
Being in business can sometimes feel overwhelming. There's always something that needs your attention, and nowhere is that more obvious than in marketing.
It's easy to get distracted. There's always that latest 'new approach' that promises to revolutionise your business, and next thing you know, you're buried under a to do list that don't seem to get you anywhere. (Ironically, halfway through writing this, I got distracted by an email!)
It's a constant tug-of-war pulling your focus in every direction, leaving you trying to do everything but feeling like you're achieving nothing. Between social media, email marketing, content creation, networking, and the endless parade of 'shiny marketing objects', it's no wonder many business owners feel like they're juggling flaming cats whilst having to recite Hamlet backwards. Blindfolded.
That's why I use a trick called 'binary thinking.' It simplifies your marketing decisions into clear choices, reducing overwhelm and making decision-making faster and more effective.
Here's how it works:
Something either contributes to your goal, or it doesn't.
It helps you get a new customer, or it doesn't.
It moves a project closer to an invoice, or it doesn't.
It generates money, or it doesn't.
People are either in your ideal target market, or they're not.
Now, I know you're thinking that marketing isn't always black and white and you're right, it isn't. Binary thinking isn't about oversimplifying complex strategies. It's about making clearer decisions in the moment when you're drowning in marketing 'shoulds'.
Let's look at some real-world marketing scenarios:
Spending an hour perfecting your Instagram grid? Or writing that sales email to your warm leads?
Joining another general networking group? Or focusing on where your ideal clients actually hang out?
Reading about the latest TikTok trend? Or improving your existing Facebook ads that are already working?
Creating free content with no strategy? Or developing a content plan that leads to sales?
When you view every marketing action through the lens of "Does this help my business grow or doesn't it?" the right choice becomes clearer.
Here's a simple framework to make binary thinking work for your marketing decisions. Ask yourself:
Will this activity directly lead to sales within the next 90 days?
Does this help me connect with people who can and will buy from me?
Is this the most effective use of my marketing time right now?
Does this align with my proven marketing strategies?
Will this move me closer to my current business goals?
If the answer is 'no' to any of these questions, it might be time to redirect your focus.
Binary thinking can be particularly powerful when it comes to social media marketing. Instead of trying to be everywhere and do everything, ask yourself: Does this platform actually contain my ideal clients? Are they actively buying here? If not, it might be time to simplify your social media strategy rather than spreading yourself thin.
The same goes for content creation. Rather than creating content for content's sake (because someone said you 'should' blog weekly), ask yourself: Will this piece of content move potential clients closer to buying from me? If not, perhaps your time would be better spent nurturing existing leads or improving your sales process.
Here's your challenge: Take 15 minutes today to list all your current marketing activities. Apply binary thinking to each one by asking, "Is this directly contributing to my business growth?" Be ruthlessly honest. You might be surprised to discover how many tasks you're doing out of habit, FOMO, or because someone once told you it was essential.
It's time to free up your time and energy so you can prioritise what matters, avoid what doesn't, and feel less overwhelmed! (Now back to that email 😆…)
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