Marketing your personal brand is tough enough as it is — but it’s even harder if you go against the current. These 5 “laws” of marketing will help you get more traction and results. Violate at your own risk!
1. The Law of Leadership: It’s better to be first than better.
This the most basic law of marketing. What’s the name of the first person to fly the Atlantic Ocean solo? Charles Lindbergh, right? What’s the name of the second person to fly the Atlantic Ocean solo? Bert Hinkler. The problem is no one knows who he is! Bert was a better pilot than Lindbergh — he flew faster and consumed less fuel. Yet who has ever heard of Bert Hinkler?
2. The Law of the Category: If you can’t be first, setup a new category you can be first in.
What’s the name of the third person to fly across the Atlantic solo? You didn’t know the second, you might not know the third, but you actually do. It’s Amelia Earhart, the first woman to fly across the Atlantic solo.
When Heineken became a big success, Anheuser Busch could have said, “We should bring in an imported beer, too.” If you can’t be first in a category, setup a new one you can be first in and promote it. Don’t ask yourself “how is this better than the competition” but rather “what are we first in?”
3. The Law of the Mind: It’s better to be first in the mind that to be first to the market.
Apple’s problem in getting into its prospects’ minds was helped by its simple, easy-to-remember name. On the other hand, Apple’s competitors had complicated names that were difficult to remember. In the early days, five personal computers were in position on the launching pad: Apple II, Commodore Pet, IMSAI 8080, MITS Altair 8800, and Radio Shack TRS-80. Ask yourself, which name is the simplest and easiest to remember?
4. The Law of Perception: Marketing isn’t a battle of products, it’s a battle of perception.
Think about the 3 biggest Japanese cars: Honda, Toyota, and Nissan. Now this reflects the mind in a very interesting way. You would think that the sales of these three brands would be the same in Japan as in the US. Toyota sells 4 times as many autos in Japan as Honda does.
If I told you I bought a Honda recently, you might ask – Accord? Civic? But if we were in Japan, you might ask me “what kind of motorcycle?”
In Japan, Honda is a motorcycle company. It’s the same as if you heard Harley Davidson was now making cars.
5. The Law of Focus: The most powerful concept in marketing is owning a word in the prospect’s mind.
If you can own a word, you’ve become almost irreplaceable. This is where you’re getting really targeted and gaining major, major traction in your branding.
- Hershey: chocolate
- Xerox: copier
- FedEx: overnight
- Michael Hyatt: platform
- Tim Ferris: 4 hour
- John Maxwell: leadership
- Tony Robbins: motivational speaking
- Crest: cavities
- BMW: driving
- Volvo: safety
These words aren’t complicated. They’re not even invented. These aren’t SAT words here, but they’re extremely powerful.
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