Enriched executive summary of

The 22 Immutable Laws of Marketing

Al Ries and Jack Trout

Marketing: The Law of Ladder

The strategy to use depends on which rung you occupy on the ladder

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 Vadim Kotelnikov, founder of 1000ventures - personal logo   Kore 10 Tips   One World, One Way, icon, logo 


 The Law of:







All Products Download PowerPoint presentation, pdf e-book are not created equal. There's a hierarchy in the mind that prospects use in making decisions.

For each category, there is a product ladder in the mind. On each rung there is a brand name.

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Your marketing strategy should depend on how soon you got into the mind and consequently which rung of the ladder you occupy.

The mind is selective. Prospects use their ladders in deciding which information to accept and which to reject. In general, a mind accepts only new data that is consistent with its product ladder in that category. Everything else is ignored.

Before starting any Marketing Download PowerPoint presentation, pdf e-book program, ask yourself the following question: What are we on the ladder in the prospect's mind? Then make sure your program deals realistically with your position on the ladder.  >>>

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