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The Law of Leadership
- It is much better to break into someone’s head first that it is to attempt to show
them that the product is equivalent to the one who came first. In most any group,
the leading brand is the first come to mind for the prospect customer.
The Law of category
- If you are unable to be first in ranking, you should create a new category or
theme in which you will be first. Forget the brand. Think of the categories
The Law of the Mind
- Being first in the head or mind of the customers is superior to being first in the
markets. Being first in the mind is everything in marketing.
The Law of Perception
- Marketing is a war of understanding, not a battle of products. This law is the way
you should be looking at marketing.
The Law of Focus
- The most powerful concept in marketing is owning a word in the prospect’s mind.
Marketing is all about narrowing the attention.
The Law of Exclusivity
- Companies cannot own in the prospect’s mind. You cannot buy other company’s
ideas or categories.
The Law of the Ladder
- Depending on which pricked of the ladder you’re on, you will need to use a
different approach. All products are not created equally.
The Law of Duality
-
The Law of the Opposite
- If you are aiming for second position, the leader will decide on your plan. You
must discover the purpose of the leader and then present the prospect with the
opposite.
The Law of Division
- A category will divide and become two or more categories. The leader will
preserve its influence by approaching each new segment under a separate brand
name.
The Law of Perspective
- The consequences of marketing are felt over a long period of time. In certain
cases, the long-term effect is the polar opposite to the short-term effect.

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● ● ● ● ● ● ● ● ● ● ● The Law of Leadership - It is much better to break into someone’s head first that it is to attempt to show them that the product is equivalent to the one who came first. In most any group, the leading brand is the first come to mind for the prospect customer. The Law of category - If you are unable to be first in ranking, you should create a new category or theme in which you will be first. Forget the brand. Think of the categories The Law of the Mind - Being first in the head or mind of the customers is superior to being first in the markets. Being first in the mind is everything in marketing. The Law of Perception - Marketing is a war of understanding, not a battle of products. This law is the way you should be looking at marketing. The Law of Focus - The most powerful concept in marketing is owning a word in the prospect’s mind. Marketing is all about narrowing the attention. The Law of Exclusivity - Companies cannot own in the prospect’s mind. You cannot buy other company’s ideas or categories. The Law of the Ladder - Depending on which pricked of the ladder you’re on, you will need to use a different approach. All products are not created equally. The Law of Duality The Law of the Opposite - If you are aiming for second position, the leader will decide on your plan. You must discover the purpose of the leader and then present the prospect with the opposite. The Law of Division - A category will divide and become two or more categories. The leader will preserve its influence by approaching each new segment under a separate brand name. The Law of Perspective - The consequences of marketing are felt over a long period of time. In certain cases, the long-term effect is the polar opposite to the short-term effect. Name: Description: ...
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