10 Sep Small Business Marketing Secrets: Be First In Your Own Category
Small business marketing can be really tough because your competitors always seem to have more money to burn on marketing efforts. We get it. You didn’t enter the market to compete… you wanted to dominate, right?
We wanted to share with you one of our favorite small business marketing rules from the book “The 22 Immutable Laws of Marketing” by marketing gurus Al Ries and Jack Trout. (If you haven’t read this book, you might consider doing so… it’s a pretty great read.)
The Small Business Marketing Secret: If you aren’t first, be first anyway.
The law we wanted to share with you today s what Al and Jack call “The Law of Category.” The authors start off with a relatable example. Who was the first person to fly across the Atlantic solo? Most people might be able to pull the name Charles Lindbergh out of the depths of their memory. How about the second? Not so easy is it? The second was Bert Hinkler and the third was Amelia Earhart. Why is it that we know about Amelia, but we have never heard of Bert?
Amelia is in a category of her own… the first woman to fly across the Atlantic solo. Al and Jack say it perfectly: “If you can’t be first in a category, set up a new category you can be first in.” It’s kind of funny, but in marketing it is so true.
Are you a florist? Be a florist that is known for same-day delivery. Are you a plumber? Be a plumber that will beat any estimate by 20%. Are you a demolition company? Be the demolition company that can take any building down within 3 business days.
Sure, creating a new category can present some unique challenges… but those challenges will be nothing compared to the challenge of trying to out-market the industry leader. You will go broke even trying.
Do you have questions about small business marketing? We would love to help, so drop us a line.
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