4th chapter of 22 immutable laws of marketing

4TH CHAPTER OF 22 IMMUTABLE LAWS OF MARKETING HOW TO

вЂ¦ The most effective words are simple and benefit-oriented. Federal Express was able to put the word overnight into the minds of its prospects because it sacrificed its product line and focused on overnight package delivery only. You вЂburnвЂ™ your way into the mind by narrowing the focus to a single word or concept. #2.В The Law of Focus: 'The most powerful concept in marketing is owning a word in the prospectвЂ™s mind.' вЂњThis is the law of focus. Otherwise, the inferior product with the best story for the customer will win.ДЄnd that would ultimately be a loss for the customer. This way, we can ensure that customer perception matches reality. That means we should do both-build the superior product and tell the superior story. But the reality is that perception of product excellence matters much more in influencing customer behavior. So yes, actual product excellence ought to be the primary differentiator in the customerвЂ™s mind. Step off a cliff, and the law will be in force whether we think it ought to be or not.

the point of the book, with this idea of вЂњimmutable laws,вЂќ is that we must deal in the realm of вЂњwhat isвЂќ and not вЂњwhat ought to be.вЂќ After all, the law of gravity doesnвЂ™t care what we think it ought to be. What do you mean there is no objective reality? If you build a crappy product, all you need is a marketing wizard to win the perception game to capture the heart of the customer? Everything else is an illusion.вЂќДЄt first, this quote made me squeamish. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. Then they sail confidently into the marketing arena, secure in the knowledge that they have the best product and that ultimately the best product will win. The Law of Perception: вЂњMarketing is not a battle of products, itвЂ™s a battle of perceptions.' вЂњMarketing people are preoccupied with doing research and вЂgetting the facts.вЂ™ They analyze the situation to make sure that truth is on their side. So, here are my three biggest takeaways from the book.

4TH CHAPTER OF 22 IMMUTABLE LAWS OF MARKETING HOW TO

In fact, you can bank on it.Д«ut if you learn how to harness the force behind these laws, youвЂ™ll build the marketing momentum-and escape velocity-you need to grow sales and outmaneuver the competition. The idea is that if you break any of these 22 laws donвЂ™t be surprised when sales plummet or your product launch fails to take off. ThatвЂ™s the main point from ' The 22 Immutable Laws of Marketing,вЂќ the classic bestseller first published in 1993 by Al Ries and Jack Trout. Just as there are laws of nature, like gravity and physics, there are also laws that govern marketing that never change and will always deliver pain to anyone who violates them.

4th chapter of 22 immutable laws of marketing