The Law of Focus

(Part of an ongoing review of the relevancy of the "22 Immutable Laws of Marketing"). 

#5. The Law of the Focus

"The most powerful concept in marketing is owning a word in the prospect’s mind."

I have to say that out of the 22 Laws, this one is my favorite, mainly because I've put it to such successful use, not just in the marketing work I have done, but also in public relations (call it "staying on message," but in a Reader's Digest Condensed Version).

The idea is to distill your business or organization down to a single word or concept that you want to arise in your public's mind when they think of your business, service, or product. 

Is that word 'Success'? 

'Youth'? 

'Affordable'?

'Smart'?

'Service'? 

'Antidisestablishmentarianism'? (Wait. Scratch that.).

Actually, some of the "Law of Focus" words I have used on behalf of clients and organizations I have worked for have included 'Better', 'Restoration', and 'Independent.'

When a person reads outreach materials or an advertisement, sees a display, hears a news story, reads a tweet or a Facebook posting, or hears a public response, I have worked to ensure whenever possible and practical (and it isn't always, so don't sweat the details), that these two questions are answered positively when creating or updating communication pieces or projects, or when making public/media comments:

• Is the focus word used, or included at least one or more times? 
• Is the “theme” or concept conveyed by the focus word included or alluded to in some manner, through attributed quotes, photos, graphics, captions or other elements?

I'm of the opinion that of all the 22 Immutable Laws, this one still remains rock-solid, as my own personal experience has convinced me of it on repeated occasions. What's your opinion?

 You're doing it wrong.