Even though the consumer is very poorly versed in the issue, he is sure that he is always right. But this is not the case.Ĭonsumer consciousness is very difficult to change. Most people think that they perceive the surrounding reality more correctly than others. Some people think this product/service is the best, while others don’t. There is no better product or service, there is only the customer’s perception.
Marketing is not a battle of products, it’s a battle of perception. You can’t change your mind when it’s already formed. The problem is to put a concept or idea into the minds of potential customers. Being first in the market is important only in so far as it allows you to be the first to enter the minds of prospects. The law of the Mind complements the Law of Leadership. It’s better to be first in the mind than it is to be first in the marketplace. If you are the first in a new category, promote this category. The authors recommend thinking in categories, rather than focusing on the brand, as prospects are not interested in which brand is better since they already have their idea about it.īut when it comes to categories, potential customers become more open to offers. When you introduce a new product to the market, you should ask yourself the question What category is this new product first in? If you can’t be first in a category, set up a new category you can be first in. One of the reasons why the first brand most often retains leadership is that its name becomes generic. It is easier to get into the mind first than later to try to convince everyone that your product is better than the one who is already the first. As proof, they cite the first law of marketing – the law of leadership, which sounds like It’s better to be first than it is to be better. Al Ries and Jack Trout believe this is a myth. There is an opinion that the main goal of marketing is to show prospects that your product/service is better than the competition. It’s better to be first than it is to be better.
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