Let’s be honest, marketing can feel like a maze with a bunch of different terms and jargons that are more confusing than they are helpful.
Chances are you got a lot of advice, consulted ChatGPT, paid for Canva Pro or even hired a social media firm to create content but still not seeing the revenue or results that you want. And if you’re like most business owners, you’ve likely fallen for a few marketing myths that sounded great in theory but didn’t deliver in real life (IRL).
I’m going to let you in on a little secret, regardless of the industry, there are five common marketing myths that I’ve seen time and time again that are costing businesses like yours time, money and opportunities. In this blog, I will briefly discuss each of the myths. To take it a step further I will also provide examples and actionable steps so that you can start making smarter decisions that actually grow your business.
Myth 1: If You Build It, They Will Come
Many business owners and CEOs believe just having a great product or service is enough to attract customers.
Here’s something to consider, was the product or service created based on research, a complaint or suggestion from a customer or was it just an idea that was developed in isolation?
The reality is, even the best products need a little help to get noticed. Take Angostura, for example. Their bitters are world-class, but they didn’t become a global brand by sitting back and waiting for customers to show up. They used smart marketing—like creating cocktail recipes and partnering with bars—to build a loyal following.
Actionable steps:
– Do your research, develop a product/ service that offers a direct solution to a pain point.
– Focus on getting the word out. Use social media, email marketing, or partnerships to reach your audience.
– Create a “wow” moment—like a free trial, demo, or exclusive offer—to get people talking.
Myth 2: Marketing Is All About Selling
I cannot tell you how many times I have come across the mindset that the goal of marketing is to push a product or service onto people.
Newsflash!!! Nobody likes being sold to. Think about how you feel when a pushy salesperson won’t take “no” for an answer. Annoying, right?
Great marketing isn’t about selling—it’s about solving problems. For context, Blue Waters’ campaigns don’t just talk about water; they focus on health, hydration, and the Caribbean lifestyle. By addressing their customers’ needs, they’ve built trust and loyalty across the region.
Actionable steps:
– Focus on your customer’s needs, not your product.
– Use storytelling to show how you can make their life easier or better.
– Show the transformation, life before your product or service vs. after.
Myth 3: You Need a Huge Budget to Succeed
Many people think that only big companies with deep pockets can afford effective marketing.
In reality some of the most successful marketing campaigns started with little to no budget. Baron Foods’ Hot Like Wow” campaign is one example that comes to mind. Quick history lesson: The Company started in Q4 of 1991 with 12 products and to date has 160 products which are exported to over 30 countries worldwide. They didn’t spend millions on fancy ads—they used a catchy jingle and relatable humor to connect with their audience and build a beloved brand.
Creativity and strategy matter more than money.
Actionable steps:
– Start small. Focus on one or two channels where your audience spends their time.
– Use free or low-cost tools like social media, email marketing, or content marketing.
– Get creative with your messaging and visuals.
– Test different formats
Myth 4: More Traffic = More Sales
This one might is controversial but I’ve heard even marketers say if you can just get more people to your website or store, the sales will follow.
Truth is getting people in doesn’t always result in an increase in the bottom line. If the goal is awareness, then I’d say looking at that metric alone may signal success. More traffic only matters if it’s
the right traffic. A quick litmus test you can apply is if you’re seeing high traffic but little to no conversions, it is a good time to relook your messaging or advertising objective.
Actionable steps:
– Focus on attracting your ideal customer and please do not say you cater to everyone. Use tools like customer avatars to understand who they are and what they want.
– Create content and offers that speak directly to their needs and interests.
Myth 5: Marketing Is a One-Time Thing
Are you of the view that once you’ve launched your business or product, you don’t need to worry about marketing anymore? Well! that’s like saying you don’t need to service your new car because it’s new. Marketing is like gardening. You can’t just plant the seeds and walk away—you need to water, weed, and nurture your garden to see it grow.
Carib Beer is an excellent example. They’ve been around for decades, but they’ve been consistent with their marketing efforts—whether it’s through Carnival sponsorships, social media campaigns, or new product launches.
Actionable steps:
– Make marketing a consistent part of your business strategy.
– Test, measure, and adjust your efforts to keep improving.
I know I said five but I feel compelled to share my personal peeve.
Myth 6: Marketing Is About Manipulating People
I remember sitting in a post grad class when I first heard the phrase, “Marketing is just about tricking people into buying something they don’t need.”
Let’s be clear great marketing is not about manipulation. It’s about connection, education, and value.
The GraceKennedy brand that’s been around for over 100 years. Their success isn’t built on tricking people—it’s built on delivering quality products, understanding their customers’ needs, and building trust over time.
Manipulative tactics might work in the short term, but they destroy trust and damage your reputation in the long run. For example, if you’ve ever bought something because of a misleading ad, how did you feel afterward? Probably frustrated and less likely to trust that brand again.
Actionable steps:
– Focus on authenticity. Be honest about what your product or service can and can’t do.
– Educate your customers. Help them make informed decisions that are right for them.
– Build trust by delivering on your promises and being authentically you.
Marketing doesn’t have to be complicated or overwhelming. Start focusing on what really matters: connecting with your audience, solving their problems, and building trust. Great marketing isn’t about flashy ads or big budgets—it’s about understanding your customers and showing up for them in a way that feels authentic and meaningful.
If you’re not sure who is your target audience or you think your target audience is everyone, let’s chat.
“Want to learn more about how to create marketing that actually works? Download our free guide: 5 Steps to Creating a Customer-Centric Marketing Strategy. [Link to Download]”