s mind.
Marketing people think that the best product shall be a success in the long-term. It is not true. There is not an objective reality. There are no better products. The only existing factor in the marketing world is mind perception of current and potential customers. Perception is reality.
The company vision is to possess a word or a concept, provided that the company has been the first in seizing the word.
Category Law
A company cannot share the same word or position as its competitor
When one is the first in a new category, it is necessary to market the category instead of the brand. When brands are being marketed, potential customers go on the defensive, since it is possible to compare them. However, while marketing a category there is lack of competence, for customers sense the first in their minds as a leader (expert) in said category.
A company cannot share the same word or position as its competitor. To have success, it is necessary to possess a self-quality in which to concentrate all the efforts, since if it is not better than the competitor’s, the company shall have to lower its prices.
Contrarian Law
Every leader has a weak point in which he is stronger
Every leader has a weak point in which he is stronger. It is necessary to find that weakness in the leader’s strength and attack just that point. The key is no longer to be better but rather to be different. You should never imitate the leader; you will have to introduce yourself as an alternative.
A number two company shall focus on the leader company and wander: ¿Where is the strong factor? ¿How can that strength turn into weakness? It is necessary to find the leader’s essence and then, to introduce the opposite to the potential customer.
Generally, customers of a specific product category are divided into two types: Those who want to buy from the leader and those who do not want to buy from the leader. A potential number two company must attract the second group.
Sacrifice Law
¿Where is it written that as long as there is more to sell, one is bound to sell more?
To be successful today, one should quit something.
It is necessary to reduce the range of products instead of widening it. ¿Where is it written that as long as there is more to sell; one is bound to sell more?
The aim is not the market. Your marketing program apparent aim does not coincide with the people who will really buy your product. For example, even when Pepsi-Cola focus was on youth, the market was the entire world. A man in his fifties who wants to think he is twenty-one shall drink Pepsi.
Honesty Law
Accepting a problem is against corporate and human nature. Though it may seem surprising, one of the most effective ways of introducing yourself into your mind is in the first place, to recognize something negative to then, substitute it for something positive.
¿Why does a bit of honesty work so well in marketing? Because honesty shocks. All negative statement about oneself is instantaneously accepted as a truth.