At a mere 130 pages long, the 22 Immutable Laws of Marketing by Al Ries and Jack Trout is short by the standards of most books on marketing. But the book is arguably the most concise and accurate map of how markets decide on winners and losers. If you haven't read it, do.
The 22 Laws, e-book on Amazon. $9.56.
We're going to take the time to examine some of the 22 laws and how they relate specifically to the medical spa market. (Just so you know, whenever we refer to medical spas we're referring to all cosmetic medicine.) The laws simplicity give some weight to their credibility. It's often the case that simple truths are the ones that communicate most effectively.