Following this advice requires a great deal of discipline.
"No matter how complicated the product, no matter how complicated the needs of the market, it's always better to focus on one word or benefit than two or three or four."
Wednesday, October 12, 2005
Law of Focus
Every once in a while, I feel compelled to dig up a classic quote from Al Ries. Today I found this gem in Ries and Trout's The 22 Immutable Laws of Marketing: