Time To Talk: Connecting With a Marketing Industry Professional

We all need help. But sometimes, the hardest part of getting it is actually asking for it.

Especially for small business owners who are proud of what they’ve built, it can be unappealing to delegate, accept feedback, and even outsource responsibilities to a marketing industry professional. It’s human nature to want everything done exactly right, and to feel pride in doing everything ourselves. What’s important to keep in mind though is that in some of these cases, we’re wired to be our own worst enemy. An American psychologist by the name of Barry Staw adopted this theory as “escalation to commitment,” describing how people often become “locked into a costly course of action.” This phenomenon is ever-present in the business world, and if we look closely most of us can easily see even small examples of it in our own lives.

How many times have you continued to do something that you know won’t work, either because you’ve already invested in it or you don’t know what else to do? I can think of plenty of examples for myself.

 It can be easy to keep doing what you’re doing for your business, but good things often come to those who break these types of cycles by resisting their initial instincts. Good business intuition when it comes to marketing means being objective. As a marketing industry professional, I see these situations all the time – especially in an age where technology is moving quickly with the introduction of AI, leaving many people with a lack of understanding or a sense of what moves to make. Intuition can only be as good as the information it's built on. When the world changes, our intuition needs to change with it; this is where a thought partner comes in. In situations like these, getting in touch with an expert who can point you in the right direction is crucial for securing your success. Below, I’ll be breaking down some common “escalation to commitment” situations that many business owners find themselves in, and why it might be a good idea to have a conversation if you find yourself amidst any of them.

1. Your Marketing Hasn’t Changed But Business is Down

This is a scenario I’ve seen again and again. Owners who have had their businesses for a long time and haven’t had to do marketing in the past often struggle to accept that today's marketplace may require a different approach. I think of it like a car running out of gas. You may drive the same route to work every day without any issues, but eventually the tank runs empty. The route didn't change – the fuel did. The same is true in business. External factors like increased competition, changing consumer behavior and changing technology bring about the need for marketing in every industry eventually – and no business owner can control that.When business slows or hits a lull, it can be easy to be optimistic, and I’m not saying that’s wrong, but blind optimism has potential for businesses to fall into a hole they can’t get themselves out of. If your business isn't producing the results it once did despite offering the same great products or services, it may be time to ask whether your marketing strategy is as effective as it needs to be, given what your target market might be looking for.

2. You’re Out Of Ideas

When it comes to marketing, I always carry the attitude that creativity should be guided by market trends, a business’s unique story, and a distinct value proposition that positions an organization with an obvious but clever advantage. Ideas are finite – but ideas fueled by purpose are not. After years of running promotions, creating content, and telling the same story, it becomes increasingly difficult to see your business through a fresh lens. That's when many owners fall back on what's familiar, even if those ideas no longer produce the same results. This is where a thought partner proves to be a major asset for small businesses. I've worked with businesses who came up with marketing ideas on their own that only needed a slight adjustment to become highly effective, and I've worked with others needing an entirely new perspective. In both cases, the solution isn’t to simply work harder – typically, all it takes is to approach marketing from a different angle with new enthusiasm. The benefit of working with a thought partner is that many times, a marketer with experience can often spot hidden strengths very quickly that can save your business time and energy while securing longevity as well as growth potential.

3. You Don’t Have Time To Do Marketing and Run Your Business

This is a common scenario that many business owners run into. While many business owners have extremely valuable insight into their own industry and customers, they often haven't had the opportunity to work with dozens of businesses through various marketing challenges the way a seasoned marketing professional has. When a business owner’s experience is paired with strategic knowledge, the result is a marketing strategy that competitors can’t keep up with. Whether you’re trying to learn how to do marketing yourself or balance it along with the other responsibilities that come with running a business, at the end of the day it’s near impossible to do both. Time is finite, and the opportunity cost of devoting yours to marketing often means another area of your business receives less attention. Marketing is also a discipline that builds on itself. While anyone can learn its fundamentals, developing the knowledge and judgment needed to make consistently effective decisions takes time and hands-on experience. The last thing any business owner wants is for their livelihood to become a costly lesson learned the hard way. Sometimes, the smartest decision isn't trying to master every aspect of marketing yourself – it's partnering with someone who already has and can serve as a guide.