This is a quick cheat sheet taken from a great little book called “The 22 Immutable Laws of Marketing” by Al Ries & Jack Trout. I highly recommend this book for anyone interested in marketing … even developers!
The Law of Leadership
It’s better to be first than it is to be better.
The Law of the Category
If you can’t be first in a category, set up a new category you can be first in.
The Law of the Mind
It’s better to be first in the mind than to be first in the marketplace.
The Law of Perception
Marketing is not a battle of products, it’s a battle of perceptions.
The Law of Focus
The most powerful concept in marketing is owning a word in the prospect’s mind.
The Law of Exclusivity
Two companies cannot own the same word in the prospect’s mind.
The Law of the Ladder
The strategy to use depends on which run you occupy on the ladder. If you’re 2nd, then acknowledge it and market as an alternateive.
The Law of Duality
In the long run, every market becomes a two-horse race.
The Law of the Opposite
If you’re shooting for second place, your strategy is determined by the leader. Discover the essence of the leader and then present the prospect with the opposite.
The Law of Division
Over time, a category will divide and become two or more categories. Corollory: Categories don’t combine, only divide.
The Law of Perspective
Marketing effects take place over an extended period of time.
The Law of Line Extension
There’s an irresitible pressure to extend the equity of the brand. In the long run and in the presence of serious competition, line extensions almost never work.
The Law of Sacrifice
You have to give up something in order to get something. There are three things to sacrifice: product line, target market, or constant change.
The Law of Attributes
For every attribute, there is an opposite, effective attribute.
The Law of Candor
When you admit a negative, the prospect will give you a positive.
The Law of Singularity
In each situation, only one move will produce substantial results. History teaches that the only thing that works in marketing is the single, bold stroke.
The Law of Unpredictability
Unless you write your competitors’ plans, you can’t predict the future. Marketing plans based on what will happen in the future are usually wrong.
The Law of Success
Success often leads to arrogance, and arrogance leads to failure
The Law of Failure
Failure is to be expected and accepted. Recognize failure early and cut your losses.
The Law of Hype
The situation is often the opposite of the way it appears in the press.
The Law of Acceleration
Successful programs are not build on fads, they’re built on trends.
The Law of Resources
Without adequate funding an idea won’t get off the ground.