“Most Marketing Doesn’t Fail Because It’s Bad. It Fails Because It’s Unfocused.”

A $1-3 million windows business owner recently asked me about a radio deal.

$399 per month.

48 ads.

“Great exposure”.

Sounds good on paper.

But here’s the problem.

Most small businesses don’t need more marketing.

They need better focus.

In this case the business already had:

• Google Ads delivering good ROAS (aka ROI… like 28x some months)

• Commercial partnerships starting to form (As you know… this is a slow grind)

• Tender opportunities opening up (OMG, this is painful, but we’re in biz for a long time so worth the investment)

Radio would do one thing.

Dilute attention and budget.

And that’s a pattern I see constantly in NZ businesses.

Owners run:

• Google Ads

• Facebook Ads

• Flyers

• Radio

• Sponsorships

• SEO

• Random agency ideas

• Anyone keen to dance on TikTok?

But none of them get enough focus to compound.

Instead of 7 channels…

Pick 1-2 channels that already work and push them… HARD!

Then layer in the next channel once the first is perpetual.

A lot of growth in a $1 - 3m business comes from doubling down on what already works.

Not chasing the next shiny idea.

What’s the one marketing channel that consistently works in your business?