“It’s Not Working.” Now What?

Why That Frustrating Moment Might Be the Start of Your Smartest Strategy Yet

When a client says, “My marketing just isn’t working,” I don’t panic. I pause. Because “It’s not working” isn’t the end of a story—it’s the beginning of a smarter one.

It’s not failure. It’s feedback. It’s an opportunity to pause, reflect, and realign. And it’s almost never caused by a single issue.

That’s why when someone comes to me with frustration, I become a detective. I peel back the layers. I ask questions. And I dig until I understand the why—so we can decide what to do next with clarity and confidence.

Because marketing isn’t a slot machine—you don’t just put in money and hope to get lucky. It’s a complex process that blends art and science. It’s made up of layers, decisions, assumptions, and statistics—many of which are invisible until we slow down and shine a light on them. And when something feels off, the smartest thing we can do is pause, get curious, and start uncovering the truth.

Here’s where I begin:

1. Expectations: What Does “Working” Really Mean?

Before I look at any numbers, platforms, or creative, I ask one critical question:

What were you expecting this campaign to do?

Sometimes the issue isn’t the campaign itself—it’s the expectations behind it.

• Was the goal brand awareness, lead generation, or sales?

• Were those outcomes realistic given the timeline, budget, and platform?

• Was this campaign part of a larger strategy—or standing on its own?

• Did everyone involved have a shared understanding of success?

One of the biggest reasons a campaign “doesn’t work” is because the expectations were never clearly defined—or they were misaligned with what that campaign was designed to do.

And when expectations aren’t clear, even a healthy campaign can feel like a failure.

2. Strategy: Is the Foundation Sound?

Once expectations are clear, I zoom out.

Because every campaign should be rooted in a bigger picture.

• Does this tactic support your long-term marketing goals?

• Is it integrated into a broader brand strategy and customer journey?

• Are we layering efforts in a way that builds momentum—or are we just chasing quick wins?

Good marketing isn’t just reactive. It’s strategic, intentional, and cumulative.

3. Audience: Are We Reaching the Right People?

Even the best message won’t move the needle if it’s landing in front of the wrong people.

• Are we clear on your best-fit customer?

• Are we targeting the right geographic area and demographic?

• Are we reaching people who are ready to act—or people who just happen to scroll by?

• Are we showing up in the right place, at the right time, with the right message?

Sometimes a small adjustment to targeting or timing makes all the difference.

4. Creative & Design: Does It Build Trust and Connection?

Design isn’t just about looking good—it’s about feeling real, credible, and human.

• Does the creative reflect your voice, your values, and your expertise?

• Is it clear and emotionally engaging?

• Does it inspire trust—or create doubt?

• Are we using authentic visuals and messaging—or generic AI-generated content that falls flat?

Creative that misses the mark doesn’t just underperform—it can actually hurt your brand.

5. Performance & ROI: Are We Measuring What Matters?

Finally, I look at results—but not just surface numbers.

• Are we tracking meaningful metrics based on your actual goals?

• Are we evaluating the campaign over a realistic time frame?

• Are we assessing total impact—not just clicks or impressions?

• Are we accounting for momentum and brand lift—not just instant conversions?

Marketing isn’t one moment—it’s a journey. And sometimes, what looks like a failure is actually the beginning of a long-term win.

A Real Example from My Work

A client recently came to me frustrated with an OTT campaign—those commercials that play on streaming services.

He said, “It’s not working. Let’s shut it down.”

But instead of pulling the plug right away, I asked for permission to dig in. And here’s what I found:

• The audience targeting needed refinement. The ads were running in areas that didn’t align with his ideal demographic or geography. It wasn’t reaching the right people, in the right place, at the right time.

• The creative was built with AI. It lacked warmth, professionalism, and credibility. It didn’t sound like him—and it didn’t feel trustworthy to viewers.

• The agency was delivering impressions—but not connection. Technically, they were fulfilling what was promised. But the campaign was missing the mark creatively and strategically. It didn’t support the brand—it diluted it.

So yes, the campaign was “running.” But it wasn’t working.

We ultimately made the call to pause the ads—not because the strategy wasn't smart, but because we needed to get the creative, the message, and the execution on brand before it made sense to invest those valuable dollars in the advertising.

The Bottom Line

You can’t just say something “isn’t working” without understanding the complexity of what that means. Marketing is part art and part science. And when something goes off track, it doesn’t mean you’ve failed. It just means there’s something that needs attention. 

That’s what I do. I bring three decades of hands-on experience to help you pause, ask better questions, and get to the root of what’s really happening—so we can move forward with clarity, confidence, and smarter strategy.

So if something in your marketing feels off? Reach out. Let’s get curious—and then let’s get you back on track.