22 Immutable Laws Of Promoting From the book by Al Ries
Find here the quick and dirty outline of an enduring best seller'22 unchangeable Laws Of Marketing'. I have summarised this great book and saved you the hassle of wading your way thru this book, and of course the time and effort to read it. So grab the goodies and apply them right away. They work, even 10 years after it was published.
1 The Leadership
it is better to be the 1st than it is to be better.
2 The category
if you can not be first in a category, change the character of the category or set up a new category you can be first in.
3 The Ladder
the strategy to use is dependent upon which rung you occupy on the ladder.
4 Duality
In the long run, each market becomes a two-horse race.
5 The Mind and Perception
Selling isn't a battle of products, it's a battle of perceptions ; and sometimes it's better to be first in the mind than to be first in the market.
6 Focus
The most powerful idea in selling is owning a word in the prospect's mind.
7 Extension
There's an impossible to resist pressure to increase the equity of the brand.
8 Exclusiveness and Superiority
Owning an improved position in the buyer's mind is vital ; selling is a continuous search for exclusiveness.
9 Division
Over time, a category will divide and become 2 or more categories.
10 The Heart ( Emotion )
Marketing methods without emotion will not work.
11 Attributes
When you have to focus on attributes, for every one of them, there is an opposite and effective attribute.
12 Candor
When you admit a negative, the prospect will give you a positive.
13 Sacrifice
You have got to give something up to get something.
14 Success
Success regularly leads to audacity, and arrogance to failure.
15 Failure
Failure is expected and accepted.
16 Unpredictability
Unless you write your competitors' plans, you can not predict the future.
17 Hype
The position is often the exact opposite of the way it appears in the press.
18 Acceleration
Successful programs are not built on trends, they are built on trends.
17 Perspective
Marketing effects occur over an extended period.
20 The Opposite
if you're shooting for second place, your strategy is determined by the leader.
21 Origin
Where brands come from is often more important than how good they are.
22 Resources
Without acceptable funding and expertise an idea will not get off the ground, and a brand cannot be built.
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