The laws of marketing are the relationships between actions and results. It sounds strange, but in this article as usual we will analyze it simply, useful and “tasty”.
JACK TROUT WAS HERE
One of the first books on marketing that I read was the book “22 laws of marketing” by Al Ries and Jack Trout. It is not enough to say that it influenced me, then it seemed like manna from heaven.
But recently after reading it again, I came to the conclusion that in fact not everything is as it is told.
The problem is that when we see a book from a famous author, we automatically believe everything that is written in it is correct. And our brain does not even dare to doubt the above, because he wrote it himself _____ (in our case, Al Ries and Jack Trout).
But analyzing each line with a cold mind and thought, we can conclude that since that time everything has changed and quite a lot of sense has lost relevance.
Therefore, everything that you will read next, anyway, affected my thoughts the Trout and Rice.
Based on my personal experience and realities, the final information is quite different from what they say.
I tried to write only those laws that are relevant for small and medium-sized businesses, and, as usual, at least comparisons with major companies such as Apple. And I can well admit that in some cases the laws may completely work differently.
LESS WORDS, MORE ACTION
You can talk a lot, but it’s better to do. Therefore, we begin to study the laws of marketing, which you should read, understand. And, based on the knowledge gained, adjust your marketing.
And I want to warn you right away, if you apply these laws to companies in different weight categories (for example, Coca-Cola and water of an unknown brand), the laws will be perceived comically.
Everything is relative. Therefore, first of all, we compare ourselves with similar ones.
Law 1. The quick wins against the strong.
The world has really become very dynamic. And now it is not enough to have money or a reserve of resources. We need to be able to quickly adapt to the situation, to the trend, to the market, to competitors.
And under a thousand other factors that can radically change your entire company. And for this you need to constantly be on the alert.
Remember the company Nokia, which at the moment, we can say, died. Although previously it was one of the coolest in the field of mobile phones. But still, the company is gone.
And she died because she did not have time to adjust to a new way, too slowly did it all and for 6 months lost everything, so Microsoft bought it just for mere pennies.
Law 2. Trends are not constant
Big mistake to make big plans on trends. Remember the last 5 years, what were the trends? And now remember those who are still alive? They are almost there, but rather not at all.
And, for example, vape (mini-mobile hookahs), analogues of electronic cigarettes are popular among young people. Also all sorts of popular vehicles by type of gyrometer, mono-wheels.
Now it is fashionable, points of sale grow by leaps and bounds. But in this case, the phrase “nothing is as eternal as temporary” does not work. Today, this product or this service is popular, and tomorrow tyu-tyu. No one will even remember.
Of course, here we are talking primarily about short-term trends, which most are engaged in.
But if you look at long-term trends, for example: healthy food, reliable production, local products.
Then in this case, this law can be completely abolished. By the way, there is a target direction, which is engaged in the analysis and prediction of the trend — trend spotting.
Law 3. Compressions
Based on the previous law, I want to give an example. You are gyrometers, vape(s) and a fitness wristband. It seems to be all good (though again, briefly), people buy. But your company is not remembered, because it is difficult to position you.
At best, you can be called a store of trend (innovative) products (gadgets). There is no other choice, because the product is heterogeneous and is constantly changing, as it is a trending thing.
But if we consider the classic business, such a topic will not pass. Of course, it is possible to deal with legal and accounting services within one company.
But if the client has a choice: to go to such a General office or to a specialized office for legal Affairs, he would rather choose the second option.
Since a highly specialized specialist by definition should be better versed in their field than the wagon.
Law 4. The first is always the best
Windose? Coca-Cola. Luxury car? Rolls-Royce. Printer? Xerox. It usually looks like this. First come, first serve. Nobody remembers second best, knows, but does not immediately remember. And this is a very big difference, between which there is a whole gap.
This is how it worked, and it will work. Provided that the company not only took these “Slippers”, but also declared itself on the whole territory of sales.
That is captured the market. And then many people think that if they are the first, they will automatically be the coolest and most popular. No it’s not.
Laws of marketing, be the first
The first is always the best, only when he managed to take a confident position in the minds of customers. And while this has not happened, others have a full chance to take this place.
Law 5. Emotions over logic
Why when we fight with other people, we can’t say, ” Hey, stop! Stop drooling around. Think about it. Why this rush to judgment”.
Because emotions always take precedence over logic. How many times have you bought something you didn’t need? Hundreds of times. And you don’t have to look away. I’m no better myself, I confess.
Therefore, if we talk about the” pressure ” on the subconscious of a person, our primary goal is to disperse it emotionally and then all this is supported by rational arguments.
Not the other way around, download the technical specifications, forgetting to explain that this thing will make his kids smile all day.
By the way, if you think about it, almost everything we do, we do for the sake of emotions. For the sake of survival, it is enough to have a small house, a sheet on the body (in the Northern areas, a warm sheet) and some ordinary food.
Everything else is for emotions. Further:
1. expensive restaurant for emotions.
2. beautiful clothes for emotions.
3. a good machine for emotions.
4. expensive sofa for emotions.
Think about it, once I was struck by this idea.
Law 6. Perception wins
Do you really think that Mercedes is something different from BMW except appearance and bells and whistles?! Although okay, I agree, there are differences in the same chassis.
But if you really think about it, well, one of the companies can’t make bad cars. They do everything on the same level, they try to do everything to the maximum, using all the possibilities of technology.
But the camp is still divided: some say that the BMW breaks down, someone says that Mercedes breaks down.
It turns out that the struggle for a long time is not for the real quality. And for the perception of this quality. For the feelings of the people, which may be based on very reliable data.
For example, when we go in the car and it gently swallows the pit, for us an indicator of quality. If the car goes and feels tougher swallows pit (everything else also) our car less quality.
Although it may be in the second case the car is more reliable and specifically designed to more wear and tear suspension.
Law 7. The client makes a decision at each stage
Earlier (before there was a lawyer in the company) I always thought that if the contract is signed on both sides, then there is no reverse. And the customer can not refuse our services and we can not turn on the reverse.
But I was wrong (life is pain). The client may change his / her mind and terminate the agreement unilaterally at any time.
The same situation with marketing (sales), the client can change his mind at any stage up to a minute before the final project.
Therefore, it is very important for you to work out all your points of contact with the client before and after the transaction. Otherwise, no marketing will help you and you can not dream about customers “until death”.
Law 8. “Money” decide
In this law the word “money” collective, more correctly will call “resources”, simply the operating name more tenacious (some kind of tasty packing of the law).
And I consider that this postulate should be hung up to each head before a table. So he clearly understood one simple idea – to grow quickly and a lot, you need to invest resources.
Time, money, connections are all you have.
Tales that the company was built on $100. I’m not going to tell you. They are. But if you really look at the situation, make a month out of $100. – > $50,000.
It is possible only if you invest all your personal time in this goal and do not forget about all the other thoughts described in this article.
And if you really have such a situation, the best way would be for the money to print your business cards and go to sell them through direct marketing.
Law 9. Good offer scares
Paradoxically, the stronger the offer you have, the worse it works. It affects our mentality that free cheese only in a mousetrap.
So if you make a really strong offer that the world has never seen. Then be prepared that just no one will react, or react the most desperate, who have nothing to lose.
The laws of marketing suspicion
Among such proposals can be any. Therefore always check the freaky ideas as far as they are realistic in the opinion of potential buyers. How real they seem.
Law 10. Burnout
Any offer, any action, any tool has its own lifetime. Therefore, do not rush to rejoice when you finally found one that really works among thousands of channels to attract customers.
After all, thanks to a huge number of factors, everything can change. And I would even say that it will definitely stop working, the question is only when.
And in this you can help “dishonorable ” competitors who have copied you and replicated several times. Either you just burned the entire market, or your offer is no longer relevant at this time.
Law 11. Reliability
Often it happens that we give advertising, implement the tool, look at the results. And in view of their absence, write off this method from their accounts.
I told myself, “I told you it was a bad idea.” This law States that the full reliability can be seen only at least through a cycle of transactions and testing it under different conditions.
This means that your results may be premature. For example, you run an ad, it does not work all month, and the next month just puts you a phone line from the number of incoming applications.
Therefore, colleagues, if it did not work immediately, do not rush to conclusions. Yes, perhaps we should postpone this method, but not eliminate forever. It’s different.
Law 12. There is no truth
On this decree I want to finish though it was possible and to continue still very long. And this paragraph says that there is no truth in marketing, there are only hypotheses.
You may think that your idea is the most ambitious and logical, and it will go to”order”. Leaving only a residue of sadness on your heart and one question “What’s wrong?”.
How many of my Grand ideas have broken, not enough fingers and toes of the entire African guard.
According to some ideas, I realize why it happened, but some still put me in a dead end and remain a mystery to me Da Vinci.
And all because it is impossible to foresee all the factors. Too many of them.
Initially, I planned to make a review of the book 22 of the law of marketing, authored by Jack Trout, but with his thoughts. But writing out a thesis plan, I did not notice how I discarded most of the laws.
Because they are not relevant to our earthly business. As a result, it turned out that most of the laws were born by my humble brain.
And yet, even though I wrote it, though I believe in it, I want to draw attention to the fact that, anyway, in the Charter of marketing there is no truth.
It’s all speculation. All hypotheses. After all, there are exceptions that completely tear it all like a Toby warmer. But still, for the basis, for the right thinking, it is necessary to study these laws of marketing.