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TEM 82: "The 22 Immutable Laws of Marketing" (Book Report)

TEM Blog

The Entrepreneurial Musician Blog by Andrew Hitz featuring articles on being an entrepreneur in the music business. Show notes for The Entrepreneurial Musician Podcast.

TEM 82: "The 22 Immutable Laws of Marketing" (Book Report)

Andrew Hitz

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A brief overview of The 22 Immutable Laws of Marketing, a book that changed how I view marketing and even informed the art I make.

(If you have a book you would like for me to read and feature in a future Book Report segement, please email me through the email link in the upper righthand corner. Thanks!)

Topics Covered:

  • 2:20 - Arts marketing is the exact same thing as marketing anything else
  • 4:30 - Law #1: The Law of Leadership
    • It's better to be first than to be better
    • Everyone knows Charles Lindbergh and no one knows poor Bert HinklerTime for Three is the first classical string trio with two violins and a bass to cross genres
  • 9:15 - Law #2: The Law of the Category
    • If you can't be first in a category, set up a new category you can be first in
    • Amelia Earhart is not known as the third person to fly solo across the Atlantic but rather as the first woman (a new category)
    • Cirque du Soleil blended the circus, opera and ballet to create their own category
  • 11:50 - Law #3: The Law of the Mind
    • It is better to be first in the mind than it is to be first in the marketplace
    • This doesn't contradict the Law of Leadership - The Law of Leadership just makes it easier to be first in the mind
    • Canadian Brass is synonymous with brass quintet in spite of coming many years after the Chicago Brass Quintet and New York Brass Quintet
  • 13:45 - Law #4: The Law of Perception
    • Marketing is not a battle of products but a battle of perception
    • Amanda Palmer is probably not the best singer in the world and yet she became the first artist to raise over a million dollars on Kickstarter
    • Hands on a Hardbody was an award winning Broadway musical that closed after just 56 performances so was not perceived as a great show in spite of the accolades
  • 17:00 - Law #5: The Law of Focus
    • The most powerful concept in marketing is owning a word in the prospect's mind
    • David Cutler of The Savvy Musician owns the word "savvy" in the musical world
  • 18:40 - Law #6: The Law of Exclusivity
    • Two companies can not own the same word in the prospect's mind
    • Canadian Brass are known for wearing full tails and white sneakers. Many years later Dallas Brass tried to tap into that by wearing cowboy boots as their trademark but it never stuck because Canadian Brass already owned unique footwear in the brass quintet world
    • Like a political campaign, as soon as you are on your opponent's message you are almost certainly going to lose that election
  • 20:35 - Law #17: The Law of Unpredictability
    • Unless you write your competitor's plans you can't predict the future
    • Boston Brass made some very unpredictable changes to their show about 20 years ago (like singing barbershop quartet tunes) which differentiated their show from that of other brass quintets
  • 25:00 - Law #19: The Law of Failure
    • Failure is to be expected and encouraged
    • Sam Walton of Walmart fame used to say "Ready, Fire, Aim"
    • Cirque du Soleil had a show in 2009 called "Banana Shpeel" that lasted less than a year which cost them millions but they have gone on to premiere numerous hit shows since then
    • The only failures that are bad are failures you don't learn from


The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
Parker Mouthpieces
Ranaan Meyer: Episode 1
The Savvy Musician's 10 Tips for 2017 with David Cutler: Part 1 and Part 2
The Brass Junkies: JD Shaw

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Produced by Joey Santillo