The 5 Most Common Marketing Lies Small Businesses Are Told (and What I Believe Instead)

Let’s just say it: if you run a small business, you are swimming in advice. Some of it’s useful. A lot of it… belongs in the recycling bin.

And I’ll be honest — I’ve tried a lot of it myself.

When you’re just trying to figure things out and looking for answers, it’s easy to chase the loudest advice. I’ve followed the trends, downloaded the blueprints, and subscribed to the “secrets.”

But over time — and often the hard way — I’ve learned that some of those common marketing truths just… aren’t.

After 25 years as a Creative Director and Communications Director in the nonprofit world — and years of partnering with small and mid-sized businesses, I’ve seen how these myths spread fast, sound legit, and keep well-meaning business owners spinning their wheels.

So, I’m going to name them. And then share what I’ve seen actually work in the real world.

Because you don’t need more noise. You need clarity, honesty, and strategies that help real customers find you, trust you, and buy from you.

LIE #1: "You just need to post more on social."

Why it’s misleading:
Because it reduces marketing to activity. Post, post, post. Hustle harder. But more noise doesn’t equal more sales. I’ve seen businesses crank out 30 posts a month and still wonder why the phone isn’t ringing.

What I believe instead:
Clarity comes before consistency. One clear message, shared thoughtfully, beats 100 random posts every time. This is the Simplify the Story principle in action: strip away the fluff so the signal gets through.

Amy Porterfield tells her students the same thing when building email lists — one irresistible lead magnet, promoted consistently, works better than spraying half-baked freebies everywhere.

So yes, post regularly. But if your posts don’t pass the True North Test (can your audience instantly tell what you do, why it matters, and how to act?), you’re just adding to the noise.

LIE #2: "You need a perfectly polished brand before you launch."

Why it’s misleading:
Because it keeps people stuck in planning mode. Fonts, logos, colors — all the “safe” things that make you feel productive without ever talking to a real customer.

What I believe instead:
Launch ugly. Iterate later. Andy Stanley reminds us that leaders can afford to be uncertain, but never unclear. The same is true for brands. If you wait for perfect polish, you’ll wait forever.

Some of the best entrepreneurs I know (and plenty of case studies in Amy Porterfield’s community) launched with a basic landing page and a half-decent logo. But because their message was clear, they attracted real customers, got real feedback, and built momentum.

Perfection is paralyzing. Progress is profitable.

LIE #3: "You have to be on every platform."

Why it’s misleading:
Because it spreads you thin and makes you miserable. Every platform has its own culture, quirks, and algorithm rules. Trying to master all of them at once is like running five marathons in different cities on the same day. Exhausting and pointless.

What I believe instead:
Be where your people are. That’s it. Master one channel before adding another.

This is the ARC Framework in practice: Attract your people (by showing up where they already are), Relate (by speaking their language), and Commit (by guiding them toward the next step).

I’ve seen businesses triple revenue simply by focusing on one platform their audience actually uses instead of trying to “be everywhere.”

Less scatter, more focus.

LIE #4: "Great products sell themselves."

Why it’s misleading:
Because it’s just not true. I’ve seen firsthand how businesses with world-class products were still bleeding money because their message was muddy.

Andy Stanley says leaders can be uncertain, but never unclear. That applies to marketing too. If customers can’t understand why your product matters to them, they’ll walk away — even if it’s brilliant.

What I believe instead:
A clear message wins every time. This is where the True North Test comes in. Within 5 seconds, your customer should know:

• What you offer.

• Why it matters.

• What to do next.

Web strategist Wes McDowell points out that pages passing this test convert 200–400% better. That’s not theory — that’s data.

So no, your product won’t magically sell itself. But with clear positioning, a sharp one-liner, and messaging that shines a spotlight on the customer’s transformation, you’ll have a product that sells with clarity, not confusion.

LIE #5: "Marketing is about convincing people."

Why it’s misleading:
Because it makes marketing sound manipulative — like your job is to trick people into saying yes. Gross.

What I believe instead:
Marketing done right is about clarity and connection. It’s about guiding the Pathfinder (your customer) along their journey. Your job isn’t to be the hero. It’s to be the compass, the map, the mentor that helps them navigate and win.

The wrong customers? Let them walk away, no hard feelings. The right ones? They’ll recognize you as the partner they’ve been looking for.

Nancy Duarte says every audience wants to see themselves as the hero. The Matthews Method calls that the Pathfinder Principle. You’re not manipulating — you’re orienting them toward success.

Final Thought

If any of these lies have been rattling around in your head — you’re not alone. And you’re not behind.

I built Corwin Matthews Consulting to help small business owners cut through the noise and get back to what works: clear messaging, strong websites, and strategy rooted in real life, not hype.

Need help sorting through your own marketing clutter? Book a free 30-minute assessment and let’s figure it out together.

Because you deserve marketing that actually works — and that feels good doing it.