The Law Of The Opposite – When You Are Shooting For Second Place, Your Strategy Is Determined By The Leader

There are laws of nature so why shouldn't there beknock the competition. The Law of the Opposite is a
laws of marketing? You can actually build atwo-edge sword. It requires honing in on a weakness
great-looking airplane but it is not going to get off thethat your prospect will quickly acknowledge.
ground unless it adheres to the laws of physics, 
especially the law of gravity.One whiff of Listerine and you know that your mouth
 would smell like a hospital. Then quickly twist the
So it follows that you can create a brilliant marketingsword. Scope is the good-tasting mouthwash that kills
program only to have one of the laws of marketinggerms.
knock you flat if you don't know what they are. 
 Marketing is often a battle for legitimacy. The first
One of the laws is the Law of the Opposite.brand that captures a concept is often in a position to
 portray its competitors as illegitimate pretenders. A
In strength there exists weakness. Wherever thegood No 2 can not afford to be timid!
leader is strong, there is the opportunity for a would-be 
No 2 to turn the tables.As an Internet Marketing professional, you need to
 understand the Law of the Opposite. If you are not the
Much like a wrestler uses his opponent's strengthleader in a product category but want to be a strong
against him, a company should leverage the leader'ssecond, you need to position yourself opposite the
strength into a weakness.leader because every market becomes a two horse
 race (as described in No 8, the Law of Duality).
If you want to establish a firm foothold on the second 
rung of the ladder, study the firm above you. Where isMany Internet Marketing entrepreneurs are using
it strong? And how do you turn that strength in to atechniques and tools like mind-mapping, keyword
weakness?research, Attraction Marketing Formula, Magnetic
 Sponsoring, and MindMeister to conduct the market
You must uncover the essence of the leader and thenresearch and plan an effective marketing campaign.
present the prospect with the opposite. In other words,They then use the power of MyStory marketing, brand
don't try to be better, try to be different. It is often theYou Inc, and hypnotic writing skills, in their marketing
upstart versus the old reliable.campaigns, to deal realistically with the position of their
 brand and the strategy they want to pursue in the
Coca Cola is a 100 year old product. Only sevenworld that includes the Law of the Opposite.
people in the history on the planet have known the 
Coke formula which is kept in a locked safe in Atlanta.The goals is to not emphasize why their offering is
Coca Cola is the old, established product. However,better, feature and function-wise, over a competitor's
using the Law of the Opposite, Pepsi Cola reversedbut to develop a message that is recognized,
the essence of Coca Cola to become the choice of aaccepted, and agreed to so that it will seduce and
new generation, the Pepsi Generation.persuade a person that what is offered to the target
 market is real and will work for them.
In other words, by positioning yourself against the 
leader, you take business away from all the otherMarketing is not a battle of products. It is all about the
alternatives to No 1. If old people drink Coke and thestrategy you use to benefit from the Law of the
younger generation drink Pepsi, there is nobody left toOpposite and if you are not the leader then you must
drink other brands in the cola beverage category.do the opposite of the leader to appeal to the group
 that does not want to buy from the first choice.
Sometimes you have to be brutal. 
 You can find out more about Internet Marketing and
Scope, the good tasting mouthwash, hung the medicinehome-based businesses by reading updates that will
breath label on its Listerine competition. But don't simplybe posted at my blog over the next few weeks.