THE 15 IRREFUTABLE LAWS OF MARKETING
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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.

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.

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.