Many people believe that the basic issue in marketing is convincing prospects that you have a better product or service. Not true. (Location 61)
How many people ask for cellophane tape instead 6 22 Laws of Marketing 10/31/02 12:23 PM Page 7 THE LAW OF LEADERSHIP of Scotch tape? Not many. Most people use brand names when they become generic: (Location 110)
Not only does the first brand usually become the leader, but also the sales order of follow-up brands often matches the order of their introductions. (Location 115)
If you can’t be first in a category, set up a new category you can be first in. (Location 141)
If you didn’t know that Bert Hinkler was the second person to fly the Atlantic, you might figure you had no chance at all to know the name of the third person. But you do. It’s Amelia Earhart. (Location 143)
When you launch a new product, the first question to ask yourself is not “How is this new product better than the competition?” but “First what?” In other words, what category is this new product first in? (Location 170)
not the first woman’s magazine. It was the first magazine for the mature woman. (The magazine for the woman who wasn’t born yesterday.) (Location 172)
The Law of the Mind It’s better to be first in the mind than to be first in the marketplace. (Location 181)