1. LAW OF THE BRAND

Who are you that nobody else is?  What is your point of difference?  When your organization comes to mind what do people think?  What do they feel?

2. LAW OF THE MESSAGE

What in a sentence do you really want to say?  How do you say it?  What does it sound like?  What is your story?  How do you tell it?  What do you want people to remember most about you?

3. LAW OF THE TARGET

Who are you talking to?  What is their profile?  How can we define a “micro target” – real people within an age cell?  How can we get into their heads (psycho-graphics), understand their behavior and lifestyle without judging or condemning it?

4. LAW OF REPETITION

Establish the same and consistent message to the same and consistent audience.  Understand the power of frequency and what it takes to accomplish it.  Tell them, tell them again and and tell them what you told them.

5.  LAW OF INCLUSION

How does ethnicity affect our message?  How culturally sensitive is our brand?  Are we intentionally or unintentionally leaving anyone out?  How will our marketing efforts change to include?  Is everyone valued?

6.  LAW OF INTEGREGATION

Web driven media is personal, affordable, interactive and integrated.  It is marketing’s three legged stool – “ON AIR ON SITE AND ON LINE.”  How can churches and non profits create their own networks and drive traffic through live events, web activity and traditional media?  How can we see New Media and its tools (Facebook, Twitter, YouTube and Google) as a way that we can shape the conversation of the future?  How can we build a sense of urgency and impact?

7.  LAW OF ACCOUNTABILITY

How can we define success through measurable results?  How can we gain “street cred” by using real metrics that monitor behavior?  How can we understand and measure the differences between quantitative and qualitative data?  How can we change our marketing plans based on how people behave?  How can we become “righteous and street wise.” (Luke 16:8)