7. Law of Division – overtime, a category will divide and become 2 or more categories. Each segment has its own leader – use different brand names for different segments. What keeps leaders from launching a different brand to cover a new category is fear of what will happen to their existing brands.

8. Law of Perspective – marketing effects takes place over an extended period of time. The long-term effects are often exact opposite of short-term effects. Having a sale decreases business in long term by educating customers not to buy at ‘regular’ prices. The same goes for line extension – they increase sales in short term but decreases sales in long term. Less is more – narrow focus in order to build a position in prospect’s mind.

9. Law of Candor – when you admit a negative, prospect will give you a positive. This is because no proof is needed for a negative statement. First admit a negative and then twist it into a positive.

10. Law of Hype – situation is often opposite of way it appears in press. History is filled with marketing failure that was successful in press or advertisements.

Whether you're new or experienced in business, looking to increase your sales or just want to fight recession, Effective and Profitable Marketing is way to grow your business.

In summary, these laws are very useful and practical. I myself practiced laws 5 and 8 and derived good results from there. That's why I want to share them with you.

The Fourth Person is Your Suppliers Suppliers often take away your money by giving you lousy service, noncompetitive products and worst of all, sell you extra stocks! So have a JIT (just-in-time) system for purchasing and inventory, and you'll take money back from your suppliers.

The Fifth Person is your Staff

If you only have staff and not team, you're working for your staff for free! Staffs are simply reactive people on your payroll that you need to continuously ensure that they do their work, especially when you're not around. Team are those that work as though they're working for their own company. You need to build winning teams or you'd end up with losing money.

The Sixth Person is your Marketing

If you are like most people who believe that marketing will generate you name recognition, and once you have name recognition, customers will come to you, you're throwing away money for good. Marketing must be Profitable Marketing, i.e. it generates you profit every time you do it.

The Seventh Person is your Accounts (or your lack of understanding of accounts).

Many people don't know how to read Balance Sheet, and can't figure out what is a cash flow Statement. Lack of understanding of accounting can pull you down as you could be doing things that wrong and not know it.

The Eight Person is your Selling

If you are like most people still relying on providing answers in your selling, you're missing a lot. The only way to sell is to ask questions.