Checking Out the First Three of the 22 Immutable Laws of Marketing

Immutable - now there’s a word. It doesn’t mess around. It won’t budge. It’s unchangeable, changeless and unalterable. Sort of like the Ten Commandments; etched in stone but more importantly, etched on the consciousness of an entire culture. Al Ries and Jack Trout, wrote the The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! The first three of their immovable laws have to do, oddly enough, with being first.

Number one - It is better to be first than it is to be better. At one time or another, we’ve all been denied a job or a client opportunity when we’ve felt that we were truly better than our competitor , yet they were the first to get the appointment or came in as the first choice for the job we wanted. And so it goes – better won’t make you the first choice or assure you an interview or pay your bills. Just thinking your better may make you feel better but it doesn’t really prove you are better.

What does it mean to be first? In this case it means being though of first. Being at the top of the mind or, being in the consciousness of those who may be looking to buy (finding a solution to a problem) or, ready to buy (the perceived solution to the problem) is where you need to be. It may be: may the best man wins but, to the victor go the spoils! The one thing you never want to hear from a prospect or a customer is: I didn’t know. George Washington was first in the hearts of his countrymen.

Number two - If you can't be first in a category, set up a new category you can be first in. Can you create a new category, division or class to be first in? Remember the classic Best Little Whorehouse in Texas? Where do you come out first as far as age, longevity or size? Are you the oldest or the surviving company in the area? How about distance, popularity or loyalty? Are you the close to where all the action is or the most favored spot in town or can you boast of a large fan base?

Avis, the car rental folks were second nationally and knew it would take a lot to top Hertz’s number one position. So, they positioned themselves in the market, although being only number two, they promised that they tried harder. What new category can you create, own and defend? How do you start? Ask customers how you fit into their lives and how they categorize you. You may be surprised at hearing something so simple, yet inspiring as: you have the friendliest help in town!

Number three - It is better to be first in the mind than to be first in the marketplace. This one, I believe, is a combination of the first two. Being seen as or perceived as first has nothing to do with you. It’s all about your customers. If the position of first comes from being the largest or oldest or, whatever else wins you the competitive prize, then that’s a game you can’t win forever. Someone is always going to have a larger store or more selection. You can’t beat the oldest guy in town because you can’t accelerate time.

You can win that place in customer’s minds because their perceptions are their reality. It’s logic versus emotion. However, staying at the top-of-the-mind requires controlling the heart strings. I believe that you cannot change your mind without first having a change of heart. You don’t win hearts and minds as politicians are fond of saying. Hearts lead to the mind. Change the heart – change the mind. Own the heart – own the mind. Price is logic. Value is emotion. Show ‘em you love ‘em and prove to prospects what’s in it for them and. To customers, what you have done for them recently. Actions speak louder than words.

Yes, love is quite immutable – you either do or you don’t. You either are or you’re not. Show the world you love what you do. Let your customers tell the world that they love what you do for them and you’ll be number one in their eye, minds and hearts and you’ll rule over the only category that means anything to them; the category they’ve placed you in! Next time – numbers four, five and six; the battle of perceptions, owning “the” word in the prospect's mind that no one else owns. Perhaps the inscription on the Round Table of fabled Camelot was correct: In serving each other, we become free and, perhaps perceived as first in our endeavors in a crowded marketplace.