How To Ditch The Fads and Master The Fundamentals of Marketing
Master the Fundamentals of Marketing (Without Chasing Fads)
"Some marketers chase fads, but I believe in mastering the fundamentals."
This guiding principle is the foundation for marketing strategies that stand the test of time. But what does it really mean to focus on fundamentals, and how can you avoid being distracted by short-lived trends?
In this post, we’ll break down:
What marketing fundamentals are.
How to identify a fad versus a lasting strategy.
Why combining fundamentals with select trends can amplify your brand.
What Is Marketing (and How Is It Different from Sales)?
Before diving into the fundamentals, let’s get clear on a key question:
What is marketing?
Marketing is the process of showing others that you offer something valuable.
How is that different from sales?
If we think about Marriott, marketing is everything the company does to show you that they have great rooms in amazing locations with excellent service. Sales, on the other hand, includes actions like offering a discount or a free breakfast to prompt you to book now.
Marketing creates awareness and interest. Sales converts that interest into action. Together, they work hand in hand to grow any business.
The Fundamentals of Marketing
Strong marketing always begins with these three core elements:
Understanding the needs of your ideal client.
Knowing what you offer and what problem it solves.
Understanding how your story sets you apart.
Let’s break this down using Marriott’s boutique hotel brand, The Edition, as an example:
Ideal Client Needs: The Edition’s guests value lifestyle and design. They’re looking for unique experiences and care about aesthetics.
Problem Solved: These travelers want something more than just a hotel stay. They want an authentic, Instagram-worthy experience tailored to the location they’re visiting.
Unique Story: The Edition combines local design and high-quality service, offering stays in only the world’s most exclusive destinations.
If your marketing isn’t working, it’s likely because one of these elements is missing.
What Are Fads in Marketing?
If fundamentals are the foundation, fads are the fleeting trends that come and go. While some trends become long-lasting staples (like video marketing), others fade quickly.
Here’s an example:
TikTok and Instagram Reels are here to stay. But a trending dance or viral audio? Those are fads with short lifespans.
Fads aren’t inherently bad. They can bring attention to your brand. But relying on them without solid fundamentals can leave your marketing feeling hollow.
Knowing When to Embrace Marketing Trends
In 2021, the "Milk Crate Challenge" went viral. It wouldn’t make sense for a brand like Marriott to join in—dangerous stunts don’t align with their image.
However, Marriott could use trending audio or creative transitions in videos to showcase their properties. The key is knowing your audience and brand well enough to decide which trends to follow.
How to Combine Marketing Fundamentals and Trends
The best brands mix fundamentals with a sprinkle of trends. Here’s how:
Start with the fundamentals:
Know your ideal client.
Solve their core problems.
Share your unique story.
Add trends sparingly and strategically:
Only use trends that align with your brand and audience.
Focus on trends that amplify, not distract, from your core message.
For example, I had a client struggling to market her services. We brainstormed content rooted in her ideal client’s frustrations. Then we identified a trending audio clip that perfectly captured those frustrations and integrated it into her messaging. The result? A relatable, engaging post that resonated with her audience.
Why Fundamentals Always Win
If chasing trends feels overwhelming, remember this: strong fundamentals are enough to grow your business. Trends are optional extras that only work when grounded in what matters most:
Your ideal client’s needs.
The problems you solve.
Your unique story.
Work With Me: Build Your Marketing Foundation
Inside my one-on-one program, The Blueprint, I help online coaches and service providers understand their fundamentals and weave in trends that align with their goals.
During this 3-month program, you’ll:
Clarify who you serve and how to reach them.
Learn how to position your story to stand out.
Get weekly support to craft marketing strategies that work.
Want to start attracting your ideal clients? Book a free call today, and let’s talk about how The Blueprint can transform your marketing.