My Favorite Best Practices From The 22 Immutable Laws of Marketing

By July 16, 2020 June 3rd, 2023 Sales & Marketing Advice

Last Updated on June 3, 2023 by Dave Schoenbeck

A photo of the cover of the Ries and Trout book titled The 22 Immutable Laws of Marketing

Some of my favorite marketing authors are Jack Trout and Al Ries, the writing team behind The 22 Immutable Laws of Marketing. Trout and Ries are marketing strategists whose work is simple to understand and implement. This book covers 22 laws that can help business owners change their perspectives about their marketing practices. 

While there’s value in all 22 marketing laws they mentioned, I have a few particularly useful favorites for my clients. Here are 8 of the marketing best practices that the authors discuss. 

8 New Marketing Practices to Consider

  • The Law of the Mind: “It’s better to be first in the mind than first in the marketplace.” So think about it: the iPhone immediately comes to mind when considering smartphones. While it wasn’t the first smartphone ever created, Apple has managed to cement its position at the forefront of consumer perception. 
  • The Law of Perception: “Marketing is not a battle of products; it’s a battle of perceptions.” It’s not about being the best when it comes down to marketing best practices. It’s about being perceived as the best. Is Kleenex better than other facial tissues on the market? Or is it just perceived as such due to brand recognition? 
  • The Law of Focus: “The most powerful concept in marketing is owning a word in the prospect’s mind.” Simply put, you know you’ve reached success when your company’s name immediately conjures an image of your product or service in your customers’ minds and vice versa. 
  • The Law of Exclusivity: “Two companies cannot own the same word in the prospect’s mind.” On the same note, only one company will call this word to mind. For example, when you think of the word “soda,” there will always be one brand that comes to your mind first. Two brands cannot come to mind at the same time. 
  • The Law of Duality: “In the long run, every market becomes a two-horse race.” If you think about it, most product types come down to two big names: Coke and Pepsi, Apple and Samsung, McDonald’s, and Burger King. Therefore, your marketing best practices should prepare you to deal with a significant competitor.
  • The Law of the Opposite: “If you are shooting for second place, your strategy is determined by the leader.” To overcome a competitor in the first place position, you need to look at their weak points and target your marketing best practices accordingly.  
  • The Law of Success: “Success often leads to arrogance and arrogance to failure.” Successful people tend to get cocky, compromising their ability to be objective. Once you lose objectivity, you lose sight of your strategy. Avoid this at all costs by remaining humble and consulting multiple parties before making critical decisions.
  • The Law of Resources: “Without adequate funding, an idea won’t get off the ground.” To reach your goals, you need to spend money. If you don’t have a marketing budget, all the ideas in the world won’t cement your product in the minds of your customers. 

Integrating these marketing best practices into your business strategy can open doors you didn’t even know existed. A business coach can help you find a way to implement them. Please fill out my contact form for a complimentary coaching session to discuss a marketing strategy for your small business. 

Coach Dave


Dave Schoenbeck
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