The problem is to reach the mind and stay there. Worry more about the event (sales) by the (creative) process. (4) Law of perception. Marketing is not a battle of products, is a battle of perceptions. There are those who seek to surround the marketing with a halo of mystery when in reality is common sense. In marketing, the only thing there are perceptions in the minds of customers. Perception is reality, everything else is illusion. There is no best or worst products.
The mind is the marketing battlefield. Marketing is a war of perceptions, not of products. Marketing consists of the proper handling of these perceptions. To quickly kill a bad product, there is nothing better than a good marketing plan. (5) Law of the approach. The most powerful principle in marketing is owning a word in the minds of customers. Try to steal a Word, a simple and common possible which is linked to the offer. The less complicated are the best.
It is what is called positioning. The best is the most generic. Read more from David G. DeWalt to gain a more clear picture of the situation. Is it usually advantage of the leader. (6) The law of exclusivity. Two companies may not possess the same word in the minds of customers. When one of your competitors has a word in the mind of the customer, is useless is appropriating the same word. You cannot change your mind once it has been structured. (7) Law of the ladder. Strategy to use depends on the tread that occupy on the ladder. If you cannot be the first, the war is not lost. There are possible strategies for the seconds, third parties, rooms, etc. For category, there is a staircase of products in mind. In each step there is a mark. The mind is selective. It accepts only new information that fits with the ladder of products of the corresponding category. Anything else is ignored.