The 22 Immutable Laws of Marketing - Part 1
83
The 22 Immutable Laws of Marketing Al Ries & Jack Trout
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19-Oct-2014 -
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An introduction to the book. I'm teaching a free class on this book at http://edufire.com/classes/3136-business-book-club .
Transcript of 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
