3 Core Marketing Principles Which Will Remain Unchanged Through 2025 And Beyond, Or As Long As Humans Are Dominating The World

You know what's funny about marketing these days??

Watching "marketing experts" lose their collective minds over every new AI update like this is the second coming of Christ.?

I’m actually mad because my feed has been an absolute war zone these days:

"The REVOLUTIONARY new AI marketing stack!!!"

"Be AuThEnTiC but also use these 47 automation tools!"

"Scale to 7-figures while you sleep!"?

(I felt my soul leave my body typing this last one)

Alright, enough.?

What I really mean to say is marketers don’t realise that the real money is exactly where it has always been. Right under their noses.

So today, I want to get into those tried-and-true principles of ethical marketing, the kind which attracts your ideal customers and makes you stand out in an overly crowded digital space.

I’ll be running a whole series on this platform, so if you know someone who’d appreciate it, feel free to pass it along.

Let’s get started.

But first, a quick (re) introduction:

I’m Adil Amarsi. Since 2001, I’ve either written copy or consulted for businesses with a barely 6-figure turnover to multimillion-dollar companies, and helped the most well-known marketers become who they are… All while generating $1.2 billion in sales for my clients collectively.?

While I’ve helped them make a lot of money… More importantly, I've helped them avoid throwing money at the latest "shiny objects" which ultimately don’t last.

Today, I’m sharing 3 core marketing principles with you, principles which have worked for decades, are still effective in 2024 (and beyond), and will continue to work as long as we’re selling to the human race.

This isn’t just some recycled "guru wisdom."?

This is reality.?

Raw, unfiltered, and tested in the trenches.

And no, it’s not about AI.

If you're here for the latest AI hacks or “growth tricks,” close this email. Seriously.

Go watch cat videos instead, they're probably more profitable than half the marketing advice out there.

As I say this, I remember something brilliant Seth Godin once said: “AI will help us make more stuff, but it won’t help us make more meaning.”

Bloody spot on, Seth.

I've actually got a term for this whole thing: “The Humanity Arbitrage.”

See, while everyone's trying to automate their personality away, there's this massive gap opening up.?

A gap for real human connection. Real stories. Real impact.

This is where the gold is.

And this brings me to...

# 1: You Are The Walking Billboard of Your Brand

Whether you’re running a massive company, a SaaS product, a “faceless” YouTube channel, building a personal brand, or someone selling sock puppets on Etsy, you need to understand this:

You're not just selling a product or service.?

You're selling your reality, your worldview, and you are selling your way of seeing things.

Your audience connects with YOU.?

Your authentic, raw self.

They want to see themselves in you.

When you're being yourself, 3 things happen:

1. People trust you because they can smell authenticity a mile away - and it puts them into a state of ease.
2. Your message sticks because it's unique to you, so wondering if it’s “unique” enough is a thing of the past.
3. You attract the right people (and repel the wrong ones - which is important)!

Let me give you a real example.

Since I started my career, I've been... Well, me.?

Sometimes awkward, always direct, occasionally inappropriate with my humour, but very true to myself

The result??

I’ve had a multi-6 figure business for the last decade and I’ve managed to help my clients make millions more (self-doubt can stop you from doing for yourself what you do for others - and there’s no shame in that).

One of my dear friends, Jon Benson (absolute legend in the copywriting world), does the same thing. He's got this unique way of seeing the world which is just... Jon.?

No filters. No BS.?

Just pure, uncut Jon-ness.?

And it works brilliantly.

Now, you have to have some level of reality distortion when you're looking to market your business or yourself.

Stanford research reported that leaders who maintain a strong "reality distortion field" - a term coined for Steve Jobs - are 3.4x more likely to achieve seemingly impossible goals.

I call this the "Conviction Cascade" – when your belief becomes so strong it creates its own evidence.

You get the point. Now let’s move on to the next..?

# 2: Find Your Core Story (And Sticking To It)

Stop everything you're doing right now and ask yourself:

• What's your mission?
• What are your core values?
• WHY do you do what you do?

(No, "to make money" isn't a good enough answer)

People don't just want to know what you do.?

They want to know where you came from, where you are going, why, and more!

Example: I was the teen who spent the bus ride home writing stories instead of socialising.?

I found copywriting completely by accident as a kid because of my dad’s insistence I get better at writing stories. Then at 18, I fell into network marketing which led me to Frank Kern and John Carlton - and well, the rest is history.

This is my story.?

What's yours?

Maybe you were an avid poetry kid who turned this love into a career, OR started coding because video games fascinated you, OR built a business because traditional education failed you.?

Whatever it is, there's always a reason why you do what you do.

Quick tip: If your story sounds facile (fancy word for shallow), it probably is.?

Ask yourself: "Do I sound like a marketing bot?"

And here's the clever bit… Write for ALL levels:

• Beginners (they need clarity)
• Intermediate (they need direction)
• Advanced (they need innovation)

And this brings me to my next point…

# 3: The Salted Caramel Principle

Ever had salted caramel?… It’s bloody brilliant as the salt brings out the sweetness in the caramel by adding a little savoury flavouring to it.

And this is how you want to sell.

Not with fear-mongering, excessive pain points, or sleazy marketing tactics, but with genuine solutions, authority building, and real transformation through your story.

Here's part of my approach:

1. Acknowledge their pain (the salt)
2. Offer the solution (the caramel)
3. Show them the transformation (the perfect bite)

Example: Instead of: "ARE YOU TIRED OF FAILING AT MARKETING?"?

Try: "Here's how we turned our marketing around (and how you can too)"

See the difference?

One screams (literally), the other helps.

One pushes, the other guides.

I've built my entire business and my client’s businesses on this approach.?

No fear.?

No manipulation.?

Just genuine help with a side of humour.

It’s worked nearly every single time (sometimes it doesn’t but those are very rare circumstances).

And there you have it, three principles which will work better to stand out in a crowded marketplace

Speaking of which...?

What's your take on AI? Really curious about this one. Hit reply and let me know. I’ll meet you next week.?

Until then,?

Be continually awesome,?

Adil

P.S. If you're thinking "this is too simple," you're probably right. The best stuff usually is.

P.P.S. Still can't believe people pay thousands for "AI marketing secrets" when the real gold is in being human. Wild times we live in, eh?