Owning a word in your prospect’s mind is the most powerful concept in marketing
” The most powerful concept in marketing is owning a word in the prospect’s mind ”, said Al Ries and Jack Trout, authors of The 22 Immutable Laws of Marketing . Law #5 is The Law of Focus whereby the authors propose you own a word in your prospect’s mind, as exemplified here with these brands: · Mercedes - engineering · BMW - driving · Volvo - safety · Domino’s - home delivery · Pepsi-Cola - youth While these brands may have evolved somewhat since this book was written in 1993, for the most part each company still owns these words in the minds of consumers, customers and subscribers. In other words, The Law of Focus stands the test of time. So, how can you apply the value of focus in your organization? The Value of Focus : As a value, Focus means concentration of attention or energy ; maximum clarity . Ries and Trout suggest marketers must burn their way into the mind by narrowing the focus