Advice

The 15 Laws of Irrefutable Marketing

After years of working with real businesses, we've found these 15 truths to hold up again and again - no fluff, no jargon. They will not let you down. Experience has shown that:

Law #1: Most marketing fails

Most marketing efforts fall short and don't generate consistent, measurable results.

Law #2: Marketing fails when it's not measured or tested

Businesses that don't track or experiment with their marketing miss the opportunity to find what actually works.

Law #3: Many marketers don't really understand sales

Marketing often fails because professionals haven't been trained to understand what directly drives revenue.

Law #4: Traditional advertising is losing effectiveness

Newspaper, radio, and TV can sometimes work; but they're becoming less reliable for small to medium businesses.

Traditional advertising example: less effective in streaming environments

Example: traditional television advertisements are less effective in a streaming service environment.

Law #5: Direct, personal marketing works really well

More effective than advertising are methods like:

  • Letters, phone calls, and emails to customers
  • Phone/mail/phone sequences
  • Customer evenings with training and exclusive offers
  • Seminars, endorsements, referrals
  • Host-beneficiaries
  • Customers teaching each other how to use your service or product

Law #6: The more you help, the more you sell

Sales increase in direct proportion to the amount of real help you offer when responding to enquiries.

Law #7: Helpful marketing outperforms hard selling

Your marketing should be useful even if someone doesn't buy immediately. Helping builds trust - and future customers.

Law #8: You've grown in spite of your marketing

Most businesses succeed not because of their marketing, but because of what they say to customers - and what customers say to others.

Law #9: Your marketing should reflect what you already say

Your marketing materials should echo the same key messages you use in real conversations with customers.

Law #10: What you say repeatedly is your secret strength

The consistent messages that come up in your conversations are the hidden strengths that truly drive sales.

Law #11: Discover, systemise, and communicate your strengths

A successful business must D.S.T.C. its secret strengths:

  • Discover them
  • Systemise them
  • Train the team to use them
  • Communicate them in your marketing

Law #12: Use the strengths of your 'Big Guy' or 'Big Gal'

The owner or key personality in the business is often your best salesperson - build your marketing around their strengths.

Law #13: Build your plan on real strengths

Your marketing plan should be based on your proven strengths - not theoretical strategies or wishful thinking.

Law #14: A real plan is a timeline of practical actions

A strong marketing plan isn't just a list of tactics - it's a common-sense timeline for applying your secret and team strengths consistently.

Law #15: A good marketing plan evolves

Your plan should never be set in stone. It must evolve as new, well-tested ideas prove themselves better than old ones.

A good marketing plan evolves - brainstorming session

Regular check-ins with your marketing team are a good way to be proactive in adapting and evolving your marketing efforts.

 

These 15 Irrefutable Laws of Effective Marketing are the direct opposite of - and much harder work than - what the big cushy corporates believe. Which is exactly why they work.

ARE YOUR SALES PEOPLE AND MARKETING ACTIVITIES GENERATING RELIABLE, CONSISTENT AND REPEATABLE RESULTS?

ARE YOUR SALES PEOPLE AND MARKETING ACTIVITIES GENERATING RELIABLE, CONSISTENT AND REPEATABLE RESULTS?

One mistake many businesses make, is pinning all their hopes on "my next ad will bring 'em all in". The truth is, an increase in enquiry is only a small part in the equation of increasing sales and profitability.

If you have an increase in enquiry, it does not necessarily mean you are going to have more sales. Your ability to sell is directly correlated to your success, so it pays to invest the time in the development of strong selling and marketing strategies that work together, that are easy for your team to follow and provide reliable, consistent and repeatable results.

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Conversion Rate

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Average Sale Value

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Frequency Of Purchase

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