Marketing is like weight loss, there is no overnight solution

Wednesday 24 May, 2017

Beware of the marketing fluff

In our socially active world, there is no doubt that social media has greatly impacted our lives. How we interact with our friends, how we entertain ourselves, how we do business and of course, how we market to our audience has all changed.

One trend that I find disturbing is the huge increase in the number of so called ‘get rich quick’ schemes being promoted across channels like Facebook. You know the ones I mean - they have headlines like: I went from selling $3 000 a month to $32 000; How to triple your income in only 15 minutes a week; Learn this three step formula to transform your business in the next month; Get proven tactics I learnt and get 10 times the sales…blah, blah, blah! Beware of the marketing fluff!

They all promise that the one channel or one formula that they use is exactly what you need. Just when I think I’ve seen them all another expert pops up with their super-secret formula that says their solution is the best. If you just focus on: meet ups or webinars or Facebook ads or video or email marketing or PR or copywriting or awards…you will get 10 times the business. You get the picture, right? They use lots of power words like conversion, attract, secrets, accelerator and it all sounds too good to be true, right? Well, if it sounds too good to be true, then it usually is!

Now don’t get me wrong, there are many legitimate professionals out there with some solid tactics and value to share with you. I am not saying that everyone that markets on Facebook is dodgy! Far from it. I am simply warning to beware of the marketing fluff and do your research. The big words and pretty images that promise the world and rarely deliver, unless you follow their exact formula (that’s there get out of jail card), can be tempting.

Just like weight loss there is no quick fix.

healthy weightloss

For long term sustainable results, you have to do the hard work. If you want to lose five kilograms then you need to eat a healthy and calorie controlled diet, exercise and get lots of sleep. That’s how you lose weight the right way. Now the diet and the type of exercise will vary of course, but it is the combination of all the things you are doing that gets you the results. Do you get my point?

Just like weight loss, marketing requires you to build a solid foundation and put the right tactics in place for your business in order to get an outcome. These are often a combination of things from having a good responsive website to social media campaigns. However, the tactics you need are different for most businesses and one formula is not going to be right for everyone.

By understanding your audience and your market you can determine the channels and content you need in order to have meaningful, relevant and personalised conversations with them. Look for podcasts or webinars that actually give you relevant information and case studies, courses and workshops that give you tips and strategies (not just promise them), and deal with consultants who have the experience to back up what they say (not one that just did a six hour online course). That is what builds long term relationships and business success.

As a business owner myself I want actionable, relatable tactics that I can implement in my timeframes.

I don’t want hype and marketing fluff that relies on me purchasing a very expensive program or get rich quick secret (who gets rich from that except the person flogging it). I am very happy to pay for advice and education as long as it’s real, factual and gives me the information I need to implement, not just learn. This could involve having a business coach that specialises in what you need or engaging a specialist to help in a particular area. That is money well spent and invested into my business.

As a tradigital marketing specialist, the one thing I focus on when I deliver training, courses or any type of digital marketing strategy for clients is providing content that is based on best practice and facts as well as being actionable and relevant. That’s what small business needs. Not gimmicks, promises of massive ROI or fluff that doesn’t actually mean anything.

You might ask, why am I writing this article? I have seen a number of people get burnt by these schemes and so called experts. Given the massive influx of these fluffy marketing promises in my Facebook feed, I thought it was timely to remind small business owners that by investing in the marketing foundations, you will future proof your business and get to play the long game.

Remember that old fable, The Tortoise and the Hare? Well I agree - slow and steady wins the race. 

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Tanya Williams

About the contributor:

Tanya Williams is a tradigital strategist that helps businesses establish their digital footprint to make them more visible across digital channels to attract more business. With over 20 years experience in digital & marketing, Tanya is passionate about creating more digitally savvy individuals & businesses. Website:

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