Be strategic about your overall marketing plan: Aside from the specifics of your marketing message, be strategic with your overarching tone and approach.Be consistent: Position your product as the best in its category and build your marketing around that product so customers know what to expect from your brand.
#The 22 immutable laws of marketing outline how to
Leverage your market position: Learn how markets generally behave and how to use that insight to inform your marketing strategy.Focus your message: Create a unique, targeted marketing message.Convince consumers that you’re the only viable option: Position your product as the top choice within your market.(Shortform note: For added context, we’ve renumbered the laws and grouped them into six themes: Through their research, they discovered common principles that they’ve distilled into these 22 immutable laws.
Ries and Trout spent more than 25 years studying the best-known (and many little-known) brands to discover which strategies lead to success and which lead to failure. In this 1993 book, marketing experts Al Ries and Jack Trout outline the 22 laws that govern what works and what doesn’t in marketing. While quality products and large cash reserves certainly help, they don’t determine a company’s success. The most successful companies are the ones with the highest-quality products and biggest marketing budgets, right? Wrong.
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