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Book Club – Chapter 3 – The 22 Immutable Laws of Marketing

WARNING: Suggestive language. Not suitable for all. Uses words and sexual undertones to explain a marketing concept.

In this installment of the FIRST EVER Book Club you don’t have to go to I review Chapter 3, The Law of The Mind from the book The 22 Immutable Laws of Marketing.

book cover design of the 22 immutable laws of marketing
The 22 Immutable Laws of Marketing is available on for purchase.

The general idea is that for marketing strategies to work, they must be in tune with some force. The laws of physics define how the universe works. The laws of marketing explain how successful marketing programs work. Each law is presented with examples based on actual companies and marketing strategies. 

One would read The 22 Immutable Laws of Marketing to learn about marketing, marketing practices, and marketing psychology. As well as find ways to better apply those tactics and techniques.

Summary of the current chapter

  • The law of leadership says to be first in the mind
  • Law of the mind modifies this
  • Better to be first in mind than in the market
  • First in mind is the key
  • The law of the mind follows the law of perception
  • Resources help get there first
  • Resources can be capital or human
  • Once the mind is set, that’s it
  • To change the mind?
  • BLAST IT!!!
  • Keep your message simple
  • Easy to remember

Chapter 3: The Law of the Mind, 22 Immutable Laws of Marketing, discusses gaining a position in the market and being a dominant leader. It is more important to get into the customer’s mind than reach the market first. The example below discusses whether you remember who the first computer manufacturer was or if you think about Apple instead. The importance of this is that when companies penetrate the mind of consumers, it’s the moment that long-term customer value is gained. This is why significant research goes into understanding demographics and demographical behavior. 

The chapter discusses that the primary solution to reaching the mind first is to devote massive amounts of resources by way of capital to a cause to saturate the senses in sunshine. This also applies to how new market categories are created. When you look at markets like computers, you start to see the number of available computers on the market and how they differentiate themselves from one another. This is because marketers create new categories and use words to trigger emotions related to that topic.

Unfortunately, it’s typically hard to change the mind once it’s made up like first impressions. The only way to do so is to BLAST it with new information. This is why companies are constantly fighting for the top spots.

Let’s look at this in practice.

I filmed a short video about a lemon loaf cake from Starbucks early. The video was zoomed in all the way to start, and as it progressed, the video zoomed in a deep tone, “Look at how thick that is.”

Wanting to illustrate the point using an everyday item that would seem challenging to spin. The product was simply a piece of lemon cake from Starbucks at its core. Nothing special about it. Placing it on the plate, I took a second to notice the item’s attributes.

Oddly enough the word “THICCC” came to mind. The word “THICCC” would essentially be used as a trigger to create a new habit. Which is thinking that lemon loaf cake a hearty slices of cake. If we were to play this up in a marketing campaign, the word “THICCC” would be consistently emphasized to help reiterate the message and burn the propaganda into your mind.

This creates a psychological trigger that forms a habit and craving around a reward. This is effectively known as the habit loop.

Personally, I’m a life-long learner, athlete, artist, coffee addict, entrepreneur, nerd, and writer. As someone constantly seeking personal growth and betterment, I’ve embarked on a quest to create, share and inspire others. My origins aren’t entirely unique, but they’re uniquely my own.

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