These days, it seems like every marketing conversation swirls around the latest AI tool, the newest social channel, or some fresh “growth hack” promising overnight results. Don’t get me wrong: staying current is vital. But as my recent Marketing Companion episode with Andy Crestadina reminded me, we might be so dazzled by the new that we forget the timeless fundamentals of marketing that built the very house we’re renovating.
As we shared a few laughs (and introduced “sex” into our podcast conversation for the first time), Andy and I unpacked a few marketing truths that are more relevant than ever.
To listen to the conversation, just click here!
Click here to enjoy The Marketing Companion Episode 327
An AI-generated summary of the conversation:
1. Persuasion is (Still) the Science at the Heart of Marketing
Andy kicked things off by quoting the copywriting legends: “It used to be all about persuasion.” And he’s right. Classic marketing was rooted in psychology—understanding why people take action (or not) and how to tip them toward us.
Everybody’s obsessed with optimizing for algorithms, but if your copy can’t persuade, all the traffic in the world won’t help. Marketers often overlook handling objections, using cognitive biases, and “nudging” consumers (thanks, Richard Thaler). It’s not all that different from decades past. Andy and I both agreed: re-read Cialdini’s Persuasion, crack open “Scientific Advertising,” and revisit Nancy Harhut’s work on behavioral science in marketing. These classic texts are treasure chests of techniques that’ll never go out of style.
2. Your Brand Is Still Your Moat
The switch was flipped 20 years ago and has never been turned off: we optimize for everything — Google, Facebook, conversion rates, clicks, Likes, and SEO. But the “soul” of marketing is still your brand. Distinctiveness, emotional resonance, and memorability — these are the long-term drivers of growth.
Look at the world’s best brands: they don’t win just by being good at Facebook ads, but by creating an emotional expectation and meaning around their name. Is your brand working as hard as your SEO?
3. The Power of Human Connection: Live Events & Community
Here’s a bit Andy and I always come back to: business is personal. Community, relationships, and the magic of in-person interaction will *always* be a goldmine for marketers. Andy’s network — and mine — comes from years of shaking hands, swapping stories, and sharing meals at conferences and industry events. COVID might have shaken up the landscape, but live events are back, and the impact is real.
Brands can (and should) host their own events. The potential for networking, relationship-building, and, indeed, sales is immense.
4. The Unexpected Luxury of Paper
In our endlessly buzzing, swiping, and scrolling digital age, few things cut through the noise like a handwritten note or a printed newsletter. Andy and I swapped stories of thank-you cards and beautifully crafted newsletters that made it past the digital trash heap and straight into someone’s heart (or office).
Paper feels like a luxury now. It’s rare, a little surprise and delight that says, “I put in extra effort for you.” For the right audience, a physical touchpoint can generate deeper loyalty than a thousand “likes.”
5. Stop, Iterate, and Focus on What Works
With every new tool or channel, marketers pile on more and more — TikTok, threads, Snapchat, Reels. But Andy’s right: the best marketers aren’t everywhere. They stop, iterate, and have the discipline to quit what’s not delivering. If you can’t go deep, you can’t be great.
Audit your time. Are you spreading your attention too thin across too many channels? Cut loose the underperformers and double down on what *moves the needle.* It’s about high-impact focus, not omnipresent mediocrity.
What are you doing that’s become a drain? Put something “to bed,” and reinvest those hours into upgrading your best work.
6. Sex, Beauty, and the Importance of Design
No, this isn’t clickbait. As much as culture changes, the human brain still processes beauty, sexual attractiveness, and design as signals of quality and trust. Whether you’re selling a service, a SaaS platform, or a new book, your visual presentation matters.
From an evolutionary standpoint, humans are wired to notice beauty because it historically signaled health, fertility, and good genes. Symmetry, clear skin, and proportionate features were reliable indicators of well-being and reproductive fitness.
When an ad feels aesthetically pleasing, the brain interprets that fluency as truth and credibility. It’s a shortcut: if it’s beautiful, it must be good.
When society repeatedly portrays certain faces, bodies, or aesthetics as “ideal,” people internalize them as signals of success, happiness, or desirability.
Advertising plays on this loop: we want to be like the beautiful people we see, so we buy what they use. It’s not rational; it’s associative learning—our brains connecting the brand with the desirable identity it projects.
This extends beyond “sex sells.” It’s about quality design, brand aesthetics, and the perception of credibility—online and off. Even as influencer brands experiment with minimalist sites and direct channel links, most of us still need a killer, beautiful website that instantly builds trust.
At the core, marketing hasn’t changed as much as we think. Persuasion, branding, human connection, standing out with tangible experiences, disciplined focus, and a sharp eye for presentation: these aren’t relics. They’re the secret sauce, even in an age of AI and infinite screen time.
Take a beat. Step back. And ask: which OG marketing moves are missing from your playbook?
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