The 22 Immutable Laws of Marketing: A Classic Book in EPUB Format for Modern Marketers
22 Immutable Laws of Marketing EPUB: How to Download and Read this Classic Book
If you are looking for a book that can teach you the fundamentals of marketing and help you succeed in any market, you should consider reading The 22 Immutable Laws of Marketing by Al Ries and Jack Trout. This book was published in 1993 and has become a classic in the field of marketing. It presents 22 rules that govern the world of marketing and explains how to apply them to your business.
22 immutable laws of marketing epub
In this article, we will give you a brief overview of each law and show you how to download and read this book in EPUB format. EPUB is a popular file format for e-books that can be read on various devices such as computers, tablets, smartphones, and e-readers. EPUB files are easy to download, store, and transfer, and they offer a better reading experience than PDF files.
Introduction: What are the 22 Immutable Laws of Marketing and why should you read them?
The 22 Immutable Laws of Marketing are based on the decades of experience and research of Al Ries and Jack Trout, two world-renowned marketing consultants and bestselling authors. They have worked with many successful companies such as Apple, IBM, Coca-Cola, Microsoft, and others. They have also written several books on marketing such as Positioning, Marketing Warfare, and Bottom-Up Marketing.
The 22 Immutable Laws of Marketing are not just theories or opinions, but proven principles that have been tested and validated in the real world. They are universal and timeless, meaning that they apply to any product, service, industry, or market. They are also simple and practical, meaning that they can be easily understood and implemented by anyone.
By reading this book, you will learn how to:
Identify and dominate your category
Create a powerful and memorable brand
Position yourself in the mind of your customers
Differentiate yourself from your competitors
Avoid common marketing mistakes and pitfalls
Adapt to changing market conditions and customer preferences
Achieve long-term success and profitability
The 22 Immutable Laws of Marketing are not only useful for marketers, but also for entrepreneurs, managers, salespeople, students, and anyone who wants to learn the secrets of marketing. They will help you gain a competitive edge and grow your business.
The Law of Leadership: Be the first in your category
The first law of marketing is to be the first in your category. Being the first means being the leader, the pioneer, the innovator, the one who sets the standards and expectations for others to follow. Being the first gives you a huge advantage in terms of recognition, reputation, loyalty, and market share.
For example, who was the first person to fly across the Atlantic Ocean? Most people would say Charles Lindbergh. Who was the second? Few people would remember Bert Hinkler. Who was the first company to sell personal computers? Most people would say Apple. Who was the second? Few people would remember IBM.
Being the first is not always easy or obvious. Sometimes you have to create a new category or redefine an existing one. Sometimes you have to educate the market and convince people to buy something they have never seen or heard of before. Sometimes you have to overcome technical, legal, or regulatory challenges. But being the first is always worth it.
The Law of Category: Create your own category if you can't be the first
The second law of marketing is to create your own category if you can't be the first. If you are not the leader in your category, you will face a tough competition from the one who is. You will have to spend more money and effort to catch up and convince people to switch from the leader to you. You will also have to deal with the perception that you are a copycat or a follower.
Instead of trying to beat the leader in their own game, you should create your own game. You should find a niche or a segment that is not served or satisfied by the leader or anyone else. You should create a new category or subcategory that you can dominate and own. You should position yourself as the first and only solution for that specific need or problem.
For example, who was the first company to sell energy drinks? Most people would say Red Bull. Who was the second? Few people would remember Monster. Who was the first company to sell sugar-free energy drinks? Most people would say Monster. Who was the second? Few people would remember Red Bull.
Creating your own category is not always easy or obvious either. Sometimes you have to innovate or differentiate your product or service in a meaningful way. Sometimes you have to find a niche or a segment that is large enough and profitable enough to sustain your business. Sometimes you have to create a new name or a new term for your category or subcategory. But creating your own category is always rewarding.
The Law of the Mind: Be the first in the mind of your prospects
The third law of marketing is to be the first in the mind of your prospects. Being the first in your category is important, but being the first in the mind of your prospects is even more important. Being the first in the mind means being the most remembered, trusted, preferred, and recommended by your prospects. Being the first in the mind means being the market leader.
To be the first in the mind of your prospects, you have to communicate effectively and consistently with them. You have to use various channels and media such as advertising, public relations, social media, word-of-mouth, etc. You have to deliver a clear and compelling message that highlights your benefits and advantages over your competitors. You have to create a strong and distinctive brand identity that reflects your values and personality.
For example, who was the first company to sell online books? Most people would say Amazon. Who was the second? Few people would remember Barnes & Noble. Who was the first company to sell online books in your mind? Most likely Amazon as well. Who was the second? Probably none.
Being the first in the mind of your prospects is not word. You have to resist the temptation to broaden your appeal or diversify your offerings.
For example, what word do you think of when you hear Volvo? Most people would say safety. Volvo has owned the word safety in the car market for decades. What word do you think of when you hear FedEx? Most people would say overnight. FedEx has owned the word overnight in the delivery market for years. What word do you think of when you hear Google? Most people would say search. Google has owned the word search in the internet market for a long time.
The Law of Exclusivity: Two companies cannot own the same word
The sixth law of marketing is to avoid using a word that is already owned by another company. Two companies cannot own the same word in the mind of the customers or prospects. If you try to use a word that is already taken, you will only confuse and dilute your message. You will also give free publicity and credibility to your competitor.
To avoid using a word that is already owned by another company, you have to do your research and find out what words are already claimed by your competitors. You have to be original and creative and come up with a word that is unique and relevant to your product or service. You have to be careful not to copy or imitate your competitor's word or slogan.
For example, when Pepsi tried to use the word "choice" in their slogan "The choice of a new generation", they were actually helping Coca-Cola, who had already owned the word "choice" in their slogan "It's the real thing". When Avis tried to use the word "quality" in their slogan "We're only number two in rent-a-cars, so why go with us? We try harder", they were actually helping Hertz, who had already owned the word "quality" in their slogan "Hertz puts you in the driver's seat". When Apple tried to use the word "think" in their slogan "Think different", they were actually helping IBM, who had already owned the word "think" in their slogan "Think IBM". 71b2f0854b