To Rules of Marketing

This chart by Tom Pestridge nails what most marketers forget: marketing isn’t about clever tactics, it’s about human behavior. Each “rule” here hits a core truth that builds better campaigns, faster sales, and stronger brands.

Why it works

• Benefits > features. People buy how it helps them, not how it works.
• Progress beats perfection. Shipping today wins over tweaking forever.
• Scarcity creates urgency. Limited-time and limited-stock drive action.
• Stories sell. Emotion beats explanation every time.
• Guarantees and personalization lower friction and raise conversions.

Real-world proofs

• Apple sells lifestyle, not specs.
• Amazon’s “Only 3 left!” skyrockets conversions.
• Dropbox grew fast with constant A/B testing.
• Airbnb boosts bookings with personal storytelling from hosts.
• Zappos built trust through easy, risk-free returns.