7 Rules For Marketing from Hasseman Marketing

When it comes to marketing our organization, everyone wants to make sure they are up on the latest tips and tactics.  And we are here for it.  Our goal is to keep you up to date on the latest that is happening in the marketing world.  But if you (or your organization) are only jumping from thing to thing to try and catch lightning in a bottle, you will often never create long-term success (especially that you can replicate).

So we wanted to create some foundational rules for marketing.  These are 7 Rules for Marketing…from Hasseman Marketing.  If you follow these, you will create a marketing foundation that can help you tell your story in a way that lasts.

Give Value Upfront

We believe that we live in a Give First Economy.  I even wrote a book about it!  This means that entrepreneurs, salespeople, and organizations that provide value upfront will win long-term.  They will create trust and build integrity and that will create sales.  This value might come in the form of branded merchandise, entertaining video, or an informational blog post.  But by focusing on the needs of your customers, and then meeting them joyfully, you can create a relationship that will last for years.

Know Your Customer

I mean REALLY know your customer.  The best businesses I know are fanatical about this.  They create avatars of their perfect customer.  Who are they?  What do they care about?  Where do they hang out?  Really dig deep.  When you really know your customer, then you can create marketing that reaches them right where they are.  So many organizations create marketing “for everyone.”  That is a huge mistake.  Most businesses I know don’t have a marketing budget that will allow them to reach everyone.  So dig deep into your perfect customer and create marketing that reaches them.

Ask For The Action You Want

While creating value for our customers and prospects is incredibly valuable, you still need to ask them to take the action that you want.  Do you know why I loved the Coinbase ad from the Super Bowl?  It was very straightforward.  Scan the QR code.  So many Super Bowl ads focus so much on the creative that they forget the point of the exercise.  And many small businesses don’t want to seem overly aggressive by saying “buy now.”  You don’t have to ask for the sale with every interaction.  But when it’s time to ask your audience to do something…just ask.

You Can’t Over-Communicate

This has never been more true than it is today.  With the world, the economy, and the supply chain changing so quickly, we need to use every tool in the toolbox to keep in contact with our prospects and customers.  Whether that is through video, social media, blogs, email blasts, or a simple phone call, you need to keep your audience up to date.  Often, we feel like we have said something so many times that we are tired of hearing it, but it is just breaking through to many of our audience.  As Donald Miller says “marketing is an exercise in memorization.”  When your customers start to say your message back to you…you are on the right track.

Brand Marketing Versus Direct Marketing (Do Both)

Both Brand Marketing and Direct Marketing are important…but they are different.  I talk about this here.  Brand Marketing is about raising awareness.  You are not asking your audience to buy (right then).  Direct Marketing is when you send an email and make an offer (click here to buy now).  Both of these are effective and important.  But we get in trouble when we try to measure brand marketing using direct marketing metrics.  They are not the same.  But it’s important to have both of these in your arsenal.

Reach Your Customer When They Need you

We have already discussed why it’s important to know your perfect customer.  This digs just a bit deeper by asking this specific question.  Where is your perfect customer when they realize they need your product or service?  Now…how cool would it be to meet them there?  They might be in their car, or in their kitchen.  Either way, creating your marketing strategy about reaching them in this moment of need can be a game-changer.

When In Doubt Keep Going

Don’t get me wrong.  This does not mean you should keep throwing good money after bad on an ineffective marketing strategy.  But so many organizations are incredibly impatient with their campaigns.  They don’t commit at the beginning of a strategy about how long they will stick with it.  This is especially true with content.  An organization decides to start creating content (more brand marketing than direct marketing by the way), but then they want results in 3 weeks.  Often the answer is just to keep going…and do it again tomorrow.

While this is not an exhaustive list, it’s a good foundation.  If you (and your organization) can follow these 7 Rules for Marketing from Hasseman Marketing, you will be off to a great start.  If you want to make sure you never miss an update, now is a great time to become a VIP.  Sign up to be “on the list” here.


Written by: Kirby Hasseman

Kirby Hasseman is the CEO of Hasseman Marketing & Communications. Kirby hosts a weekly Web show called Delivering Marketing Joy where he interviews business leaders from around the country. Kirby has published four books. His most recent is “Fan of Happy.” His book, called "Delivering Marketing Joy" is about doing “promo right” and is perfect for people in the industry and customers. He also wrote “Think Big For Small Business” and “Give Your Way to Success. All are available on Amazon.