Law #3 - June 2016 - Marketing Maven Tips and Tricks
Feature (Book): The 22 Laws of Immutable Marketing by Al Ries and Jack Trout
To me this is all about "brand" and story telling. If you can tell a story with your brand that is entertaining AND educational you've won the battle. A story that is shared about your brand… even better.
Law # 3 -- The Consumer’s Mind
It’s better to be first in the mind of the consumer than to be first in the marketplace.
Being first in the mind of the consumer is everything in marketing. Being first into the marketplace is important simply because it makes it easier to get to the consumer’s mind before anyone else.
Marketing is a battle of perceptions, not products. Therefore, what prospects are thinking is actually more important than what is actually occurring in the marketplace. Once a person’s mind is made up, it can’t be changed.
Therefore, blasting your way into the consumer’s mind is the most efficient and most productive way to approach marketing. If you try and worm your way in, it’s unlikely you’ll make a big enough splash to be noticed. People don’t like to change their mindset once they perceive a product or service one way or another.
The conventional marketing path to the consumer’s mind has been to spend tons of money. However, when you’re working with an open mind, even a small amount of money can be highly effective.
The perception that spending more money is the answer to all marketing questions is, in fact, incorrect. Sometimes, huge marketing budgets can achieve fabulous success, while at other times, huge marketing budgets generate virtually no orders whatsoever. Therefore, finding an open mind should be the key focus.
‘‘The single most wasteful thing you can do in marketing is try to change a mind.’’ -- Al Ries & Jack Trout
‘‘More money is wasted in marketing than in any other human activity (outside of government activities, of course).’’ -- Al Ries & Jack Trout
http://www.ries.com/ for more…
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