I just read a recent NFIB newsletter piece titled “How Congress Can Relieve Labor Threats for Small Businesses.” It argued that the solution to labor challenges is rolling back regulations—from labor protections to climate standards. Now, I read NFIB’s surveys and analysis every month. They’re valuable because they capture what small business owners are really thinking and feeling in the moment. And while I don’t always agree with their takeaways, I never dismiss them—because these surveys represent the lived reality of hundreds of thousands of entrepreneurs.

But here’s where I part ways with this month’s newsletter opinion: regulations don’t appear out of thin air. They exist because customers, employees, and communities demanded something better—better wages, better working conditions, more sustainable practices. That’s not a burden. That’s a market signal. And the savviest small businesses treat those signals as fuel for innovation and growth.

Instead of fighting every new rule, what if we looked at them as guardrails that push us toward excellence? What if they became the very constraints that forced us to build better businesses—businesses people actually want to work for and buy from?

Here are three examples of small businesses that embraced practices often labeled as “constraints” and turned them into marketing advantages. They didn’t succeed despite doing the right thing. They succeeded because of it.

3 Small Businesses (Like Yours) That Embraced Constraint as a Marketing Advantage

1. Elizabeth Suzann – Ethical Fashion as Brand Differentiator

• Snapshot: Elizabeth Suzann is a Nashville-based slow fashion brand founded in 2013, at one point employing 40+ team members in an ethical, transparent supply chain. Reached $1 million in sales within a year of launching.
• Approach: Paid living wages, prioritized quality over volume, and told that story as their brand.
• Takeaway: Their ethical stance drove early traction, attracted loyal customers, and positioned them as a standout in a crowded category.
  

Marketing Lesson: Elizabeth Suzann turned compliance into content. By openly sharing how they care for employees and the planet, they attract their ideal customer and built loyalty among conscious consumers who are willing to pay more for alignment with their values. In marketing terms: their ethical choices became their positioning, separating them from fast fashion.

2. Bookminders – Flexibility as a Value Proposition

• Snapshot: Bookminders is an outsourced bookkeeping firm founded in 1991, built around remote-first, flexible roles designed for working caregivers. Now employs ~85 professionals and expanded across multiple states.
• Approach: Created a “Cottage Corporation” model—remote work before remote was popular—vitally centered on trust and flexibility.
• Takeaway: Their marketing isn’t just about accuracy; it’s about alignment. They attract and retain talent—and clients—by promising both quality work and a humane work environment.

Marketing Lesson: Bookminders made flexibility a brand promise. What others saw as a cost, they turned into a competitive advantage—attracting top talent and long-term clients. Their marketing didn’t just say “we’re accountants”, it said, “we’re the accountants who understand modern work-life balance.” This is especially important today because there simply aren’t enough accountants out there. 

3. Alvarado Street Bakery – Ownership as Marketing Power

• Snapshot: A California-based worker-owned cooperative founded in 1979. Over 40,000 loaves baked daily, solar-powered facility, average employee earnings between $65K–$70K. Over 50% of staff have tenures exceeding 15 years.
• Approach: Shared ownership, democratic governance, strong pay—employees invested in business success.
• Takeaway: Their values aren’t marketing fluff—they’re baked into daily operations, and customers love knowing their bread is made by owners, not just workers.

Marketing Lesson: Alvarado Street turned ownership into their story. Customers love knowing the bread they buy supports worker-owners, not distant shareholders. By leaning into what NFIB might call a “threat” (worker power), they created a marketing narrative rooted in authenticity, fairness, and sustainability. That story translates directly into sales.

Regulations are a Market Signal – Not a Burden

The NFIB surveys are a valuable pulse check on how small business owners are feeling. Their members are telling us, loud and clear, what keeps them up at night. But feelings and fears aren’t the whole story — they’re the starting point.

Every regulation NFIB members cite as a “threat” — from labor protections to climate rules — grew out of real demands from employees, customers, and communities. That’s not a burden, that’s a market signal.

The most successful small businesses don’t just acknowledge those signals, they act on them. Companies like Elizabeth Suzann, Bookminders, and Alvarado Street Bakery prove that what some owners see as “costs” can actually be turned into brand-building, loyalty-driving advantages.

Doing the right thing isn’t charity. It’s strategy. NFIB gives us the raw data; our job as marketers is to look at it differently — and use it to build businesses that people want to work for and buy from.

What This Means for You and Your Business

Doing the right thing and being profitable are NOT mutually exclusive. In fact, constraints are huge opportunities. My web developer always says: if you want it to be easy for you, it’s going to be hard on the user. If you want it to be easy on the user, it’s going to be harder on you. But oh—the rewards.

This is the marketing opportunity hiding in plain sight. By the time the government or policymakers change course, your business could already be struggling or gone. The faster, smarter, and more profitable strategy is to focus on improving your customer’s life. Instead of fighting regulations because you fear the costs, take on the challenge of being better. Provide more value, and your customers will gladly choose you over competitors, pay you for the privilege of working with you, and refer you to others.

Stop putting your future in the hands of things and people you can’t control. Take your power back. Build a better business—and your customers will thank you for it.

Real Talk FAQ: Questions NFIB Members Might Ask

1. Isn’t it unfair to expect small businesses to shoulder the cost of regulations?

No doubt—it feels heavy. But here’s the flip side: regulations often reflect what your customers and employees are already asking for. By getting ahead of them, you build loyalty, trust, and differentiation that competitors who resist won’t have.

2. What if fair wages and benefits cut into my already thin margins?

Margins are always tight, but fair pay is not just an expense—it’s a retention strategy. Lower turnover, higher morale, and stronger performance offset the cost of constantly replacing and retraining staff.

3. Aren’t customers mainly motivated by price?

Some are, but not all. More and more, customers are choosing based on values and experience. A fair, transparent, and ethical business can charge more—and people will pay it because they believe in what you stand for.

4. How do I know these “do the right thing” stories aren’t just outliers?

They’re not. From fashion to bakeries to accounting firms, values-driven business models are proving sustainable. And data shows purpose-driven companies consistently outperform the market in the long run.

5. Isn’t lobbying for fewer regulations just protecting my business?

Maybe in the short term. But the long-term risk is bigger. By the time rules change—or don’t—you could lose customers to competitors already delivering what the market wants. Focusing on value creation puts control back in your hands.

It happened at a major industry trade show, the kind where companies spend tens of thousands just to be seen. I was wandering the aisles when I stopped dead in front of one booth. It looked like the set of a Disney ride—playful, intentional, and impossible to ignore. I told the marketing manager how incredible it looked. She leaned in and confessed: “Most of our booth never showed up. Shipping lost it. What you’re seeing is only 30% of what we planned.” The kicker? They won best display. Traffic was up. Prospects lined up. By losing most of their assets, they ended up with something better.

That’s the paradox of business constraints. They frustrate you, stress you, and force you into corners. But inside those corners, you get sharper. You focus on what actually matters. And you often create something more powerful than you could have planned with endless time and endless money.

Why Big Marketing Budgets Hurt Small Business Growth

When I first started my business, I had cash to spend. I did what most new business owners do—I wasted it. Letterhead. Business cards. Fancy websites. None of it generated customers. By the time the money ran out, I realized what I should have been doing: building relationships, generating referrals, and focusing on revenue.

Big budgets breed lazy marketing. They encourage throwing money at ads and bloated campaigns that look good on paper but flop in practice. Abundance hides inefficiency. Constraints, on the other hand, reveal what really works.

Sidebar: Signs Your Marketing Budget Is Working Against You

• You can’t explain how your marketing spend ties directly to customer acquisition.
• Your campaigns look beautiful but rarely convert.
• You’re adding new tools and channels without maximizing the old ones.
  

The Constraint Dividend: Why Small Budgets Build Better Marketing

Solopreneurs often assume constraints are a weakness. But they’re the secret dividend—the unexpected return on being small. Here’s why constraints give small businesses an edge:

• Sharper Focus. You cut fluff and double down on one clear message.
• Scrappy Creativity. You find viral ways to get attention—AI memes, community hacks, borrowed audiences.
• Real Authenticity. Customers trust grit and realness over glossy perfection.
  

Research Insight: Why Scarcity Sparks Innovation

A University of Illinois study led by Ravi Mehta found that scarcity—not abundance—actually enhances consumer creativity. “If you look at people who don’t have resources or only have limited resources, they actually end up being more creative with what they have,” Mehta explains. “When times are tough, resource-poor people become more innovative in their use of everyday products.” Read the study here.

Additional research from Harvard Business Review shows that companies innovating under constraints often grow faster in the long run, because their solutions are leaner, sharper, and more sustainable.

Case Study: Jan and Mike’s Restaurant

Jan and Mike’s restaurant learned this first-hand. When illness forced them to cut hours, they invented a membership program. Customers signed up eagerly, paid upfront, and brought friends. Sales jumped 30% month over month, profits 20%. Constraint didn’t kill their business. It grew it.

The Small Business Constraint Playbook

Here’s how small businesses and solopreneurs can turn constraints into smarter strategies:

• Cap your ad budget deliberately. One solopreneur cut their ad spend by 50% and focused only on LinkedIn. Their organic posts ended up outperforming the $1,000/month they were spending on Facebook ads.
• Test micro-offers before scaling. Sell the smallest viable version of your product, then expand once you see traction.
• Use AI as your intern. Tools like ChatGPT, Jasper, and Descript can draft proposals, create social posts, and edit videos—replacing hours of manual work.
• Try this now: Pick ONE marketing channel, cut your spend in half, and see what survives. What remains is your most resilient, profitable strategy.
  

Quick Stat: According to HubSpot, 55% of small businesses say budget constraints forced them to discover more profitable marketing channels.

Examples of Brands That Turned Constraints Into Marketing Wins

• Southwest Airlines couldn’t afford more planes, so they hacked the boarding process. Ten minutes saved per flight equaled another plane in the sky.
• Dell: made PCs to order to save on inventory costs and ended up creating a 
• Dropbox offered free storage for referrals instead of ad campaigns.
  

Over and over, the pattern is clear: constraint breeds innovation.

And solopreneurs today are leaning on it, too. 82% already use AI tools to save time and money. A tamale shop in California went viral with a ten-minute AI video. Indie creators are outpacing Fortune 500 brands on TikTok with nothing more than a phone and a sharp idea. Small beats big when big is bloated.

“Constraints don’t limit you. They’re the shortcut to sharper strategy.”

Why Constraints Give Small Businesses a Competitive Advantage

Constraints aren’t what’s holding you back. They’re your moat. In an era where everyone can buy attention, you can earn it—because constraints force you to sharpen your edge.

So stop apologizing for your budget. Start using it as your compass. Constraints don’t crush creativity—they’re the dividend that powers it.

Fix It Session

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Send me one thing you’re stuck on in your business — a page, funnel, or offer. I’ll review it and send you a short video with clear feedback and next steps. No pressure, just a simple, actionable fix to get you unstuck.

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Ready for personalized support? Book a Fix It Session with me. In just one focused session, we’ll flip your limits into leverage and build a plan to win with less.

FAQs to Take You to the Next Level

What does “constraint marketing” actually mean?

Constraint marketing is the idea that limits—like small budgets, limited staff, or fewer tools—can actually make your marketing stronger. Instead of spreading resources thin, you’re forced to focus on the essentials, cut waste, and get creative with what you have. It’s about turning limitations into a competitive advantage.

How can I apply constraints if I don’t already have budget issues?

You can deliberately create constraints to sharpen your strategy. For example, cap your ad budget at a lower amount, restrict yourself to one marketing channel for 90 days, or set a goal to create content only with free or low-cost tools. These self-imposed limits force you to innovate and find smarter solutions.

Are constraints really an advantage, or just something we spin positively?

Research suggests they truly are an advantage. A University of Illinois study found that scarcity boosts creativity. Many well-known brands like Southwest Airlines and Airbnb built their breakthroughs under heavy constraints. In practice, limits cut down on waste and push businesses toward clarity and originality.

How do I know which constraint to focus on first?

Start by looking at where you spend the most money and time. If ads are eating your budget without consistent ROI, try cutting ad spend in half to see what survives. If you’re juggling too many channels, pick the one that brings in the most customers and double down. The best constraint to test is usually the area where you’re currently overextended.

What if constraints backfire and hurt my business?

Constraints only backfire if you treat them as roadblocks instead of opportunities. The key is to pair each constraint with a clear goal. For example: “I have to cut ad spend, so my goal is to improve organic reach.” When you embrace limits strategically, they push you toward innovation rather than stagnation.

And if you’re a solopreneur or a local business, I’ve got good news: the trust advantage is already yours. You just haven’t tapped into it yet.

Let’s fix that.

Most Customers Trust You More Than the Big Guys—So Show Up Like It

There’s a reason your neighbors would rather buy honey from a local beekeeper than from a faceless megabrand. According to a PRWeb survey, 67% of consumers trust local businesses more than online-only brands. That’s a massive opportunity—and most small business owners are letting it go to waste.

While you’ve been stressing over trying to look bigger, your ideal customers have been looking for small, human, authentic businesses to give their money to. I’ve heard so many local businesses complain about big box stores. I’ve seen consultants do everything in their power to look big. This is no longer a thing. Big isn’t better—trustworthy is.

Why? Because they’re trying to market like the big guys. Glossy ads. Generic content. Bland stock photos.

But trust isn’t built on polish. It’s built on presence.

Tell Your Local Story Like You’d Tell a Friend Over Coffee

If your business started in your garage, or you learned everything you know from your grandmother’s pie shop, say that. Human stories are magnetic. They’re the antidote to bland marketing. You don’t need a branding agency to tell your story. Just a little honesty and a willingness to share.

Marketers like to say that your “mess is your message.” Don’t be afraid to talk about what inspired you, what drove you crazy, and what problem you were trying to solve. Lean into your uniqueness and humanity. It works.

Post about your journey on your website. Snap behind-the-scenes photos and share them on social. Let people meet the human behind the hustle.

That’s what builds customer trust. Not slick design. Not six-figure ad campaigns. You.

Community Isn’t a Buzzword—It’s Your Best Marketing Tool

There’s a reason local businesses that show up at street fairs, donate to school raffles, or sponsor little league teams always seem “top of mind.” They’re part of the community’s fabric.

Want to drive foot traffic? Sponsor a neighborhood cleanup day and hand out branded water bottles. Want more visibility? Partner with a local coffee shop for a “buy one, get one” promo. These aren’t just feel-good gestures—they’re strategic trust builders.

And they don’t require tech skills. Just a little time and a willingness to collaborate.

The Simplest Tools Work the Hardest When You Use Them Right

Let’s demystify “digital marketing” for a sec. You don’t need to master AI or run complex funnels. Just nail the basics:

Google Business Profile: Keep your hours updated. Add fresh photos regularly. Answer every review—even the awkward ones. Google favors active, well-maintained listings, and so do customers.

Social Media: Pick the platform where your customers are most likely visiting (this is often Facebook) and lean into it. You don’t need to be everywhere.

Email Newsletters: People LOVE newsletters that communicate specials, deals, and events. Relevant newsletters are everything. Tell your customers what you’re featuring this week or this month. Are there specials? Are there events? Share insider knowledge. Hair salons can talk about new styles, review products, and promote new services. Financial planners can explain financial products or demystify legislation. Regardless of your business, this is your space to shine.

Real People Saying Nice Things About You Is Your Best Advertising

Want instant credibility and customer trust? Show what others are saying about you.

Word of mouth is still the #1 marketing tactic. But you have to give people something to talk about. Pick something simple that you can lean into and deliver on 200% (yes, I’m exaggerating—but only slightly). It can be communication, timeliness, cleanliness, friendliness. Know what all these things have in common? They are FREE TO DO and deliver priceless results.

Use testimonials, Google reviews, and even quick customer quotes. Feature them prominently on your website, in your emails, on social posts. Better yet—ask happy customers to tag you when they post. That’s called user-generated content, and it’s pure trust gold.

Don’t have reviews yet? Ask for them—gently. “If you enjoyed your visit, a review would mean the world to us.” Just don’t offer rewards in exchange. It feels shady and Google might penalize you.

Your happy customers would be thrilled to share their great experience – but you have to make it easy on them.

Don’t Overthink Feedback—Just Ask and Listen

Formal surveys are great, but simple check-ins work too. Ask “What did you enjoy?” or “What can we do better?” when someone checks out. Use tools like Google Forms or Typeform for quick polls in your newsletter.

Listen, Listen, Listen. Pretend you know NOTHING about your business. Pretend you are a new hire and just listen to your customers. But here’s a secret way to listen: instead of listening to just what they are saying, listen for what they are NOT saying. What’s underneath the thing they are talking about? If you’re not sure, ask something like “Why is this important to you?”

Embrace complaints. A complaint is nothing more than a desire in disguise. If someone is complaining about wait times, what they want is faster service. Complaints are awesome because they tell you what the customer doesn’t want—and therefore what they do want instead.

And if you’re ready to level up, free tools like Genspark can help you analyze customer sentiment without needing a degree in data science. It’s like having a focus group in your back pocket.

Partner Up and Watch Your Reach Multiply

You don’t need a massive following when you can tap into someone else’s. Co-promote with other local businesses. Do a “Friday Favorites” series where you shout out your favorite neighborhood spots. Bundle services together—like a massage and a smoothie—or co-host a workshop.

Stop focusing on competition and start focusing on cooperation. Look for businesses who sell to the same customer and create partnerships. My friend Pamela Slim calls it the Peanut Butter and Jelly strategy. It’s two great businesses that are better together.

These cross-promotions aren’t just fun. They make both brands look more trustworthy because community is contagious.

Think of it this way, customer trust is transitive.  If they trust the partner business, they will trust you.  

Be Consistent, Not Complicated

The secret to marketing success isn’t complexity. It’s consistency.

This is more than branding. This is about behavior and what your customer can expect from you. I can’t stress this enough. As I said earlier, pick ONE thing that you’re going to blow out of the park. ONE thing and double and triple down. It can be communication, it can be friendliness, it can be the BEST delivery of a specific product or service. Whatever it is—be consistent.

Keep your tone, visuals, and message aligned across platforms. When someone walks into your shop after seeing your Instagram, it should feel like the same brand. Same vibe. Same voice.

The one thing any customer will choose is consistency at any price. When I want X, I’m going to go to Y. That’s it.

Let’s Wrap This Up With a Reality Check

Trust isn’t something you launch. It’s something you live.

And the solopreneurs and local businesses that win? They’re the ones who show up like real people, who care about their customers, who tell the truth, and who keep showing up.

If you’ve noticed anything here, I want you to notice that this stuff is FREE. The biggest cost to you is time and effort.

Always remember, marketing isn’t about DOING, it’s about BEING. And this research says that you have the eye and ear and desired loyalty of consumers. What are you going to do to actually earn it?

So here’s your move: Pick one trust-building habit and commit to it this week. Update your Google profile. Share a behind-the-scenes moment. Post a customer win.

Keep it real. Keep it simple. And most of all—keep showing up.

What to put this strategy to work in your business? Grab a Fix-it Session Here

Fix It Session

$150.00

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Schedule Now

Marketing feels like that a lot of the time. To me, it feels like a slot machine. You pour in time, money, and whatever creativity you’ve got left after a long day—and out comes… nothing. Someone’s winning. It’s just not you.

This is a control issue.  And when I bump up against something I can’t control – like customers choosing me and purchasing my offer, I shift my attention to anything that I CAN control like my behaviors and my actions.  

Success Behaviors: The Backbone of Your Daily Marketing Routine

I call these success behaviors.  These are simple actions I can take that will ultimately lead to success.  

It’s behavior. You either sent the email or didn’t. Followed up or didn’t. Created something valuable—or let the day get away from you.

And it’s this focus on success behaviors that will make all the difference for you.  What are simple things you can do that are controllable, that don’t take a long time, and that don’t cost you any money.  

This is where things click.

The 17-Minute Daily Marketing Routine

This isn’t a template. It’s a rhythm. A repeatable process that you can personalize—but not skip.

Here’s your daily breakdown:

Minute 1–5: Connect

I love starting the day by building relationships.  I mean you can’t go wrong with that.  This is something you can do over coffee.  When it comes to reaching out and scheduling phone conversations or meetings, have a calendar link at the ready and use this time to share that link and schedule a conversation. 

• Reach out to one person you want to build a relationship with.
• Comment on a LinkedIn post, send a quick DM, follow up on an email.
• Don’t pitch. Just engage. Keep it real.
  

Why it works: Relationships create revenue. Conversations lead to connections, referrals, collaborations, and sales. No tool can replace showing up like a human.

Minute 6–10: Share

Remember the quote “Be the change you want to see in the world”? If you want engagement, you have to engage first.  So, take the next step in your relationship building process and engage with the people you want to engage with YOU.  

• Post something that shows your thinking. It can be as simple as a 2-sentence insight. It just needs to be you. 
• Visit the profiles of customers or prospects with whom you want to build relationships and engage with their content.  Ask a question, make a comment, share a tip.  
• Don’t invest in any tools just yet.  Build the habit manually first so that you know exactly how you want it to go.
  

AI tip: Ask ChatGPT to summarize a recent conversation into a post idea. Use it to brainstorm or repurpose old emails.

Why it works: People don’t remember what you offer. They remember how you make them feel. Sharing builds familiarity. And familiarity builds trust.

Minute 11–15: Invite

Now that you’ve done some relationship building and engaging, you can focus on sharing your offer.  This is where your CRM or sales pipeline will come in really handy.  Head over to the segment of people with whom you’ve already built relationships and with whom you’be been engaging with for a little while.  If you’ve had at least three “gives” with this person, you are now free to finally ask for something. 

• Find folks who you think will be good referrers for you.  Did they become friends or are they partners, or influencers.  See if you have an opportunity to refer to them or for them to refer you. 
• Link to a free resource. Mention a product. Include a PS in an email.
  

Why it works: If you don’t remind people how you help, they forget. Selling isn’t shouting—it’s serving. Every day is a chance to invite someone in.

Minute 16–17: Capture

Take the time to work on a tactic to build your lead gen pipeline. 

• Add new contacts to your CRM. Tag by interest or outcome.
• Note what they asked about. What they want. What might help them next.
  

Tool tip: Use Nimble as your simple CRM. It’s clean, affordable, and lets you track conversations without drowning in data.

Why it works: This is your net. People slip through the cracks when you rely on memory. A basic system keeps relationships alive.

Marketing Tools That Keep You Sane (And Visible)

Forget the fancy funnel. You need a way to follow up. To do all this, I use Zoho One, the lowest-cost, highest-value business operating system.

Zoho One - The Operating System for Small Business

Imagine a world where all your business tools play nicely together (cue angelic choir). Whether it’s handling your finances, projects, or marketing, Zoho One keeps everything seamless and oh-so-simple. Plus, the price? A fraction of what you'd pay for piecing together different apps. Talk about a BARGAIN!

If you’re ready to take the leap from surviving to thriving, Zoho One is your trusty steed. Let’s ride into the sunset of efficiency, my friends. Click that button and get ready to supercharge your hustle!

Buy Now

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Here’s a no-frills stack for solo business owners:

• Zoho Bigin: Light CRM to track convos, leads, and touchpoints.
• Zoho Campaigns: Email workflows (set up a Welcome → Segment → Newsletter system).
• AI (ChatGPT or Gemini): Brainstorm, rephrase, or generate quick content ideas when you’re stuck.
  

Set up 3 core email workflows:

1. Welcome sequence: 3–4 emails to warm up a new subscriber
2. Segment by interest: Tag people based on what they clicked or downloaded
3. Ongoing newsletter or updates: Keep it light, useful, and regular

Simple setup = serious staying power.

The Payoff: You Stop Starting Over

This habit doesn’t go viral. It goes deep.

You stop overthinking. You stop ghosting your audience. You stop feeling like you’re constantly behind. Instead, you show up every day—for 17 focused minutes. You make space for visibility, for connection, for opportunity.

This isn’t about doing more. It’s about doing what matters—on repeat.

Ready to Try It?

Here’s your challenge:
Try the 17-minute habit for the next 5 weekdays.

Each day:

• Make one connection
• Share one insight
• Mention one offer
• Capture one new lead or relationship

No more slot machine marketing. This is how real brands are built.

FAQ: The 17-Minute Marketing Routine

1. Can 17 minutes really make a difference?

Absolutely—if you’re doing the right things. This routine focuses on behaviors that build momentum: making a connection, sharing value, inviting engagement, and tracking relationships. Small actions, done consistently, stack up fast.

2. What if I miss a day?

Then you start again tomorrow. This isn’t about perfection—it’s about rhythm. Life will get messy. The win is in coming back to the routine. No guilt. Just reset and keep going.

3. Do I have to use all the tools you mentioned?

Nope. Use what you have. A spreadsheet and your inbox are great places to start. The tools are there to make your life easier—not to overwhelm you. When you’re ready, consider tools like Zoho Bigin or Nimble to streamline things.

4. What should I post if I don’t know what to say?

Start with real conversations. Use client questions, insights from a recent meeting, or something you learned the hard way. Keep it human and helpful. Tools like ChatGPT or Gemini can help you shape and simplify your message.

5. How do I know if this is actually working?

Don’t look for viral moments—look for real engagement. Are people replying to your emails? Are you having more conversations? Are your offers getting clicks or interest? That’s what progress looks like.

How to Research Your Target Market Fast (And Why It Matters)

Understanding how to research your target market is the superpower behind every thriving business. According to the U.S. Small Business Administration, market research is foundational for crafting offers, marketing messages, and sales strategies that work. Yet, most solopreneurs and small business owners put it off because it feels expensive, time-consuming, and complicated.

Good news: You don’t need fancy surveys, pricey software, or a Ph.D. in statistics. You just need 17 minutes and a coffee.

Ready to channel your inner marketing psychic? Here’s how to research your target market.

1. Dive Into Reddit and Quora

Why It Works

Reddit and Quora are goldmines of real, unfiltered customer conversations. Think of them as free focus groups you can tap into anytime.

How to Do It

• Go to Reddit and search for subreddits related to your niche
• Visit Quora and look for questions your ideal customers are asking
• Read through popular threads and note recurring problems, desires, and frustrations

What to Look For

• Complaints and frustrations
• “If only there was…” statements
• Common myths or misunderstandings

Pro Tip

Use Gummy Search – an awesome AI tool that will search millions of Reddit groups and conversations and analyze them for you. 

Time Needed: 10 minutes

2. Analyze Amazon Book Reviews

Why It Works

Books on Amazon are reviewed by people who care deeply about the topic—making their feedback a window into your customers’ minds.

How to Do It

• Search for top-selling books in your niche
• Skim the 3-star reviews (they’re often the most honest)
• Look for patterns in complaints, unmet needs, or “I wish this had more of…”
  

What to Look For

• Features readers wish the book had included
• Language that describes pain points vividly
• Gaps in information that your product or service could solve

Pro Tip

Pay close attention to the “critical reviews” section—you’ll find direct language you can reuse in your marketing.

Time Needed: 5 minutes

3. Monitor Social Media Conversations

Why It Works

Social media is where people talk casually—and candidly—about what they love, hate, and wish existed.

How to Do It

• Search industry-specific hashtags on Twitter, Instagram, or LinkedIn
• Use free tools like “Google Alerts”
• Read comment sections, not just posts
  

What to Look For

• Trending frustrations or demands
• Common questions that aren’t getting good answers
• Influencers shaping conversations in your space

Google Alerts lets you track mentions of your brand, competitors, or key topics across the web in real-time and delivers a digest straight to your inbox. BuzzSumo helps you track social media conversations by setting up real-time alerts for keywords, brands, or competitors and shows you which topics are getting the most shares, likes, and comments, helping you spot trends and key influencers.

Pro Tip

Set up a free Google Alert for your main keywords so you never miss trending conversations. I also love to use BuzzSumo to track what’s trending and find influencers to watch.

Time Needed: 5 minutes

4. Engage with Facebook Groups

Why It Works

Facebook groups are packed with your potential customers, talking about their needs, challenges, and experiences.

How to Do It

• Join 2-3 groups where your ideal customers hang out
• Watch the questions people are asking
• Take notes on language, frustrations, and “if only” statements
  

What to Look For

• Repeated problems or themes
• Unanswered questions
• Emotional language people use around problems

Pro Tip

Contribute to conversations first before posting your own questions—build trust, and your market research will be richer.

Time Needed: 10 minutes

Helpful DIYMarketers Resource: How to Build Relationships Online

5. Use Google Trends to Spot Market Shifts

Why It Works

Google Trends shows you what the world is searching for in real-time—perfect for staying ahead of customer desires.

How to Do It

• Go to Google Trends
• Type in your main product, service, or problem your customer faces
• Compare different terms to see what’s rising in popularity
  

What to Look For

• Seasonal spikes in interest
• New, fast-rising search terms
• Declining interest in old trends

Pro Tip

Look at “Related Queries” at the bottom of results to find hidden topics and questions you hadn’t considered.

Time Needed: 5 minutes

Read More: How to Find Trending Topics

Why These Strategies Work (Backed by Data)

According to a LocaliQ Small Business Report, one of the top challenges for small businesses is identifying target audiences. And yet, 66% of small businesses spend less than $1,000 per year on marketing—which means traditional research methods are often out of reach.

The strategies on how to research your target market listed above are DIY-friendly, cost nothing, and can give you high-value insights instantly. Using them even once a week can make your marketing sharper, your offers better, and your messaging magnetic.

Fix It Session

$150.00

Send me one thing you’re stuck on in your business — a page, funnel, or offer. I’ll review it and send you a short video with clear feedback and next steps. No pressure, just a simple, actionable fix to get you unstuck.

Schedule Now

FAQs About How to Research Your Target Market

How often should I research my target market?

At least once a month. Markets shift fast, and staying in touch with customer conversations keeps you relevant.

Can I really do this without spending any money?

Yes. Every tool and method listed here is free. You can upgrade to paid tools later if you want, but it’s not necessary to start.

What if my audience isn’t active on Reddit or Facebook?

Every industry has “watering holes.” If it’s not Reddit or Facebook, it might be Slack communities, Discord servers, LinkedIn groups, or niche forums.

How do I turn this research into action?

Use what you find to create better headlines, social posts, lead magnets, and offers. Speak your customers’ language—because they already told you what they want.

What’s the biggest mistake people make when researching their target market?

Overcomplicating it. Perfection isn’t the goal—progress is. Quick, regular research beats expensive, once-a-year surveys every time.

What if I do research but still feel unclear about my audience?

It happens. Try narrowing your focus even more. Look for patterns and themes, not perfect answers.

How do I know if my research is actually helping my marketing?

Watch your engagement rates. If more people are clicking, commenting, and converting, your research is working.

Should I change my marketing if my research shows a new trend?

Yes, but do it smartly. Test small adjustments first before doing a full pivot to make sure the trend is a fit.

Well, I just deleted more than 2,500 emails from my lists—and I’m really pissed about it. Over the past year, I thought I had cracked the code. I had built what I believed was the perfect and engaged email list filled with my target audience. I experimented with every kind of lead magnet you can think of: ebooks, quizzes, webinars, summits—you name it. But the results were always disappointing.

Some of these tactics barely moved the needle. Others brought in a ton of leads, but they weren’t buyers—they were freebie-seekers. So when I went through my list recently and cleared out everyone who hadn’t opened or clicked in months, it felt like I was cutting off a piece of myself. I deleted 2,500 contacts. People I never really connected with. It felt like failure.

And here’s the kicker: I teach this stuff. I help other small businesses figure out their marketing. So it got me thinking—what’s really going on with lead generation today? Clearly, the old playbook doesn’t work like it used to.

That’s what this article is about. I’m going to walk you through a better, smarter, more strategic way to think about generating leads. Yes, we’ll talk about process. Yes, we’ll talk about marketing strategy. But more than anything, we’re going to rethink everything you’ve been told about lead magnets.

This process is going to flip the script. It’s not about working harder—it’s about thinking deeper. 80% of the work is in the thinking, and only 20% is in the doing. Let’s dive in.

Why Lead Magnets Are Failing Us

After deleting 2,500 inactive contacts from my email list, I couldn’t help but ask—how did we get here? If I, someone who lives and breathes marketing strategy, ended up with a bloated list full of disengaged leads, what does that say about the tactics we’re all being told to use?

For years, we’ve been sold on the lead magnet formula: solve a small problem, give away something for free, and watch the money roll in. But if you’re like me—and I suspect you are—you’ve probably discovered that this method doesn’t deliver like it used to. That’s because it’s no longer just about grabbing attention; it’s about earning it with precision.

We need a shift. A smarter approach. A strategy that doesn’t just chase leads but attracts the right ones, and turns them into real business. That starts with moving away from one-off freebies and toward building an integrated lead generation system. A system based on strategy, not guesswork.

This article is going to unpack what that system looks like, how to audit what you’re already doing, and most importantly, how to move forward with intention and clarity. But if you’ve followed that advice and still find yourself with a disengaged list, few conversions, and a general sense of “what the hell am I doing wrong?”—you’re not alone.

The truth is, most lead magnets fail because they’re built on outdated assumptions. The market has changed. Consumers have changed. And it’s time we stopped chasing leads like it’s 2012.

What every business actually needs is not just a lead magnet, but a lead generation system. This article unpacks what that means, why it works, and how to build one based on strategy—not superstition.

The Problem with Traditional Lead Magnets

The traditional approach to lead magnets is simple:

• Identify a specific problem your audience has
• Create a downloadable resource to solve it
• Offer it in exchange for an email address
• Nurture them into becoming a customer
  

Sounds great in theory. But here’s the problem: it rarely works in practice.

Why?

• People are overwhelmed with freebies
• Most opt-ins don’t solve meaningful problems
• Lead magnets attract information hoarders, not buyers
• Email lists grow, but conversions don’t
  

This isn’t just a conversion issue—it’s a misalignment of intent. The format doesn’t match where your audience is in their journey. And worse, it doesn’t lead them anywhere specific.

What You Actually Need: A Lead Generation System

A lead magnet is a tactic. A lead generation system is a strategy.

The system doesn’t start with “what kind of freebie should I make?” It starts with questions like:

• What’s my business goal?
• Who is the customer I want to attract?
• Where are they in their decision-making journey?
• What action do I want them to take next?
  

When you reframe lead generation this way, the “magnet” becomes just one part of a larger mechanism—what we call a lead mechanism.

From Freebie to Framework: Reimagining the Role of Your Lead Magnet

At this point, you might be realizing that what you’ve built isn’t a system—it’s a one-off. Maybe you created a lead magnet that you were proud of, but it didn’t convert. Or maybe it brought in people who never bought anything. That’s not a failure of effort—it’s a failure of structure.

Here’s the shift: instead of thinking of your lead magnet as the centerpiece of your strategy, start thinking of it as one tool in a larger system designed to attract, qualify, and convert the right people.

Before we can optimize what you’ve got—or start from scratch—we need to zoom out and evaluate how your existing lead magnet fits into your overall strategy. That’s where the Lead Mechanism Audit comes in.

The Lead Mechanism Audit

Use this 5-point audit to evaluate whether your lead magnet is actually part of a system—or just a standalone giveaway.

1. Does it align with a business goal?

• Wrong: “I need more leads.”
• Right: “I want to generate 10 qualified demo calls from consultants earning $100K+ who need help with sales funnels.”
  

Your lead generation system must be tied to an outcome. Otherwise, you’re building a funnel with no destination.

2. Does it match the intent of your ideal customer?

• Wrong: Free checklist for everyone
• Right: Pricing calculator for those ready to buy
  

It’s not about format—it’s about relevance. Lead magnets should meet people where they are and help them take the next step.

3. Does it start a conversation or trigger a next step?

• Wrong: Opt-in > Email list > Silence
• Right: Opt-in > Custom report > Call to action
  

Your magnet should drive action, not just collect information. Every interaction should be a step closer to conversion.

4. Does it filter out the wrong people?

• Wrong: Broad resource anyone could use
• Right: Specific tool that only your best-fit customer finds useful
  

Lead generation is about quality, not quantity. The best magnets repel bad leads as much as they attract good ones.

5. Does it have a feedback loop?

• Wrong: Launch and hope
• Right: Track opt-in rate, email engagement, conversion metrics
  

Good marketers test and optimize. Your lead gen system should evolve based on data.

Your Website Is Your Best Sales Rep

Before someone talks to you, they’ve already made up their mind.

According to research from Gartner, buyers complete 57% to 70% of the decision-making process before ever reaching out to a vendor. That means your potential customers are checking you out silently—scrolling your homepage, clicking through your services, reading testimonials, and silently deciding if you’re legit, trustworthy, and worth their time.

And if your website isn’t doing the heavy lifting, you’re losing sales.

Think of your website as your highest-ROI sales rep. Unlike a human rep, it works 24/7. It doesn’t take breaks, it doesn’t miss follow-ups, and it doesn’t get tired. But it needs to be trained—and that means intentionally designed.

A high-performing, sales-centered website should:

• Make your offer crystal clear within the first 5 seconds
• Educate visitors about how you solve real problems
• Build trust through testimonials, case studies, and results
• Segment traffic by buyer intent (curious vs. ready-to-buy)
• Offer a compelling next step (book a call, buy, or subscribe)
  

If you hate selling, this is good news. Done right, your website can do most of the trust-building and filtering for you. But it has to be part of your lead generation system, not just an afterthought or placeholder.

It’s not just about getting traffic—it’s about converting attention into action.

Real-World Examples of 24/7 Sales-Centered Websites

Here are five small businesses that are using their websites to attract, qualify, and convert leads with clarity and strategy. These examples demonstrate how a well-placed lead magnet and thoughtful design can drive results—day or night.

The Budget Mom – Quiz and more

• Website: thebudgetmom.com
• Lead Magnet: Quiz
• Why It Works: It’s interactive, customized and personal

This site has tons of ways to grab your attention.  Want a personalized quiz, she’s got that.  Maybe you want to join a facebook group, she’s got that.  Want to take a course?  Yep, she’s got that too.  

Why so many opt in options?  She’s getting amazing interest information from her website visitors.  Whatever you decided to click on, download, or join has tagged you in her email list so that you can get customized emails with customized offers. 

Minimalist Baker – Free E-book with Recipes

• Website: minimalistbaker.com
  
• Lead Magnet: Downloadable plant-based recipe e-book.

• Why It Works: It fits seamlessly with the brand’s core content and draws in the exact right audience.
  

The Sales Evangelist – LinkedIn Prospecting Course

• Website: thesalesevangelist.com
  
• Lead Magnet: LinkedIn Prospecting Course

• Why It Works: Highly actionable and relevant to the audience’s immediate business needs.
  

These businesses aren’t just handing out free stuff—they’re strategically aligning their lead magnets with their offers, audiences, and buying journeys. And so can you.

Before someone talks to you, they’ve already made up their mind.

According to research from Gartner, buyers complete 57% to 70% of the decision-making process before ever reaching out to a vendor. That means your potential customers are checking you out silently—scrolling your homepage, clicking through your services, reading testimonials, and silently deciding if you’re legit, trustworthy, and worth their time.

And if your website isn’t doing the heavy lifting, you’re losing sales.

Think of your website as your highest-ROI sales rep. Unlike a human rep, it works 24/7. It doesn’t take breaks, it doesn’t miss follow-ups, and it doesn’t get tired. But it needs to be trained—and that means intentionally designed.

A high-performing, sales-centered website should:

• Make your offer crystal clear within the first 5 seconds
• Educate visitors about how you solve real problems
• Build trust through testimonials, case studies, and results
• Segment traffic by buyer intent (curious vs. ready-to-buy)
• Offer a compelling next step (book a call, buy, or subscribe)
  

If you hate selling, this is good news. Done right, your website can do most of the trust-building and filtering for you. But it has to be part of your lead generation system, not just an afterthought or placeholder.

It’s not just about getting traffic—it’s about converting attention into action.

Small business owners often think their website is just an online brochure. But in reality, it should be your highest-ROI sales rep.

Your website should:

• Educate and qualify leads
• Show proof and testimonials
• Offer clear next steps
• Guide the visitor from interest to action
  

This is especially important for business owners who hate selling. Your website should do the heavy lifting so you don’t have to.

Rethinking the Role of Free

One of the biggest assumptions in marketing is that free always works best. But studies show otherwise:

• Paid lead magnets often convert better downstream
• Buyers who make even a small purchase are more likely to buy again
• Free offers attract volume, but not necessarily value
  

The key is intent. A $7 tool may bring in fewer leads, but they’ll be higher quality and closer to buying.

Here’s an example of a small business just like yours that ran this lead gen strategy all the way to the bank.

Growbo – Ultimate Swipe File for Business Sales Funnels

• Website: Growbo
  
• Tripwire Offer: A comprehensive swipe file designed to help businesses create high-converting sales funnels.
  
• Price Point: $9
  
• Why It Works: This offer provides immediate, actionable value, helping businesses enhance their marketing efforts. It’s a low-risk investment that leads to higher-value services.
  
• Results: Generated over $12,000 in direct revenue, with additional upsells following the initial purchase.

Bringing It All Together

By now, you understand that your website should function as a 24/7 sales rep—and that your lead magnet, if you’re going to have one, needs to do more than just collect emails. It needs to be embedded within a larger, intentional system that filters, qualifies, and moves people toward a real next step.

And yes, that can feel overwhelming. But the fix doesn’t have to be complicated. In fact, here’s your one, simple action step:

Look at your current lead magnet. Ask: what’s the next step I want someone to take after they download it—and does my website clearly guide them there?

If the answer is no, that’s your starting point. Align your lead magnet with your business goal and make sure it connects directly to your website’s next action. That one change can completely shift how your lead generation works.

Need Help? Let’s Fix It Together

Still stuck on what to fix or how to improve your lead generation system? I offer a 1-on-1 Fix-It Session where we look at your website, your lead magnet, and your marketing flow—and solve the exact issue that’s blocking results.

No fluff. No vague advice. Just a focused, 45-minute session for $150 to get real clarity and direction.

Fix It Session

$150.00

Send me one thing you’re stuck on in your business — a page, funnel, or offer. I’ll review it and send you a short video with clear feedback and next steps. No pressure, just a simple, actionable fix to get you unstuck.

Schedule Now

Lead generation isn’t about chasing trends or mimicking what’s popular. It’s about building a system that reliably attracts and qualifies the right people for your business.

Start by throwing out the idea that you “need a lead magnet.” Instead, design a process that:

1. Aligns with a real business goal
2. Matches your customer’s intent
3. Guides them to a next step
4. Filters out the wrong people
5. Gives you data to iterate
   

Once you start thinking like a strategist instead of a tactician, everything changes. And your lead generation finally starts to work like science.

You’re posting on social. You’re writing emails. Maybe even running ads. And yet… the customers aren’t rolling in like you hoped.

If you’re feeling that way, you’re not broken—but your process might be.

Here’s the real talk: Marketing without customer research is like building a house without a blueprint. You’re sweating buckets, but you’re not creating anything sturdy.

Today, I’m going to show you the easiest, $0 research hack to find out what customers really want—and how you can use it to finally make marketing feel simple, strategic, and wildly effective.

Why Most Marketing Misses the Mark (And It’s Not Your Fault)

Most small business owners jump straight into tactics:

• “I need more Instagram posts.”
• “I should try a TikTok ad.”
• “Maybe an email blast will help.”

And this is completely normal and natural because entrepreneurs and small business owners are optimistic and action driven.

But without customer research first, every marketing move feels random. Not only that, but you’re stressing yourself out guessing when you could simply do what your customers want.

If you’ve ever:

• Spent hours making content that didn’t get engagement
• Launched a product only to hear crickets
• Wondered “what am I even supposed to SAY?”

…then you’ve bumped headfirst into the real issue: You’re trying to sell without knowing what your customers really want.

Learning how to find out what customers really want is the first step to building real relationships—and real results.

The $0 Research Hack: Five Conversations That Reveal What Customers Really Want

Ready for it? Here it is:

Have five genuine, curiosity-driven conversations.

No sales pitches. No awkwardness. Just listening.

“I’m working on [your product/service idea]. Would you mind answering 3 quick questions?”

That’s it.

Why This Works (And the Stats to Prove It)

• 88% of buyers say the experience a company provides is as important as its products or services (Salesforce).
• 72% of consumers will only engage with personalized messaging (SmarterHQ).
• Businesses that prioritize customer research grow 2-3x faster than those that don’t (HubSpot).

When you take time to listen first, you naturally:

• Craft marketing messages that feel like a personal conversation.
• Build irresistible offers customers already want.
• Create a brand that feels warm, trustworthy, and unforgettable.

How to Find Out What Customers Really Want (Step-by-Step)

Step 1: Identify 5 People

Find 5 real people who could be your ideal customers:

• Past clients
• Social media followers
• Facebook group participants
• LinkedIn connections

Pro Tip: You don’t need 100 interviews—five good ones can transform your marketing.

Step 2: Ask These 3 Game-Changing Questions

1. “What’s your biggest frustration with [problem you solve]?”
2. “What have you already tried to fix it?”
3. “If you could wave a magic wand, what would the perfect solution look like?”

Pro Tip: Capture EXACTLY what they say—their words are your marketing gold.

Step 3: Just Listen (No Selling Allowed)

Your only job? Be wildly curious.

Imagine you’re sitting with a friend over coffee. No pitching. No “selling yourself.”

You’re simply learning how to find out what customers really want—directly from the source.

Pro Tip: How to put yourself into a “Curious Mindset”: The easiest way to put yourself into a “curious mindset” is to imagine that you are a camera and simply be the observer. I like to imagine myself floating above the situation and really watching and listening “for” what the person is saying. The idea is to go beyond hearing and move toward understanding. Once you notice something, jot it down so that you can go back and ask clarifying questions.

How to Get Over the Fear of Talking to Customers

If the idea of reaching out to customers makes your stomach turn, you are not alone.

Many entrepreneurs fear they’ll sound pushy, awkward, or even worse—hear something they don’t want to hear. It’s normal. And here’s the secret: Talking to customers isn’t about selling—it’s about listening.

Mindset Shifts That Help

• You’re gathering insights, not pitching. Customers love being asked for their opinions.
• You’re validating your ideas, not asking for approval. This gives you clarity and confidence.
• You’re making friends, not making sales. Relationships come first—sales come later.

How to Make It Feel Easier

• Frame it as a favor. “Could I ask you 3 quick questions? It would really help me.”
• Focus on learning. Pretend you’re a curious journalist, not a salesperson.
• Remember the big picture. Every conversation saves you time, money, and frustration later.

Pro Tip: You don’t have to start perfect. You just have to start.

Once you have your first real conversation, you’ll wonder why you were ever afraid to begin with.

Real-World Example: How This $0 Research Saved Me $5,000

Before using this method, I wasted $5,000 building a “perfect” course nobody actually wanted.

When I finally did five simple conversations, I found out:

• My audience cared about a completely different pain point.
• They wanted faster, easier, cheaper solutions.
• They used different words than I was using.

Once I listened, I launched a new offer that sold out—fast.

Knowing how to find out what customers really want turned my marketing from “hope and pray” into “plan and profit.”

FAQs: How to Find Out What Customers Really Want

What if I don’t know who to ask?

Start with friends, colleagues, or social media contacts—anyone close to your target audience. In fact, this is a great first step. Start with your friendliest audience and have exploratory conversations. These conversations will help you come up with the best questions for your customer conversations.

What if I’m nervous about reaching out?

Remember—you’re asking for advice, not selling anything. People love giving advice. You are going to be nervous. After all, this might be something you’ve never done before. This is why it’s a great idea to start with friendly people to get some practice.

Can I do this through email or DMs?

Absolutely. A quick message, a short call, or a voice note can work wonders. Use this method to get in touch with your insiders. Then, after you’ve had a few conversations, you can start sending DMs to folks you don’t know very well.

Here’s what happened to me.

There I was, living my best email life; getting solid email open rates — 20%, often more — and then overnight, they tanked. Then I ran a campaign and got 6% open rates in a campaign. Hmm, maybe it’s a fluke. But no. A couple days after the campaign, Zoho Campaigns reached out to me to tell me that something was wrong. I was confused.

I did everything “right”: my email platform was legit, I had SPF, DKIM, and DMARC set up. But my emails were still landing in spam.

Turns out, there’s more to staying in the inbox than flipping a few DNS switches. If your open rates have dropped below 10%, there’s a good chance you’re in Gmail jail.

Let me show you how to get out.

Been there. Lived it. Fixed it. And now I’m here to help you avoid email jail.

First, What Is Gmail Jail?

Gmail jail is when your emails get flagged as spam or land in the Promotions tab instead of your customer’s main inbox. Even though you’re not a spammer, Gmail treats you like one because of invisible technical problems with your domain setup.

You don’t even know it’s happening until your open rates drop to single digits.  

Here’s a timeline of when these regulations went into effect. 

Up until 2024, email providers were pretty lenient.  They kept encouraging everyone to make these changes and everyone did.  But Google, Yahoo, and Microsoft (probably 99% of all email) weren’t being rigorous about it – until, as I learned in April 2025. 

Why Is This Happening To You?

You’re sending from your own domain—that’s good. But here’s what nobody told you: it’s not enough to have SPF, DKIM, and DMARC set up. They also need to be aligned with your domain and email headers.

Wait. What are SPF, DKIM, and DMARC?

Think of your email like a handwritten letter:

• SPF (Sender Policy Framework) is your return address. It tells Gmail which servers are allowed to send emails for your domain.
  
• DKIM (DomainKeys Identified Mail) is your signature. It proves the email wasn’t tampered with along the way.
  
• DMARC (Domain-based Message Authentication Reporting and Conformance) is your house rules. It tells Gmail what to do if SPF or DKIM don’t match up.

And What’s Alignment?

This is the part that tripped me up—and probably you too. Even if SPF and DKIM are “passing,” Gmail wants the domain in the email header (what your reader sees in the “From” address) to match the domain in your SPF and DKIM setup.

In my case? My email said “from @diymarketers.com,” but my email platform was sending it from Zoho’s bounce address, which used a domain like zcsend.net. Boom. Gmail said, “That doesn’t match” and off to spam it went.

How to Know If You’re in Trouble

Every email marketing tool will guide you through this spf, DKIM, and DMARC process.  When you’ve added the correct records, you’ll see something like the image here – everything looks verified and good. 

I thought I was good.  Everything was verified and my email results were looking good.  But here’s what I didn’t know – until I sent an email campaign and out of the blue – my open rate plummeted to below 10%.

As soon as I saw that, I was concerned and I went back to check to see if maybe something broke.  But everything looked fine.  I honestly didn’t know what to do. 

So I reached out to Zoho Campaigns support and they told me to check my Google Postmaster tools – and this is where I saw a problem.

Use Google Postmaster Tools (FREE!)

Here’s how to get the truth about how Gmail sees your domain:

1. Go to Google Postmaster Tools
   
2. Log in with the same Gmail address you use for your business
   
3. Add and verify your domain (you’ll add a TXT record to your DNS)
   
4. Check the following tabs:
   
   • Spam Rate (should be under 0.1%)
     
   • Domain Reputation (you want “High”)
     
   • Authentication (check SPF, DKIM, and DMARC)
     

If anything says “Needs Work” or “Fail,” you’re in Gmail jail.

How to Fix It (Like I Did)

Here’s what I did to get out—and what you should do, too.

I went to ChatGPT.  I’m petrified of messing around with this kind of stuff and honestly didn’t know what to do. 

The first paragraph is my prompt and then I went into Google Postmaster Tools and pasted in the text from the postmaster tools dashboard. 

And this is what ChatGPT said – it basically translated all that technical speak into plain English so that I can understand what the problem is. 

OK – so now I knew what the problem was. But how do I fix it?

This is where ChatGPT really came through.  I won’t take you through the whole chat (it’s long) but this was a game-changer for me. 

Here’s a cleaned up and summarized version. 

Step 1: Fix Your SPF Record

Go to your DNS (likely through your domain registrar or web host). Find your SPF record.

Example SPF that includes Zoho:

v=spf1 include:zoho.com include:zcsend.net -all

Make sure it includes every platform you send emails from (like Mailchimp, ConvertKit, Zoho, etc.).

Step 2: Fix Your DKIM

Your platform (like Zoho Campaigns or Mailchimp) should give you a DKIM record to paste into your DNS. Make sure the domain in the d= tag matches your actual sending domain (diymarketers.com, not zcsend.net).

Step 3: Align Your Return-Path (a.k.a. Bounce Address)

Most ESPs (Email Service Providers) send bounces from their own domain. You need to set up a custom bounce domain like bounce.yourcompany.com and point it to their servers.

In Zoho, this means:

• Go to Domain Authentication
  
• Add a custom return path
  
• Add the CNAME record they give you to your DNS
  

Here are similar help files for the most popular email systems:

• Mail Chimp Custom Return Path
• Active Campaigns Custom Return Path

Once you’ve set this up.  You want to make sure that it’s working and that it’s applied to your emails. 

The best way to do this is to create a test list in your email marketing system that only includes your email.

Then send a test email directly to that list (that only includes you)

Once you receive the email, click on “show original” – in Gmail – 

Don’t freak out – the email will open in another tab and look like this:

You’re simply going to use the “find” function and search for “d=yourdomain”.  You can see that I did that here and it was there.  Whew.

Once this is done. Give your email a rest. Postmaster Tools needs about 24 hours to process. Come back the next day and then go to Google Postmaster Tools.  You should see this:

With all the tech cleaned up – you now need to go and clean your email list. 

Step 4: Clean Your List

Inactive or cold subscribers hurt your sender score. Here’s how to clean up:

1. Export your entire list.
   
2. Sort by “last opened” or “last clicked.”
   
3. Tag contacts like this:
   
   • Engaged: Opened/clicked in last 30 days
     
   • Warming up: Opened in last 31–90 days
     
   • Cold: No opens/clicks in 90+ days
     
4. Delete or suppress everyone in the cold group (or run a re-engagement campaign first).
   

Tools like MailerLite, ActiveCampaign, and ConvertKit make this easy to do inside the platform.

Step 5: Rebuild Trust With Gmail

Just because you’ve cleaned everything up, doesn’t mean that you can start sending thousands of emails.  You need to re-introduce yourself to Google. 

To do that, you want to start sending emails to your MOST ENGAGED people and ask them to reply back to you.  And then, you reply to them. This is showing Google that you have a real relationship with your list. 

• Send only to your Engaged segment for 2–3 sends
  
• Use personal, plain-text style emails
  
• Avoid spammy phrases (“Act now!” “Limited time only!”)
  
• Ask people to reply — replies help build sender credibility
  
• Use segmentation to test subject lines and improve engagement gradually
  

How to Create Smaller Segments in Your List

Segmentation is your best friend. Here’s how to do it without any fancy tech skills:

1. Go to your email platform and filter contacts by last activity.
   
2. Create the following segments:
   
   • Recent Openers: Opened email in the past 30 days
     
   • Clickers: Clicked on any link in last 30–60 days
     
   • Dormant: No opens/clicks in 90+ days
     
3. Create tags like Hot, Warm, Cold and use these for sending smart, targeted campaigns
   

Focus on your Hot and Warm lists. Avoid sending mass emails to Cold unless you’re doing a specific re-engagement campaign.

Your Domain = Your Reputation

If your email is you@yourcompany.com, you own that domain’s reputation. Mess it up, and it doesn’t matter what tool you use—Gmail won’t deliver your messages.

You wouldn’t leave your credit card info lying around. Don’t leave your domain unprotected, either.

Email Deliverability Checklist

If you’re not getting the open rates you expect, use this checklist to systematically troubleshoot and fix your email deliverability. These steps are tailored for non-technical small business owners using platforms like Zoho, Mailchimp, or ConvertKit.

Step 1: Confirm Gmail Is Flagging You

• Go to Google Postmaster Tools and log in.
  
• Add your domain and verify it using a TXT record through your DNS settings.
  
• Check the “Authentication” tab. If it says “Needs Work” next to SPF or DKIM, you’re not properly authenticated.
  
• Also look at “Spam Rate” and “Domain Reputation”—if they’re bad, Gmail is limiting your inbox reach.
  

Step 2: SPF Record

• Log into your DNS manager (this might be GoDaddy, Cloudflare, Bluehost, etc.).
  
• Look for your current SPF record. It starts with v=spf1.
  
• Add includes for every tool you send from (like include:zoho.com). Example:
  

v=spf1 include:zoho.com include:mailgun.org ~all

• Use MXToolbox SPF checker to confirm it’s valid.
  

Step 3: DKIM

• In your email platform (like Zoho Campaigns), go to the domain authentication section.
  
• Copy the DKIM TXT record they provide.
  
• Paste it into your DNS exactly as shown, and save.
  
• Make sure the domain in the d= field matches your “From” domain. If you’re sending from you@yourcompany.com, the DKIM should also come from yourcompany.com, not your ESP.
  

Step 4: Set Up Custom Return Path (Bounce Domain)

• In Zoho: Go to Deliverability > Custom Return Path
  
• Add a new hostname like bounce.yourcompany.com
  
• Add the CNAME record provided by Zoho to your DNS settings
  
• Screenshot: Zoho Custom Return Path Setup
  

Step 5: Clean Your List

• Export your subscriber list to a spreadsheet.
  
• In your email tool, tag subscribers by engagement:
  
  • Engaged = opened/clicked in last 30 days
    
  • Warming = last activity 31–90 days ago
    
  • Cold = no opens/clicks in 90+ days
    
• Delete or suppress cold subscribers (or run a one-time reactivation campaign)
  
• Screenshot: ActiveCampaign List Cleanup Tool
  

Step 6: Send Smart

• Only email your “Engaged” and “Warming” segments while reputation recovers
  
• Use short, plain-text style messages that look personal
  
• Avoid images, multiple links, or spammy words (free, limited offer, etc.)
  
• Ask a direct question in the email and invite replies—replies build sender reputation fast
  
• Monitor open rates and use Postmaster Tools every week to check improvements
  

TL;DR (Too Long; Didn’t Read)

• Having SPF, DKIM, and DMARC is NOT enough. They need to be aligned.
  
• Use Google Postmaster Tools to check your domain reputation.
  
• Set up a custom return-path domain.
  
• Clean your list and segment it.
  
• Only send to engaged contacts.
  

Final Word

If you’re seeing low opens or getting ghosted by Gmail users, it’s not you. It’s your domain setup.

Fixing this isn’t glamorous. But it’s critical. You could be sitting on the best email content in the world, and Gmail would still hide it if your domain’s not trusted.

Take the time to lock it down. Your future campaigns (and your revenue) depend on it.

Next Steps:

• Run your domain through Google Postmaster Tools.
• Fix any SPF/DKIM/DMARC issues and align them with your sending domain.
• Set up a custom bounce domain with your ESP.
• Clean and segment your list: tag engaged, warming, and cold contacts.
• Send only to your engaged and warming lists while rebuilding trust.
• Watch your open rates and domain reputation weekly — and keep optimizing!

You’ve got this — and now, Gmail knows it too.

If you’re seeing low opens or getting ghosted by Gmail users, it’s not you. It’s your domain setup.

Fixing this isn’t glamorous. But it’s critical. You could be sitting on the best email content in the world, and Gmail would still hide it if your domain’s not trusted.

Take the time to lock it down. Your future campaigns (and your revenue) depend on it.

Frequently Asked Questions

What if I already set up SPF, DKIM, and DMARC — but my emails are still going to spam?

It’s not just about having those records — it’s about making sure they’re aligned with your domain. Gmail checks if your email is coming from the same domain that’s listed in your SPF and DKIM settings. If you’re sending from you@yourcompany.com but your return-path or signature says something else (like your email provider’s default domain), Gmail gets suspicious. Use Google Postmaster Tools to verify alignment.

How do I know if I’m using the wrong return-path or bounce domain?

Most ESPs (like Zoho, Mailchimp, ConvertKit) default to using their own domain for bounces unless you override it. You can check this by viewing the email header of a test message sent to your Gmail. Look at the “Return-Path” — if it ends in something like @zcsend.net or @mailgun.org, it’s not aligned. Fix this by setting up a custom return-path domain.

How often should I clean or segment my email list?

At minimum, review your list every 30–60 days. Remove or pause sending to anyone who hasn’t opened or clicked in 90+ days. Use tags like “Engaged,” “Warming,” and “Cold” so you can send only to the people most likely to open. Engagement = inbox placement.

Can I still recover my domain reputation if Gmail already flagged me?

Yes! You’ll need to stop sending to cold subscribers immediately. Stick to your most engaged list for at least 2–4 campaigns. Keep things conversational, plain-text, and highly relevant. You’ll start to see your open rates and reputation improve with each send — but it may take a few weeks.

What’s the fastest way to check if Gmail trusts my domain?

Go to Google Postmaster Tools, verify your domain, and check the Domain Reputation and Authentication tabs. If either one says “Low” or “Needs Work,” you have issues to fix — and this article shows you how.

And in a world where algorithms change weekly and ad budgets are getting slashed, this is the smartest, most affordable marketing move you can make.

Your funnel didn’t fail — your relationships just stalled

Let’s clear the air: funnels aren’t dead. But the traditional “cold lead → nurture → convert” model assumes you have time and money to pour into automation, content, and paid traffic. And when you don’t? You’re left spinning your wheels.

Relationships bypass all that. They collapse the funnel. A referral from a trusted friend skips the awareness stage and drops someone right into your inbox saying, “I’ve heard great things about you. Can we talk?”

That’s not marketing. That’s magic. But it’s not random — it’s repeatable.

Everyone is trying to be discoverable. You should be unforgettable

Think about the last person who referred a client to you. Was it because of your Instagram posts? Or because you had a great conversation at a networking event six months ago?

Here’s what works in a low-budget, high-trust world:

• People who remember your name when someone asks, “Know anyone who does X?”
• People who feel like they know you even if you only exchanged a few DMs
• People who say, “Oh yeah, she’s the go-to for that” because you’ve stayed top of mind

And that kind of staying power isn’t built with ads. It’s built with touchpoints.

No funnel? No problem. Here’s what to build instead

Let’s talk relationship loops. They’re the new funnel. They go like this:

Connect → Engage → Add value → Stay visible → Ask → Reciprocate → Repeat

You don’t need landing pages for this. You need a system (or a habit) for talking to people. Yes, talking — in your inbox, on LinkedIn, over voice notes. The same way business was done before everyone had a landing page.

Here’s how to turn those loops into revenue:

1. Make your warm list your priority

Skip the cold outreach. Pull out your phone or your email and make a list of 10–20 people who already like and trust you — past clients, referral partners, peers, collaborators.

Then reach out. Not to pitch. Just to reconnect:

• “Saw this article and thought of you.”
• “Hey, how’s Q2 shaping up for you?”
• “We haven’t talked in forever — want to catch up?”

No pressure. No ask. Start the conversation.

2. Be the person who makes it easy to refer you

Want more referrals? Make yourself unforgettable — and referable:

• Use the same language every time you describe what you do
• Make it crystal clear who your ideal client is
• Have a short and punchy “here’s how I help” sentence people can repeat

Here’s mine: “I help small business owners market smarter on less than $17 a day — no fluff, no funnels, just straight talk and smart tools.”

If someone can’t repeat what you do, they won’t refer you.

3. Build public friendships online

Social media isn’t about broadcasting. It’s about breadcrumbing. When you comment thoughtfully on someone’s post or share their win, you’re building social capital.

And guess what? Everyone watching sees you as generous, helpful, and credible — without you saying a word about what you sell.

Pick 5 people in your niche and show up in their comments daily for a week. You’ll be shocked at how quickly your visibility grows.

4. Ask better questions

Instead of “How are you?” ask:

• “What are you focused on this quarter?”
• “What kind of clients are you looking for right now?”
• “What’s something you’re excited about that I can support?”

These open the door to meaningful conversations — the kind that turn into collaborations, referrals, and sales.

5. Reciprocate like it’s your job

Want people to promote you? Promote them first. Share their work. Comment on their stuff. Refer them. Be the person who helps without keeping score — because those are the people others fight to support.

This doesn’t mean giving away your time. It means being a relationship investor, not a transaction chaser.

You don’t need better marketing. You need better habits

Let’s stop acting like visibility is the result of a perfect content calendar or a fancy funnel.

It’s the result of being remembered.

So if your audience is quiet right now — if no one’s clicking, liking, or buying — ask yourself:

• Who haven’t I talked to in a while?
• Who have I helped recently?
• Who could I reconnect with today?

Then go do it. No fancy CRM needed. No 10-step automation. Just a real message to a real person.

Your action plan: Relationship loops in under 30 minutes a day

Here’s how to build your own anti-funnel in 30 minutes a day — no budget required:

Daily (10–15 minutes):

• Comment on 3 posts from people in your space
• Reply to 2 stories or tweets with genuine interest
• Send 1 message to a warm contact saying hi

Weekly (1–2 hours):

• Book 1 virtual coffee chat
• Refer someone in your network to a potential lead
• Share someone else’s content with your audience

Monthly:

• Host a mini virtual meetup or co-create a piece of content with a peer
• Write a “who do you know that…” email and send it to your list

Final Word: Relationships won’t scale, but they compound

Will this get you 10,000 followers overnight? Nope. But it might get you 3 new clients this month. And a referral that turns into your biggest retainer yet. And a collaborator who becomes your business BFF.

Funnels are fine. Ads are fine. But if you’re short on time, short on money, and long on grit — relationships will take you further, faster, and for free.

So what’s your next move?

Pick one person you haven’t talked to in a while.

Send the message.

And let the new funnel begin.

Every couple years, everything goes to hell—and your marketing system takes the hit.

Sales stall. Campaigns flop. Ads burn cash like wildfire. What worked before stops working, and suddenly you’re staring down a blank content calendar with a pit in your stomach and a pile of receipts in your hand.

Sound familiar?

Here’s the part no one tells you: disruptions aren’t the exception—they’re the rule. And if you’re still building your marketing strategy like you live in a stable world, you’re setting yourself up for a breakdown.

It’s time to shift from reactive to resilient. From winging it to wiring it. From chasing hacks to designing systems.

Let’s talk about how to disruption-proof your marketing with two nerdy-sounding concepts that will change your business life: systems thinking and Failure Modes Effects Analysis (FMEA).

Trust me—this is way more useful than it sounds.

Everyone’s Chasing Tactics While the Real Problem Is the System

Most business owners are duct-taping together strategies like it’s a marketing emergency room: one Facebook ad here, a webinar there, a discount code on Fridays, and a prayer to the algorithm gods. It’s like a thousand points of marketing that lead nowhere. 

But when a disruption hits—like a pandemic, a market crash, a supply shortage, or your favorite VA disappearing—your system collapses. Why? Because you didn’t have one.

It’s like trying to fix a leaky faucet without realizing the whole water main is cracked.

You’re Already a Systems Thinker (You Just Don’t Know It Yet)

What is Systems Thinking?

Systems thinking is the ability to look at your business like a machine with many moving parts. Instead of blaming one broken piece, you look at how everything interacts. Marketing isn’t one tactic—it’s a network of activities. Marketing is a process.  Marketing is a system.

The Weather Analogy

You already think in systems when you check the weather. If you live in Cleveland, you know not to put your snow boots away in March. Because you’ve observed the system: sun today, snow tomorrow, chaos always.

Same with business.

You live in an economic climate. You operate in a customer system. Your ads, leads, sales—they’re all part of a weather pattern. If you don’t understand how that system works, you’ll keep running outside in shorts during a snowstorm.

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Here’s What Systems Thinkers Do Differently

System thinkers understand the universal law that EVERYTHING is connected.  We live in a global economy that operates like a mobile art installation; each piece is connected to another piece, as soon as you pull on one, the others start to move around. 

Because it’s all connected, you need to understand the if/then relationships in your business and your marketing. 

They identify patterns, not just problems.

Assuming you know the of/then relationships to different aspects of your business and your marketing, you’ll have magical X-ray vision to identify patterns. 

For example, you need to know that we are a consumer driven economy.  That means that as a small business, dependent on lead generation and new customers who can afford to and want to buy your stuff, you’ll want to track the Consumer Confidence Index (from the Conference Board).  They come out with a new report every month.

If consumer confidence falls, that means that your customers are less likely to buy what you are selling because they are afraid to let go of money.  They are afraid that the money they currently have may be better used on what they perceive as necessities rather than what they perceive as luxuries.  In other words, if you sell something perceived as a “want” rather than a “need” – you can expect your sales to go down. 

What does this look like in terms of marketing?

1. Your traffic will drop because people aren’t searching for what you’re selling.
2. Email opt ins are down
3. Engagement is down
4. Conversions are down

Heck – everything is down. 

Does that mean you should do MORE of these things? Does that mean you should start posting on Instagram rather than LinkedIn? Not necessarily.

Using this example of only looking at consumer confidence, you might start looking at repositioning your product or service as a necessity rather than a luxury. 

I’m over simplifying here, but I think you get the point. When you look at an entire system, you have to look at ALL the moving parts and how that might affect your business – and not just jump into doing random things.

This is almost like going to a foreign country where they don’t speak English and just speaker louder and more slowly.  

They anticipate lag time.

Everything on this plane of existence has a lag time.  In some systems – like pouring a glass of water, the lag time is almost immediate.  In most systems, however, the lag time can be much longer – sometimes YEARS. 

In sales and marketing, we talk about the selling cycle.  That’s the time it takes from someone recognizing they need or want your product, to researching, to finding options, to choosing an option, and finally purchasing the product.  

Purchasing toothpaste has a short lag time.  Purchasing a million dollar piece of equipment has a much longer lag time. 

As an entrepreneur, this means that you have to understand what the lag time is for every part of your business.  That means that if you KNOW something is coming, you need to plan ahead to deal with that lag time. 

The lesson here is not to give up too early. Don’t expect microwave results. Systems thinkers understand delay is built-in. Think: cruise ship, not kayak.

They account for domino effects.

When you make a change in one part of your business—like cutting ad spend—it doesn’t stop there. That decision ripples through your entire marketing system. 

You might save money this month, but fewer ads mean fewer leads, fewer leads mean fewer conversions, and suddenly, you’re short on revenue next quarter. 

This is the domino effect in action: one seemingly smart move topples multiple parts of your system. And if you’re not aware of what’s connected, you’ll face a series of unintended consequences that feel like random chaos—but are completely predictable if you’re looking at the full system. 

Systems thinkers expect unintended consequences. They don’t just ask “What happens now?” They ask “What happens next… and after that?”

Design with disruption in mind.

You don’t scramble when chaos hits—you expect it. That’s what it means to build with disruption in mind. You assume things will go sideways at some point—because they always do. A tech breakdown, a supply chain issue, a sudden pivot in the market—it’s not a matter of if, it’s when.

So instead of creating brittle plans with single points of failure, you design your marketing system to bend, not break. You leave room for course correction. You create campaigns that can shift if one channel underperforms. You spread out your acquisition so you’re not dependent on one platform.

And here’s the key: you document your systems. When your VA gets sick or your ad account gets suspended, you’re not stuck starting from scratch. You’ve built in redundancy—processes someone else can follow, assets you can repurpose, backups ready to deploy.

This isn’t being paranoid. It’s strategic. 

You’re not planning for if disruption happens. You’re planning because it will.. 

Disruptions—whether it’s a tech breakdown, team turnover, or a sudden drop in demand—aren’t surprises to a systems thinker. They’re part of the landscape. So instead of rigid, single-point solutions, design systems with slack, redundancy, and options. That means leaving room in the calendar for course correction. It means building customer acquisition through multiple channels, not just one. And it means documenting processes so someone else can step in when the unexpected happens. 

Enter: FMEA, the Tool to Murphy-Proof Your Marketing

Back in my corporate days, we used a tool called FMEA—Failure Modes Effects Analysis. Sounds intimidating. It’s not.

It’s just Murphy’s Law, documented: “If something can go wrong, it will.”  In other words, it’s the process (or system) you use to “Murphy Proof” your business. 

FMEA says: Let’s list the things that could go wrong, rank how bad and how likely they are, and make a plan to fix or prevent them.

How to Murphy Proof Your Marketing

Step 1: List Potential Failure Points

Ask yourself:

• What if ad costs spike?
  
• What if your CRM crashes?
  
• What if people stop buying your offer?
  

Step 2: Score Each One

Rate on:

• Severity – How bad would it be? (1–10)
  
• Occurrence – How likely is it? (1–10)
  
• Detection – How easily could you spot it coming? (1–10)
  

Multiply the scores together: Risk Priority Number (RPN) = S × O × D

Higher RPN = more urgent to fix.

Step 3: Build a Solution Around It

Now create a safety net:

• Launch a pre-waitlist to validate demand.
  
• Add a backup CRM tool.
  
• Repurpose high-performing content instead of burning time on trendy tactics.
  

When you think this way, you stop being a firefighter and become a system architect.

Case Study: The Bakery That Beat the Crash

When a local bakery hit an economic downturn, they didn’t panic—they ran an FMEA.

Failure Mode: People stop buying pastries.
Effect: Sales drop, rent goes unpaid.
RPN: Very high.

Their Fixes:

• Built a loyalty program to retain regulars
  
• Launched subscription boxes to stabilize cash flow
  
• Partnered with local coffee shops to sell more volume
  

They didn’t just survive—they grew. That’s systems thinking in action.

The Five Invisible Forces That Wreck Marketing

1. Feedback Loops

Your marketing isn’t a series of isolated events. It’s a chain reaction. One skipped step sets off another, and before you know it, your whole system is out of alignment.

Let’s say you stop emailing your list for a few weeks. No big deal, right? Until your engagement tanks. That drop freaks you out, so you rush out a flash sale. But it flops—your audience has gone cold. Now you’re thinking, “Email is dead.”

But email isn’t dead. Your system is.

This is what a broken feedback loop looks like. And the real issue is that most entrepreneurs don’t realize which actions trigger which outcomes.

Fix: Reverse-engineer the sequence. Look at the last time something flopped and ask, “What happened right before that? And before that?” Then fix the first domino. Consistency in your inputs (like content or email) leads to reliability in your outputs (like sales).

2. Delays

Marketing takes time. Most people quit before the momentum kicks in. My friend Mike Michalowicz calls this the “grass ceiling”.  Every bit of marketing is like planting a seed.  You water the seed regularly and it’s germinating and growing.  But all of this is invisible to you because it’s happening underground (where seeds like to be).

Too many people stop watering too soon.  And just when the seed is ready to breakthrough and thrive and bear fruit – you quit watering. 

Again, the process of growing something is a system.  You don’t plant a seed and get an orange tree.  That system takes years. 

Fix: Build time into your expectations. Set lagging metrics to track.

3. Unintended Consequences

Every decision you make in your marketing system creates a ripple. And sometimes, what looks like a win in the short term can backfire hard in the long term. For example, you slash prices to spark quick sales. It works—revenue bumps. But suddenly, customers stop buying at full price. Your premium brand image starts to slip. Competitors copy your pricing strategy, and now you’re trapped in a race to the bottom.

This is the unintended consequence of a quick fix. It’s what happens when you focus on the symptom instead of the system.

Fix: Slow down and pressure-test your decisions. Ask: What does this action reinforce? What expectations am I setting with my audience? Who might this alienate? Then, look two or three moves ahead. Play out the second- and third-order effects of every tactic. Because in a system, nothing happens in

4. Low Detection

Most small businesses don’t realize something’s broken until it’s too late. One day, everything seems fine. The next, revenue has tanked, leads have dried up, and your calendar is suddenly empty.

The problem isn’t the failure itself—it’s that you didn’t see it coming. That’s low detection. And it’s a major blind spot in a fragile system.

Often, there are signals long before the revenue dip: email open rates start slipping, traffic starts slowing, conversion rates tick down. But if you’re not tracking the right metrics—or you’re only checking them once a month—you’ll miss the early warning signs.

Fix: Create a simple dashboard with the key metrics that matter most to your business. Monitor them weekly. Know what “normal” looks like so you can quickly spot the weird. Bonus tip: set threshold alerts—if open rates fall below X% or site traffic drops by Y%, it triggers a check-in.

These “leading indicators” don’t have to be fancy.  They could be something simple like tracking how many quote requests you get daily.  If you see that number going down, you can predict that a crash is coming and look at it before it becomres a problem. 

Think of it like installing smoke detectors in your house. They don’t stop the fire, but they give you time to act before everything burns.

5. Lack of Collaboration

You don’t know everything. Your team, your customers, your peers have insight.

Fix: Talk to people. Regularly. Ask them what’s breaking.

Build a Marketing System That Bends, Not Breaks

How to Start Today:

• Map your system: List your top marketing activities and how they connect.
  
• Run an FMEA: Choose 3 important areas. Identify what could go wrong.
  
• Score and prioritize: Use Severity, Occurrence, Detection.
  
• Design fixes: Add safeguards, backups, or new processes.
  
• Review quarterly: Systems evolve. So should your plan.
  

Stay Curious, Not Panicked

Chaos gives you data. Every disruption shows you what’s weak. Learn from it.

Bottom Line: Stop Chasing Stability. Start Building Systems.

Stability is temporary. Disruption is the default.

But if you stop building marketing on duct tape and start building on systems—you’ll build a business that adapts, evolves, and thrives, even when things fall apart.

Now, go Murphy-Proof your marketing. Tighten your system. And build a marketing machine that lasts.