As was previously stated, so much of advertising/marketing is plain old fashioned "common sense." With this in mind, I suggest that there are a few basic laws that have wide applications.
The Law of Perceptions
All that exists in the world of marketing are perceptions in the mind of the target audience(s). The perception is the reality. Marketing is a battle of perception.
The Law of Leadership
The basic issue in marketing is creating a category you can be first in.
Who was the first person to fly the Atlantic solo? ----Charles Lindbergh
Who was the second person?---Bert Hinkler
Bert was actually a better pilot, who flew faster and used less fuel. Yet who ever heard of Bert?
The Law of Category
If you can't be first in a category, set up a new category you can be first in.
Who was the third person to fly the Atlantic solo?---Amelia Earhart.
She's not known as the third person but as the "first woman" to do it.
The Law of the Mind
It's better to be first in the mind than to be first in the marketplace. IBM wasn't the first in the marketplace with the mainframe computer. Remington Rand was. But due to smart marketing, IBM got into the mind first and won the computer war.
If you'd like to discuss how to craft your story, give me a call....we'll talk.
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Larry, Found you through linkedin.com
ReplyDeleteGood blogging, I do local internet and web marketing, just wanted to introduce myself.