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The First Marketing Book You Should Read in 2006!

Last year I won a contest during TOS' PR & Marketing online class.  For the prize Gena sent me a copy of The 22 Immutable Laws of Marketing by Al Ries & Jack Trout.  She raved about how wonderful it was and said that anyone who wanted to market anything should read it.

 

Well let me tell you, I think she was right!  It is a small, easy-to-read, and powerful book.  The authors spent over 25 years studying what worked and what didn't in marketing.  Using fascinating examples that you will recognize immediately (Coca Cola, Fed Ex, Nike, McDonalds, etc...) they have focused in on what works and what doesn't.  They know what they're talking about.  You've got to read this book.

 

Their first law of marketing is The Law of Leadership:  It's better to be first than it is to be better.  Basically marketers have to realize that it's easier to establish yourself in someone's mind first, rather than try to prove to someone that you are better than the product or service already established in the customer's mind.  Part of that is due to the simple fact that the first name in the field often becomes the generic.  Have you ever heard someone say, "Can you Xerox this for me?", "Please pass me a Kleenex.", "Do you have a Band-Aid?" or "Would you like some Jello?"  All of those are brand names that have become the generic for their markets.  Maybe other brands have come on the market that are better, but they will be hard pressed to ever overcome the presence that these name brands have in our minds. 

 

Wouldn't 2006 be a great year for you to get started or further develop your business?  While you are waiting to perfect your product or service, it could be that someone else is going to follow the Law of Leadership and establish themselves as the first in your market.  Don't let that happen.  Seize the day and get your name in front of people. 

 

But what if someone else is already first in your market?  Does this mean that you should just throw in the towel?  Certainly not!  There are 21 other Laws of Marketing outlined by Ries & Trout which can give you success in the marketplace.   I'll be sharing more of them in the coming days.  Get a book and follow along.

 

~Nancy Carter

Public Relations Assistant

The Old Schoolhouse, LLC

 

Comments

Being first, rather than better

2:02 PM, Mar. 7, 2006, posted by GogoMama

I am, unfortunately, learning this first rule the HARD way.