An introduction to the book. I'm teaching a free class on this book at http://edufire.com/classes/3136-business-book-club .

1. The 22 Immutable
Laws of Marketing
Al Ries & Jack Trout

3. 1. The Law of Leadership
It's better to be first than it is to
be better

5. First college in America?

6. First college in America?
Best college in America?

7. First college in Amerca?
Best college in America?
Harvard

9. 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.

12. Think categories, not brands.

13. Think categories, not brands.
quot;Everyone is interested in what's
new. Few people are interested
in what's better.quot;

14. Think categories, not brands.
quot;Everyone is interested in what's
new. Few people are interested
in what's better.quot;
Promote the category.

15. Think categories, not brands.
quot;Everyone is interested in what's
new. Few people are interested
in what's better.quot;
Promote the category.
Avis, #1 Rent-a-Car

16. Think categories, not brands.
quot;Everyone is interested in what's
new. Few people are interested
in what's better.quot;
Promote the category.
Avis, Rent-a-Car
Hertz - Rent-a-Car Service

17. What is eduFire's category?

20. 3. The Law of the Mind
It's better to be first in the mind
than to be first in the
marketplace.

22. quot;You can't change a mind once it
is made up.quot;

23. quot;You can't change a mind once it
is made up.quot;
quot;The single most wasteful thing
you can do in marketing is try to
change a mind.quot;

24. Other Language Sites

25. Other Language Sites
Myngle.com

26. Other Language Sites
Myngle.com
italki.com

27. Other Language Sites
Myngle.com
italki.com
palabea.net

28. Other Language Sites
Myngle.com
italki.com
palabea.net
And of course,
eduFire.com

29. Does one stand out?
Is there a leader in this market?

31. 4. The Law of Perception
Marketing is not a battle of
products, it's a battle of
perceptions.

32. quot;The perception is reality.quot;

33. quot;The perception is reality.quot;
quot;Everything else is a reality.quot;

34. quot;The perception is reality.quot;
quot;Everything else is a reality.quot;
quot;Marketing is a manipulation of those
perceptions.quot;

35. Mmm mmm good
57 varieties
??? in the United
States

36. #1 in the United States
57 varieties
#1 in the England

37. Which is better?
Perception.

38. cavities driving
overnight safety

39. cavities driving
Crest BMW
overnight safety
FedEx Volvo

40. 5. The Law of Focus
The most powerful concept in
marketing is owning a word in
the prospect's mind

41. cavities driving
Crest BMW
overnight safety
FedEx Volvo

42. quot;You can't stand for something if you
chase after everything.quot;

43. It's a game of opposites.

44. It's a game of opposites.
Pick a quality that is the opposite of your
competitor.

45. Pro-choice

46. Pro-choice
Pro-life

47. What is eduFire's word?

48. What is eduFire's word?
Is eduFire a language learning site?

49. What is eduFire's word?
Is eduFire a language learning site?
If so, why are we studying marketing?

50. What is eduFire's word?
Is eduFire a language learning site?
If so, why are we studying marketing?
Is eduFire a fee-based service or a free
service?

51. What is eduFire?

55. Overnigh
t

56. 6. The Law of Exclusivity
Two companies cannot own
the same word in the
prospect's mind.

57. What are some other competing products
and their words?

64. 7. The Law of the Ladder
The strategy to use depends
on which rung you occupy on
the ladder.

66. Review
1. The Law of Leadership - It's better to be
first than it is to be better
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.

67. Review
5. The Law of Focus - The most powerful
concept in marketing is owning a word in the
prospect's mind
6. The Law of Exclusivity - Two companies
cannot own the same word in the prospect's
mind.
7. The Law of the Ladder - The strategy to
use depends on which rung you occupy on
the ladder.

68. Homework
Review the 7 rules.
Apply them to a company that interest you,
your own company, or eduFire.
We'll discuss these next class.

69. 8. The Law of Duality

70. 9. The Law of the Opposite

71. 10. The Law of Division

72. 11. The Law of Perspective

73. 12. The Law of Line Extension

74. 13. The Law of Sacrifice

75. 14. The Law of Attributes

76. 15. The Law of Candor

77. 16. The Law of Singularity

78. 17. The Law of
Unpredictability

79. 18. The Law of Success

80. 19. The Law of Failure

81. 20. The Law of Hype

82. 21. The Law of Acceleration

83. 22. The Law of Resources