Leaky Buckets and Lost Sales: Mike Schuster on How to Patch Up Your Marketing Strategy

Running a small business is tough enough, but when your marketing feels like it's going nowhere, it can be downright frustrating. You’ve tried every trick in the book—social media ads, email campaigns, SEO—but the results? Less than impressive. If you’ve been feeling like you’re throwing money into a black hole, Mike Schuster ’s got some advice for you.

Mike isn’t about selling you the latest marketing gimmick. With 30 years of hands-on experience across industries, he’s all about helping small businesses figure out what’s not working and fixing it in a practical, no-nonsense way. His focus? Plugging the holes in your marketing so you can stop wasting time and money.

Here’s what Mike shared about the common marketing mistakes businesses make and, more importantly, how to fix them.

1. Ditch the ‘Shiny Object Syndrome’

One of the biggest traps small business owners fall into is chasing the latest marketing trends—what Mike calls ‘shiny object syndrome.’ It’s easy to get sucked into trying every new tactic you read about online: one week it's TikTok ads, the next week you're trying email blasts. But without a real plan, you’re just throwing spaghetti at the wall and hoping it sticks.

“You’ve got to be intentional,” Mike says. “If you don’t know why you’re using a certain tactic, don’t bother. You’re just spinning your wheels.”

So, before you dive into the next hot trend, take a step back and ask yourself: What’s the core reason behind this? If you can’t answer that, then it's probably time to hit pause and rethink.

2. Speak Your Audience’s Language

Here’s a simple truth: your customers don’t care about your business as much as you do. They care about their problems and how you can solve them. But too many business owners fall into the trap of talking about themselves—what they do, how long they’ve been in business, all the awards they’ve won—without ever addressing what the customer actually needs.

“Most business owners are too deep in their own world, they forget to step back and see things from the customer’s perspective.”

If you’re in the restaurant business, for example, it’s not enough to talk about how amazing your food is. People can get a good meal anywhere. What sets you apart is the experience—how your place makes them feel, the memories they create, the service they rave about to their friends.

When it comes to marketing, strip it back. Focus on solving your audience’s problem in clear, relatable language. Keep it simple and direct.

3. Relationships Matter More Than Transactions

If your marketing is all about chasing the next sale, you’re missing the bigger picture. Mike believes that small businesses have a huge advantage over big corporations—they can build meaningful relationships with their customers. And relationships, not one-time transactions, are where the real long-term value is.

“It’s easy to get caught up in the numbers,” he says. “But marketing is about relationships, not just making a quick buck. When you invest in building trust, the sales will follow.”

Here’s a reality check: only about 5% of people are ready to buy when they first hear about your business. The rest? They’re not there yet. They need time, trust, and repeated interactions. Instead of pushing for the sale, focus on nurturing those relationships. Stay in touch, provide value, and give them a reason to come back when they’re ready. 

4. Patience is Key—Marketing Takes Time

In today’s instant-gratification world, everyone expects overnight success. You want to run an ad today and see a flood of new customers tomorrow. But that’s not how marketing works.

“Marketing isn’t a quick fix. Anyone who tells you otherwise is selling you a dream. It’s a process that takes time and effort.”

The key is to keep testing, refining, and learning from your efforts. “You won’t get it perfect the first time,” Mike adds. “But that’s okay. Every time you put yourself out there, you’re learning something new.”

Don’t expect to hit a home run on your first swing. Be patient, keep tweaking your approach, and over time, you’ll see the results.

5. Keep It Simple

Most business owners overcomplicate their marketing. They think more is better—more options, more features, more information. But in reality, that just overwhelms people.

“If you confuse your audience, they’ll tune out. People don’t want to be overloaded with information. They want a simple solution to their problem.”

So, keep it simple. Focus on the one problem you solve and communicate that clearly. Don’t try to be everything to everyone. Narrow it down, and you’ll have a much easier time attracting the right customers.

And here’s the kicker: it’s okay to limit yourself. The more focused you are, the more likely you are to attract the right people. Trying to do it all will only dilute your message and confuse your audience.

Conclusion: Fix Your Marketing, Fix Your Business

Marketing isn’t about following the latest trend or using every tool out there. It’s about understanding who your customers are, what they need, and how you can solve their problems. When you simplify your message, focus on building relationships, and stay patient, the results will come.

Take the next step! Check out the full episode with Mike Schuster for more insights on how to fix your strategy and start seeing real growth in your business: Quick Tips for Fixing Your Small Business Marketing with Mike Schuster

CONNECT WITH MIKE SCHUSTER:

Website: www.fiddlesmartmarketing.com

LinkedIn: www.linkedin.com/in/mike-schuster-marketing-consultant

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