It’s one of the most common things I hear from small business owners – especially in times like these: “I just can’t afford to do any marketing right now.”
I get it. When money’s tight, you look for places to trim. You pause the print run. You shelve the website redesign. You ghost your social media. Marketing often feels like a “nice to have,” not a “must do.”
But here’s the thing: that logic is upside down.
Let me tell you a story from the start of my career that changed how I see marketing forever.
The client visit that turned everything upside down
I was in my first proper job at an ad agency. Back in the late nineties. One day, my boss took me along to a big meeting with our largest client – a major brand spending around £3 million a year with us.
We sat down. The client looked serious.
“We’ve got to make some cost savings. Next year’s budget will be half – £1.5 million.”
Still a lot of money, but this was going to hit the agency hard. My stomach dropped. I’d only just started on my career and this could mean I would be made redundant already.
I looked over at my boss, expecting him to start negotiating, pleading, doing everything he could to hang on to the business.
Instead, he said: “Why don’t you just cut it all?”
The room went silent. My eyes widened. I thought he’d lost it.
The client stared. “What do you mean?”
“Well,” my boss said calmly, “if the advertising isn’t working, then there’s no point spending anything on it.”
“But it is working,” said the client. “It’s generating sales. Profits. We couldn’t possibly stop completely.”
“Exactly,” my boss said. “If it is working, then it should be the last thing you stop spending money on.”
The client paused. Took it in. You could see the penny drop. He was right.
We left that meeting not with a halved budget. Not even with the original £3 million.
We left with a £4 million advertising budget for the following year.
If it works, it pays for itself
Marketing – when done well – is not a cost. It’s an engine.
It’s what brings people through the door. It’s what makes your phone ring. It’s what keeps your inbox from being tumbleweed.
The real question isn’t “Can I afford to market my business?” It’s “Can I afford not to?”
“But I’m Not a £3 Million Brand…”
Most small businesses aren’t. But the principle still holds. Even a modest, thoughtful investment – like refreshing your website, printing better flyers or clarifying your message – can bring in work that more than pays for itself.
And here’s the truth: you don’t need to spend a fortune. You just need to spend something – time, attention or money – to keep your business visible.
Because if no one sees you, they can’t buy from you.
Cutting marketing is like turning off the taps
When times are tough, cutting marketing is like saying: “Business is slow… so let’s stop telling anyone we exist.”
It might save money this month – but it guarantees next month will be even harder.
A better approach? Trim with intention. Refocus. Get lean – but stay seen.
Want to talk about what is worth doing?
I work with small businesses who don’t have millions. Most are juggling budgets, wearing 12 hats, and just want to keep going without burning out.
If that’s you, let’s chat.
I won’t sell you stuff you don’t need. But I can help you figure out what small, smart steps you can take now – so that when things do pick up, you’re not starting from zero.
