Five interesting laws of marketing

building-blocksThere are  many books on the theory, principles and practice of marketing.  Several are classics in their own right.  I like the old ones. They tend to be more audacious and substantive.  It is also interesting to see how they’ve stood the test of time.

This week, I revisited an old favorite of mine, a book published in 1993.  It’s the work of Al Ries and Jack Trout, which they titled The 22 Immutable Laws of Marketing:  violate them at our own risk!.  22, laws, marketing in one sentence is audacious.  After over 15 years, it’s still  an interesting read.

It’s one of those books that leave an impression.  I encourage you to read it.  Meanwhile, I thought I’d share five of the laws I find memorable.  The following is verbatim relay of each law, the authors’ definition, and elaboration.

1. The Law of Focus – the most powerful concept in marketing is owning a word in the prospect’s mind.  The most effective words are simple and benefit-oriented.

2. The Law of Opposite– if you’re shooting for second place, your strategy is determined by the leader.  In strength there is weakness.  Wherever the leader is strong, there is an opportunity for a would-be No.2 to turn the tables.

3. The Law of Sacrifice – you have to give up something in order to get something.  The generalist is weak.  If you want to be successful today, you should give something up: product line, target market, constant change.

4. The Law of Attributes – for every attribute, there is an opposite, effective attribute.  It’s much better to search for an opposite attribute that will allow you play off against the leader.  The key word here is oppositesimilar won’t do.  Marketing  is a battle of ideas.  So if you are to succeed, you must have an idea or attribute of your own to focus your efforts around.

5. The Law of Hype– the situation is often the opposite of the way it appears in the press.  When things are going well, a company doesn’t need the hype.  When you need the hype, it usually means you’re in trouble.

If you get around to reading the book, be sure to share which of the laws you find memorable.


© Copyright Rachel Agheyisi and Report Content Writer’s Blog, 2009.


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