SECOND LAW IS LAW OF CATEGORY
You don’t know the name of another person who goes to the moon but you must be knowing the name of Kalpana Chawla because she was the first Indian Origin Woman who went on space.
Therefore, this law says that you may not become a market leader. Because no one else has a position, but you can become a leader in a different category of science. That is why you will see that a big company is not a leader in every field but it is a leader in a segment or a category.
For example- Nike is famous for making sports shoe. Although IBM had also made his first computer we use the computers of HP, Dell or Apple, etc.
In the same way, you can become a leader in your area in any category. Like you can be a leading orthodontist in your area or you can also become a kid dentist.
THIRD LAW IS LAW OF MIND
This law tells you that it’s not needed to be the first dentist in your area. But it’s needed that when someone talks about services they think about you first. For example:- Google is not the first searching engine but nowadays google has become the meaning of the search. Now Google can also be used as a verb like “you can Google it”.
Just like that when we feel hungry we start thinking about zomato and swiggy.
Many times the matter of advertisement is not true because that thing comes first in our mind then we buy it. That’s why you also have to print the name of your clinic on people’s minds. So that people remember your name as soon as they have a toothache.
FOURTH LAW IS LAW OF PERCEPTIONS
Marketing is not just about memorizing the name of your clinic but to create a perception.
Let’s understand with an example:-
Apple brings many products and features that are not better than the rest of the competitors or they are not new but still, it’s the customer is buying these things and recommending it. Because the customers of Apple company believe that the products of Apple are the best, they are of premium quality and are better than other products. Rather, Apple’s customers are so loyal that they will fight you if you do evil of the Apple product. Here, Apple has created a perception in the customers’ mind that Apple is the best and for who are different. In the minds of such people, you have to create such an awesome perception for yourself.
FIFTH LAW IS LAW OF FOCUS
If I will say that I have to eat pizza while sitting at home you will start remembering Domino’s Pizza.
30 minutes of delivery or free.
Because their marketing was very clear that if you want to eat pizza soon, call Domino’s Pizza.
Such companies focus on one of their features. It can be some words, lines so that after listening to that word they can remind your company.
For example- cold drink means Coca Cola
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These companies have done their marketing in such a way that we have learned these words and lines. You can also use some words, emotions, and lines in your marketing so that the customer can remember them easily.
SIXTH LAW IS LAW OF EXCLUSIVITY
You should not copy the marketing messages of others, it causes loss.
Let’s see with an example :-
After seeing the achievement of Domino’s 30 min delivery, many companies copied this but they become unsuccessful because somewhere they were promoting Domino’s and people started remembering domino’s more from this.
SEVENTH LAW IS LAW OF LADDER
You should know very well that which a number of dentists you are in your area and you should do your marketing according to this only.
For example- Hert was one of the Leading American Car Rental companies. It was on the No. 1 position and that time Avis company was on the second number. Now, Avis gave a message in their marketing campaign that “we are in different places and we do more efforts and we will provide more care to you so choose us.
And their this marketing message was so successful. If you are a new dentist then you can also say that we will take care of you more, treat you in a better way and will use new techniques.
EIGHTH LAW IS LAW OF DUALITY
Whatever new you do, bring any new machine, others will come to give you competition.
It will never happen that you will be alone in that market, someone will definitely come to compete with you. And it can also be there that your fight is with more people, but the main fight can only between two people.
For example:-
Coca-cola vs Pepsi
Android vs IOS
Windows vs MAC
The good thing is that you can take advantage of each other’s competition and you can use it for yourself. You can make people your strong supporter. If you have seen my other video, then in that I have told that people want to follow. Then you should share your belief and USP to those who are different from your competitors. Then those who trust your belief will become your loyal customers.
NINTH LAW IS LAW OF OPPOSITE
Many times clinics make a mistake that he battles with its competitor’s Strongpoint.
Pizza companies started the competition with Domino’s 30 minutes fast delivery in which they get lost from it. This would have been better if they would have said that they take some more time so that they can provide better quality and taste.
It is like happens in wrestling
Player drops their opponent using strong force.
In exactly the same way, you have to make a strong point of your Opponent weak.
You have to do Opposite Marketing with your competition. If any clinic describes themselves as the oldest, then you can market your clinic as a new clinic with new treatment and new facilities.
OUR FINAL LAW IS LAW OF PERSPECTIVE
I used to think that everyone knows about coca-cola, Colgate, Pepsi, etc. then why do these companies advertise. But now I understood when these add works, whenever I think of the cold drink, coca-cola struck in my mind automatically at first. These add work in the long-run for them. Whenever people are outside or partying, they buy Coca Cola and Pepsi. You can call this thing branding too. These companies are making brand values. Some adds are good for the short-term and some are good for the long-term.
Many companies take out time offers and sell a lot and earn money in the short term. What happens in the long term, customers of these products wait for the discount at the normal price. So if you will do short-term marketing then you will not get long-term profit. And if you will do long-term marketing then you will not get short-term profit.
