22 Immutable Laws Of Marketing

12 replies
Hi,

Let me share an interesting list of Laws of Marketing, taken from a 1993
book on Laws of Branding by Al Ries and Jack Trout.

Eventhough this list was written 18 years ago, it seems to be evergreen.
Can even relate to Online Marketing. Don't you think?

1. THE LAW OF LEADERSHIP. It is better to be first than it is to be better.

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.

3. THE LAW OF THE MIND. It is 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.

5. THE LAW OF FOCUS. The most powerful concept in marketing is owning a word in the prospect's mind.

6. 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.

8. THE LAW OF DUALITY. In the long run, every market becomes a two horse race.

9. THE LAW OF THE OPPOSITE. If you are shooting for second place, your strategy is determined by the leader.

10. THE LAW OF DIVISION. Over time, a category will divide and become two or more categories.

11. THE LAW OF PERSPECTIVE. Marketing effects take place over an extended period of time.

12. THE LAW OF LINE EXTENSION. There is an irresistible pressure to extend the equity of the brand.

13. THE LAW OF SACRIFICE. You have to give up something to get something.

14. THE LAW OF ATTRIBUTES. For every attribute, there is an opposite, effective attribute.

15. THE LAW OF CANDOR. When you admit a negative, the prospect will give you a positive.

16. THE LAW OF SINGULARITY. In each situation, only one move will produce substantial results.

17. THE LAW OF UNPREDICTABILITY. Unless you write your competitor's plans, you can't predict the future.

18. THE LAW OF SUCCESS. Success often leads to arrogance, and arrogance to failure.

19. THE LAW OF FAILURE. Failure is to be expected and accepted.

20. THE LAW OF HYPE. The situation is often the opposite of the way it appears in the press.

21. THE LAW OF ACCELERATION. Successful programs are not built on fads, they're built on trends.

22. THE LAW OF RESOURCES. Without adequate funding, an idea won't get off the ground.
#immutable #laws #marketing
  • Profile picture of the author CDarklock
    Originally Posted by azmanar View Post

    Even though this list was written 18 years ago, it seems to be evergreen.
    Most true marketing wisdom is at least fifty years old. We just keep saying it over and over again in different ways. That's why we still read books about advertising from the 1920s.
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    "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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    • Profile picture of the author High Horsepower
      Originally Posted by CDarklock View Post

      Most true marketing wisdom is at least fifty years old. We just keep saying it over and over again in different ways. That's why we still read books about advertising from the 1920s.
      That's because copywriters like Claude Hopkins (circa 1900) had no choice but to perfect copy. It took months to get results from split testing. All print, no internet, no facebook, no adwords, no magazines, just print!

      He was making $200,000 a year in 1900 writing copy. That's amazing.

      His book Scientific Advertising is a classic.

      Todays copywriters can split test headlines in Adwords in less than 24 hours. Not a whole lot of thought goes into todays copy, it's too easy to test.

      Back then media was delived by stagecoach, yeah horse and buggy. Can you imagine how long it took to get results?
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      Never give in--never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honor and good sense. Never yield to force; never yield to the apparently overwhelming might of the enemy. Sir Winston Churchill, Speech, 1941, Harrow School

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    • Profile picture of the author mookinman
      Originally Posted by CDarklock View Post

      Most true marketing wisdom is at least fifty years old. We just keep saying it over and over again in different ways. That's why we still read books about advertising from the 1920s.
      So true! It's amazing how so much of the old stuff kicks the butt of the new stuff. I wonder if it was because there was less of this type of content around back then, and also less competition, so the stuff you were writing about had to be quality.
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      • Profile picture of the author azmanar
        Originally Posted by mookinman View Post

        So true! It's amazing how so much of the old stuff kicks the butt of the new stuff. I wonder if it was because there was less of this type of content around back then, and also less competition, so the stuff you were writing about had to be quality.
        Hi,

        You guys are spot on.

        I just read a book written in 1914. Blew my mind. Lots and lots of golden nuggets.
        Makes me wonder why there were more wise men back then than now.

        Guess, they were not facing information overload like we are. lol
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        === >>> Tomorrow Should Be Better Than Today

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        • Originally Posted by azmanar View Post

          Makes me wonder why there were more wise men back then than now.
          I don't really think that's true. I think most 'gurus' are just very lazy and would rather re-hash the old stuff because most people today aren't aware of the old classics (meaning the customer will attribute the 'wisdom' to the guru), and it plain and simply makes their job easier.

          I agree that these 'laws' still apply equally as much today, although a few have to be fine-tuned a bit to take into account the new technologies that are available now.

          This list has some of the best marketing 'classics' ever written, imo:

          Hard-to-find Classic Marketing Books
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      • Profile picture of the author CDarklock
        Originally Posted by mookinman View Post

        I wonder if it was because there was less of this type of content around back then, and also less competition, so the stuff you were writing about had to be quality.
        It's more because crap self-destructs.

        If I want a copy of Stephen King's 'Salem's Lot, I can walk into the grocery store, and chances are there it is. Because it's a good book.

        If I want a copy of Jack Younger's Claw, from around the same time period, I have to look harder. Because it's crap.

        Same thing happens with other books. People don't like or buy crap, and what people don't like or buy doesn't get reviewed, recommended, or reprinted.
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        "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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  • Profile picture of the author jamjar919
    Thankyou for the advice
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    Feel free to ask me any IM related questions or add me on skype :D
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  • Profile picture of the author John Rogers
    Jack Trout came up with the "positioning" concept in 1969, which was later expounded in the classic book by Ries and Trout. I have most, if not all of their books in my library. Great, great stuff!
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  • Great post man, I think that is a solid list and there has just been alterations and tweaks made over the years to improve.

    Good post.
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  • Profile picture of the author Expertfred
    these are an eye opener laws that i will borrow in my marketing endeavors
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    • Profile picture of the author Niky Ray
      Great lesson! I will definitely look for this book. Thanks for sharing!
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  • Profile picture of the author Shana_Adam
    13. THE LAW OF SACRIFICE. You have to give up something to get something.

    In think and grow rich one of the principles is to be clear about what you will be giving in exchange for your intended dream coming into fruition.

    If you wish to amass a huge fortune what value and service will you give back in exchange?

    No giving = No receiving

    I think quality counts here as the internet is full of freebies just to hook you like a shiny fish.
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