Marketing and sales aren’t about gimmicks, guesswork, or gut feelings. They’re about solving problems, demonstrating value, and communicating effectively. Every campaign, every sales call, every pricing decision—everything we do—must follow three fundamental rules.
3 Rules Of Marketing And SalesRule #1: Understand THEIR Problem You’re SolvingRule #2: Measure the Value of Fixing THEIR ProblemRule #3: Speak THEIR Language
When businesses ignore these rules, they struggle to connect with customers, price their products effectively, and build lasting relationships. But when they follow them, they create marketing that resonates, drives revenue, and earns trust.
Rule #1: Understand THEIR Problem You’re Solving
People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.
Professor Theodore Levitt, Harvard Business School
A common mistake companies make is focusing too much on what they do rather than why it matters. Customers don’t buy products—they buy solutions. If your marketing is all about features, specifications, or internal innovations, you’re missing the point.
42% of businesses fail to effectively gather customer feedback, meaning they often market based on assumptions rather than actual needs. Companies that listen—through direct conversations, data analysis, and customer insights—create marketing messages that truly connect.
If you don’t deeply understand the problem you’re solving, every other marketing and sales effort will fall flat.
Rule #2: Measure the Value of Fixing THEIR Problem
Pricing is actually pretty simple. Customers will not pay literally a penny more than the true value of the product.
Ron Johnson
Too many companies price their products based on internal costs rather than customer value. When businesses price too low, they signal weakness and leave money on the table. They alienate potential buyers when the price is too high without a clear value proposition.
Pricing should reflect the solution’s impact, not just its expense. For example, if your product helps a company save $100,000 annually, charging $1,000 severely undercuts its perceived worth. Likewise, customers will walk away if your product has only a minor benefit but is priced at a premium.
Great marketing helps customers understand the return on investment (ROI). It reframes the conversation from How much does this cost? to What is this worth to me? When customers see the value clearly, price becomes a logical decision rather than an obstacle.
Rule #3: Speak THEIR Language
Professionals want clear, concise information devoid of unnecessary jargon or complex terms.
Nielsen Norman Group
You can have the best product in the world, but if your messaging is full of jargon, corporate buzzwords, or technical terms, your audience won’t connect. Too many companies develop their internal vocabulary, expecting customers to decode it. But clarity always wins.
Confusing messaging leads to lost sales, while straightforward communication builds trust.
Apple is a perfect example of this. Instead of advertising battery life in milliamp hours, they say, The longest battery life ever in an iPhone. Instead of boasting about processor speeds, they say, Faster than ever. Their messaging is designed for humans, not engineers.
Speaking the customer’s language isn’t just about words—it’s about framing the message in a way that resonates emotionally and practically. Customers need to see themselves in your marketing. They need to feel like you understand them. And when they do, they’re far more likely to buy.
Why These Rules Are the Foundation of Everything We Do
Every marketing and sales decision should be built around these three rules. Whether you’re writing an ad, setting a price, crafting a sales pitch, or designing a website, the same questions apply:
What is THEIR problem that we are solving?
What is THEIR value for us solving it?
How do we communicate this in THEIR language?
Without these foundations, marketing becomes guesswork. With them, marketing becomes a powerful engine for growth.
These aren’t just guidelines—they’re the core of everything we do. Companies that follow these rules create messaging that resonates, pricing that reflects value, and customer relationships that last. They don’t just sell products; they solve problems in a way people understand and believe.
And that’s the difference between marketing that gets ignored and marketing that drives actual results.
©2025 DK New Media, LLC, All rights reserved | DisclosureOriginally Published on Martech Zone: The Three Rules of Marketing and Sales Communication: The Foundation of Everything We Do