May 25, 2015
I am revisiting a book I read called The 22 Immutable Laws of Marketing. The law that I think is most important, and the one I keep emphasizing to my students, is the law of focus. The more narrowly you can define your audience, the more effective your marketing will be. If you can give your ideal customer a name and a story, you have started to personalize your marketing (thank you Anderson Wiese @2wav for introducing me to this process). Focus also applies to what your business offers.
“The essence of marketing is narrowing the focus. You become stronger when you reduce the scope of your operations. You can’t stand for something if you chase after everything.”
—Al Ries & Jack Trout, The 22 Immutable Laws of Marketing