The 15 laws of rrrefutable 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.

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.