Marketing strategies evolve with technology, but core principles rooted in consumer psychology endure. Here, 10 elite entrepreneurs reveal their #1 immutable marketing rule for lasting success.
Related: 5 tips for running a successful business
1. Attract attention.
The average attention span is shorter than a goldfish's in our digital age—true or not, your marketing must seize it instantly. Here's how:
Tease: Highlight the problems your audience faces.
Please: Showcase benefits through transformations, testimonials, and versatility. Testimonials build trust, as peer recommendations heavily sway buying decisions today.
Cease: Deliver an irresistible offer they can't ignore.
– Kevin Harrington, infomercial inventor, “As Seen On TV” pioneer, original Shark Tank shark with a $450 million net worth
2. Speak their language.
Communicate in terms your audience understands, not your own. I've developed the "PASE" framework—Practical, Action, Social, Emotional—to match communication styles:
Practical types prefer slow, logical facts without hype.
Action-oriented people respond to bold motivation.
Social individuals enjoy casual chats; build rapport over time.
Emotional buyers need empathy—ask "How are you feeling?" and avoid pressure.
– Tai Lopez, investor and advisor to multimillion-dollar companies, builder of an eight-figure online empire; connect on Facebook or Snapchat
3. Be relevant.
Stop pushing—meet prospects where they are: sidewalk (aware), slow lane (interested), or fast lane (ready to buy). Ask:
How can I add value?
How can I deepen their investment?
How can I convert them?
Tailor experiences to prove you're the ultimate solution.
– Scott Oldford, founder of INFINITUS; scales six-figure businesses to seven figures via online marketing
4. Create products you love.
We skip market research and focus groups—our products stem from personal passions and frustrations. I adore Big Ass Tuna Salad but hated commercial mayo's refined oils, sparking Primal Kitchen's lineup.
Prioritize excellence, then educate on benefits like avocado oil's antioxidants versus traditional oils' risks.
– Mark Sisson, founder of MarksDailyApple.com, bestselling author of The Primal Blueprint, world's top paleo/ancestral health blog
5. Educate.
Education-based marketing triumphs consistently. Deliver massive value, solve pains, and bridge the gap from current struggles to desired futures—without hard sells.
– Brian Klock, founder and COO of Creator of Financial Freedom; connect on Instagram, Facebook, and Twitter
6. Embrace utility.
Virality is costly in a saturated market. Instead, generate demand with giveaways and quality content to build sustained interest.
– Tom Ferry, founder/CEO of Tom Ferry International, #1 real estate influencer (Swanepoel Power 200), New York Times bestselling author of Life! By Design
7. Give people what they want.
Content reigns supreme. Shift from keyword-stuffed pages to intent-driven answers via FAQs and questions customers actually ask—keeping you ahead amid changes.
– Gary Nealon, president of Nealon Solutions and The Rox Group; Inc. 5000 honoree for five years
8. Be social.
Track your audience's platforms—mine thrive on Instagram and Snapchat, with nearly a million followers. Post daily: tutorials, freebies, quotes, and lifestyle shots. Skipping a day is like closing shop.
– Leyla Milani-Khoshbin, founder of Leyla Milani Hair®
9. Go where they are.
Know your audience's mindset, needs, fears, and values to spark urgency. Seniors may prefer mail/TV/print over social/email.
– Jon Braddock, founder/CEO of My Life & My Wishes
10. If it ain't broke, don't fix it.
Base decisions on data, not emotions. Long-term metrics reveal what scales—avoid tweaking winners.
– AJ Rivera, seven-figure marketer, consultant, CEO of PT Freedom; connect on Facebook and YouTube
Related: 5 ways to make your business better than the competition
The Oracles: Exclusive think tank of top entrepreneurs sharing proven strategies to accelerate business growth and success.
