Why ‘Hope Marketing’ is Killing Your Business – and What You Should Do Instead

Why ‘Hope Marketing’ is Killing Your Business – and What You Should Do Instead

Ever heard the phrase, ‘build it and they will come”? It was coined by Kevin Costner’s character in Field of Dreams, a movie from the late 80’s.

But for most business owners, it does not work that way.

Hanging an “Open” sign and having a website are great first steps, but that’s where most entrepreneurs get lost in the noise and end up only hoping that their future clients will stumble upon their website, storefront or random Facebook post. But hoping is a risky way to keep your cash flow going.

 In fact, that is what some experts call “Hope Marketing”. Instead, you need a predictable and scalable system to bring in the clients your business needs to keep on thriving even in uncertain times.

So how do you make sure your ideal clients become aware of your business and buy from you? How can you have a measurable and reliable flow of prospects and clients at your fingertips?

The answer: Put your brand where your prospective clients are instead of hoping they will come to you. And the most straightforward way to do that is by having a social media strategy that includes a combination of organic and paid traffic.

clients perspective

There are over 3.8 billion users split across the most popular social media platforms. That’s about 49% of the world population. If your business is not advertising and posting regularly on social media channels like Facebook, Instagram and Twitter, you are most likely missing out on putting your brand and your services in front of BILLIONS of prospective customers. Which equals leaving money on the table.

Besides not having a social media presence, another frequent issue we see is that most business owners end up getting overwhelmed trying to tackle the ins and outs of social media marketing, and tend to abandon their pages or not post any content for weeks. That is counterproductive for your brand. 

Posting regularly is key. Sharing content that entertains, educates, and inspires your audience helps build brand awareness and authority. At the same time, paid traffic generates targeted leads and gives you the ability to fully control your budget and type of promotion.

If you are simply too busy to build and manage your social media presence across platforms, it might be a wise investment to hire a marketing company to handle that for you. We happen to know a pretty good one…Bizleads out of NJ can help you design and implement the best strategies to predictably bring in new customers to your business. 🙂 

So no more “build-it-and-they-will-come” strategies. 



If you are ready to quit Hope marketing and implement a rock-solid social media plan that will drive sales and boost business results, give us a shout. We have 20+ years of combined experience and can handle all tasks needed to grow your presence and reach your customers where they are. Click here to schedule a free strategy call.


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