Laws of Marketing

There is a little book that I love called “The 22 Immutable Laws of Marketing”.  According to the authors of the book, Al Ries & Jack Trout, the first law is “the law of leadership”.

1. The Law of Leadership - It’s better to be first than it is to be better.

Many people believe that the basic issue in marketing is convincing prospects that you have a better product or service.  Not true.   The basic issue in marketing is creating a category you can be first in.  It’s the law of leadership.  It’s better to be first than it is to be better. 

It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.

You can demonstrate the law of leadership by asking yourself two questions:

1. What’s the name of the first person to fly the Atlantic Ocean solo?  Charles Lindbergh, right?

2. What’s the name of the second person to fly the Atlantic Ocean solo?  Not so easy to answer, is it?

The second person to fly the Atlantic Ocean solo was Bert Hinkler.  Bert was a better pilot than Charlie - he flew faster, he consumed less fuel.  Yet who has ever heard of Bert Hinkler?

Why do you think people call certain items by their brand names even when they are wanting a different or generic brand?  People will ask for the Kleenex when the box clearly says Scott!  How many people ask for cellophane tape instead of Scotch tape?  Not many!  We want a Band-Aid, Jello, Krazy Glue, and Q-tips.  It’s the “law of leadership.”

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