Marketing Should Be the Lifeline of Your Business

 The world feels uncertain right now. Wars rage overseas. Tariffs rise. Inflation eats away at margins. Consumers hesitate, and some industries are seeing businesses close their doors. Fear is creeping into the marketplace—and with it, a temptation for business owners to shrink back.

But here’s the truth: fear is the worst marketing strategy.

I learned this the hard way. Back in 2007–2009, when the Great Recession rocked our economy, I watched 75% of the businesses in my industry at the time go under. They weren’t bad businesses. They weren’t run by bad people. They were simply unprepared, and when fear hit, they pulled back instead of leaning in.

And yet, the ones who survived—and even came out stronger on the other side—were those who kept their marketing alive. They knew their marketing was not an expense to cut but the lifeline of their business.

The Fishing Analogy

Think about marketing like fishing.

When fewer fish are biting, the instinct might be to pack up and go home. But if you leave, you’ve guaranteed that you won’t catch anything.

The smarter move is to stay on the water—while also getting strategic. Maybe you try a new location. Maybe you change your bait. Maybe you go deeper. Maybe you adjust your timing.

That’s the nuance of marketing, too. Leaning in doesn’t just mean spending more. It means adapting—refining your message, testing new channels, doubling down on what works, and having the courage to innovate while others retreat.

And here’s the kicker: when other fishermen pack up their gear and walk away, your chances of catching a fish actually increase. The competition thins out, and the opportunities are still there for those willing to stay visible.

Why Pulling Back is Dangerous

When business owners cut their marketing, they don’t just save money. They lose visibility. They lose mindshare. They lose momentum.

And when the tide turns—as it always does—their competitors who stayed visible will be the ones standing strong, ready to capture the pent-up demand.

Lean In, Get Smarter, Stay Strong

Your marketing should be the lifeblood of your business. It’s not a magic pill. It’s not a lottery ticket. It’s a system—a process designed to help you attract, convert, and keep new customers.

When times get tough, the most courageous and strategic thing you can do is double down on that system. Refine it. Strengthen it. Expand it.

Because if your marketing isn’t serving as your lifeline right now, then it’s time to rework the strategy.

My Invitation to You

I’m encouraging my clients right now to lean into their marketing—not pull back. And I want to encourage you to do the same.

If your current strategy feels like guesswork…

If you’re not confident that your marketing is consistently attracting new customers…

If you’re worried about weathering what’s ahead…

Let’s talk. Together, we can make your marketing the lifeline of your business—so that no matter what happens in the marketplace, you don’t just survive. You thrive.

Because when the fish stop biting, you don’t pack up and go home. You stay in the water, get smarter, and keep fishing.