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The Law of the Category
| Guest post by: Michael Farrell |
Article Overview: If you didn’t know the name of the second person to fly solo across the Atlantic, you are probably thinking you have no chance of knowing the third person to fly solo across the Atlantic … but you do, explains Mike Farrell with aspenIbiz. Read this post to understand why it is important to setup a new category where you can be first.
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Free Download - Learn How to Name the Children to Be No 1 on Google By Michael Farrell |
The Law of the Category
Many Internet Marketers assume that a well designed, well executed, well-financed marketing program will work. This is not necessarily so.
How do you avoid wasting time and money in the first place? The easy answer is to make sure your campaigns are in tune with the laws of marketing.
The second law of marketing is the Law of the Category. If you can't be first in a category then setup a new category where you can be first.
If you didn't know the name of the second person to fly solo across the Atlantic, you are probably thinking you have no chance of knowing the third person to fly solo across the Atlantic ... but you do ... it is Amelia Earhart ... however she is better known as the first woman to fly solo across the Atlantic - a new category.
Creating categories is counter to classical marketing thinking which is brand oriented. Forget the brand - think categories. Leads for your business are on the defensive because everyone is selling why their brand is better. But prospects have an open mind when it comes to categories because everyone is interested in what's new ... few are interested in what's better.
Let me conclude with a couple more examples. After Heineken, a high-priced (and imported) beer, became a success, Anheuser Bush created and promoted Michelob ... a high-priced domestic (a new category) beer and Michelob outsells Heineken by 2:1. Charles Schwab didn't open a better brokerage firm ... he opened the 1st discount broker (a new category).
Many Internet Marketing entrepreneurs are using "MyStory" marketing to define their category and be first in their category with brand You, Inc. ... marketing is a battle of perceptions, not products.
You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.
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Article Tags: Attraction Marketing Formula, brand You Inc, Digital Entrepreneur, Internet Marketing, Magnetic Sponsoring, Mike Farrell aspenIbiz
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About the Author: Michael Farrell RSS for Michael's articles - Visit Michael's website Click here to visit Michael's website   How to Profit in the Years of Living Dangerously Learn What Smart Entrepreneurs Know About Online Marketing Five Social Media Mistakes to Avoid in Your Affiliate Marketing Business Quantum Leaps in Engine Design Boost Fuel Efficiency The New Internet Marketing Game in Town Creating the Next Millionaires |
Related Forum Posts
Re: What or Who Sparks Your Business Interest
- It's interesting to see what the different motivations are by Age Category. I've noticed this around me:
20 to 29yr olds: Motivator: Money
30 to 39yr olds: Motivator: Success/Ambition
40 to 49yr olds: Motivator: Family comes first
50 to 59yr olds: Motivator: Leaving a legacy
i've only gone that far in my analysis. Of course this is a braid generalization but I find that it helps direct my marketing to individuals in different age brackets. The product/service can be the same but the Marketing message (Benefit Statement) to a 20 year will revolve around "Money" vs. a 30-something would be on their "Self Image"
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