Confessions of a Marketing Mess
Look, I’ve been in this game for over two decades. That’s right, kids, I was marketing before it was cool. Before SEO was a thing, before social media was a twinkle in some Harvard dorm student’s eye. I cut my teeth in the trenches, back when we actually had to think about our strategies instead of just throwing stuff at a wall and seeing what stuck.
And let me tell you something—it’s all a mess. A beautiful, chaotic, wonderful mess. We’re all just out here winging it, trying to make sense of algorithms and trends and whatever the hell TikTok is these days.
I remember back in 1999, I was working at this tiny agency in Chicago with a guy named Marcus. We were trying to figure out how to get people to visit a website for a client who sold… I kid you not… pet rocks. Pet rocks, people. And we were stumped.
Marcus looked at me and said, ‘Sarah, how do we market a rock that’s not even alive?’ And I said, ‘I don’t know, Marcus, but we’re gonna figure it out or die trying.’
Which, honestly, is still the spirit of marketing today. We’re all just trying to figure it out, and most of the time, we’re making it up as we go along.
The Myth of the Marketing Guru
Let’s talk about these so-called ‘gurus’ out there. You know the type—I mean, honestly, who among us hasn’t been tempted to roll our eyes at the latest self-proclaimed marketing savior?
I was at a conference in Austin last year, and this guy gets up on stage. Let’s call him Dave. Dave’s wearing a suit that probably cost more than my rent, and he’s talking about how he’s gonna teach us the ‘secrets’ of marketing success. And I’m sitting there thinking, ‘Oh, boy. Here we go.’
Dave starts talking about how he’s gonna ‘revolutionize’ our understanding of digital marketing. And I’m like, ‘Dave, buddy, I’ve been doing this since before you were probably even allowed to touch a computer without adult supervision.’
But here’s the thing—Dave’s not wrong. Not completley, anyway. Because marketing is always changing, and there’s always something new to learn. But the idea that anyone has all the answers? That’s a joke.
I mean, look at SEO. It’s like trying to hit a moving target while blindfolded and spinning around. You think you’ve got it figured out, and then Google goes and changes the algorithm again. And suddenly, all your hard work is out the window.
Which is why I always tell my team: ‘We’re not gonna be perfect. We’re gonna make mistakes. But as long as we’re learning and adapting, we’re doing our job.’
The Power of Being Human
And that’s the other thing—marketing isn’t about being perfect. It’s about being human. People can spot a fake from a mile away. They want authenticity, they want realness, they want to connect with something that feels genuine.
I had a client once—a small business owner named Linda who ran a bakery. She came to me because she wanted to ‘do this social media thing’ but she had no idea where to start. And I told her, ‘Linda, you don’t need some fancy strategy. You just need to be you.’
So we set up her Instagram account, and I told her to post pictures of her baking process, her little kitchen, the funny things her kids did while she was working. And you know what? Her business took off. Because people didn’t just want her pastries—they wanted her story.
Which is why I always say, forget about trying to be some kind of marketing genius. Just be yourself. Be real. Be human.
Helpful Resources Online Guide
Now, I’m not saying you should just wing it completely. There are some helpful resources online guide out there that can give you a leg up. But the key is to use them as a starting point, not a bible.
I remember when I first started out, I was so obsessed with following every rule, every best practice, every piece of advice I could find. And it was exhausting. Because at the end of the day, marketing isn’t about checking boxes—it’s about connecting with people.
So take the advice, use the resources, but don’t let them dictate your strategy. Because nobody knows your business, your audience, or your goals better than you do.
A Tangent About Cats
Speaking of connecting with people, let me tell you about my cat, Whiskers. Wait, no, that’s not what I meant to say. But seriously, have you ever noticed how cats are the ultimate marketers? They’re always testing out new strategies, seeing what works and what doesn’t. One day they’re rubbing up against your legs, the next they’re ignoring you completely. It’s like they’re running some kind of A/B test on your affection.
And the thing is, it works. Because cats know that the key to marketing is understanding your audience. And they’ve got us humans figured out.
Embracing the Mess
So here’s my final thought—marketing is messy. It’s chaotic. It’s unpredictable. And that’s what makes it so damn exciting.
We’re not gonna get it right every time. We’re gonna make mistakes. We’re gonna fail. But as long as we’re learning, as long as we’re adapting, as long as we’re connecting with people in a real and genuine way, we’re doing our job.
So embrace the mess. Love the chaos. And for the love of all that is holy, stop trying to be perfect.
About the Author: Sarah Johnson is a senior magazine editor with over 20 years of experience in the marketing industry. She’s worked with everyone from tiny startups to Fortune 500 companies, and she’s not afraid to call out the BS when she sees it. When she’s not writing or editing, you can find her baking (badly), hanging out with her cat Whiskers, or yelling at her TV during Chicago Bears games.
