This is your practical guide on how to apply the 22 Immutable Laws of Marketing from the original 'Mad Men' of the advertising golden age... updated for business today in the Digital Age!
It's one of the pre-training resources for our upcoming digital marketing training, and it's one of the 7 workbooks on the Practical Pillars of Digital Marketing Success that we will go through step-by-step together at the training.
Introduction to the Laws of Marketing
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout has served as a cult classic for marketers and businesses for over 30 years... and while the technologies have changed drastically in that time, the strategies still contain valuable guiding principles for marketers, influencers, branding executives and business owners today...
Let's dive into each law with its original definition, written by our original 'Mad Men' authors, and its actionable tip for today's practical application, written (rather aptly) by the latest AI... :)
Law 1: The Law of Leadership
Definition: It's better to be first in the mind than to be first in the market.
Explanation: The law of leadership underscores the importance of establishing a brand as a pioneer in the minds of consumers. Being the first to address a specific need or provide a unique solution creates a lasting impression.
Actionable Tip for Today: Invest in content that showcases your brand's authority. From blog posts to webinars, position your brand as an industry leader by consistently sharing valuable insights. Utilize SEO strategies to ensure your content ranks high in search results, reinforcing your leadership position in the digital realm.
Law 2: The Law of Category
Definition: If you can't be the first in a category, set up a new category in which you can be first.
Explanation: This law encourages businesses to create their own category rather than competing in an existing one. By doing so, a brand can define its unique identity and avoid direct competition.
Actionable Tip for Today: Innovate and introduce a unique product or service. In the crowded digital space, identifying a niche and crafting a category around it is crucial. Use social media and targeted digital campaigns to communicate your brand's distinctiveness, creating a category that you can dominate.
Law 3: The Law of the Mind
Definition: It's not about being the best; it's about being perceived as the best.
Explanation: The law of the mind emphasizes the power of perception. Customer perceptions shape their decisions, and successful marketing is about creating a positive and memorable image in the minds of your audience.
Actionable Tip for Today: Develop a compelling brand story through various digital channels. Leverage social media, blogs, and video content to convey a consistent narrative that resonates with your target audience. Use storytelling to build an emotional connection, shaping positive perceptions.
Law 4: The Law of Perception
Definition: Marketing is not a battle of products; it's a battle of perceptions.
Explanation: This law reiterates the importance of how consumers perceive your brand. It emphasizes that marketing success lies not just in the quality of the product but in how it's perceived by the target audience.
Actionable Tip for Today: Implement a comprehensive online reputation management strategy. Monitor online reviews, social media mentions, and customer feedback. Respond promptly to negative comments, showcase positive testimonials, and actively shape the perception of your brand through transparent and engaging communication.
Law 5: The Law of Focus
Definition: The most powerful concept in marketing is owning a word in the prospect's mind.
Explanation: This law stresses the importance of being associated with a specific word or concept in the minds of consumers. Focusing on a single clear message makes a brand more memorable and distinct.
Actionable Tip for Today: Utilize targeted digital advertising. Leverage data analytics to identify specific keywords and phrases relevant to your brand. Craft focused ad campaigns that resonate with your audience, ensuring your brand occupies a distinct and memorable space in their minds.
Law 6: The Law of Exclusivity
Definition: Two companies cannot own the same word in the prospect's mind.
Explanation: This law emphasizes the challenge of direct competition. It suggests that for a brand to be successful, it must occupy a unique and exclusive position in the minds of consumers.
Actionable Tip for Today: Establish a unique digital identity through branded hashtags. Create and promote a branded hashtag that encapsulates your brand essence. Encourage users to engage with it, fostering a sense of exclusivity and ownership associated with your brand.
Law 7: The Law of the Ladder
Definition: The strategy to use depends on which rung you occupy on the ladder.
Explanation: This law likens marketing to a ladder, where each rung represents a different level of product or service quality. The strategy a brand adopts should align with its position on this ladder.
Actionable Tip for Today: Optimize your search engine ranking. Invest in SEO strategies to ensure your brand appears prominently on search engine results. Analyze keywords, create relevant content, and employ other SEO techniques to climb the digital ladder and capture the attention of your target audience.
Law 8: The Law of Duality
Definition: In the long run, every market becomes a two-horse race.
Explanation: This law predicts that markets eventually polarize, with two dominant competitors emerging. It highlights the importance of understanding and positioning oneself effectively against the primary competitor.
Actionable Tip for Today: Conduct comprehensive competitive analysis. Stay abreast of your competitors' digital strategies, identify gaps or weaknesses, and capitalize on them. By understanding the competitive landscape, you can position your brand effectively in the online arena.
Law 9: The Law of the Opposite
Definition: If you're shooting for second place, your strategy is determined by the leader.
Explanation: This law suggests that the runner-up in a market should differentiate itself from the leader. By embracing the opposite strategy, the second player can carve out a unique position.
Actionable Tip for Today: Utilize video content to highlight differentiation. Leverage video marketing to showcase what sets your brand apart. Whether through product demonstrations, customer testimonials, or behind-the-scenes footage, video content can vividly communicate your unique value proposition.
Law 10: The Law of Division
Definition: Over time, a category will divide and become two or more categories.
Explanation: The law of division predicts that markets will naturally fragment over time, giving rise to subcategories. It underscores the importance of adaptability and staying attuned to evolving consumer preferences.
Actionable Tip for Today: Implement personalized marketing strategies. Leverage customer data to create personalized experiences for your audience. Tailor your online marketing efforts based on individual preferences, behavior, and past interactions, fostering a stronger connection with your customers.
Law 11: The Law of Perspective
Definition: Marketing effects take place over an extended period.
Explanation: This law emphasizes the long-term nature of marketing efforts. Building a brand and shaping perceptions require consistency and patience.
Actionable Tip for Today: Invest in long-term relationship building. Implement loyalty programs, engage in personalized communication, and prioritize customer satisfaction to foster lasting connections. In the digital realm, building enduring relationships can lead to sustained success.
Law 12: The Law of Line Extension
Definition: There's an irresistible pressure to extend the equity of the brand.
Explanation: This law cautions against diluting a brand by extending it too far. It highlights the risk of brand erosion when a company diversifies its product or service offerings extensively.
Actionable Tip for Today: Expand your brand strategically online. Diversify your digital offerings while ensuring they align with your core brand values. Through comprehensive digital marketing, communicate these extensions effectively, maintaining a cohesive brand image.
Law 13: The Law of Sacrifice
Definition: You have to give up something in order to get something.
Explanation: This law underscores the concept of prioritization. Sacrifices must be made to focus on core strengths and create a distinct identity.
Actionable Tip for Today: Focus on core digital channels. Identify the most effective online marketing channels for your brand and concentrate your efforts there. By sacrificing less impactful channels, you can streamline your resources and maximize the impact of your digital marketing strategy.
Law 14: The Law of Attributes
Definition: For every attribute, there's an opposite, effective attribute.
Explanation: This law suggests that every positive attribute has a corresponding negative attribute. To differentiate, brands should embrace the opposite quality.
Actionable Tip for Today: Convey key attributes through visual content. Leverage infographics, images, and other visual content to communicate essential attributes of your brand. In the digital age, visual content is highly shareable and can quickly convey the unique features that set your brand apart.
Law 15: The Law of Candor
Definition: When you admit a negative, the prospect will give you a positive.
Explanation: This law encourages brands to be honest and transparent. Acknowledging weaknesses can build trust with consumers.
Actionable Tip for Today: Embrace transparency in digital communication. Address customer concerns openly, admit mistakes when necessary, and communicate honestly. Transparency builds trust, and in the digital age, customers appreciate brands that are open and authentic.
Law 16: The Law of Singularity
Definition: In each situation, only one move will produce substantial results.
Explanation: The law of singularity stresses the importance of simplicity. In a given situation, one clear and focused strategy will be most effective.
Actionable Tip for Today: Simplify the user experience. Streamline your website, mobile app, and online interactions to provide a straightforward and user-friendly experience. Clear navigation and concise messaging enhance the singularity of your brand, fostering a memorable online presence.
Law 17: The Law of Unpredictability
Definition: Unless you write your competitor's plans, you can't predict the future.
Explanation: This law acknowledges the inherent uncertainty in marketing. The future actions of competitors and market dynamics are unpredictable.
Actionable Tip for Today: Stay agile in digital marketing strategies. Monitor industry trends, consumer behavior, and emerging technologies. Adapt your digital marketing strategies promptly to stay ahead of the curve. Agility is a competitive advantage in the face of unpredictability.
Law 18: The Law of Success
Definition: Success often leads to arrogance, and arrogance to failure.
Explanation: This law warns against complacency in success. Arrogance can blind a brand to emerging challenges, leading to failure.
Actionable Tip for Today: Foster a culture of continuous improvement. Encourage your team to embrace a growth mindset, stay updated on industry trends, and be proactive in seeking out innovative digital marketing strategies.
Law 19: The Law of Failure
Definition: Failure is to be expected and accepted.
Explanation: The law of failure recognizes that setbacks are a natural part of the business journey. Learning from failure is essential for growth.
Actionable Tip for Today: Implement a robust digital analytics strategy. Learn from failures by analyzing digital metrics. Track website analytics, social media engagement, and email campaign performance. Use data-driven insights to refine your strategies and pivot when necessary.
Law 20: The Law of Hype
Definition: The situation is often the opposite of the way it appears in the press.
Explanation: This law cautions against the dangers of excessive hype. Publicity does not always align with the true state of a brand or product.
Actionable Tip for Today: Focus on genuine value creation. Prioritize delivering real value to your audience. Whether through high-quality content, exceptional products, or outstanding customer service, genuine value will set your brand apart in the long run.
Law 21: The Law of Acceleration
Definition: Successful trends are quickly copied.
Explanation: The law of acceleration acknowledges that successful trends attract imitators. Brands must act swiftly to capitalize on trends before they become saturated.
Actionable Tip for Today: Ride the wave of viral content. Keep an eye on trending topics and capitalize on opportunities for your brand to join relevant conversations. Timely and shareable content can help your brand gain momentum in the digital space.
Law 22: The Law of Resources
Definition: Without adequate funding, an idea won't get off the ground.
Explanation: This law stresses the importance of sufficient resources for successful marketing. Insufficient funding can hinder the execution of even the most brilliant ideas.
Actionable Tip for Today: Optimize digital marketing budgets. With numerous digital channels available, allocate your resources strategically. Regularly assess the performance of each channel and adjust your budget allocation based on what delivers the best return on investment (ROI).
Next Steps:
By understanding these laws and applying actionable tips, brands can navigate the complexities of the online landscape, build a robust online presence, and stay ahead in the ever-evolving world of digital marketing.
To learn how to leverage these old proven principles with cutting-edge digital marketing technologies, join us on our next free digital marketing training!