Sep 28 2008
Book on 22 Marketing Laws
Last night I needed to take my wife and child to the urgent care for an ear ache my step son was having. Once we got to the clinic they went inside while my daughter and I drove across the street to wait for them at the Barnes and Noble. I picked up the first marketing book that caught my interest and proceeded up the escalator to let her play in the children section while we wait for my Wife’s call to come pick them up. The marketing book was titled, “The 22 Immutable laws of marketing: Violate them at your own risk!”.
Although I only read through about 2 chapters it was well worth my attention. The first two chapters were title “The Law of Leadership” and “The Law of Category”. Basically the first chapter discusses the power of being a leader or , in our world, the first to provide an online service. His example included the example of how most people, familiar with their history, knows that Charles A. Lindbergh was the first to fly across the Atlantic Ocean. It’s harder to remember the name of the second pilot to do this. Being the first to provide a service is great for branding. Anytime this service is needed, no matter how many jumped in to the market, your name will be one that always comes to mind. In his second chapter he discussed the law of Category. If you must offer a product or service already available on the market, like most of us will, the best thing to do is build a new category for yourself. There are a number of Car makers so the law of catagory will always be one included in the marketing strategy. For example, Volvo has successfully placed them under the “Safety” Category. A couple other automotive companies attempted to nudge their way into this category. Whether or not these other Auto Makers provide better saftey features, the Catagory for “Safety” has already been taken. If someone asks, “What is a good “safe” family car?” According to yahoo answers the best answer is still “Volvo”.
| From the couple chapters I read, I thought it was a good book that I’ll probably end up buying it online. Its a simple book, easy to read and has only about 100 pages. It was great for exercising the creative side of my mind. I found the book on Amazon for a about $10. If your interested in reading it, you can order it off Amazon by clicking the image. |  |
