These days, it seems like every marketing conversation swirls around the latest AI tool, the newest social channel, or some fresh “growth hack” promising overnight results. Don’t get me wrong: staying current is vital. But as my recent Marketing Companion episode with Andy Crestadina reminded me, we might be so dazzled by the new that we forget the timeless fundamentals of marketing that built the very house we’re renovating.

As we shared a few laughs (and introduced “sex” into our podcast conversation for the first time), Andy and I unpacked a few marketing truths that are more relevant than ever.

To listen to the conversation, just click here!

Click here to enjoy The Marketing Companion Episode 327

An AI-generated summary of the conversation:

1. Persuasion is (Still) the Science at the Heart of Marketing

Andy kicked things off by quoting the copywriting legends: “It used to be all about persuasion.” And he’s right. Classic marketing was rooted in psychology—understanding why people take action (or not) and how to tip them toward us.

Everybody’s obsessed with optimizing for algorithms, but if your copy can’t persuade, all the traffic in the world won’t help. Marketers often overlook handling objections, using cognitive biases, and “nudging” consumers (thanks, Richard Thaler). It’s not all that different from decades past. Andy and I both agreed: re-read Cialdini’s Persuasion, crack open “Scientific Advertising,” and revisit Nancy Harhut’s work on behavioral science in marketing. These classic texts are treasure chests of techniques that’ll never go out of style.

2. Your Brand Is Still Your Moat

The switch was flipped 20 years ago and has never been turned off: we optimize for everything — Google, Facebook, conversion rates, clicks, Likes, and SEO. But the “soul” of marketing is still your brand. Distinctiveness, emotional resonance, and memorability — these are the long-term drivers of growth.

Look at the world’s best brands: they don’t win just by being good at Facebook ads, but by creating an emotional expectation and meaning around their name. Is your brand working as hard as your SEO?

3. The Power of Human Connection: Live Events & Community

Here’s a bit Andy and I always come back to: business is personal. Community, relationships, and the magic of in-person interaction will *always* be a goldmine for marketers. Andy’s network — and mine — comes from years of shaking hands, swapping stories, and sharing meals at conferences and industry events. COVID might have shaken up the landscape, but live events are back, and the impact is real.

Brands can (and should) host their own events. The potential for networking, relationship-building, and, indeed, sales is immense.

4. The Unexpected Luxury of Paper

In our endlessly buzzing, swiping, and scrolling digital age, few things cut through the noise like a handwritten note or a printed newsletter. Andy and I swapped stories of thank-you cards and beautifully crafted newsletters that made it past the digital trash heap and straight into someone’s heart (or office).

Paper feels like a luxury now. It’s rare, a little surprise and delight that says, “I put in extra effort for you.” For the right audience, a physical touchpoint can generate deeper loyalty than a thousand “likes.”

5. Stop, Iterate, and Focus on What Works

With every new tool or channel, marketers pile on more and more — TikTok, threads, Snapchat, Reels. But Andy’s right: the best marketers aren’t everywhere. They stop, iterate, and have the discipline to quit what’s not delivering. If you can’t go deep, you can’t be great.

Audit your time. Are you spreading your attention too thin across too many channels? Cut loose the underperformers and double down on what *moves the needle.* It’s about high-impact focus, not omnipresent mediocrity.

What are you doing that’s become a drain? Put something “to bed,” and reinvest those hours into upgrading your best work.

6. Sex, Beauty, and the Importance of Design

No, this isn’t clickbait. As much as culture changes, the human brain still processes beauty, sexual attractiveness, and design as signals of quality and trust. Whether you’re selling a service, a SaaS platform, or a new book, your visual presentation matters.

From an evolutionary standpoint, humans are wired to notice beauty because it historically signaled health, fertility, and good genes. Symmetry, clear skin, and proportionate features were reliable indicators of well-being and reproductive fitness.

When an ad feels aesthetically pleasing, the brain interprets that fluency as truth and credibility. It’s a shortcut: if it’s beautiful, it must be good.

When society repeatedly portrays certain faces, bodies, or aesthetics as “ideal,” people internalize them as signals of success, happiness, or desirability.

Advertising plays on this loop: we want to be like the beautiful people we see, so we buy what they use. It’s not rational; it’s associative learning—our brains connecting the brand with the desirable identity it projects.

This extends beyond “sex sells.” It’s about quality design, brand aesthetics, and the perception of credibility—online and off. Even as influencer brands experiment with minimalist sites and direct channel links, most of us still need a killer, beautiful website that instantly builds trust.

At the core, marketing hasn’t changed as much as we think. Persuasion, branding, human connection, standing out with tangible experiences, disciplined focus, and a sharp eye for presentation: these aren’t relics. They’re the secret sauce, even in an age of AI and infinite screen time.

Take a beat. Step back. And ask: which OG marketing moves are missing from your playbook?

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Need a keynote speaker? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

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By Mark Schaefer

To me, SXSW is the most exciting place in the world, featuring all the coolest breakthrough thinkers in media, publishing, technology, and marketing. I did my best to pluck out a few meaningful sessions and here are some interesting highlights I picked up from my trip. This is PART TWO of my report from Austin. You can see my earlier notes here.

Automated Assistant Revolution

Many predicted that consumers would be spending more time with chatbots than real people. But research shows that 70 percent of chatbots are not meeting consumer needs or brand expectations.

Panelists from Twitter, Facebook, and Viber explored the gap between the reality and expectations.

Still early days. The technology is the hurdle right now. Also, the cost of creating an effective chatbot is relatively high. The big brands may have to build an app in Twitter, Facebook, Google, etc. although some of the back-end programming and logic might be reusable.

The potential is to make automated assistants the most empathetic, service-oriented consumer system. Some companies are using fictional movie characters as their chatbot personality, adding an element of entertainment and fun. These character bots have been shown to have very high customer satisfaction and engagement levels.

Value-adds to an app (like alerts, new deals, bonuses) can create unique customer delight and loyalty. An example is Absolut Vodka — a bot helped you find a participating bar, provided a free product sample, and then a complimentary Lyft ride home.

A key issue may be discoverability. If you have built a great chatbot and nobody engages with it, you’ve wasted your money.

Measurement is another interesting challenge. There is a tendency to try to use traditional measures but there are opportunities for new ideas like change in consumer sentiment between the beginning and end of the session. People tend to engage with a bot like it is a real person, observing typical conversational courtesy, for example, or giving them best wishes on a holiday.

Mark Cuban

I didn’t go to a lot of the celebrity SXSW appearances because the lines were so long, but I did stand in line to see Mark Cuban. A few quotes:

“You only have to succeed once. Nobody will ever know how many times you failed, they’ll only focus on your success. And once you get that taste of success it starts to become familiar.”

“If you can go public, you should go public because it provides liquidity and options. People say you become a slave of quarterly earnings but look at Amazon — they don’t care about that. It’s harder to accelerate your growth if you stay private.”

“Silicon Valley is only good for exits, for selling your company. For new businesses, it sucks at everything else. The culture is terrible there because everybody is poaching everybody else. They just want to make money and don’t care about building businesses. I think their power is moving to other cities in America that are more business friendly.”

“AI will be the biggest business changer we will ever see. We will see more advances in the next 10 years than the last 30. Applying AI to industry knowledge will drive the innovation. The world’s first trillionaire will come from a person that is in the AI industry.”

“Shark Tank shows people that the American Dream is alive. Any kid in any school can create something special and start a company. We do that better than any nation in the world.”

“If you’re a disruptor, you ignore the noise. Steve Jobs said it best: Everything is a re-mix. There will always be challenges, there will also be dumb shit regulations. What Trump is doing right is getting rid of regulations that are in the way of business success.”

“The reason we are all here at SXSW is to learn and become inspired so we can go back to our small towns in America and create new businesses and jobs. That’s what we need you to do. Our current administration is not going to bring back factories. The new jobs will be created by you, the people who are in this room.”

Responding to a poll showing that he would be a popular presidential candidate: “It’s not my lifetime dream to be a president. It’s not a life ambition. But I have a long time to decide. Somebody has to run that looks forward instead of acting like it’s 1975. You have to understand tech a little bit to lead today.”

Social activism

I attended a number of sessions about using social media for social good — there was a whole track dedicated to this. My view is that much of this is still slacktivism looking for likes and shares that may not translate to real action or real impact. However I did come across one or two organizations I am exploring more carefully. I would not make any recommendation to anyone unless I was certain it is working so more to some on this.

One issue with global non-profits is that they are striving to make “system changes” but donors need an emotional hook.  It’s hard to fund meaningful systemic initiatives because people are more likely to fund emotional pleas that are short-term fixes.

A personal highlight

In 2012 I published the first book on influence marketing, Return On Influence. This book would not have been possible without the support and encouragement of Dr. Robert Cialdini, the foremost authority on influence in the workplace and the author of the new book Pre-Suasion: A Revolutionary Way to Influence and Persuade. I got to meet Dr. Cialdini face-to-face for the first time. This was a thrilling moment for me!

The trade show

SXSW has a huge exhibit that is usually a highlight — lots of exciting tech and ideas. I walked the floor with my friend Nick Westergaard and we both came to the same conclusion — there was NOTHING really interesting there. We laughed at an app that was pitched as the “Snapchat for pot growers” but I literally did not have one “oh wow” moment. My personal theory is that people are learning that spending money on a SXSW trade show is not the best way to ignite a product idea.

Ray Kurzweil

Ray Kurzweil is one of the greatest inventors and futurists of our time. I was really looking forward to this but unfortunately he spent most of the time promoting his daughter’s book. He said one smart thing in the hour:

“I don’t see AI as being one thing. It is a brain extender. Every smartphone and computer is a brain extender. We can’t work without them. Will they be inside our bodies or outside our bodies? That’s irrelevant. We have always needed tools to reach for the higher branch.”

Virtual reality is still virtual

Yeah, it was everywhere. But it’s not ready for prime time.

• VR does not have a “home.” Where do you go for VR?
• How do you stream VR? Takes enormous bandwidth.
• Because of the size of the files, resolution on the headsets is still pretty low.

Human augmentation

Our species has always built tools to extend our natural abilities, but the scale and scope has accelerated. We have been improving our limbs, our brain capabilities (through a calculator, for example) and even our moods and mental health.

The Fourth Industrial Revolution will derive from the integration of technology and human bodies. I attended a session on brain-tech integration by the company Emotiv. They are developing wearable tech that can interpret human brain waves to:

• control devices like drones, appliances, computer screens
• move physical objects
• train artificial intelligence to respond to our brain commands
• communicate only through our thoughts
• command virtual reality images and respond to them
• drive cars

Through brain waves, we can interpret preferences and moods. Our content and entertainment can be prioritized by the state of our moods.

We can correlate brain wave patterns to destructive patterns and perhaps “re-train” these neural pathways without the use of drugs. They showed a video where measuring brain waves could also predict success in athletic performance.

Hope you enjoyed these notes. I am reporting out — All views are not necessarily my own and I welcome your observations and ideas.

Mark Schaefer is the chief blogger for this site, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant.  The Marketing Companion podcast is among the top business podcasts in the world.  Contact Mark to have him speak to your company event or conference soon.

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By Mark W. Schaefer

A few weeks ago, I had a conversation with a reader of the blog and he made an offhand comment that is still haunting me. This is what he said:

“Of course it is possible to have a huge social media presence and look like a big deal while doing very little. You can automate just about everything.”

Reflecting on this, it’s true. This person he was talking about has what appears to be a huge social media following, an impressive Klout score, and the super-human ability to pump out tweets at an average of one every 10 minutes, 24 hours a day, 365 days a year. On the surface, he is a social media stud.

But his online presence is almost entirely automated. There is no human effort involved after setting up programs to follow people, tweet, and post for you on a schedule.

I enjoyed getting to know this fella in real life but could not help but note that there is certainly a vast disconnect between the “social proof” of his humongous online presence and the relatively little true business experience this young guy possessed.

Social media numbers may not translate to expertise

Content is so important and pervasive on the social web that it can create the appearance of influence even in the absence of experience and true authority.  On the web, it’s not unusual for tremendous popularity, and influence to accrue apart from business effectiveness.

It adds a level of complexity to the business world. What is true? Who is to be believed?

“There is often a disconnect,” explained Mitch Joel, President digital agency Mirum. “The ability to drive results for a company has little relation to your ability to create compelling content for your audience. I’m not sure that most people who consume the content or take place in the social engagement understand that just because somebody has a knack for writing or can put some great ideas together, it doesn’t mean they have a knack for taking those ideas to market and delivering a return on investment.  So it’s interesting and a bit dangerous to think that publishing and moving content is necessarily the same influence you really need to run a business.”

Is that kind of influence sustainable?  Can real personal influence be really built on content that is unsubstantiated by personal performance, authority, intellect, or experience?

In my book Return On Influence,, Dr. Robert Cialdini (best-selling author of Influence: The Psychology of Persuasion) told me that this interaction between powerful social proof and content that is unique to the web. “It’s true that with content, we create value because we give people access to insights they didn’t have before. That’s not unusual — we’ve always had opinion leaders of groups who have coteries of people listening to them because they provide valuable insights. What’s interesting on the Internet is the social proof aspect of this.  People will perceive the value of the individual and the content based on how many other people are accessing it. That’s evidence of its validity.”

Social proof may define authority

I think you can see this at work in your own experience.

Let’s say you do a web search for information on the best way to grow tulips. You find two posts. One has been tweeted 250 times, one has been tweeted twice. Which one will you read? On the web, don’t we judge people the same way?

“That’s the fundamental insight that comes from the concept of social proof,” Dr. Cialdini said. “The fact that other people believe something because other people are thinking something or doing something and that gives the content validity. There is no greater logic associated with it, there is no greater empirical evidence associated with it, the simple fact that other people are accessing it is the social proof.

“People who might be upset by this fact have a case to make,” he said. “The Internet offers an unprecedented opportunity to manufacture social proof through tricks and devices. In the same way that is possible to override the validity of any fundamental principle once you understand how to trick it, it’s possible to market your own prominence through strategies that don’t have anything to do with the real insights or value of what you provide. You structure your algorithms on Amazon to do it, or Klout to do it, and the like.”

Before the Internet, celebrity was associated with genuine accomplishment. Today, celebrity can be created by simply becoming known!  And that can be automated.

Is fake celebrity sustainable?

A Facebook friend recently posted about a secret group that was forming to call out social media guru “posers.” I can see why there is some negative reaction against these faux influencers. In the offline world, we expect our influencers to earn their status through performance.  Surgeons better perform surgery.  Chefs better make wonderful meals.  Movie stars better make movies that appeal to us.  But that is not necessarily the case on the Internet.

Nothing has to be real.

In the long run, such witch hunts won’t be necessary. I do believe that in the long run the Internet rewards true expertise and authority. It will sort out.

Disconnecting our personal traits from the ability to influence can be dangerous, but it can also be liberating. Influence built on real effort and original content – our own hard work, our own voice — can free us from the shackles of traditional trappings of influence associated with going to an Ivy League School, living in the right part of town, having movie star good looks, or kissing the right butts.

I sincerely believe true authority will win in in the end. Stay centered. Do great work. Be kind to people and help them.

Sure, some people fake it, but today anybody, anywhere can also build real influence on the web.  And that is such a powerful and amazing opportunity.

Mark Schaefer is the chief blogger for this site, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant.The Marketing Companion podcastis among the top business podcasts in the world. Contact Mark to have him speak to your company event or conference soon.

Illustration Courtesy Flickr CC and Boston Public Library.

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Over the past few years I have had the great fortune to meet and talk to some of the greatest marketing and business minds in the world. I have learned so much from them, but there is one single marketing insight from Dr. Robert Cialdini that continues to hang in my mind every single day.

Although we had this discussion in 2012, his advice seems to grow more profound to me month by month.

Dr. Cialdini is arguably the foremost academic and writer on the subject of power and influence in the world. His books include the best-selling classic Influence: The Psychology of Persuasion.

While doing research for my book Return On Influence, I asked him, “Dr. Cialdini, in this information-dense world, how does a leader stand out?”

His reply: “Be more human.”

The more I have been immersed in this digital world, the more I am sure he is right.

Ultimately people will buy from who they know, who they trust. That isn’t going to come from the best backlinks or the most optimized content. I think the most human content and the most human companies will win in this competitive world.

Connecting in a human way builds trust. Trust builds loyalty. And loyalty trumps everything.

As I work with diverse organizations ranging from Johnson & Johnson to the US Air Force, I keep hearing myself repeat those words over and over again. Be. More. Human.

• When you get down to it, isn’t that what we cherish most of all?
• Is “being human” scalable across a large enterprise? How?
• Where is the line between being human and respecting privacy? Is this changing?
• Is “being human” a strategy? Should it be?

The idea raises a lot of questions. I am trying to discern what it means for me … for all of us in this community really.

Will the most human companies win? Will the most human blogs win? Will the most human humans win? I think so. I think that is really the killer app for an era of Content Shock.

Your thoughts?

Illustration courtesy Flickr CC and Thomas.

Book links are affiliate links.

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We are on the cusp of a marketing revolution.  And it is being led by YOU.

Dozens of companies like Klout are slicing, dicing, and dissecting the billions of bits of information published on social media sites such as Twitter and Facebook each day and grading your ability to create buzz.  The most powerful of these new “Citizen Influencers” are rewarded by the world’s biggest brands with trips, merchandise, and luxury cars. Today, anyone can get behind the velvet rope … if you know how!

And while this innovation is producing revolutionary opportunities for influence marketing, it has also resulted in the most divisive and controversial conversation on the web today.  As I observed this intersection of business opportunity and personal loathing I thought that somebody should write a book about this.

So I did.

Return On Influence is the first book to explore the new world of Internet power and how brands are identifying and leveraging the most influential bloggers, tweeters, and YouTube celebrities to build product awareness, brand buzz, and new sales. This book is unlike any marketing book you have ever read and features:

• In-depth explanations of the surprising new sources of online influence — and how they can work for or against you!
• Interviews with more than 50 industry experts including tech blogger Robert Scoble, Influence at Work Author Robert Cialdini, Klout CEO Joe Fernandez and Azeem Azhar of PeerIndex.
• Practical, actionable tips to increase your own personal power and online influence.
• Exclusive insider access to Klout, PeerIndex … and their customers.
• A first-ever look at a brand’s view of the Klout data that we can’t access.
• A special foreword by Lee Rainie, Director of Pew Research
• Never-before-seen social influence marketing case studies.

Your Klout score is only the tip of the influence iceberg. Return on Influence blows open the Klout controversies, dives into the underworld of Internet cheating, helps you determine your own online power, and looks deeply into the future of this significant marketing trend.

Important brands like Disney, American Express and Nike are clamoring to master this new marketing channel and reward the new buzz-makers — the Citizen Influencers — with trips, merchandise and exclusive events. Everybody has a voice now and becoming influential no longer requires movie star looks, a degree from Harvard, or political power.

This is OUR time. This is YOUR time.

This is the time of Return on Influence.

My book launches at SXSW in March but is now in pre-sale through Amazon.com at a special introductory price that is 1/3 off the cover price. Anybody who buys the book before March will also receive a special edition 30-page eBook, The Insider’s Guide to Klout, when emailing a proof of purchase to info@ReturnOnInfluence.com.

Over the coming weeks I’ll be passing along additional insights from the book and the story of writing it, which was an adventure all its own!  Here’s a new website with a glimpse of the book’s content: www.ReturnOnInfluence.com

If you’ve enjoyed {grow} and connecting with me, please consider buying my book, contributing a review and letting me know what you think about the work.  Many thanks!

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Less digital

One of the things that distinguishes me in the world of social media blogging is that I am old … at least old enough to remember how things used to be before we were digitally tracked, sliced, diced, priced, immersed, consumed, and tethered to these social platforms.

I was working in sales and marketing before Facebook … before email … even before computers. And you know it wasn’t THAT long ago that business relationships were built through a firm handshake, a trusting friendship, mutually-shared experiences, and trust.

And then, sometime in the late 1990s, your company probably took all its order forms, sales brochures, and customer service policies to a strange person called a web developer and said, “turn this into a website.”

We could have hardly realized it at the time but we were creating a layer of digital distance between ourselves and our customers that would only become more tangled as layer upon layer of technology was wedged between us.  And it was a one-way ticket.

Sure, it was efficient. Administrative costs went down and customers had the convenience of placing orders through our new machines at any time of day or night.

And yet, something was missing. The soul of business was reduced to computer keystrokes.

Robert Cialdini

I thought a lot about this as I was writing my upcoming book.  As I was working on it, I had a chance to ask Dr. Robert Cialdini, the celebrated author of Influence: The Psychology of Persuasion (and one of my academic heroes!), what he thought it took to stand out in this increasingly bloodless, dense, and competitive digital world.

His reply was simple.

“Be more human.”

Doesn’t that seem ironic?

Being human, less digital, simply being ourselves, can create a competitive advantage!

“One of the things I advise when I’m consulting in corporate environments is to accentuate certain features that may be deemed attractive and include them in personal bios — the about us categories and so on,” Dr. Cialdini told me. “We should be including hobbies and how many kids we have, whether we’re hockey fans or runners, and so on so people can register a connection that they wouldn’t necessarily get online, but is typical of face-to-face contacts. Why not infuse those online contacts with the type of information that humanizes them more and leads to cooperation and rapport?”

Less digital lifestyle

Dr. Cialdini pointed to research at Stanford that revealed the importance of human connection:

“Participants were told they were going to negotiate through a problem as part of an exercise, but they were told that if no agreement could be reached, both sides would lose and neither side would receive credit for even in the exercise.  When they had participants only negotiate via e-mail, 30 percent of the negotiations remained dead-locked and people walked away with nothing.

“However, in the instances where they had the participants exchange some personal information about themselves via e-mail prior to the negotiations, the dead-locks dropped to 6 percent.  So the general human tendency is to respond positively when we know something about them, when we see something similar to us, when we see humanizing features of that person’s persona available to us. Those things still work – even over the Internet or e-mail — but we have to do something to infuse those technologies with the same sort of information we might get in face-to-face interactions.”

Behind the Twitter avatars and Facebook updates, the text messages and the Skype conferences, people are the same.  They still want to be acknowledged. They want to be heard. They want to cut through that digital distance and get to know you as a person.

Personally, I often struggle with infusing a whole lot of personal stuff into my content, but I do recognize the power of that.  How are you doing it?  Any ideas or best practices you would like to share?

Mark Schaefer is the executive director of Schaefer Marketing Solutions and can help you prepare for the most important year in the history of marketing! He is the author of several best-selling digital marketing books and is an acclaimed keynote speaker, college educator, and business consultant.  The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak to your company event or conference soon.

The link to Dr. Cialdini’s book is an affiliate link.

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