Don't Take it Personal. Marketing is Hard.

As a business owner, your marketing is one of the most important ways to showcase your brand to the world. It's how you tell your story, connect with customers, and grow your business. But what happens when your marketing isn’t working as well as it should? Worse yet, what happens when someone points it out?

I recently had an experience that offered some valuable lessons about how business owners respond to marketing criticism—and how those responses can either help or hurt them.

The Situation

One of my clients attended a local event and noticed another business’s marketing display. It stood out, but unfortunately, not for the right reasons. The display lacked polish, professionalism, and didn’t effectively communicate the business’s brand. In fact, the person at the booth even admitted to my client that they weren’t happy with how things had turned out. My client, recognizing an opportunity for improvement, texted me a summery of the conversation and suggested I reach out to offer my help.

I emailed the business owner the next day with the intent to offer support and expertise. But instead of an open conversation, I was met with a defensive response. The business owner was clearly frustrated, likely feeling vulnerable about the shortcomings of their marketing. What could have been a positive interaction turned into a tough conversation that went nowhere, at least for the moment.

Lesson 1: Defensiveness is a Natural Reaction—But It Can Hold You Back

One of the first lessons I took from this experience is that defensiveness is a completely natural reaction, especially when it comes to something as personal as your business. You’ve invested time, effort, and resources into your company, and when someone points out that something isn’t working, it’s easy to feel like they’re criticizing you personally.

However, it’s important to recognize that this defensiveness can prevent you from seeing opportunities for growth. In this case, the business owner missed out on the chance to make significant improvements simply because they weren’t ready to hear that their marketing display needed work.

Key takeaway: Don’t let defensiveness stop you from listening to feedback. It’s not a personal attack—it’s an opportunity to get better.

Lesson 2: Marketing is a Constantly Evolving Process

Another key lesson is that marketing isn’t something you set and forget. Consumer expectations, trends, and technologies are constantly changing, and your marketing needs to evolve along with them. Just because something worked in the past doesn’t mean it will continue to be effective.

The business owner I reached out to was stuck in a static approach, relying on marketing materials that no longer resonated with their audience. If they had been open to feedback, they could have rethought their strategy and adapted to meet the current needs of their customers.

Key takeaway: Marketing is dynamic. Regularly reassess your efforts to ensure they are still relevant and effective.

Lesson 3: Vulnerability is Part of the Process

As business owners, we often feel the need to present ourselves as strong, competent, and in control. But the truth is, vulnerability plays a huge role in growth. Acknowledging that something isn’t working—and being open to help—doesn’t make you weak. In fact, it’s one of the strongest things you can do for your business.

In this scenario, the business owner’s vulnerability showed through, but instead of embracing it and allowing for positive change, they shut down. When you're willing to admit that there’s room for improvement, you open yourself up to new ideas, strategies, and approaches that can take your business to the next level.

Key takeaway: Embrace vulnerability as a part of the growth process. Being open to improvement will only make your business stronger.

Lesson 4: Surround Yourself with Experts

One of the biggest mistakes I see business owners make is trying to handle everything themselves, including their marketing. While tools like Canva and social media platforms make it easier than ever to create your own materials, there’s still tremendous value in bringing in professionals who understand branding, design, and strategy at a deeper level.

The business I reached out to could have greatly benefited from working with someone who could elevate their marketing materials, ensuring that their display truly reflected the professionalism and value of their brand. While DIY marketing can be useful, there’s no substitute for the expertise and strategic thinking that a seasoned professional can offer.

Key takeaway: Don’t hesitate to bring in experts when you need help. Your business deserves the best, and sometimes that means leaning on professionals.

Lesson 5: Feedback is a Gift

Finally, it’s important to remember that feedback is a gift—even when it’s hard to hear. My client, who noticed the struggling marketing display, wasn’t trying to criticize the business. They were genuinely trying to help by recommending that I reach out.

The business owner’s initial defensiveness prevented them from seeing this feedback as an opportunity to improve. However, feedback—whether it comes from customers, colleagues, or even competitors—can provide valuable insights that can propel your business forward.

Key takeaway: Always be open to feedback. It’s one of the most valuable tools for growth and improvement.

Conclusion: Moving Forward with Openness and Growth

As business owners, we’re all on a journey of constant learning and improvement. Marketing is a crucial part of that journey, and it’s important to recognize when something isn’t working and be open to making changes.

If you’ve ever felt defensive or frustrated when someone pointed out flaws in your marketing, remember that it’s okay to feel that way. But don’t let it stop you from taking action. The businesses that thrive are the ones that embrace feedback, adapt to change, and seek out help when needed.

At DV Freelance Marketing, I’m here to offer guidance and expertise when you’re ready to take your marketing to the next level. Whether you need a fresh perspective, new strategies, or just some professional advice, I’m here to help you create marketing that reflects the true value of your business. Let’s work together to ensure your marketing efforts are something you can be proud of, every step of the way.

Devin Vosburgh | 585.820.9673 | [email protected]