Author: Al Ries, Jack Trout
|The 22 Immutable Laws of Marketing (1993) is all about tweaking the perception of customers through strategizing. In this book, you will find everything you need to learn to successfully launch your product into the market.|
The 22 Immutable Laws of Marketing shows the readers many effective ways in which their branding and marketing can stand out. These laws include The Law of Perception, Resources, Acceleration, Hype, Failure, Success, Unpredictability, Singularity, Candor, Attributes, Sacrifice, Line Extension, Perspective, Division, Opposite, Duality, Ladder, Exclusivity, Focus, Category, and the law of Mind.
Upcoming deadlines, complex marketing competitions, and marketing plan hiccups are some of the common challenges you may face while you set to market your product. Al Ries and Jack Trout have compiled this guide that will provide you with multiple ideas so that you can navigate such complex situations.
The 22 Immutable Laws of Marketing Key Points
Be the First One
The Law of Leadership is one of the 22 Immutable Laws of Marketing. This law states that to lead the market and become successful you need to present a product that has not been presented before. Get into the mindset of your customers and try to see what facilitates their needs on a daily basis. The first product to be out in the market is likely to make the highest number of purchases. This is because when something is new or unique people find it interesting and they are more inclined to try it out even if they do not need it.
So when you have an idea for a new product, research the market thoroughly. Does something similar exist in the market? If yes how can you make your product different and more efficient from it? Making something new and unique is one of the simplest ways to stand out in the market that will most likely save you from using other laws and will get your job done.
If You Cannot Be the First in the Market Be the First in the Minds
Perception plays a great role in marketing your products. If I say some of these words quickly certain brands will come to my mind at that instant. Let us go ahead and try. Car, Videos, Biscuits, Phone. Now let us see what you have got. Most people would have answered the rapid question with Honda, YouTube, Britannia, and Apple. These are the first brands that come to our minds when we think of these necessities. Also, these are just not any random accessories or luxuries. Everyone needs a car, everyone watches videos, every kitchen has biscuits and almost everyone needs a phone these days and these brands have successfully made an impression in our minds.
Now you think of YouTube whenever you need to watch videos. This shows that creating an effective image in the minds of your potential customers is extremely important. Try to keep the name of your products short and simple. It will more likely stick in the customer’s head. This is the law of focus that states that to attract a customer’s attention you need something catchy.
Attract Your Own Group of Customers
People wake up and make different choices. All of us do not have cereal for breakfast. So how can you make every customer choose your product? A certain age group, gender, or culture will always prefer another brand or company over yours. The reason to do so can be logical or absurd. The point is that when you cannot change the minds of potential customers; try looking for others. You need customers who feel confident about their purchase and it is your job to make that possible. In the words of Joe Chernov: “Good marketing makes the company look smart. Great marketing makes the customer feel smart.”
For example, Pepsi attracted the younger millennial audience through its pop advertisements, funkiness, and catchiness. Coca-cola was around for so many years and had been passed on for generations. The new generation simply wanted something new. Something that their grandparents did not drink. Pepsi created its own consumer line instead of worrying about not attracting the elder audience. Its business has been thriving ever since.
Imagine Duracell launching battery charges. Seems alright since they have a battery line. Now imagine the brand launching remotes, then television sets, then mobile phones. Umm, it has gone a bit far, hasn’t it? While expansion sounds good and may add to your social clout and may sound like a cool thing to do the bigger your line the lesser time you have for branding products that have the actual potential to stand out.
Also, when you are extremely popular for one of your products the customers just associate the brand with that specific product. The wiser thing to do is just try and make one truly successful product under one brand name. Just like Coca-Cola for beverages and Nike which is mainly for athletic shoes.
The 22 Immutable Laws of Marketing Quotes
“The only reality you can be sure about is in your own perceptions. If the universe exists, it exists inside your own mind and the minds of others.” –Al Ries
“Most marketing mistakes stem from the assumption that you’re fighting a product battle rooted in reality.” –Al Ries
The 22 Immutable Laws of Marketing Review
The 22 Immutable Laws of Marketing has insanely great advice for marketing and promotion. It offers everything you need to learn while launching a product.
To Whom I Would Recommend the 22 Immutable Laws of Marketing
- To the twenty-five-year-old marketing manager who needs new ideas.
- To the entrepreneur who needs ideas for launching new products.
- To anyone who works in the field of business, marketing, and product management.