The Law of the Ladder - Deepstash

The Law of the Ladder

The strategy to use depends on which rung you occupy on the ladder.

It is not all over if you fail to be the first in the prospect's mind. There are also strategies to use for No. 2 and No. 3 brands.

Not all products are equal. Your marketing strategy should focus on how soon you got into the mind of the prospect and which rung of the ladder you are on.

  • High-interest products such as toothpaste, cereal, automobiles, watches, cameras, have many rungs on their ladders.
  • Low-interest products such as furniture, luggage have fewer rungs.

1.92K

4.93K reads

The idea is part of this collection:

Become a Marketing Pro

Learn more about marketingandsales with this collection

Mindfulness

Prioritization

Personal growth and development

Related collections

Similar ideas to The Law of the Ladder

The Law of the Opposite

If you're shooting for second place, your strategy is determined by the leader.

Trying to establish a firm foothold on the second rung means you have to study the firm above you. Where is its strength? Can you turn it into a weakness? Discover the essence of the leader, th...

The Law of Duality

In the long run, every market becomes a two-horse race.

A new category may have many rungs in the beginning. But, over time, the ladder has only two.

When you have a long view of marketing, the battle is often the struggle between two major players - the reliable br...

The Law of Candor

When you admit a negative, the prospect will give you the positive.

The most effective way to get into a prospect's mind is to admit a negative, then turn it into a positive.

Honesty works well in the marketing process:

  • Candour is very disarming...

Read & Learn

20x Faster

without
deepstash

with
deepstash

with

deepstash

Personalized microlearning

β€”

100+ Learning Journeys

β€”

Access to 200,000+ ideas

β€”

Access to the mobile app

β€”

Unlimited idea saving

β€”

β€”

Unlimited history

β€”

β€”

Unlimited listening to ideas

β€”

β€”

Downloading & offline access

β€”

β€”

Supercharge your mind with one idea per day

Enter your email and spend 1 minute every day to learn something new.

Email

I agree to receive email updates