{"id":91392,"date":"2025-11-05T10:43:51","date_gmt":"2025-11-05T15:43:51","guid":{"rendered":"https:\/\/businessesgrow.com\/?p=91392"},"modified":"2025-11-26T08:38:34","modified_gmt":"2025-11-26T13:38:34","slug":"fundamentals-of-marketing","status":"publish","type":"post","link":"https:\/\/businessesgrow.com\/2025\/11\/05\/fundamentals-of-marketing\/","title":{"rendered":"Rediscovering the OG Fundamentals of Marketing"},"content":{"rendered":"

\"Fundamentals<\/p>\n

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.<\/p>\n

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.<\/p>\n

To listen to the conversation, just click here!<\/p>\n

Click here to enjoy The Marketing Companion Episode 327<\/strong><\/a><\/h3>\n

An AI-generated summary of the conversation:<\/p>\n

1. Persuasion is (Still) the Science at the Heart of Marketing<\/h2>\n

Andy kicked things off by quoting the copywriting legends: \u201cIt used to be all about persuasion.\u201d And he\u2019s right. Classic marketing was rooted in psychology\u2014understanding why people take action (or not) and how to tip them toward us.<\/p>\n

Everybody\u2019s obsessed with optimizing for algorithms, but if your copy can\u2019t persuade, all the traffic in the world won\u2019t help. Marketers often overlook handling objections, using cognitive biases, and “nudging” consumers (thanks, Richard Thaler<\/a>). It\u2019s not all that different from decades past. Andy and I both agreed: re-read Cialdini’s Persuasion<\/a>, crack open \u201cScientific Advertising<\/a>,\u201d and revisit Nancy Harhut\u2019s work on behavioral science in marketing<\/a>. These classic texts are treasure chests of techniques that\u2019ll never go out of style.<\/p>\n

2. Your Brand Is Still Your Moat<\/h2>\n

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 \u201csoul\u201d of marketing is still your brand. Distinctiveness, emotional resonance, and memorability — these are the long-term drivers of growth.<\/p>\n

Look at the world\u2019s best brands: they don\u2019t 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?<\/p>\n

3. The Power of Human Connection: Live Events & Community<\/h2>\n

Here\u2019s 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\u2019s 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.<\/p>\n

Brands can (and should) host their own events. The potential for networking, relationship-building, and, indeed, sales is immense.<\/p>\n

4. The Unexpected Luxury of Paper<\/h2>\n

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\u2019s heart (or office).<\/p>\n

Paper feels like a luxury now. It\u2019s rare, a little surprise and delight that says, \u201cI put in extra effort for you.\u201d For the right audience, a physical touchpoint can generate deeper loyalty than a thousand \u201clikes.\u201d<\/p>\n

5. Stop, Iterate, and Focus on What Works<\/h2>\n

With every new tool or channel, marketers pile on more and more — TikTok, threads, Snapchat, Reels. But Andy\u2019s right: the best marketers aren\u2019t everywhere. They stop, iterate, and have the discipline to quit what\u2019s not delivering. If you can\u2019t go deep, you can\u2019t be great.<\/p>\n

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\u2019s about high-impact focus, not omnipresent mediocrity.<\/p>\n

What are you doing that\u2019s become a drain? Put something \u201cto bed,\u201d and reinvest those hours into upgrading your best work.<\/p>\n

6. Sex, Beauty, and the Importance of Design<\/h2>\n

No, this isn\u2019t clickbait. As much as culture changes, the human brain still processes beauty, sexual attractiveness, and design as signals of quality and trust. Whether you\u2019re selling a service, a SaaS platform, or a new book, your visual presentation matters.<\/p>\n

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.<\/p>\n

When an ad feels aesthetically pleasing, the brain interprets that fluency as truth and credibility. It\u2019s a shortcut: if it\u2019s beautiful, it must be good.<\/p>\n

When society repeatedly portrays certain faces, bodies, or aesthetics as \u201cideal,\u201d people internalize them as signals of success, happiness, or desirability.<\/p>\n

Advertising plays on this loop: we want to be like the beautiful people we see, so we buy what they use. It\u2019s not rational; it\u2019s associative learning\u2014our brains connecting the brand with the desirable identity it projects.<\/p>\n

This extends beyond \u201csex sells.\u201d It\u2019s about quality design, brand aesthetics, and the perception of credibility\u2014online 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.<\/p>\n

\"\"<\/p>\n

At the core, marketing hasn\u2019t 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\u2019t relics. They\u2019re the secret sauce, even in an age of AI and infinite screen time.<\/p>\n

Take a beat. Step back. And ask: which OG marketing moves are missing from your playbook?<\/p>\n

\"Gen<\/p>\n

Please support our sponsors, who make this fantastic episode possible.<\/p>\n

\"BrevoThis episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.<\/p>\n

Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.<\/p>\n

Go to\u00a0https:\/\/www.brevo.com\/marketingcompanion<\/a>\u00a0to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo\u2019s Starter & Business plan!<\/p>\n

\"\"<\/p>\n

\"\"A recent Semrush study found that\u00a0AI search traffic is projected to surpass traditional search by 2028<\/strong>. That makes now the time to prepare your brand for the future of search.<\/p>\n

With\u00a0Semrush AI Search tools<\/strong><\/a>,<\/strong>\u00a0you will lead this transition.<\/p>\n