Marketing is S"*!

Once upon a time, there was a small business owner who genuinely loved what they did.

They were good at it.
Their clients were happy.
They poured their heart into their work.

But when it came to marketing?

Well, marketing could go take a running jump!

They had done everything they were told.

They posted on Instagram.
They tried Facebook.
They started an email list (then forgot about it).
They wrote blogs.
They ran some ads.
They followed the advice. Then unfollowed it. Then followed someone else’s advice instead.

But nothing really moved the needle.

A few likes here.
A couple of comments there.
The occasional enquiry, if they were lucky.

And so began that internal monologue:

“Am I missing something?”
“Why does it seem to work for everyone else?”
“Why does marketing feel so hard?”

Marketing advice is everywhere.

Post every day.
Actually no, post three times a day.
Wait, no, quality over quantity.
Be authentic.
But also strategic.
But also visible.
But also rested and not burnt out.

At some point, this small business owner stopped feeling inspired and just started feeling frustrated and overwhelmed.

Their head was spinning.
Their confidence was wobbling.
And marketing went right to the bottom of the to-do list, again.

This small business owner didn’t have lots of spare time for marketing.

What they did have was:

Clients to look after
Admin to finish
Decisions to make
Life to juggle
And marketing, got whatever scraps of energy were left, usually on a Friday afternoon when the brain had already clocked off.

So when they heard people say:

“Just be consistent”

They laughed, then cried, then laughed again, cried a little bit more, and then promptly stuck the middle finger up at that person.

This small business owner would love marketing support.

But, agencies felt expensive, consultants felt out of reach, long-term contracts felt risky, and previous experiences of over promising and under-delivering had left a bad taste in their mouth.

They didn’t want to throw money at something that MIGHT work.

They wanted marketing help that actually made sense for them and their business, without them needing to sell a kidney to pay for it.

And then of course, there was that f”*^”ing comparison bit!

The scrolling through social media and seeing other small businesses who seemed to have it all figured out.

Great branding.
Consistent content.
Clients “flying in”.

Meanwhile, this small business owner sat thinking: “What am I doing wrong?”

What they didn’t realise was that a lot of those businesses were also winging it. Or outsourcing it. Or struggling quietly behind the scenes.

Comparison just made marketing feel even heavier.

The frustration wasn’t just that marketing felt hard.

It’s that:

It felt like effort without reward

It felt confusing instead of clear

It felt like something they should be good at by now

And that constant feeling of “I’m behind” was completely exhausting.

But, what the exhausted small business owner came to realise, was that they weren’t failing, and marketing wasn’t s*^%.

The issue was that there were too many options, not enough clarity, and far too much pressure to “do more”.

They didn’t need another platform, another tactic, or another shiny strategy.

They needed marketing that fitted into real life, that felt doable, and that didn’t demand perfection.

The moment marketing started to feel lighter for them was the moment they realised:

“It’s not me, I just need a calmer, clearer way forward.”

One that works with limited time.
One that doesn’t require a massive budget.
One that focuses on progress, not perfection, or pressure.

Because marketing isn’t a magic wand, but it can be manageable and effective.

And they all lived…….… slightly less overwhelmed

Marketing doesn’t need to be perfect.
It doesn’t need to be everything, everywhere, all at once.

It just needs to be manageable enough that you keep going.

And if nothing else, remember this:

If marketing feels like S*^%, it’s likely because you’ve been trying to do too much, and without clarity.

So what’s the moral of this story? Because each story should have one right?

Well, before we wrap this little fairytale up, let’s do something useful.

Not a 17-step plan.
Not a “new year, new you” overhaul.
Just a few small actions that actually help.

If marketing “isn’t working”

Stop asking “Is this working?” and ask “What’s one thing that’s getting responses or engagement?”

Look back over the last few months.
What got a reply? A comment? A DM? An enquiry?

That’s not nothing. That’s a clue.
Do that again before trying something new.

If you’ve tried “everything”

Pick one thing you’ve already tried and commit to it properly for the next 90 days.

Marketing doesn’t fail because you didn’t try enough things.
It fails because nothing gets enough time to work.

One channel. One message. One goal.
Boring? Maybe.
Effective? Very.

If your head is spinning from all the options

Unfollow three people who make marketing feel harder than it needs to be.

Seriously.
If someone’s content leaves you feeling behind, confused, or “not good enough”, they’re not helping.

Instead, follow three people you can learn from.

Replace that noise with clarity. Your brain will thank you.

If you “don’t have time”

Stop trying to find lots of time, and instead, start protecting a tiny pocket of it.

Even 20 minutes a week. Something is better than nothing.
Put it in your diary like a client meeting.
Show up. Do one small thing. Leave.

And keep doing that.

Consistency beats intensity every time.

Yes, I said consistency, don’t laugh, then cry, then stick your middle finger up at me. :)

If you don’t want to pay for expensive support

Decide what kind of help you actually need before spending a penny.

Do you need:

Direction?
Clarity?
Accountability?
A nudge to keep going?
Someone to tell you you’re not losing the plot?
Support doesn’t have to mean agencies or big retainers.

Sometimes it just means not doing it alone.

If everyone else seems to “get it”

Stop comparing the messy middle of your business to someone else’s highlight reel.

Most people aren’t as sorted as they look.
They’re just better at hiding the wobble.

And if marketing just generally frustrates you

Give yourself permission to make marketing simpler.

Less platforms.
Less pressure.
Less “should”.

More clarity.
More support.
And more doing what actually fits your life and your business.

If marketing has ever made you sigh, swear, or want to throw your phone across the room, know that your frustration is valid, your experience is common, but actually, you’re also probably doing better than you think.