it’s better to be first then it is to be better.

If you can’t be first in a category, set up a new category you can be first in.

It’s better to be first in the mind, then to be first in the market place.

Marketing is not a battle of products, it’s a battle of perceptions.

A company can become incredibly successful if it can find a way to own a word in the mind of the prospect. Not a complicated word. Not an invented one. The simple words are best, words taken right out of the dictionary.

Less is more. If you want to be successful today, you have to narrow the focus in order to build a position in the prospect’s mind.

In the long run and in the presence of serious competition, line extensions almost never work.

Sacrifice 1. The product line : Where is it written that the more products you have to sell, the more you sell ?

Sacrifice 2. Target market : Where is it written that you have to appeal to everybody ?

Sacrifice 3. Constant change : Where is it written that you have to change your strategy every year at budget review time ?

You must find your own unique word to own. You must seek out another unique attribute. You can't own the same word or position that your competitor owns.

It's much better to search for an opposite attribute that will allow you to play off against the leader. The key word here is opposite - similar won't do. Doing similar is not a good thinking.

The law of candor is a powerful principle in the world of sales and customer communication. It delves into the idea that when you openly admit a negative aspect or flaw about your product or service to a prospect, they are more likely to respond positively. This may seem counterintuitive at first, as conventional sales tactics often focus on highlighting the benefits and downplaying any shortcomings. However, the law of candor recognizes that consumers are becoming increasingly skeptical and value honesty and transparency. By admitting a negative, you not only establish credibility and trust, but you also demonstrate a deep understanding of your product or service. This level of transparency allows prospects to feel more comfortable and reassured that you are not trying to deceive or manipulate them into a purchase. Admitting a negative upfront saves time and prevents disappointment down the line if the prospect discovers the issue on their own. Furthermore, the law of candor aligns with the current market trend of authenticity in advertising and branding. Consumers are bombarded with countless sales pitches and advertisements daily, making it harder for companies to stand out. Businesses that embrace candor set themselves apart from the competition by showing vulnerability and authenticity, which resonates with modern consumers. However, it is essential to understand that simply admitting a negative isn't enough to guarantee a positive result. It must be done sincerely and with a clear plan to address the negative aspect or improve upon it. Acknowledging a flaw without any intention of resolving it can backfire, leading to mistrust and negative reactions from prospects. In conclusion, the law of candor is a valuable strategy for effective sales and customer communication. By openly admitting a negative, businesses can foster trust, establish transparency, and differentiate themselves from competitors. However, it's crucial to back up this admission with genuine efforts to address and improve upon the negative aspect. When implemented correctly, the law of candor can be a powerful tool in building and maintaining positive relationships with prospects and customers.

This law suggests that when you are honest and transparent about a negative aspect or flaw in a product or service, a potential customer is more likely to respond positively. By acknowledging and addressing any shortcomings upfront, you build trust and credibility with the prospect. This law is based on the belief that people appreciate honesty and value businesses that are willing to be candid about their products or services.

The only thing that works in marketing is the single, bold stroke. Furthermore, in any given situation there is only one move that will produce substantial results.

To find that singular idea or concept, marketing managers have to know what's happening in the marketplace. They have to be down at the front in the mud of the battle. They have to know what's working and what isn't. They have to be involved.

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