To become a successful business you have to own a word in the mind of the prospect. Summary – The most powerful concept in marketing is owning a word in a prospect’s mind. This is the basis of second-hand perception.īased on the experience and reviews of others you make your decisions. Now, based on the reviews and your own past experience a bias is created towards the product. When you are trying to buy a new product or a service, you research the product.
This is known as ‘Everybody knows principle’. To make things more interesting, customers frequently make most decisions based on second-hand perception. Only by studying how perceptions are formed in the mind and focusing your marketing programs on those perceptions can you overcome your basically incorrect marketing instincts. Marketing has a deep-rooted connection with human psychology. The only reality which exists is – PERCEPTION. In the world of illusion, there is no objective reality. As the first rule states, it is not about the better product. In the long run, many people figure that the best product will win. Summary – Marketing is not a battle of products, it’s a battle of perceptions. Similarly, it is the same with businesses. It is very hard to change your impression once it is cast. Your friend, your spouse, your mother everyone perceives you differently. Your impression of another person is different.
In the battle of perception, the mind takes precedence over the marketplace. Thus in marketing is futile to waste your resources trying to change the perception. You cannot change a mind once it is made. Once you have a certain impression of your business in the minds of the prospect, it is over. Summary – It’s better to be first in the mind than to be first in the marketplace.īy now we know that marketing is a game of perception.
Remember the first law, first is better than better. Usually, businesses focus on getting the audience to prefer their brand! It is not about the brands, it’s all about the category.Ĭarving out a niche for the business is important! As a result, you have no competition. Now is Indira Gandhi is known as the third Prime minister of India or the first Woman Prime minister of India? You might figure you have no chance to know the third Prime minister?! If you didn’t know that Lal Bahadur Shastri was the second prime minister of India. Who was the second Prime minister of India? Simple – You create a category for yourself! What if there is already a leader in the category? You might have a lot of questions and doubts. Summary – If you can’t be first in a category, set up a new category you can be first in.Īfter reading the first law I’m pretty it might confuse you. Al Ries and Jack Trout The Law Of The Category Marketing is a battle of perceptions, not products. So the bottom line is if you are a business be the first one to do it or at least be the leading one in the category! Your product will become eventually.īecause people tend to stick with what they’ve got. (Its glue not fevicol)Ĭan you get it xeroxed? (Its photocopy not xerox) Well, have you ever said in the following manner?! Strange! right? Being first is better than being better. It is easier to get into the minds of the audience if you are first. Summary – It is better to be first than to be better! So here is my sincere effort to summarize the book, so that you can easily understand the rules of the game called – Marketing. Just follow the laws of marketing and the game is yours! The author has provided the simple laws which are not meant to be broken, changed, or altered! Okay, so enough of the suspense! Recently I came across a book – 22 immutable laws of marketing. A lot to plan, a lot to take care of, and a lot to lose as well!īut wait?! what if I told you there are certain strategies (you can call them laws) that can work as cheat codes for you? We all know marketing is an exciting yet demanding field.
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