Marketing is one of the most misunderstood parts of running a small business – especially at the local level. Too often, small local businesses fall into traps based on outdated advice, misheard tips or assumptions that simply don’t hold up. If you’re running a local shop, service or event, these common marketing myths might be quietly hurting your growth.
1. “If the product is good, it will sell itself.”
Reality: Even the best products need visibility.
Customers can’t buy what they don’t know exists. Quality is essential, but marketing is how people find out about it.
2. “I can just rely on word of mouth.”
Reality: Word of mouth is great — but slow and unreliable.
You need to actively feed the fire with consistent marketing efforts.
3. “Marketing is just advertising.”
Reality: Marketing is the full customer journey.
It includes branding, messaging, web presence, strategy, social media, print materials — not just ads.
4. “Social media is free, so I don’t need a budget.”
Reality: Free reach is limited. Paid promotion is often essential.
Organic reach is shrinking. Investing in targeted ads or boosted content can make all the difference.
5. “I have a website — job done!”
Reality: A website is just the start.
If it’s slow, out-of-date, or not optimised for mobile and search, it’s not helping you.
6. “Print is dead.”
Reality: Print still works — especially locally.
Flyers, business cards, local posters and signage remain powerful in towns like Christchurch.
7. “Only big brands need a marketing strategy.”
Reality: Every business, regardless of size, needs a clear plan.
Otherwise, you’re just guessing — and wasting money.
8. “Marketing is a one-time task.”
Reality: It’s an ongoing process.
Markets shift, customers evolve, and your marketing needs to keep up.
9. “I need to be on every platform.”
Reality: Be where your customers are — not everywhere.
Focus on 1–2 platforms your audience actually uses and do them well.
10. “My business is too small to need branding.”
Reality: Even solo businesses benefit from strong branding.
It builds recognition, trust, and professionalism.
11. “I can just copy what my competitor is doing.”
Reality: What works for them might not work for you.
Your strengths, audience, and offer are unique. Copying can backfire.
12. “More traffic = more sales.”
Reality: Quality beats quantity.
It’s better to have fewer, well-targeted visitors who convert than thousands who bounce.
13. “I’ll just use a template and do my marketing myself.”
Reality: DIY can work — but often lacks strategy or polish.
Sometimes, the cost of cutting corners shows in missed opportunities or brand damage.
14. “Email marketing is dead.”
Reality: Email has one of the highest ROI rates — if done right.
A good email list is a direct line to your most loyal customers.
15. “My cousin made my logo, so I’m all set.”
Reality: A logo isn’t a brand.
And a poor-quality one can cost you credibility.
16. “I need to ‘go viral’ to succeed.”
Reality: Sustainable growth is better than chasing virality.
Viral moments fade fast. Solid strategy wins in the long run.
17. “Events don’t need marketing – people will show up.”
Reality: Without promotion, even the best events fall flat.
Flyers, social media, local press, and partnerships matter.
18. “Marketing is just for getting new customers.”
Reality: It’s also about retention, loyalty, and referrals.
Your best future customers may be the ones you already have.
19. “If I just keep posting, I’ll get noticed eventually.”
Reality: Without a strategy, you’re shouting into the void.
Consistency with purpose is what gets results.
20. “Marketing is too expensive for small businesses.”
Reality: Bad marketing is expensive. Smart marketing pays for itself.
With the right plan, even a small budget can go a long way.
Final Thoughts
If you’ve fallen for any of these myths, don’t worry – most business owners have at some point. The good news is that with the right guidance and a fresh approach, you can turn your marketing from a headache into a growth engine.
Want help avoiding these pitfalls and building a strategy that works for your local business in Christchurch?
Let’s talk – I offer free initial consultations and no-fluff advice.
