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Your idea isn't unique, but you can still be the first.

May 07, 2024

Hello, awesome marketers and founders.

This is Luv, and here’s your weekly Marketing Shot :)(Delivered every Tuesday)

In today’s MarketingShot, I wanted to share with you the Law of Category from the book "The 22 Immutable Laws of Marketing". 

The key to success, according to this law, is to create a new category or sub-category where your brand can be perceived as the leader.

This allows you to define the terms of competition and position yourself as the go-to choice for consumers.

A classic example from the book is FedEx, which pioneered the overnight delivery category. By being the first to offer this service, FedEx became synonymous with fast, reliable shipping, setting themselves apart from traditional postal services.

Let's look at some examples to understand how you can use this law in your business.

  • If you're a travel agent, you can market yourself as a specialist in Singapore trips for families or Bali trips for wedding anniversary celebrations.

  • And if you're a gym owner, you can market yourself as a stamina trainer for new moms.

Essentially, you're not doing anything new - you're just creating a new category or subcategory that sets you apart from your competitors.

I hope that helps! Let me know your thoughts in the comments.

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That's a wrap for today! Stay tuned for more insights in the next MarketingShot. See you next Tuesday :)