How do we keep marketing our businesses when the world is a shitshow?
I’m intentionally using mild language in this post because I know you’ve heard all the details and don’t need more.
Working this past week has been difficult. We keep finding ourselves in unprecedented times, unearthing deeply rooted, horrifying issues in our society. It feels unnatural to keep going. To send the post about “showing up before anyone is listening” feels frivolous.
I started college while Take Back The Night rallies happened all over the country. I protested, I shared resources with other women, I carried a weapon. I made it into my 30s before I joined the statistic.
I am every version of angry and sad over the fact that girls heading to school are STILL required to have part of their brain focused on SAFETY. I’m sick for every mother with a daughter in college or headed that way.
It feels like a black hole that sucks up all our experiences and makes them irrelevant.
So for the third time in the past 10 years I’m writing about how to keep your business going while the world (and maybe your world) is full of grief and pain.
First, remember that corporations and bullshit billionaires are certainly not going to pause their marketing and NEITHER SHOULD WE.
Independent retailers return more than three times as much money per dollar of sales than chain competitors (aka the local multiplier effect). Every year more and more people are switching to small businesses that align with their values and you can be a part of that.
Unprecedented and messy times like these are when we need small businesses, artists, and creators the most. Stay out there and stay visible as much as you can.
Second, if you are on the struggle bus (or being triggered af this week) here’s what to focus on:
Be honest with your people
This week is hard and I need to take care of myself for a few days.
The reason I’m writing about this topic today is because I can’t think about anything else (ADHD is so unhelpful at these times) and I don’t feel like working on or posting all the happy, helpful posts I have waiting.
I’m in pain. Women are in pain. We have to slow down.
Reschedule the podcast interview, move the workshop, push the launch back. As a business owner I’ve canceled and rescheduled things and I’ve had people cancel on me. Everyone understood that it just happens sometimes.
Re-share from your archives
Dig out past emails, Instagram posts, workshops, freebies, and mine your own archives for content to share. I use Airtable to plan my content and mark popular content as “repostable” so it’s easy to find.
Repurpose across platforms too. Take an email and turn it into a blog post, take 3 tips from a blog post and turn it into a reel, send a list of your 10 best posts as an email.
My marketing rule: not everyone sees everything you share so you need to post it multiple times anyway. Repeating yourself is a good thing!
Use your support network
Can your business buddy keep an eye on your inbox for a few days so you can collect yourself? Can your sis come over and take all your packages to the post office? Can you tap another expert to host your group call?
Can A MAN in your life take over ALL the tasks for the week and buy you a well deserved treat??
Make a list of all the stuff you wish you didn’t have to do right now and call in some favors.
If you DO have energy to get shit done
Donate part of your sales to women’s organizations. Sponsor events in your town. Reshare or donate to local and national resources and funds.
You don’t have to get it exactly right to say or do something. When we speak up it’s easier for those around us to do the same.
Be brave and fuck the patriarchy.
