Quick Summary
Many firms wait to invest in marketing until projects slow or cash runs tight — and that delay can lead to panic-driven choices and costly marketing mistakes. This story, drawn from real conversations with struggling companies, shows what happens when referrals dry up, budgets shrink, and strategy comes too late. If your business feels stable now, take it as a reminder: the best time to plan and invest in marketing is before you need it, not when desperation clouds judgment.
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My mom and I love watching documentaries about con artists and cartels.
One day, she turned to me and said, “That would never be me.”
She meant the victim, of course. The one who got manipulated and taken for a ride.
I thought the same, but, don’t we all?
Every week, I talk to two to four firms. Most are doing fine. They’re busy with active projects underway, and well-positioned to invest in the growth of their business.
But a few times a year, I meet the opposite: firms that are struggling, hoping marketing will save them. The kind of story where you’d think, “That would never be me.”
Today, I’m not sharing a client win, but more of a cautionary tale—a real-world reminder of what can happen when you wait too long.
To protect privacy, this isn’t one specific story. It’s a blend of real conversations I’ve had this year—stitched together into a kind of “Frankenstein firm.”
The firm that waited too long
They’ve been around for 10 years. Their website is polished, their portfolio is beautifully photographed, and they’ve even won some awards. From the outside, they look like they’re doing okay.
But behind the scenes, they’re in trouble.
- Laid off staff
- Referrals have dwindled
- Dabbled in marketing sporadically, but never had a real strategy
- Tried a bit of everything, but quit prematurely
- Does not track leads or know their numbers
The red flags started a year ago. But they’re only taking action now. And honestly? It’s the worst time to start marketing.
- Budgets are too tight
- Pressure is high, patience is low
- Desperation clouds their judgment and shows up in their conversations and decisions
The takeaway
If things are going well right now, don’t take it for granted. The best time to invest in marketing is when you don’t need it.
Every business owner has likely hit a moment like this—when sales are dry, cash is tight, and self-doubt creeps in. You’re left wishing you’d been more proactive. And once you’ve been there, you never want to go back.
I usually share success stories. But this one felt important to share, too.
It’s a quiet warning about the price of waiting too long to invest. When we pour everything into our client, yet procrastinate on growing our own business.
Daniela
