Justin Rubner - beliefs

Six Beliefs


  1. Brand + demand — inbound + outbound marketing — should work together.
  2. Sound strategy + tactical proficiency are incomplete without creative excellence.
  3. Content and copy should contain minimal jargon: Confusing people is the opposite of sophistication.
  4. Lead with “why.” Your competitors sell things, too. Why are your things different? Why do you do what you do?
  5. Inspire and convert. Marketing should evoke an emotional response and not be boring. B2B, B2C, doesn’t matter. We’re all human.*
  6. Focus! Marketing everything to everybody = marketing nothing to no one. Bullet-point marketing is akin to throwing up on customers.**

* If you market to robots, ignore Belief No. 5.

** Don’t throw up on customers.

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