Seat-of-the-Pants Marketing Is Costing You More Than You Think
- Lyanne Campbell
- Jun 24
- 3 min read
The trouble isn’t the idea - it’s skipping the pause.
You know that feeling when someone pops into your inbox with
“Could you just post this?”
You say yes (team player that you are) and the five-minute favour eats half an hour, your coffee’s cold, and the real work on your desk is still staring at you.
Worse, the rushed post barely matches last week’s tone, so your audience wonders if anyone’s at the wheel.
Sound familiar?
So, how do we protect our time, our budget, and our sanity without killing creativity?
We build in a deliberate pause.
Do you need help managing ad-hoc requests?
You don't have to figure it out alone.
A short 20-minute conversation will uncover new perspectives - unique and tailored to YOU.
Step One: Ask Five Pause-Questions
When the next shiny idea lands, run it through this filter. Say them out loud if it helps; it slows everyone down (in a good way).
Why do we need to do this (right now)?
If the only answer is “Because someone asked”, park it.
Which corporate goal will it move?
No clear line to a goal = no green light.
Is our audience even there?
Your audience might love farmers’ markets; they might ignore live concerts. Know before you go.
What resources will this really take (and what gets bumped)?
Time, people, budget. Something has to give. Name it.
What does ongoing upkeep look like?
Starting is easy; sustaining is the cost nobody budgets for.
If you can’t answer these with confidence, press pause. A gentle “Let’s revisit once we have clearer alignment” saves more than it stalls.
Answering these questions up front not only saves hours and dollars; it safeguards the steady, familiar voice your audience relies on.
Step Two: Turn Surviving Ideas into Measurable Wins
An idea that survives the pause still needs a steering wheel. Here’s a four-step “scoreboard” that can help you.
Name the corporate/business goal.
Increase loans by 5% this fiscal year.
Increase product sales by 10% this fiscal year.
Translate it into a marketing objective you own.
Generate 200 qualified loan applications by year-end.
Increase walk-in traffic by 25% by year-end.
Choose one heartbeat metric (measured weekly or bi-weekly).
50 completed online loan applications by August 31.
1,200 in-store visits (30 people per business day) in July and August.
Green-light only the tactics that move that metric.
Email nurtures to pre-qualified members.
QR posters around the community that drive traffic to your store.
Everything else waits.
When someone asks, “Can we run a newspaper ad about <fill in the blanks>?” you can calmly say:
“Love the energy. Right now, we’re focused on <fill in the blanks>.
Unless this directly aligns with our goals, let’s keep it on the wish list.”
Why It’s Worth the Effort
Hours reclaimed.
Fewer scramble tasks, more deep work.
Budgets that stretch.
Dollars flow to tactics that prove they work.
Brand trust.
The pause keeps voice, visuals, and promises in sync—so your audience feels the same confidence online, in-branch, and in your ads.
None of this is complicated, but it does take discipline—and the courage to pause when everyone else wants to sprint.
Ready to Try It?
Block 30 minutes with your team this week. Pull the next “great idea” through the five questions, then run the survivors down the four steps. Even ten solo minutes will surface next steps and strong ideas worth parking.
Keep on being amazing,
Lyanne
P.S. Got a wing-it war story (or a pause-and-win tale) you’re willing to share? I’d love to hear it. Drop me a note or leave a comment—your lesson might help another marketer breathe easier tomorrow.
Written with human expertise, refined with AI assistance.
Marketing shouldn’t feel like guesswork.
If you’re tired of wasting time on marketing tactics that don’t move the needle, you’re in the right place. My goal is to help you create a clear, strategic marketing plan that actually works, so you can stop spinning your wheels and start seeing results.
📩 Want first access to my best marketing insights? Subscribe to the TLC (Tip. Learn. Connect.) Newsletter and get straight-to-the-point strategies delivered to your inbox. Get the one that's right for you:
for Credit Unions
for Small Business and Marketers at Heart
Need hands-on help? As a nationally recognized marketing strategist and Chartered Marketer, I’ve helped businesses transform their marketing from a cost center to a revenue driver. Whether you’re looking for marketing guidance, to be a part of a marketing community or get in on a mastermind group, I’d love to connect. Let’s make your marketing work smarter, not harder.
To your success,
Lyanne
Comments