Marketing Can't Fix Everything

The honest truth about what I’m fixing right now in one of my businesses — and why better ads weren’t the answer.

For a while, I kept trying to fix things with marketing.

New ads.
New copy.
New content.
Every week, I was testing some new angle or headline, hoping one of them would finally click.

But deep down, I knew what I was really doing.

I wasn’t solving the real issue.
I was just putting lipstick on a pig.

And to be clear — I believe in the business. I still do. But our first version? It had problems that no amount of clever marketing could cover up.

When the Market Speaks, You Listen

The idea was innovative. The model was unique.
But even good ideas need adjustments.

Once we launched, feedback started rolling in — and not the kind you can afford to ignore in a small town:

• “The food’s good, but I wish it was hot.”

• “Can I warm this up somewhere?”

• “Y’all don’t have [insert hometown favorite]?”

And that’s when it hit me.

This wasn’t a messaging problem.
It was an offer problem.

RP+ Members: Dig into the advanced version of this guide here. Not an RP+ member? Join today to get in depth tactics and strategies that will elevate your business for less than the cost of 2 coffees each month.

The Truth: You Can’t Out-Market a Misfit

In small towns, word spreads fast. You don’t get ten chances to make a great impression.

I had been working so hard to explain the business better…
When what I really needed was to make the business itself better.

That’s what we’re doing now:

• We’re adding heating to give people the kind of meal they expect.

• We’re changing the menu to reflect local tastes and real demand.

• We’re making the experience easier and more aligned with what folks actually want.

Because the fix wasn’t a better funnel or a punchier headline.
It was creating a better offer.

Marketing Should Reveal, Not Conceal

The best marketing doesn't create demand. It reflects it.

If you find yourself constantly tweaking the message, there’s a good chance the offer underneath still needs work.

I’ve lived that.
I’ve also lived what happens when you get it right.

When the offer fits?
You don’t have to beg people to try it.
You just have to show up and stay consistent.

Real Growth Is Quiet at First

We’re not relaunching.
We’re not rebranding.
We’re not running a massive promo campaign.

We’re simply fixing what needs fixing — and trusting that when it’s right, the market responds.

This is what real rural business growth looks like. It’s not always sexy, but it works.

And if you’re in the weeds right now, trying to make something click — pause and ask yourself: “Am I struggling because of the message… or because the offer still needs work?”

Bottom line:
Lipstick doesn’t fix the pig.
Build something people truly want — and the right words get a whole lot easier to write.

RP+ Members: Dig into the advanced version of this guide here. Not an RP+ member? Join today to get in depth tactics and strategies that will elevate your business for less than the cost of 2 coffees each month.