The 22 Immutable Laws of Marketing

Welcome back to Copyblogger! Thanks for taking a moment to check in with our community for writers ... I'm Stefanie, Copyblogger's Editor-in-Chief, and below you'll find your weekly dose of tips to help you transform from an ace writer into a full-fledged content entrepreneur. Ready to explore 5 not-to-miss resources? Scroll on! --------------------------------------------------------------- Sponsored by Digital Commerce Partners Free for a Limited Time: [Give Us Just 30 Minutes and We’ll Transform How You Sell Online]() --------------------------------------------------------------- The 22 Immutable Laws of Marketing ​ The beginning of a new year is an exciting time to start working on your new ideas. Or perhaps, it's time to revisit old ones that never got off of the ground. While there are countless marketing guides out there, I think the most powerful book on the subject is The 22 Immutable Laws of Marketing by Al Ries and Jack Trout. The physical copy that I own was published in 1993 (photo above, complete with my fingernail holding down the pages). I read it for the first time more than a decade after it was published, but the principles in the book were relevant then and they're just as relevant in today's digital world. Mastering the "laws" Ries and Trout outline in 132 pages is ongoing work, even for the most experienced marketers. However, I truly believe they're worth your time. Your writing and entrepreneurial endeavors will greatly benefit from studying and implementing these concepts. Plus, it's easy to read, entertaining, and thought-provoking. I had trouble narrowing down my favorite chapter to share with you, so this one is in my top five: The Law of the Opposite. What happens when two companies compete to be the leader in an industry? Ries and Trout write: "You must discover the essence of the leader and then present the prospect with the opposite. (In other words, don't try to be better, try to be different.) It's often the upstart versus the old reliable." The chapter goes on to explain how Pepsi began competing with a 100-year-old brand (Coca-Cola) by positioning themselves as the choice of a new generation. Pepsi didn't try to become the household name "Coke" — they found success from being perceived as an alternative to the cola establishment. Not surprisingly, The Law of Perception is another one of my favorite chapters. If you read the book, I'm sure many of the "laws" will be memorable to you as well. This week on the blog, I actually wrote about another example of "the upstart versus the old reliable." You can check out that post at the end of this email. --------------------------------------------------------------- It's Time for a Creator Spotlight: Chenell Basilio ​ On this episode of The Copyblogger Podcast, Tim Stoddart and Ethan Brooks sit down to discuss their plans for their SaaS product as well as a couple really cool creators in the newsletter space. ​[Click here to listen to the episode](). --------------------------------------------------------------- Get Your FREE Assessment This experimental offer is free for a limited time ... At Copyblogger, we’ve created hundreds of funnels, generating tens of millions of dollars in sales. Then we thought, “What if we could distill our process down to its essence while retaining its effectiveness — could this work in other markets? Our initial tests tell us it can, but we’re looking to test it in more markets. For free. Answer 10 simple questions, and we’ll map a 3-part content conversion funnel for you. Delivered to you in 7 business days. ​[Give us just 30 minutes and we’ll transform how you sell online](). --------------------------------------------------------------- 20 Evergreen Content Examples That Produce Lasting Results �€‹ Evergreen content — like the name implies — is timeless. These special resources are in-depth examinations of a problem, solution, trend, or topic. They can help your audience find tons of information on a subject that interests them, which adds value to your blog. Creating evergreen content does require additional time and money, but it’s worth those investments … if you want to rank higher in search engines, drive traffic for years, and help your audience find exactly what they need. So, do you want to discover what types of evergreen content you could create — with details about exactly what success looks like? Well, that’s what this post written by Aaron Orendorff contains: 20 different evergreen content types, tips on how to make yours stand out, and examples all along the way. ​[Click here to read the article](. --------------------------------------------------------------- Starbucks or an Independently Owned Coffee Shop? �€‹ I live around a lot of coffee shops. The most inexpensive and convenient is Starbucks. “Inexpensive” is self-explanatory, but it’s “convenient” for a couple of reasons. It’s nearby and predictable. I can get a cup of joe with a splash of milk at the lowest price around and it always tastes the same and satisfies my craving. (I’m not as picky about coffee as I am about the Oxford comma.) Lately, though, I’ve explored other options because I’d like to support local businesses … maybe one of them is a nice place to work or relax. Unfortunately, they all look roughly the same, which brings me back to the thought: “I can get exactly what I want at Starbucks. Why try something new?” It’s an objection that’s not unique to my search for a cool café. To grow your audience of potential customers, you need to challenge their instinct to stick with a familiar option — their go-to blog, podcast, or video channel. You have to show that your platform is also a good fit for them. I eventually did discover a café that I’m going to try this weekend, because their marketing persuaded me. So, whether you’re a brand or marketing manager for a brick-and-mortar business or a website in a crowded niche, here are seven content projects that help new people choose you. Keep reading: [Content Marketing for Small Businesses: 7 Projects for Brand Managers](​ Talk with you again soon, ​ ​[Stefanie Flaxman](=)​ EDITOR-IN-CHIEF, COPYBLOGGER MEDIA​ --------------------------------------------------------------- Share with friends, get discounts to The Copyblogger Academy Have friends who'd love our newsletter too? 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