Ep 301: Why Your Online Marketing Bringing Isn't Bringing Customers & Clients Like it Used To

Why Your Marketing Isn’t Landing Like It Used To—And What To Do Instead

Let’s be real—online marketing has changed. If you’ve felt like your efforts just aren’t working the way they used to, you’re not imagining things. I’ve seen it too, both in my own business and with the women I coach.

A few years ago (hello, 2020–2022), the world was in flux. Everyone was online, questioning their careers, looking for inspiration. Broad, feel-good messaging like “live your best life” or “grow your dream business” actually worked. People downloaded every free PDF, joined all the webinars, and followed every coach shouting the loudest. It was a numbers game—post more, sell more.

But today? It’s different. Noisier. More skeptical. People are over the surface-level stuff and burned out on overpromising strategies that don’t actually deliver.

Here’s what’s working now: shifting from marketer to mentor.

Instead of pushing products, we need to build belief. People don’t want to be sold to—they want to trust you. They want to know that change is possible and that you understand them. They’re looking for someone who’s a few steps ahead of them, not someone who feels out of reach.

You don’t have to be the loudest or the most polished. You don’t need to dance on Reels or pretend you’ve “made it.” You just need to show up with integrity and offer real help. Think relatable guide, not untouchable expert.

I call it the Pickleball Principle—your business should feel as accessible as pickleball. Your people should see your content and think, “I could do that.” That’s when they lean in. That’s when they trust. That’s when they buy.

And that’s good news. Because if you’re building your business with heart and honesty, you’re perfectly positioned to stand out.