Our approach to PR is absolutely rooted in classical marketing and there is no better way to understand the key principals then to spend an hour or so with this book. “The 22 Immutable Laws of Marketing” was first published in 1993 and should be on the bookshelf of anybody wishing to better understand the commercial world in which we live.

The authors, Al Ries and Jack Trout, take each law in turn, outline its meaning and then call upon compelling examples of previous global marketing campaigns to illustrate it beautifully.

In section eight for example, the law of duality is defined as “in the long run, every market becomes a two horse race” and the historic examples of soft drinks (Pepsi/Coke), toothpaste (Crest/Colgate) and hamburgers (McDonald’s/Burger King) effortlessly demonstrate this important concept as simple common sense. Similarly the law of candour (when you admit a negative, the prospect will give you a positive) and the law of the opposite (if you’re shooting for second place, your strategy is determined by the leader) are precisely the kinds of invaluable lessons that usually need to come from many years of hard earned experience.

How to find it

As you can tell from the photograph, my copy was “previously enjoyed” but as a result cost just 98p at Amazon. There goes your last excuse not to own it.

More to come …