Marketing is not Twitter, Instagram, Tik Tok or YouTube videos.

And, marketing is not selling.

Marketing is not digital, analog, matchsticks and fire.

And, despite the misgivings of some, it’s not deceptive, manipulative or fake.

So, what is it? Simple:

It’s the communication that you’ve got some bundle of benefits to offer an audience that’s told you they want those benefits.

That’s it; really.

Sounds simple, and the intention is. It’s like putting together a party: you think about who would be a great group to have, the kind of music that will create the mood you want, the food that will be easy, avoid allergic reactions and bad stains. Do all that really well and, when they leave, you’ll hear “best party, ever!”

That’s what you want your marketing to achieve but with customers who are so happy they did business with you, they provide testimonials, long-term business, referrals and feedback.

But, before you can put all those details together, before you can jump up and down over those holy grail results, there are some details you need to master; the inside scoop on what, how and why the right people will respond – really, feel drawn – to the promise of your message (or party invitation).

There are marketing principles which are permanent. They are like solid walls and you can rely on them in a changing world, 24/7/365.

When you master these basic principles, you don’t worry about the latest trends because you have a wall of unshakeable principles you can always rely on for results. No matter what is the platform du jour, no matter what your teenager is screaming at you to use, you’ll know there’s only one way to choose your marketing destination: “where is my audience when s/he’s receptive to my marketing message?”

While I frequently illustrate how to use fundamental marketing principles with tools (titles, google, SEO, funnels, content, Facebook, etc.) principles are the main thing that I want you to learn here from our weekly Zoominar. And, more important than that is how to apply those principles.

So, join me for the weekly Marketing Zoominar; learn what, why and how to apply what will work for you ~

Got it? Learn what to do and why – in your specific situation – with your products, services, benefits and audience. Join me for a new Marketing Zoominar, my gift, each Thursday afternoon, 4 p.m. Eastern.

Your topic: Each week I review a marketing principle to simplify and strengthen your choices. Your registration here (or up top) will generate the Zoom details; wine and cheese, optional ~