Making Marketing Work
As a business we often need to undertake marketing as well as sales activity (short term and long term views). But how do we do it? What can we learn from the giant international companies and brands?
While waiting for a conference call, I noticed this book on my book shelf, and dug it out for a quick read – its been some times since I last looked at it. As I was thumbing through I realised that there was actually some great and practical ideas here so thought – I must but this on the blog!
So here is the 22 laws as describes with a simple one line explanation (below). If you want more then I recommend the book!
- The law of leadership
- The law of the category
- The law of the mind
- The law of perception
- The law of focus
- The law of exclusivity
- The law of the ladder
- The law of duality
- The law of the opposite
- The law of division
- The law of perspective
- The law of line extension
- The law of sacrifice
- The law of attributes
- The law of candor (candour)
- The law of singularity
- The law of unpredictability
- The law of success
- The law of failure
- The law of hype
- The law of acceleration
- The law of resources
What do each of these mean?
The law of leadership
Better to be first than it is to be better. In history we can remember the first man to walk on the moon, or the first home PC, but what was the second?
The law of the category
If you cannot be the first in a category, develop a new category you can be first in
The law of the mind
It is better to be first in the mind of your (potential) customers than to be first in the marketplace
The law of perception
Marketing is not a battle of products, its a battle of perceptions
The law of focus
The most powerful concept in marketing is owning a word in the prospect’s mind
The law of exclusivity
Two companies cannot own the same word in the prospects mind (cola = ??? Coke or Pepsi?)
The law of the ladder
The strategy to use depends on which rung of the ladder you occupy, are you brand position #1, #2, #3 etc…
The law of duality
In the long run, every market becomes a two horse race
The law of the opposite
If you are aiming for second place, your strategy is determined by the leader
The law of division
Overtime a category will divide and become two or more categories – Eg. laptops-> netbooks & laptops
The law of perspective
Marketing effects take place over an extended period of time – much like alcohol, marketing activities have a different effect in the short & long terms. Sometimes the short term is the opposite of the long term
The law of line extension
There is often an irresistible pressure to extent the equity of the brand – more flavors (flavours), different markets, more options
The law of sacrifice
You often have to give up something in order to get something else (where is it written that the more you have to sell, the more you sell?)
The law of attributes
For every attribute, there is an opposite, effective attribute ( link with law of exclusivity, if you don’t have the word look at the opposite – not similar)
The law of candor (candour)
When you admit a negative, the prospect will give you a positive, (think Marmite)
The law of singularity
In each situation, only one move will produce substantial results. Here focus is critical, take the bold approach. What works in marketing… the unexpected!
The law of unpredictability
Unless you write your competitors’ plans, you cannot predict the future
The law of success
Success often leads to arrogance, and arrogance to failure
The law of failure
Failure with any given strategy is to be expected and accepted, and learned from. Often its better to drop something than it is to attempt to “fix” it.
The law of hype
The situation is often the opposite of the way it appears in the media. When a company is very successful you do not hear from them, when things start going wrong, they communicate, communicate, communicate…
The law of acceleration
Successful marketing programmes are not built on fads, they are built on trends. If a fad is like an ocean wave, then a trend is the tide, the wave its the headlines, but the strength of the tide is often not newsworthy. Until it is too high!
The law of resources
Without adequate funding an idea wont get off the ground. Even the best idea cannot progress until it is in the mind of your prospects. You need cash resources to get it into peoples minds, and you need resources to keep it in their minds.
Based on the book The 22 Immutable Laws of Marketing by Al Ries & Jack Trout. Worth a read!
David Ferguson says
19/09/2012 at 15:35#Marketing – How does your firm use the The law of attributes to gain sales? http://t.co/lFWPYbLs
POINTOFVIEW II says
19/09/2012 at 15:25#Marketing – How does your firm use the The law of attributes to gain sales? http://t.co/lFWPYbLs
Can Do Courses says
14/09/2012 at 05:51#Marketing – How does your organisation use the The law of exclusivity to gain sales? http://t.co/lFWPYbLs
Cash Cats says
14/09/2012 at 00:08#Marketing – How does your organisation use the The law of exclusivity to gain sales? http://t.co/lFWPYbLs
Ann Keers says
08/09/2012 at 08:51#Marketing – How does your organization use the The law of the ladder to gain sales? http://t.co/DMenbtJg
Brandesign says
27/08/2012 at 09:42Take a look > RT @RapidBI: #Marketing – How does your firm use the The law of the opposite to gain market share? http://t.co/Kq9Ezu6G
Franklin Fako says
21/08/2012 at 01:24#Marketing – How does your company use the The law of division to gain sales? http://t.co/lFWPYbLs
Jacobo Riquelme says
21/08/2012 at 01:21#Marketing – How does your company use the The law of division to gain sales? http://t.co/lFWPYbLs
Rešham Mirpuri says
08/08/2012 at 05:59Immutable Laws of Marketing: http://t.co/k5ujR5Cm
Jan Brause says
22/07/2012 at 16:52#Marketing – How does your firm use the The law of success to gain market share? http://t.co/lFWPYbLs
Saqui Research LLC says
22/07/2012 at 17:12#Marketing – How does your firm use the The law of success to gain market share? http://t.co/lFWPYbLs
Suresh Khanal says
14/07/2012 at 12:51#Marketing – How does your firm use the The law of perception to gain market share? http://t.co/lFWPYbLs
Arun Singh Ruhela says
14/05/2012 at 09:2922 Laws of Marketing
~ By Mike Morrison –
Here is the 22 laws as describes with a simple one line explanation… http://t.co/NKJHvWAz
Mitch Weisburgh says
05/03/2012 at 01:56Good summary of the 22 Laws of #Marketing http://t.co/kbmAFXp9
Julie says
21/01/2012 at 12:02This is an interesting read for businesses. Mike lists the 22 with short explainations, not suggesting yet you… http://t.co/SJkvTeTN
Emma James says
21/01/2012 at 08:50#Marketing – How does your company use the The law of acceleration to gain sales? http://t.co/DMerJ3Ka
Lincoln Torcelli says
18/01/2012 at 13:07#Marketing – How does your organization use the The law of resources to gain competitive advantage? http://t.co/lFWUvLUC
Thomas Parry says
18/01/2012 at 12:03#Marketing – How does your organization use the The law of resources to gain competitive advantage? http://t.co/lFWUvLUC
DaNeil Sirjord says
16/01/2012 at 13:59Sound advice | “@RapidBI: #Marketing – How does your firm use the The law of unpredictability to gain market share? http://t.co/c57RT0QJ”
Paul Brinkman says
15/01/2012 at 16:28Sound advice | “@RapidBI: #Marketing – How does your firm use the The law of unpredictability to gain market share? http://t.co/c57RT0QJ”
Laura says
15/01/2012 at 15:04#Marketing – How does your firm use the The law of unpredictability to gain market share? http://t.co/lFWUvLUC
Laura says
30/12/2011 at 15:35food for thought“@RapidBI: #Marketing – How does your business use the The law of focus to gain market share? http://t.co/A62sVNBz”
theLBSS says
29/12/2011 at 00:55Useful Blog post: http://t.co/zy40SM7U #hr
Pawan Alamchandani says
22/12/2011 at 12:24#Marketing – How does your company use the The law of attributes to gain sales? http://t.co/lFWUvLUC
jose rojas says
22/12/2011 at 04:16#Marketing – How does your company use the The law of attributes to gain sales? http://t.co/lFWUvLUC
Patricia Millman says
14/12/2011 at 03:04#Marketing – How does your company use the The law of perception to gain sales? http://t.co/lFWUvLUC
Paul Gothier says
11/12/2011 at 15:30RT@mrktingrenegade 22 Laws of Marketing http://t.co/TtyK0GSK – Thank You @rapidbi
Besma Soltan says
25/11/2011 at 04:10#Marketing – How does your organisation use the The law of exclusivity to gain competitive advantage? http://t.co/DMerJ3Ka
Bertrand N. McHenry says
22/11/2011 at 16:34This is an interesting synapses of the book – check it out! 22 Laws of Marketing http://t.co/iujIHb93 via @rapidbi
Scott Hartz says
22/11/2011 at 12:12#Marketing – How does your company use the The law of perception to gain market share? http://t.co/lFWUvLUC
Gerry McAteer says
14/11/2011 at 12:27#Marketing – How does your business use the The law of leadership to gain sales? http://t.co/DMerJ3Ka
SHAWN KAHLON says
03/11/2011 at 10:40#Marketing – How does your firm use the The law of the category to gain competitive advantage? http://t.co/lFWUvLUC
Rahul Wagaskar says
17/10/2011 at 11:3522 Laws of Marketing http://t.co/WoPQXsBe via @rapidbi
Hannes Krueger says
10/10/2011 at 21:26rt @RapidBI2011#Marketing – How does your firm use the The law of leadership to gain market share?
Triton Street says
08/10/2011 at 16:47RT @rapidbi: 22 Laws of Marketing
uli barth says
08/10/2011 at 16:23#Marketing – How does your company use the The law of the mind to gain sales?
Steve Bunyan says
06/10/2011 at 03:26RT @RapidBI: #Marketing – How does your business use the The law of acceleration to gain sales?
A Books Blog says
05/10/2011 at 22:48RT @RapidBI: #Marketing – How does your business use the The law of acceleration to gain sales?
Mike Morrison says
13/08/2011 at 16:05#Marketing – How does your business use the The law of acceleration to gain sales? http://t.co/7CjRRqq
Mike Morrison says
05/08/2011 at 22:35#Marketing – How does your company use the The law of the category to gain sales? http://bit.ly/22lawsx
Mike Morrison says
02/08/2011 at 04:25#Marketing – How does your company use the The law of attributes to gain sales? http://bit.ly/22lawsx
Mike Morrison says
29/07/2011 at 14:00#Marketing – How does your business use the The law of acceleration to gain sales? http://bit.ly/22lawsx
Mike Morrison says
22/07/2011 at 15:20#Marketing – How does your firm use the The law of acceleration to gain competitive advantage? http://j.mp/bgRXeR
thomas babu says
16/07/2011 at 22:47#Marketing – How does your business use the The law of acceleration to gain sales?
Mike Morrison says
14/07/2011 at 03:00#Marketing – How does your company use the The law of leadership to gain competitive advantage? http://j.mp/bgRXeR
Mike Morrison says
10/07/2011 at 20:05#Marketing – How does your firm use the The law of exclusivity to gain competitive advantage? http://j.mp/bgRXeR
Mike Morrison says
07/07/2011 at 19:40#Marketing – How does your company use the The law of candor to gain sales? http://bit.ly/22lawsx
Mike Morrison says
05/07/2011 at 03:45#Marketing – How does your organisation use the The law of unpredictability to gain competitive advantage? http://bit.ly/22lawsx
Dolly Bhasin says
09/05/2011 at 03:43RT @RapidBI: #Marketing – How does your organisation use the The law of sacrifice to gain competitive advantage?
Gerry McAteer says
09/05/2011 at 00:21RT @RapidBI: #Marketing – How does your organisation use the The law of sacrifice to gain competitive advantage?
Laura Chuck says
26/04/2011 at 14:15RT @RapidBI: #Marketing – How does your company use the The law of the mind to gain competitive advantage?
Amanda Carlin says
26/04/2011 at 09:38RT @RapidBI: #Marketing – How does your company use the The law of the mind to gain competitive advantage?
Rachel Brushfield says
26/04/2011 at 05:21RT @rapidbi: #Marketing – How does your company use the The law of the mind to gain competitive advantage?
Mike Morrison says
14/04/2011 at 00:10#Marketing – How does your firm use the The law of the ladder to gain sales? http://bit.ly/22lawsx
Mike Morrison says
10/04/2011 at 13:40#Marketing – How does your business use the The law of perception to gain sales?
Mike Morrison says
06/04/2011 at 19:55#Marketing – How does your company use the The law of duality to gain sales?
Mike Morrison says
28/03/2011 at 03:35#Marketing – How does your organization use the The law of failure to gain market share?
田ぬ says
22/02/2011 at 00:10RT @RapidBI: Marketing – How does your organization use the The law of perception to gain sales? http://j.mp/bgRXeR