Most businesses need to attract clients in order to function. For that, many need to use marketing. The primary purpose of marketing is often to inform clients what it is the business does and make it interesting enough to get them to care. Brandon Frere, CEO of Frere Enterprises and other successful companies, recommends that entrepreneurs put the impressions of customers first in order to get more attention.
“When people think of marketing, they often think of advertising instead of the overall impression something gives, and that may be too reductive,” said Frere. “Good marketing can shape a person’s expectations and convince them that what they get is what they want.”
Making something interesting enough to stick is the fundamental rule of marketing. Entrepreneurs may find help using the 22 immutable laws of marketing, written by Al Reis and Jack Trout. A few of these rules played, and continue to play, a part in Brandon Frere’s companies.
The law of the mind: The company needs to be unique enough that its value sticks in a client’s mind. Each company must provide something tangible and unique. There must be an interpretation of the brand, business or product that is interesting enough to stick in the client’s mind and stay there.
The law of leadership: Being first in the market is often a better use of time than making a perfect product. By framing the brand in such a way that the brand is considered the first in their market, they can come off as unique and set the standards for what is to come. A new business is a novel business. If a novel business provides value, it has a decent chance of sticking in a customer’s mind.
The law of category: Discovering a category without too much competition gives a brand more freedom. Being the first in a category allows a brand to set the standard of what people expect from the category. By choosing a new category, a business gains some of the publicity that a new product may gain. Choosing a specific category can also cause a client to think of a brand whenever they enter the situation that the category was chosen for.
Finally, the law of perception: It is useful to promote a company using the positive perception that the public gives them. Constantly listening to a client’s opinion, conducting market research and specializing efforts in a way that delivers on a client’s expectations is a good way of making sure that customers will benefit from, and care about, the changes made to the product.
These laws, and many of the other 22, take part in how a business is perceived every day.
“Making a strong impression leads to a strong business,” said Frere. “Entrepreneurs may be able to increase the strength of their business by focusing on the way their brand is perceived.”