Before you change anything, ask yourself if you’re trying to win customers on price or convenience.

Trust forms slowly and unevenly, and one way this happens is when a business shows up consistently with the same message strategy, tone, and values—long enough that customers stop questioning who they are and start assuming they already know.

Both hiring and marketing are based on trust. Good workers choose businesses the same way customers do: they look for familiarity, clarity, and signs of long-term stability.

This year feels different because it is different, but fewer calls or messages don’t necessarily mean your business is about to shrink.

You can’t argue your way into having power over your price. The market will slowly give it to you over time, based on trust. Customers who push back on price aren’t necessarily doing it because you’re too expensive; it might just mean you weren’t present early enough to shape their decision. 

Your schedule shows how hard you’re working, but your margins tell you whether it matters.

If marketing is about growing trust and trust is built by deepening relationship, business owners must continually share more and more of their heart with consumers in ways that’s relevant to them to keep the relationship alive.

In good times, customers tend to be more relaxed, optimistic, and receptive.

In hard times, fear chases them inward. Every purchase feels riskier. Every decision feels heavier. Every sales encounter feels like it could be a trap.

If your current approach to marketing feels like a gamble, it probably is. But it doesn’t have to be. You can grow predictably. You can become a trusted brand. And you can build a business that lasts.

Most marketers offer one-size-fits-all advertising advice that simply won’t work for ugly duckling businesses. They’re not inherently sexy or interesting to talk about.

So now what?

There are 3 main levers that if utilized can help you become famous and wealthy, even on a relatively small budget.

(ROAS = Return on Ad Spend)

Revenue growth is the ultimate goal. Micromanaging metrics like conversions, impressions, or even ROAS can distract you from the bigger picture. Think of these metrics as tools, not the destination.

Invest in strategies that build trust and long-term relationships. Don’t just aim for short-term wins. Because while ROAS might dazzle in the short term, sustainable growth comes from bonding with your customers.

If you’ve debated whether to make your pricing publicly available on your website, you’re not alone. This is a particularly daunting question for businesses with complex pricing structures. But here’s the truth, both B2B and B2C buyers aim to be at least 70% confident in their buying decision before they’ll pick up the phone or inquire on a website. This means when we require them to “Call for an estimate”, it’s likely to lead to frustration and they’ll likely look for their answers elsewhere.

Growing a business requires two types of marketing strategies: Overall Marketing Strategy and Message Strategy.

1. Overall Marketing Strategy

This is the big picture—a plan that considers the nuances of your business, industry, customer behavior, and buying style. It’s about reducing friction for customers and identifying your customers fears and how to alleviate them.

2. Message Strategy

Once the overarching marketing strategy is in place, the message strategy focuses on crafting the best words to build an emotional connection with your audience; often, through story.

Too often, business owners make the honest mistake of hiring someone to “do marketing” without realizing these two vital things

You care about one thing above all, growth.

Many of my clients work with other digital marketing firms and when they ask us to asses their SEO, our first request is for a list of SEO changes made over the past 3 and 6 months. 9 times out of 10, no changes have been made.

Kyle and I discuss how to effectively use different marketing channels, utilize AI, and build relationships (branding) with your prospects and customers on his podcast, Through the Woods.

On my own, I have limits. With my partners, I don’t… and therefore, neither do you as my customer.

For most businesses, at any given time, only around 5% of their potential customers are “in market” for what they offer.

This means that 95% of your potential customers are not currently looking for what you offer, but someday they might be.