What Is the Number One Rule in Marketing?

If you’ve ever Googled marketing tips or strategies, you’ve probably seen a lot of fancy terms and long guides. But when it really comes down to it, what’s the one thing you need to focus on first?

Know your audience.

That’s it. That’s the number one rule in marketing.

It sounds simple, but so many businesses overlook it. They jump into social media, ads, email campaigns—you name it—without stopping to ask: Who exactly am I trying to talk to? If you’re a small business owner, creative entrepreneur, or someone just trying to grow your brand, understanding your audience is the key to doing marketing that actually works.

Let’s break it down.

Why Knowing Your Audience Comes First

You could have the most beautiful website, the flashiest social media feed, or the smartest Google Ads campaign—but if you’re not speaking to the right people, it won’t work.

Real Talk: People Only Pay Attention to What Matters to Them

Marketing is about grabbing attention and building trust. But to do that, you need to speak directly to what your audience cares about—what they need, what they fear, what they want.

Daniel Newman from Forbes puts it this way: “Generic messages don’t stick.” The internet is noisy, and attention spans are short. If your messaging isn’t tailored, it gets ignored.

Understand More Than Just Demographics

It’s not just about age, gender, or location. You also need to understand your audience’s:

• Pain points – What problems are they facing?
• Goals – What do they want to achieve?
• Values – What do they care about?
• Behaviors – Where do they spend their time online? How do they make decisions?

Kevin Berrier of MDDC Ad Services points out that psychographics (values, attitudes, lifestyle) are just as important as demographics. When you know what really motivates your audience, you can create content and offers that hit home.

The "Rule of One"

The American Marketing Association (AMA Boston) calls it the "Rule of One":

• One audience
• One message
• One call to action

The idea here is to focus. Instead of trying to be everything to everyone, pick one target audience and speak directly to them with one clear message. This creates less confusion, more trust, and better results.

For example:

• ✅ “We install modern gas fireplaces for homeowners in Portland.”
• ❌ “We do fireplaces, stoves, chimney repair, and a bunch of other stuff for anyone, anywhere.”

See the difference?

Actionable Steps to Know Your Audience

Let’s get practical. Here’s how to start applying this number one rule:

Step 1: Create a Customer Profile

Write down everything you know (or can guess) about your ideal customer:

• Name (make one up!)
• Age range
• Job title
• Goals and challenges
• What keeps them up at night?
• Where do they hang out online?

This doesn’t have to be perfect. The goal is to picture a real person—not just a data point.

Step 2: Talk to Real People

Ask current customers why they chose you. What problem were they trying to solve? What almost stopped them from buying?

You’ll learn more from a 10-minute chat with a customer than from hours of keyword research.

Step 3: Watch How They Talk

Check out online reviews, comments on your social posts, or forums your audience might be part of (like Reddit or Facebook groups). Pay attention to how they describe their problems and what they’re looking for.

Then—use that language in your own messaging.

Step 4: Segment and Simplify

If you serve more than one type of audience, that’s okay. Just make sure you segment them:

• Create separate landing pages or service pages (e.g. Gas Fireplaces, Electric Fireplaces, Wood Fireplaces)
• Write blog posts or emails targeted to each group

Don’t try to talk to everyone at once. Speak to one group at a time.

What Happens When You Don’t Follow This Rule

When businesses don’t take the time to understand their audience:

• Their messaging feels generic and flat
• Ads and emails don’t perform
• Website visitors leave without converting
• They waste time and money on tactics that don’t work

Most of the time, it’s not the platform that’s failing—it’s the lack of focus.

What Happens When You Do

On the flip side, when you do focus on your audience:

• You attract the right kind of leads
• People feel like you “get” them
• Your brand stands out in a crowded space
• You convert more visitors into customers

Everything just works better.

How I Help Small Businesses Apply This Rule

At Gabriel Lawler Creative Services, I specialize in helping small businesses, startups, and creatives:

• Clarify their brand voice
• Understand their audience
• Design websites and campaigns that convert

From local service providers (like fireplace installers in Portland) to national ecommerce shops—I help brands communicate with purpose.

Because when you get clear on who you're talking to, everything else gets easier.

FAQs: Small Business Marketing

Q: What’s the best way to figure out who my audience is?

Start with your current customers. Talk to them. Then build a simple customer profile with their goals, needs, and habits.

Q: Do I need to hire a marketing expert to do this?

Not necessarily. But if you’re feeling stuck or short on time, someone like me can help guide the process and speed things up.

Q: Is it okay to market to more than one type of customer?

Yes—but not all at once. Segment your messaging so each group feels like you’re speaking directly to them.

Q: What if I get it wrong?

Marketing is an experiment. You’ll learn as you go. Start small, test your ideas, and adjust based on what works.

Final Thoughts

If you only remember one thing from this blog, let it be this:

Great marketing starts with knowing your audience.

Before you spend money on ads, write another blog post, or redesign your homepage—ask yourself: Who am I trying to reach? And what do they need from me?

When you know that, the rest of your marketing will finally make sense.

Need help getting started? I’m here. Contact me here and let’s build something great together.

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