Marketing is about Perception, Not Product
Voice Marketing with Emily Binder
English - December 20, 2022 01:38 - 5 minutes - 10.3 MB - ★★★★★ - 4 ratingsMarketing Business Technology marketing social media emily binder entrepreneur startup advertising voice marketing branding flash briefing women in voice Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
The most wasteful thing you can do in marketing is to try to change a mind. Instead, set yourself up as first in a category. It's a much easier hill to climb.
Marketing is about perception, not product. This is a key concept in the book "The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk " by Al Ries and Jack Trout. Ries and Trout write:
What comes to mind for you after Uber, Band-Aid, Kleenex, and Rollerblade? Chime in: comment on my LinkedIn post here or my tweet here with your favorite top products or brands in their categories.
Your challenge heading into Q1: Find a way to be the first or only in a category. It will probably be a derivative of the category you're already in (like Amelia Earhart being the first woman to fly solo across the Atlantic vs. the second person to do so - which is forgettable). Get creative. #positioning
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