Lets be honest with ourselves. The indie dev business is a tough one. Over saturated, and in this age it is easier than ever to make games. So how dare we set ourselves apart from the crowd? It's all about marketing. We're artists and sometimes we just want to create and be left alone; but whether we like to admit it or not, game development is a merchants game, and the best marketer wins.
Sure having flashy, pretty graphics can make your game stand out, but at the end of the day it's not who makes the better game, it's about who plays the game better. And to win you will have to bring the game.
22 Immutable Laws of Marketing is a fantastic bite-sized piece of literature frothing at the edges with wisdom. The book feels as relevant today as it was the day it was published. The principles in this book are timeless and new marketers would do well to pick up this book and give it a read before accidentally violating any of the Laws. This book opened my eyes to the complex commercial world around us and my head spun at that newfound perspective. Every truth in this book is observable in the world around you.
In summary, to invest a small amount of time in this 150 page book is one of the wisest decisions a serious game developer could make.
22 Immutable Laws of Marketing - Summarized
1) Leadership – it’s better to be first than it is to be better.
2) The category – if you can’t be first in the category – set up a new category.
3) The mind – it’s better to be first in the mind than the marketplace.
4) Perception – people don’t care about your product, they care what it does for them.
5) Focus – own a word in a prospect’s mind.
6) Exclusivity – companies cannot own the same word in a prospect’s mind.
7) The ladder – your strategy depends on which run you sit on the ladder.
8) Duality – every market eventually becomes a two-horse race.
9) The Opposite – if shooting for second place, your strategy is determined by the leader – don’t try to be better, be different.
10) Divisions – over time a category will divide and become two or more categories.
11) Perspective – marketing effects take place over an extended period of time.
12) Line extensions – when you try to be all things to all people, you inevitably wind up in trouble.
13) Sacrifice – you have to give up something in order to get something.
14) Attributes – for every attribute there is an opposite, effective attribute.
15) Candor – when you admit a negative, the prospect will give you a positive.
16) Singularity – in each situation, only one move will give you the result.
17) Unpredictability – you can’t predict the future.
18) Success – can lead to arrogance which leads to failure.
19) Failure – to be expected and accepted.
20) Hype – situation is often the opposite of the way it appears in the press.
21) Acceleration – successful programs aren’t built on fads. They’re built on trends.
22) Resources – without adequate funding, an idea won’t get off the ground.