The OG of marketing

In an age of Al, growth hacks and endless “hacks,” it’s easy to forget that marketing had a working system long before algorithms and large language models appeared.

- FRANCIS J. KONG

That’s why I’ve been following the work of Mark Schaefer, one of the world’s most respected marketing thinkers.

In a recent episode of his podcast The Marketing Companion with Andy Crestodina, he revisits what he calls the “OG fundamentals” of marketing — timeless ideas that still drive results, even as tools and platforms change.

Importantly, the most effective marketing strategies remain fundamentally human.

We’ve become obsessed with feeds, formats, formulas, SEO, engagement rates and algorithm changes — and sometimes forget the basic question:

“Can this message actually persuade a human being to think, feel, or do something?”

Schaefer reminds us that classic marketing was built on psychology, not platforms.

The old masters of copywriting and advertising spent their time: anticipating objections, using behavioral cues and cognitive biases, crafting messages that moved people emotionally.

Today, many marketers chase traffic but neglect persuasion.

We optimize for clicks, not conviction.

And if your copy doesn’t answer:

“Why should I care?”

“Why should I believe you?”

“Why should I act now?”

Then no AI tool will save your campaign.

We now optimize for everything — Google, social media, conversion, open rates ~ but as Schaefer points out:

“The soul of marketing is still your brand.”

Tactics change weekly. Algorithms change overnight.

But what people remember when your ad disappears is: how your brand makes them feel, what you consistently stand for, and whether you're distinct — or just another “me too” player.

The world’s strongest brands don’t win because they mastered one channel.