The Easiest Way is to Be First

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Author: i80 Equipment

In Positioning: The Battle for Your Mind (2001), Al Ries & Jack Trout throw out an interesting proposition. Their message to anyone who’s trying to market a product or service is that the easy way to get into a person’s mind is to be first. They say: “You just got to be first”.

Here’s the example they come up with. Ask anyone, “What’s the name of the first person to walk on the moon?” You’re bound to get a few Neil Armstrong’s, especially given that 2009 marks the 40th anniversary of this momentous event. Now ask anyone who answered correctly, “What’s the name of the second person to walk on the moon?” Let them squirm all you like; you’re not going to get a second answer out of anyone.

People rank to remember. And if they choose to not remember who comes in 2nd or 3rd, it’s probably more of a sub-conscious choice, rather than memory-related. After all, would you really want to deal with the 2nd best in your field? Probably not. First is better, by a long shot. Ries & Trout give this piece of marketing advice: “Be a big fish in a small pond”. You want to be the biggest fish, even if you’re swimming in a puddle this is because you can always increase the size of the pond once you’ve established your predatory status as being no. 1. You just don’t want to end up being a small fish in a big pond. In the world of marketing, this is called positioning.

With an idea like this, it’s no wonder that Ries & Ries, have earned no. 1 ranking in the marketing seminars market, as being the one-and-only company to use gynmorous slide shows. Watch one of their presentations, and you’ll be looking at on average 300 slides an hour, and up to 1,800 slides a day, if you’re attending a day-long seminar. Now that’s got to be an interesting event to sit through. They sell their presentations like going to the movies, with a bit of suspense, comedy, intrigue and education. So who’s no. 1 in the trucking world? You might have to do a 180◦ turn-around from where you’ve been looking to find them, but they’re definitely well-entrenched in their marketplace. i80 Equipment (www.i80equipment.com) has been the #1 supplier of quality reconditioned trucks, servicing the construction, sign and lighting, telecommunications, tree care, and utility industries. They have over 50 trucks in stock, including used altec bucket trucks, forestry trucks, boom trucks, crane trucks and digger derrick trucks. And so how do you get to be no. 1 in the trucking world? It’s not having close to 20 years in operation that makes your no. 1. Although this helps. And it’s not knowing your trucks that makes you no. 1. Although this helps too. It’s standing by your trucks that does it. I-80 Equipment won’t put a truck on the road without a 77point inspection, followed by an external inspection and certification process. They are masters of the reconditioning process and their focus is on safety first. Sign up for email alerts of new acquisitions on their expanding lot. Consult with them to buy your bucket truck today!