Archive for '22 Fundamental Laws of Marketing'

Fitness Marketing Law #2 -The Law of Category

Fitness Marketing Law #2 -The Law of Category

Posted on 24. Aug, 2011 by .

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Fitness Marketing Law #2 – The Law of Category basically means, if you can’t be the first in a certain category then create a new category you can be first in. Remember in the Law of Leadership I mentioned being second doesn’t mean your product can’t be successful? This strategy defines that statement. Are you familiar with Amelia Earheart? She was the FIRST WOMAN to fly the Atlantic Ocean, but she was also the third person overall to fly the Atlantic behind Lindberg and Hinkler. People do not remember her because she was the third person to fly the Atlantic. They remember her because she was the first woman to do it. So, we remember Lindberg because he was the very first person to fly the Atlantic and Earheart because she was the first woman (a new category). Where does Hinkler land in the mind of the consumer? The point here is to get into the prospect’s mind first but in a different category. Entrepreneurs who focus on being better in the first category usually end up losing. But create a different category to be first in and success unfolds. A great example is The Mac by Apple. Microsoft is […]

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Fitness Marketing Law #1 – The Law of Leadership

Fitness Marketing Law #1 – The Law of Leadership

Posted on 24. Aug, 2011 by .

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Fitness Marketing Law #1 – The Law of Leadership states it’s better to be first in a category than it is to be better. Why? Because people usually remember who was first in a given category or who the number one leader is, but they don’t remember the second leader. Think about it; who is the number one soccer player? Beckman. Who was the first bodybuilder to hold the most Mr. Olympia titles? Who was the second? Ok, maybe you know this answer because you’re in the fitness business but most prospects don’t. (Just in case you don’t know, Lee Haney & Ronnie Coleman are tied at 8 titles and Arnold is second with 7). Why do people always order a “Coke” when their preference may be Pepsi? When dining out and the server asks what you want to drink, most responses (if drinking soda) are “Diet Coke or Coke”. If the restaurant serves Pepsi the server says, “Is Pepsi ok?” The Coca Cola Corporation was the first in the industry and first in the customer’s mind so that is the brand used when referring to soda. It has become the generic name. Another example: who was the first person […]

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