Before You Spend a Dollar on Marketing...Do This First

You know that feeling when you’ve spent time and money getting a new website, posting on social media, and maybe even running paid ads only to have... crickets? Don’t worry, you’re not alone! Based on my conversations with owners and entrepreneurs, I found that small businesses often skip the one step that makes everything in marketing actually work.

GETTING CLARITY.

Why clarity matters more than tactics.

When you don’t define your audience, your message, and your goals, every marketing move becomes a shot in the dark. You end up guessing and often throwing money at things that don’t stick. But when you lock down clarity before you execute? That’s when strategy becomes your best friend.

"Don't find customers for your products, find products for your customers." - Seth Godin

The magic happens when what you do feels like it fits your audience, not like you’re forcing something on them.

And according to Salesforce, “71% of customers trust companies less than a year ago”¹ . When your brand, message, and actions align, people see you more clearly and trust what you stand for.

Here are three questions to get you started.

1. Who am I speaking to?

   If your audience is “anyone,” your message will reach no one. The more specific you can get (demographics, psychographics, wants, needs, buying behavior, etc.), the better you’ll connect.

2. What do I want to say?

   Your message should make your ideal customer feel seen and heard. Say something they would say themselves. Speak about the transformation your product or service will help them achieve. When your language mirrors theirs, you cut through noise.

3. What’s my goal?

   What are you trying to achieve? Is it leads? Awareness? Engagement? This matters because your goal helps you choose the right tactics and measure results. Otherwise, you may be left wondering, “Is this actually working or not?”

Jumping into marketing “because I know I should” can be overwhelming and time-consuming. But building a clear foundation first? That makes your tactics smarter and way more effective.

How to keep your "clarity" from becoming wishy-washy.

• Write it down. Document your audience, message, and goals in a one-pager.

• Revisit it often. This isn’t a set-it-and-forget-it motion. Revise it when business changes.

• Let it guide your tactics. Every post, email, social post, or paid ad ask: “Does this align?”

• Test smartly. With this framework in place, your tests become more intentional, not random.

Ready to Stop Guessing and Start Growing?

If you’re ready to skip the noise and get intentional, my Clarity to Conversion^TM Roadmap might be what you need to. I can help you go from confusion to strategic action through guided exercises and working sessions.

Learn More

¹ Salesforce, The Top Marketing Statistics to Know in 2025