Welcome to this landmark episode of the podcast – episode #600! As I celebrate this milestone, we’re diving into something truly special: the unchanging, fundamental principles of marketing.


These principles aren’t just theories; they’re the foundation of successful marketing strategies, proven over decades and still as relevant today as they were 50 years ago.


Here’s just a peek into what I’ll be covering:


  • Why relationship building is still the heart of all marketing success.
  • The secret ingredient for continual growth even when the market is inconsistent.
  • How to make your offer truly resonate with customers so it converts.
  • The crucial components to creating a successful marketing strategy.
  • Why a forward-thinking, long-term vision is vital for sustaining your business’s growth and relevance.
  • How to craft messaging that creates a lasting impact on your audience.


This episode is more than a celebration; it’s a deep dive into the timeless strategies that can empower your marketing efforts for years to come. Tune in and discover the evergreen secrets to marketing mastery.



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Honestly, we’re more than a marketing team — we’re a tactical partner who will care about your business growth just as much as YOU (maybe even more)! We’re here to play the long game and help you create a powerful impact!


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Emily Hirsh:


Hello and welcome back to the podcast, you guys. This is episode 600. I think I should be doing like a party or something. Isn’t that what the influencers do with the balloons? I feel like we did that one time. But now it’s like 100 just goes so fast, especially when I do the series that I do. 600 podcast episodes, y’all. That is a lot. I have had my podcast since 2018, and it’s really cool to have something that you have stayed that consistent with for that long. And it’s like the podcast has evolved with me, my ability to show up and be a podcast host, but also who I show up as on this podcast has changed multiple times. It’s kind of like in a friendship or a marriage where it’s like you become different people, and then you have to evolve together or it doesn’t work. It’s like the podcast has had to evolve with me or it wouldn’t have continued working. So thank you. I know some of you have been around for years on this podcast, and I am always, always so honored to have this space and ability to connect with you. And also, if I didn’t love it this much, I wouldn’t do it consistently. It’s one of my favorite ways to create an impact and connection with you guys. So here’s to 600 episodes, and here’s to 600 more. Imagine when I’m like, “This is episode 1050.” That’s gonna be crazy. I wonder what the world will be like then. 


Alright, today’s podcast episode is marketing principles that always work versus tactics that don’t. And I figured I would do this because in the last podcast episode, I talked about three ways not to grow your business, and the last one was kind of bringing in this concept of not getting distracted and trying to follow other people’s tactics and blueprints and ways that they’re doing things exactly but more so pulling out principles because principles are always true. So I figured why not share 6 principles that always have and always will be true. I like looking at things from this perspective and trying to pull principles out of different teachings. So books you read, people you follow, content you basically consume, and when someone’s teaching something, pulling principles out versus exact tactics. There’s definitely a time and place where you could be implementing a tactic that is right for your business, but typically there are nuances to it, and underneath it is usually a principle that’s always true. So marketing principles are something that if you were to go back like 50 years, these things would still be true. The tactics in the way that they were executed have changed with technology and society and all of the changes that are important to adapt to, but the principles are like the underlying foundation that will never change. You could go back 50 years ago, you can fast forward 50 years like these will always be true in marketing and business, and there is a time and place for tactics. 


So it’s not that I hate tactics. Like you obviously need them because you can’t just take everything I say in this episode and be like, “All right, I got my marketing strategy.” Like you need to have tactics connected to your principles, but your tactics are what are custom. Your tactics are what need to at least take into consideration you and your business and your offer and your niche and who you are and what you’re trying to do in your business model whereas principles are the same for everybody. They’re just executed differently with tactics. That sometimes works for 1 person and won’t work for another. So I would want to make it clear I don’t dislike tactics like we definitely need tactical strategies but principles are where we have to start then we can develop the tactics. So here are the 6 marketing principles that will always be. Relevant. The first one is relationships. I don’t care what era it was, the purpose like it is now fifty years ago, forever the purpose of marketing is going to be about developing relationships. Business and marketing happens through relationships because people buy, always, no matter what, it is physical digital product service through an emotion and you can’t develop an emotion without a relationship. So even if the relationship is not directly with an individual. 


It’ll be with the brand and with the company and so focusing your marketing all areas of your marketing on building relationships. And asking yourself and kind of running it through a filter whether it’s what strategy to do how many emails you should send what you should say the steps in your funnel look at it through the perspective of a relationship and even bring in like a real relationship like if this was a friend that I was sitting across having coffee with. But what I do usually is you’re able to get clarity from that so relationships being the foundation and the core component of marketing always has and always will be true. It all starts there because you will not get sales. You will not make sales without solid relationships with your audience and your brand. The second marketing principle is consistency hands down all day forever. The businesses and the brands that are going to win are the ones that are consistent. Consistency is so important with every component of your marketing from your audience building to your lead generation to your sales consistency is how you build a sustainable business. 


It’s how you start to get that snowball effect of work that you did three six months ago starts to pay off and you can’t lose if you’re consistent no matter what year it is you will need to be consistent. So that means how you show up and build your audience that means how you’re generating leads and how consistent you’re generating leads that means how consistent you’re generating sales like you can’t have a business that has 3 live launches a year and that’s the only time you get sales. That’s a huge liability so oftentimes making consistency the goal is a great place to start when you have a piece of your marketing that isn’t working so if you’re just starting out and you’re like I don’t have a big audience or I don’t have a lot of leads on my list. Yes, we want to make sales. But if we start with consistently building our audience. And generating leads. The sales will naturally come so consistency is a principle that should be infused in everything that you do and should be a big goal of yours. The third is solve a core problem or desire with your offer. This sounds like a no-brainer. But. You would be surprised how many people miss this and when you take a step back and you look at what you’re selling and maybe it’s how you’re talking about what you’re selling making sure that the connection is made to is this truly solving a core problem.


Fulfilling a core desire that my ideal customer has because I don’t care how fancy your marketing strategy is, how much you pay to coach, how many agencies you hired, how many leads you’re even getting if your offer doesn’t do this. It is not going to convert if you don’t solve a core problem or fulfill a core desire. That your audience is connected to and is very obvious that this is the problem or desire they have and you don’t number one actually solve it with your offer but number 2 know how to communicate that your offer solves it. You will get all the leads and all the traffic all day long and they will not buy and and the reason this is so important too is. It sounds very easy. It’s like yeah it does solve a problem but it’s actually a lot of people struggle because it’s not just about does it solve the problem can you communicate that it solves the problem if I go to your sales page and I look at your offer. Do I understand as somebody brand new who has not seen it before that this is going to solve my problem or fulfill a big desire of mine this takes time and refinement. This will always be true. I don’t care what strategy you have what offer you have, but. Business you have what niche here and it does not matter if you do not solve a core problem or fulfill a desire with your offer. 


It will not sell number 4 messaging. Messaging will always be a marketing principle and I actually noted using messaging to create connection because again, no matter the industry, the offer, the business, the brand, the niche, messaging will always be key when I say messaging if you are new or you need a reminder. I mean your communication. So your messaging is in your copy. It’s in your content. It’s in every place that you communicate emotion, problems, desires, frustration to your audience. Which can be through content which can be on a sales page which can be on an opt and it can be the title of your webinar. It can be a social post. It gives me an email everywhere your messaging is infused everywhere and it starts with your connection. To your ideal customer’s problem, frustration and desires because if you don’t have that clarity and connection. Then how could you ever connect to it? How could you ever create copy and content and assets that are going to connect to those things if you don’t even know what they are? This is another one that it’s like. This sounds super obvious doesn’t everybody have this? Most people do not or they think they have it but they need to go so much deeper. It’s why on my team the most amount of resources that I invest in in supporting clients.

Is not just strategy strategy is probably number 2 it’s messaging messaging’s everywhere copywriters designers. 


We’ve got a creative lead, even our strategist is in on messaging because you cannot be successful without good messaging. So using messaging to create connection. This is also something that will always be being refined. You will always be taking it and improving it and deepening it and adjusting it and kind of flowing with your ideal customer as they shift and change. Just in the seasons of the year you could have to shift and change your messaging because your ideal customer is going through different things. So it’s something that you should always have a pulse on number 5 your foundation always comes first now your marketing foundation is your messaging your strategy and your offer those 3 things are your foundation. Those 3 things have to be dialed in for anything else to work all the bells and whistles, all the extra things Facebook ads Instagram ads Google Ads Organic Social Instagram Pinterest affiliate marketing like everything you could possibly think of will not work if your foundation is not locked in. Your messaging your strategy your offer your messaging I just talked about your strategy is basically what you’re doing to take people from audience lead to sale. What’s the customer journey? What’s the experience? That’s a tactic those tactics will take into consideration all of these 6 marketing principles.


Your tactic that is your strategy will take into consideration relationships. It’ll take into consideration consistency. It’ll take into consideration solving a core problem. Even if it’s with your webinar but your foundation always comes first. Everything else is just going to amplify your foundation. So if your foundation sucks then you’re going to go to run ads and it’s not going to work now. A lot of people mistake this by thinking oh I need to take a year to build a solid foundation no you can build a solid foundation in thirty days like a lot of clients even come to us who think they have a solid foundation and it has cracks in it and so our onboarding process even with our highest level clients is actually to audit and look at the entire foundation before we start ads. That’s why we build the strategy. That’s why we do a specific messaging call within our strategy call where we’re we’re digging into the messaging. That’s why we audit every asset of the funnel, the landing pages, the emails, the sales pages, all of it because we are filling the cracks to that foundation. So it’s not like oh I have to take forever to build this like solid foundation. No, you can do it very quickly. You just need to have it and a lot of people jump to starting ads you’re starting another initiative organic affiliate. Whatever you name it and they don’t have the foundation and the foundation will always be those 3 things.


The tactics associated with those are going to vary based on your business. The sixth marketing principle is play the long game. It doesn’t matter when it is this will always be true for business just like the businesses who. Focus on consistency will win consistency ties directly into playing the long game. The businesses who focus on not the quick overnight wins and the like instant gratification but the ones who can actually. Visualize and see where they’re going to be in six twelve eighteen months three years from now and understand what they’re building. It’s like the Abercrombie and Fitch episode. They’ve been here for hundreds of years or hundred plus. Okay, those guys are not looking at what they’re going to get out of what they do today for next week. The companies that play the long game and are like this is a serious legit company and we are here for the long haul. They’re not like all right guys. What can we do today that I can get an instant reward in two days from now? It’s about the long game because this ties into other things and relationships. Consistency creating connection. All of that takes time. It does not happen overnight. That does not happen in a week. You play the long game by leveraging consistency which therefore builds relationships and creates connections. Playing the long game means investing in your business. It means understanding that the leads you bring in today they may not you know. 


95% of them may not do anything for three months. Three months is nothing if you’re gonna be here for 100 years or even 10 years right, like when you actually take a step back and look at how especially the digital marketing businesses run with. Only being able to see like next week or thirty days from now and they make decisions based off of that. It’s kind of crazy like would you make different decisions if you started looking at your business from a longer viewpoint. It’s important to look at like okay ninety day stints and what are we doing the next thirty days but you have to also be playing the long game. Not just going for instant gratification and wins. Those are the 6 principles that will forever and always be true. Prove me wrong, send me a message if you disagree. But I promise you there are probably more that I didn’t talk about that I’ll incorporate in but there are things like. These are the things that are infused into all of my podcast episodes because they are always true. They’re true for everybody and they will always be true. Have always been true. We can look back on amazing marketers years and years ago when the whole digital landscape was different and I guarantee you could pull out these principles. You look at Abercrombie and Fitch and that episode I did about their comeback and how they’ve done so well these principles they’re always going to be true. 


So when you go to follow somebody or you’re pulling information from a book or a course or a training or a podcast or a social post, look for the principles. Then ask yourself, like as you went through this episode, ask yourself out of these 6 principles, where am I out of alignment, where do I need to improve one of these 6 things or maybe it’s 2 or 3 of them. You can’t improve all of them at once. But. Are all of these infused into everything you’re doing in your marketing, your content, your nurturing, your lead generation, your sales, like the projects that you work on, the way you look at your marketing, the way you talk about what’s next and what to do? Are these principles infused in everything that you do? That’s the question to ask yourself, and then the tactics become easy when these things are being taken into consideration, all right? My friends. Well, happy 600th episode of the not for lazy marketers podcast, which has had 2 name iterations with Emily. You guys might actually remember, I don’t even know how many years ago it was, Hirsh Marketing Underground, then Not for Lazy Marketers, and there may be another iteration coming this year because as I change, the branding has changed and the name and how I show up, which is just super cool. So thanks for tuning in, guys. I will talk to you next time!