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22 Laws of Marketing

22 Laws of Marketing

The 22 Laws of Marketing adapted for small businesses from the book "The 22 Immutable Laws of Marketing" by Ries & Trout

Without adequate funding, a good idea will never get off the ground.
Successful marketing programs are built on trends, not on temporary fads.
The real situation with any marketing program is quite often the exact opposite of how it is reported.
Failure in marketing should be both expected and accepted.
Business success often leads to arrogance, which in turn leads to failure.
Unless you're writing your competitor's plans, the future will always be unpredictable.
In every marketing situation, there is always one move that will open floodgates of substantial success.
Anytime you admit a negative in your marketing, the prospect will treat that admission positively.
For every attribute used in its marketing, there is an opposite attribute someone else can use effectively.
You have to actually give up all the choices and focus on one thing in order to achieve anything significant.
There's often an irresistible temptation to extend the equity of a successful brand into unrelated fields.
The results of marketing programs only become apparent over an extended period of time.
Over a period of time, most categories will divide into numerous segments, each acting like a category.
If you're aiming for second place in the industry, your best strategy is determined by the leader.
Over the longer term, every marketing battle eventually becomes a two horse race.
The marketing strategy you should use will be dependent on which rung of the ladder you occupy.
No two companies can own the same word in the mind of the prospect or customer.
The key to success in marketing is to find an effective way to come to own a word in the mind of the prospect.
Marketing is never a battle of products. It is always a battle of perceptions.
It's better to be first in the mind of the consumer than to be first in the marketplace.
If it's impossible to be first in a category, invent a new category in which you can be first to market in.
It's always better to be first to market rather than waiting to get to market with a better product.