The 17 Laws of Marketing

I’m going to teach you the 17 most important Laws of Marketing. I’ve learned these 17 laws after selling things online for more than 10 years.

Let’s jump straight into the first one.

Law #1: The Market Is Always Right

I have seen so many new entrepreneurs fail because they were convinced that their product, their service, or their offer was the best thing ever. However, their market disagreed.

For instance, a local coffee shop with a unique menu to offer might be a dream come true for its owners. They might think that they’ve created a safe haven for their audience by providing the perfect blend of cuisine and environment. They might think that this is what the market is looking for.

But if the local community prefers quick, affordable bites and coffee over complicated dining experiences, the market’s preferences will determine the success of the local cafe.

To succeed in marketing, it takes humility to accept that your market may not buy what you want to sell.

You have to understand this law to be a successful marketer and that’s why it’s the first law.

Law #2: The Rule Of 7

The rule of 7 was first coined by movie studios in the 1930s, almost 100 years ago.

This rule says that customers need to see your brand 7 times before they make a purchase.

Then why are all beginner marketers trying to make a sale in the first interaction?

They have to see you at least 7 times before even thinking about sending you money. Try these to increase your brand recognition:

1. One post on social media
2. One newsletter to your subscribers
3. One video on YouTube.

Law #3: The Mere Exposure Effect

This law is a great follow-up to the previous one.

The mere exposure effect is a psychological phenomenon where people like something more after being exposed to it repeatedly.

In simple words, the more someone sees your brand, the more they will like you.

So keep showing up in the marketplace, as often as you can, and continue building trust through the mere exposure effect.

Law #4: Go Deep, Not Broad

The more broad you try to be in your marketing, the less effective you will be.

Another way of saying this law is: If you talk to everyone, nobody pays attention.

Still confused? It’s like you shout into a noisy room then your message gets lost.

Your ideal client needs to feel like you are calling him or her out in your content and in your marketing. And you can’t do that if you use vague language or talk to a generic group of people.

A fitness coach who uses generic messages to reach a large audience may find it difficult to stand out. However, he may create content that specifically addresses the problems and goals of a specific group of people.

In short, the more specific and personalized your message is the better.

So go deep, not broad.

Law #5: The Power Of One

This law is actually true for all communication: If you give a person too many choices, they are more likely to not make a choice at all.

If you want your marketing message to impact your prospects, then you have to focus on one thing.

When your audience is presented with too many choices, they:

1. Tend to feel overwhelmed or experience too much information
2. This might lead to a decision paralysis or missed opportunities

So the best thing you can do is to just concentrate on “one thing” – a simple and single message for your audience.

That can be:

1. One takeaway
2. One offer
3. One call-to-action

Law #6: Be Clear, Not Clever

You can see a false impression of marketing on:

1. Movies
2. TV shows
3. Books

There seems to be this idea that marketers seduce the masses through clever wordplay.

If your marketing actually has to make money and pay the bills, clever talk will ruin your business.

The best marketing uses clear language and shows the consumer that you understand them better than anyone else.

Remember that Health and Wellness Coaches don’t need to use complex terminologies to market their service effectively. Instead, they can just:

1. State clearly how they can help their clients achieve their health goals.
2. Or they can show a solid understanding of their client’s needs and issues and address them accordingly

Law #7: Benefits, Not Features

Clients and customers only care about one thing: RESULTS.

All they want to know is how you, or your product, improve their life or solve their problems.

I’ll give you an example from my business.

In my mastermind for video creators, members don’t really care about:

1. How much training material is on my membership site?
2. Or how many modules there are in the program.

All they care about is creating videos that help them attract their ideal clients, and how those videos will bring them more money, more freedom, and more authority.

In your marketing, you have to primarily talk about benefits and results.

And to connect that to Law number 5, The power of one, you want to focus on one single major benefit.

Law #8: Social Proof

Even if you promise the most desirable benefits and results, your marketing only works if your prospects believe what you’re saying.

That’s why you have to provide proof, and especially social proof.

Demonstrate that what you’re promising in your marketing, you have already helped other people achieve that.

Law #9: Don’t Sell, Let Them Buy

People actually love to buy, they hate to be sold.

Think about it, everybody buys stuff all the time. Many people even spend more money than they have.

If you can provide value to the marketplace, then:

1. You don’t have to be pushy or salesy
2. Let people buy when they’re ready for it.

The problem is many marketers are desperate and don’t have the patience to create value first. So they try to skip this step and resort to salesy messages.

This law emphasizes the importance of patience in marketing and value creation.

Providing genuine value and letting customers make decisions at their own pace are the keys to developing trust and long-term customer relationships with your client.

Keep in mind that when people feel in control of their decisions, they are more likely to engage and make purchases willingly.

Law #10: Attention Is an Asset

Attention has become more competitive than ever and it is now one of the most valuable assets.

Your marketing has to grab attention. And not just any attention, but attention from your ideal clients or customers.

It is like writing a blog or creating a video:

1. Needs to have a good hook to grab your audience’s attention
2. Needs to be informative and make them stay on your content

A compelling headline and quality content are essential to captivate and maintain attention.

And because attention is an asset, when you have the attention, do something with it by following the other laws that you’re learning from this blog post.

This is extremely important.

Law #11: Guarantees Increase Conversion

I completely understand that giving guarantees can be scary. It is like a leap of faith.

But here’s the thing: guarantees can be a game-changer when you’re in the business of selling, whether you’re selling goods or services. Your conversion rates can be greatly increased by them.

Let’s analyze it now.

Consider yourself a customer who is considering a certain good or service. Although there is that natural hesitation, it is intriguing. What happens if the buzz is unfounded? What if it wasn’t what you had anticipated? Guarantees come into play in that situation.

The easiest and most convincing guarantee is the classic “no-questions-asked money-back guarantee.”

It’s like saying, “Hey, I’m so confident in what I’m offering that if it doesn’t work for you, no worries, I’ll give your money back – no interrogations involved.”

This meets two objectives.

1. It first minimizes the customer’s concerns. They believe they are taking on very little risk because they can easily get their money back if it doesn’t live up to their expectations.
2. It demonstrates your willingness to assume the risk as the seller. You’re risking your faith in the quality of your offering.

Trust is your best friend in the world of sales. People are more likely to buy from you when they believe in what you’re selling. They feel more at ease about taking that leap of faith because it’s like providing them with a safety net.

So while promises may seem intimidating, they are the key to increasing your conversion rates. It’s a win-win situation because clients feel protected and you end up selling more.

Law #12: Always Follow-up

You’ve already learned about Law #2, The Rule of 7, and Law #3, The Mere Exposure Effect. Following up is the logical consequence of those two laws.

Put it this way: the next crucial step is to follow up once you’ve made your initial connections and gained some exposure for your company. It serves as a link between creating an excellent first impression and developing a lasting connection.

The problem is that many marketers fail at this stage, especially those who are just starting out. They may forget about the leads they already have because they become so focused on finding new leads.

It is very easy to become obsessed with bringing in new leads and then totally forget to continue following up with existing leads.

The real magic, as you can see, happens during the follow-up. It’s not the moment to say, “Job done,” after you’ve caught someone’s attention and come into contact with them.

Instead, it is the ideal time to develop that relationship. Maintain communication with your existing leads. Providing them with extra value, and keeping your company top-of-mind.

Why? Check this journey for you to get an idea:

1. The more you follow up, the more probable it is that you will turn those leads into devoted clients.
2. Your brand stays top-of-mind when you follow up consistently.
3. Which over time helps to establish trust.

It’s like taking care of a garden; caring for your current relationships is just as important as planting new seeds. Therefore, keep in mind that “Always Follow-Up” is the secret to success in the marketing industry.

Law #13: Build a List

Talking about leads, that’s what building a list is all about.

Once you have a list of contacts that gave you permission to continually message them, you now have built the foundation for a great business.

And whenever a marketing strategy works for me or my clients, I send an email to my list. Click here to get on my list.

Remember Law #9: Don’t sell, let them buy.

The primary objective of your marketing is to provide value to your leads.

When you’re collecting leads and building your list, this is where following all 17 laws of this blog will make the difference between one or two sales, or a massive business success for you.

Law #14: Everything Is a Test

As you are learning to implement these 17 Laws of Marketing, you will have many follow-up questions.

For example, let’s take Law #7 which says you must primarily talk about benefits.

A question I get very often is:

1. Which benefit you should highlight?
2. Or what’s the most appealing benefit for your prospects?

What most beginners do is:

1. Go into research mode
2. They search on Google
3. Ask ChatGPT
4. Look at what other marketers do
5. And so on

That kind of research very rarely leads to anything useful.

That’s why Law #14 exists, and it says that everything is a test.

You have to test your assumptions in the real world, in the real market, with real people.

And yes, that means testing many things that don’t work.

The journey can be like this:

1. Practice testing.
2. Be deliberate about it.
3. You will arrive at the correct conclusions.

Law #15: Never Stop Split-testing

Sometimes, we run out of things to test. I understand that.

However, one thing you must never stop is split testing.

Split-testing is where you have two slightly different variations of the same thing.

A very popular example is a sales page.

You must never stop creating slightly different variations of your sales page and trying to find one that has a higher conversion.

And if you’re not sure what to test, you can always test:

1. The headline
2. The main benefit
3. The guarantee
4. Or the call-to-action

Law #16: The Money Is In The Upsell

I’m telling you right now, this law of marketing can make you very, very rich.

Most people who start their own businesses make a fatal error of focusing just on selling one good or service and expecting to make all of their money from that one sale.

What the best marketers and entrepreneurs do is they walk a different route. Here’s how it looks like:

1. They sell something first where they barely make a profit, sometimes even lose money.
2. Then they build a relationship with these new customers based on trust and value.
3. Then they make follow-up offers that are at a higher, or premium, price.

It’s these follow-up offers at higher prices, which is called upsell, that will earn you the most money in your business.

Law #17: Know Your Customer’s Lifetime Value

The customer lifetime value is the total amount of money that a customer spends with your business on average.

You have to know this number so you know how much you can spend on bringing in new customers.

If your customer’s lifetime value is $1,000, then do you think it’s worth spending $100 or even $200 to bring in a new customer?

Of course, it is!

Imagine this scenario:

1. Your customer’s lifetime value amounts to $1,000. It implies that investing $100 or even $200 to acquire a new customer is a smart move.
2. Spending just a portion of what they could be worth may seem excessive at first, but in the long run, it’s a wise move.
3. There will eventually be a return on that initial investment, even if the full $1,000 isn’t immediately cashed in.

Any business owners may plan their marketing and client acquisition strategies by having a clear understanding of the long-term value a customer offers.

The long-term profitability that results from maintaining these relationships is just as important as the short-term benefits.

This law emphasizes how crucial it is to think strategically and look beyond short-term advantages in order to succeed as a business.

This explains why the previous law, Law #16 which says the money is in the upsell, is so important.

These are the 17 Laws of Marketing that I’ve learned from selling things online for more than 10 years.

If you want to implement all these 17 Laws, then I have a very simple marketing strategy for you that works extremely well for coaches, consultants, and even freelancers.

Click this blog post next, 3 Content Secrest From Big Social Media Accounts, where I explain the strategy step-by-step.

What do you think of these laws? Is there anything you want to add? Let’s talk about it in the comments!

And don’t forget to subscribe on my YouTube channel, @creategrowprofit.