the 22 immutable laws of marketing (must read for sales)

"the 22 immutable laws of marketing" piqued my interest after attending a short presentation in Abu Dhabi. the next week i bought my copy. since then i have read, re-read and grazed over many times.

It is a short book of may be less than 60 pages written by the renowned marketing team Al Ries and Jack Trout. "The 22 immutable laws of marketing" is simple to grasp & understand comprising 22 immutable laws. The first 6 laws caught my attention since they help me see business through a different glass and also sew a web between sales and marketing.

1. the law of leadership - it is better to be first than it is to be better. It is much easier to get into the mind first than it is to try to convince someone you have a better product than the one that did get there first.
2. the law of the category - if you can't be first in a category, set up a new category you can be first in.
3. the law of the mind - it's better to be first in the mind than to be first in the marketplace.
4. the law of perception - marketing is not a battle of products, it's a battle of perceptions.
5. the law of focus - the most powerful concept in marketing is owning a word in the prospect's mind (i.e. the way that Coke 'owns' the word 'cola', or Xerox owns 'copier').
6. the law of exclusivity - two companies cannot own the same word in the prospect's mind.

twenty-two 'laws' - with every law there is some situtation to reflect but there are counter-examples too in abundance for every rule presented in the book. the laws makes me ponder and the premises have become my measure to evaluate sales & marketing plans.

happy reading and am certain sales professionals will enjoy reading