The 10 Principles That Make Marketing Work (Most Businesses Miss #3)

TL;DR - Key Takeaways

• Great marketing isn't about tactics - it's about mastering 10 foundational principles that never change
• These words sit underneath everything - algorithms, platforms, and trends come and go, but these remain constant
• You already know these words - the problem is most businesses don't understand how to actually apply them
• We've used these exact principles to help our clients generate over $300 million in revenue across 14 years
• Each word is a tool that guides every marketing decision you'll ever make

Why Your Marketing Budget Keeps Growing But Results Don't

I've watched hundreds of businesses burn through thousands of dollars on marketing that doesn't work. And it's not because their products are bad.

It's not because their team isn't trying hard enough. It's not even because they picked the wrong platform.

The real problem? Their marketing lacks the foundation of what actually makes great marketing work.

After running a marketing agency for 14 years and helping clients generate over $300 million in revenue, I've identified patterns that distinguish businesses that dominate their markets from those that consistently struggle.

And it all comes down to understanding 10 specific words.

These aren't buzzwords. They're not tactics. They're timeless principles that remain unchanged when Facebook updates its algorithm or when a subsequent "must-have" platform emerges.

Let me walk you through each one.

Word #1: Clarity

If you confuse, you lose.

People don't buy what they don't understand. It's that simple. Yet I see businesses getting fancy with their messaging every single day to sound "sophisticated."

Here's what I tell my clients: Don't make people think. Your message should be so clear that someone scrolling past your ad or landing on your website instantly understands:

• What problem do you solve
• Who do you solve it for
• What they need to do next

Right now, I want you to do something. Pull up your website. Look at the last five emails you sent. Check the landing page that isn't converting.

Ask yourself honestly: Is it crystal clear what problem we solve and how we solve it?

If the answer isn't an immediate "yes," you're leaving money on the table.

Clarity isn't just about what you say - it's about what you decide NOT to say.

It's one of the most underappreciated superpowers in marketing.

Word #2: Trust

Everyone knows the saying: "People buy from people they know, like, and trust." However, here's what most businesses overlook - trust must be established before someone needs you.

The marketplace is drowning in hype right now:

• "Act now or lose out forever!"
• "Limited time only!"
• "This secret trick will change everything!"

Listen, hype fades. Scarcity tactics fade. Price discounts fade.

What doesn't fade is your credibility.

How to Build Trust Before the Sale

I have a client in Chicago who works with homeowners. The challenge? People might need her service someday, but we don't know when. So how do you show up at precisely the right moment?
You don't. Instead, you build trust consistently over time by:

• Sharing proof and results
• Publishing your process transparently
• Highlighting customer stories and case studies
• Being present when they're NOT ready to buy

When that homeowner finally has the problem my client solves, guess who they think of first? The person who has been consistently showing up with value for months.

Care about the people giving you their attention, even if they're not giving you money yet.

Word #3: Relevance

Great marketing meets people where they are, not where you want them to be.

Think about your own city. You see billboards everywhere. You hear radio ads. You scroll past social media posts all day. How many of those messages are actually relevant to you right at that moment?

Most businesses are so focused on their growth targets and KPIs that they forget to ask: Is this message relevant to the person seeing it right now?

A few years ago, many people focused on "growth at all costs" and "growth hacking." However, if you grow without being relevant, you risk becoming irrelevant in the market that supports your business in the long run.

To succeed, meet people where they are in their buying process. Do not try to sell to someone who does not realize they have a problem yet.

Instead, provide content that is relevant to their current situation.

Word #4: Value

I learned this lesson early in my entrepreneurial journey: Always give more value than you ask for in return.

This isn’t about being weak; it’s about realizing that when you truly help people, money often follows.

This may seem idealistic, but after 30 years as an entrepreneur, I've seen it happen many times.

In marketing, this means:

• Your content should solve real problems.
• Your emails should educate, not just sell.
• Your ads should provide useful insights, not just list product features.

When someone gets real value from you before they buy, making a sale feels natural.

They aren’t being pressured; they’re simply continuing a relationship that is already working well.

Word #5: Story

Here's something most marketers forget: People don't connect with facts and features. They connect with stories.

Our agency has helped clients generate $300 million in revenue. That's a fact. However, what really resonates is when I tell you about the client who almost missed a $20,000 sale because a lead had sat in their system for eight years untouched.

Stories do three things facts can't:

1. They make complex ideas instantly understandable
2. They create an emotional connection
3. They make your message memorable

Your brand has stories. Customer transformation stories. Stories about why you started. Stories about problems you've overcome. Use them.

Word #6: Consistency

I've been showing up in this market for 14 years. Not because I'm special, but because I understand something fundamental: Trust compounds over time through consistent presence.

Most businesses show up when they need something:

• Need sales? Send an email.
• Need leads? Run some ads.
• Quarter-end approaching? Launch a campaign.

But the businesses that dominate their markets? They show up consistently, whether they "need" sales that day or not.

The Compound Effect of Consistency

Think about the brands you trust. How often do you hear from them? Regular communication helps you feel more familiar with them.

This familiarity builds trust. Trust leads to more sales.

Regular contact does not mean bombarding your audience with messages. It means having a steady approach, like sending weekly emails, publishing new content regularly, and providing reliable value.

Word #7: Authority

In a crowded marketplace, authority is what separates you from everyone else claiming to do what you do.

Authority isn't about being the loudest. It's about being the most trusted source in your space.

You build authority by:

• Sharing what you know (even when others guard their "secrets")
• Publishing original insights from your experience
• Taking positions on industry issues
• Demonstrating expertise consistently over time

I publish content about marketing because I've been in the trenches for 14 years, running campaigns. That's authority. Not because I claim to be an expert, but because I've done the work and I share what I've learned.

Word #8: Personalization

Here’s an important point: Generic marketing leads to generic results.

When people visit your website or read your emails, do you make their experience feel personal? Do you recognize where they are in their journey?

Today, personalization is not just possible; it’s expected. We have the technology to:

• Show different messages based on where users came from
• Tailor email content based on their past actions
• Create unique experiences for different audience groups

Successful businesses are not just sending out messages; they are actively engaging with their audience. They are having personalized conversations on a large scale.

Word #9: Momentum

I love cycling. There's a concept known as the flywheel - once you get it spinning, it takes less effort to keep it going than it took to get it started in the first place.

Marketing momentum works the same way.

The hardest part is the beginning:

• First piece of content? Brutal.
• First email campaign? Crickets.
• First ad campaign? Expensive learning curve.

But once the flywheel starts spinning, once you have consistent content, growing trust, and compounding authority, everything gets easier. Results come faster with less effort.

Here's the catch: You have to maintain momentum. Stop pedaling, and the wheel slows down. Take six months off from content? You're starting from scratch again.

Word #10: Optimization

One of my companies is called CANI 365 - Constant And Never-ending Improvement. This philosophy drives everything I do.

In marketing, improvement is a never-ending process.

We don't have to get everything perfect to get great results. But we can't get comfortable with the results we're getting either. There's always something in the flywheel that could be:

• Tweaked
• Modified
• Tested
• Improved

The most successful marketers aren't necessarily the smartest. I don't have a degree in marketing. I studied finance and engineering. But I am adaptable.

You've got to:

• Measure what matters
• Learn from the data
• Adapt based on insights
• Repeat the process weekly

This isn't a guessing game. It's a systematic improvement process that compounds over time.

Your Next Move: The Marketing Audit

Here's my challenge for you: Take five minutes right now and audit your marketing against these 10 words.

Create a simple scorecard. Rate yourself from 1-10 on each principle:

1. Clarity - Is our message crystal clear?
2. Trust - Are we building credibility before asking for sales?
3. Relevance - Are we meeting people where they are?
4. Value - Are we giving more than we ask?
5. Story - Are we connecting emotionally?
6. Consistency - Are we showing up regularly?
7. Authority - Are we the trusted source in our space?
8. Personalization - Are we speaking to individuals?
9. Momentum - Is our flywheel spinning?
10. Optimization - Are we continuously improving?

Be brutally honest with yourself. A score of 5 on one principle is worth more than lying to yourself with an 8.

The areas where you score lowest? That's where your next breakthrough is hiding.

Why These Principles Will Always Matter

Marketing will continue to evolve. New platforms will launch. AI will transform how we work. Algorithms will change tomorrow and change again next week.

But these 10 principles? They're timeless.

They started with direct mail, creating letters that reached people's homes. They moved on to early internet marketing, using it to connect with audiences online.

Now, they focus on social media, building strong communities around brands. As new platforms emerge, they will adapt and succeed with them.

Marketing is not just about tools or platforms; it’s about understanding people and making real connections.

If you grasp these basic ideas, your marketing efforts will improve. Your tactics will work better, each platform will give you more valuable results, and your campaigns will have a greater chance of success.

This isn’t just an idea; it comes from 14 years of experience and generating $300 million in client revenue.

Final Thoughts

Marketing isn't about chasing the next big thing. It's about mastering the fundamentals that never change.

These 10 words have guided every successful campaign we've run. They've helped our clients generate results that transformed their businesses. And they'll continue to work long after today's platforms and tactics become obsolete.

If this resonated with you and you'd like to explore these principles further, we help entrepreneurs and marketers apply them within our MindShift Inner Circle program. We also work with select businesses through our agency at MindShift Digital.

Either way, start with that self-audit. Get clear on where you are. Then take action on the principle that will move the needle most for your business.

Because at the end of the day, if we can help you shift your mind, we'll help you shift your results.

That's precisely what we do.

Frequently Asked Questions

Q: How long does it take to see results from focusing on these principles?

A: It depends on where you're starting from. If your marketing currently lacks most of these principles, you can expect to see improvement within 30-60 days. But remember - these are foundational elements that compound over time. The fundamental transformation happens over quarters and years, not days and weeks.

Q: Do I need to master all 10 at once?

A: Absolutely not. Start with clarity - it impacts everything else. Then focus on the principle where you scored lowest in your self-audit. Make incremental improvements rather than trying to overhaul everything simultaneously.

Q: Can these principles work for any industry?

A: Yes. I've applied these across hundreds of different businesses in dozens of industries. Whether you're B2B, B2C, service-based, or product-based, human psychology remains the same. These principles work because they're rooted in how people make decisions.

Q: What if I'm already using some of these strategies but still not seeing results?  

A: The key isn't just doing these things one by one; it's how they work together as a system. You might have clear goals but struggle with consistency, or you may have good authority but lack personalization. All parts need to work together to build momentum and achieve results.