After literally months of waiting, I finally received my copy of The 22 Immutable Laws of Marketing
I ordered it after finding out it was out of print here in Australia. The publisher themselves didn’t even have the book in reserve, they’d just plain run out.
So anyway, after the long wait (~4 months since the first time of asking), I picked it up from my local Dymocks bookstore here sunny old Brisbane, Australia. And in case you’re wondering why I didn’t just order it online, I had a voucher which I was determined to put to good use spending on a book that was worthwhile.
I quickly opened it up, and realised I’d actually read the entire first chapter already online at Amazon where I was going to order it if nothing came to fruition with my local store.
The first chapter actually holds a really valuable lesson and, if you haven’t already, go now to Amazon and read it. Even if you don’t end up buying the book itself.
The first law of marketing according to Ries and Trout is more of a highlighting of what seems to be natural selection.
The Law of Leadership dictates that it’s better to be first than it is to be better.
The first person in a market (or niche, or category, whatever you like to call it), usually holds long term success and the lions share of sales. They sell more, their name becomes a household name, and they are the ones that are remembered by customers when they think of that market.
So much money is wasted trying to make our products and services better than the next guy. What not just try and be the first fish in the pond? What if we turn that on it’s head and invent a new category to be first in?
That’s exactly what the next Law of the Category is all about. But I’ll leave it there for now. I just wanted to get you thinking: Am I the first one in my business? If not, how can I make myself first in some other, related category? Can I create a new section in my niche?
Grab your copy of The 22 Immutable Laws of Marketing
