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I can still remember standing at a buffet, plate in hand, piling on profiteroles, cheesecake, and a big slab of chocolate brownie - because how do you say no?
It all looked amazing… until half an hour later when I felt horrendous.
That’s exactly what happens with marketing.
There are now more channels, tools, and platforms than ever before: AI automation, TikTok, podcasts, SEO, LinkedIn, email campaigns, events… The table feels endless. Even as a marketer, I sometimes struggle to keep up with the choices.
So it’s no wonder so many business owners pile their marketing plates with “a bit of everything.”
The Overwhelm of Choice
Choice feels empowering, but too much choice is paralysing.
At the buffet, you don’t want to miss out on the one dish that might be amazing. So you grab a little of everything.
But in business, “a little of everything” quickly turns into decision fatigue, overwork, and wasted budget. You’re busy, but your marketing isn’t actually feeding growth.
The Dessert Problem
Desserts are great for a sugar rush. But try living off profiteroles, cheesecake, and brownies alone and see how far you get.
In marketing, “desserts” are the flashy tactics - the quick wins that make you feel like you’re doing something but don’t sustain long-term growth.
You can get away with desserts for a while, but sooner or later the cracks show: energy crashes, momentum fizzles out, and you realise you’re stuffed but still undernourished.
What Your Business Really Needs
Every business has different nutritional needs.
- Brand awareness is like your carbs - energy to get you moving.
- Conversions are your protein - strength to build muscle.
- Loyalty and repeat sales are your fibre vitamins - the unexciting stuff that keeps you healthy long-term.
Without the right balance, you won’t grow. And without strategy, it’s almost impossible to know what balance your business really needs.
How Fractionals Help
A fractional CMO is like a nutritionist at the buffet.
Instead of grabbing at random, you’ve got someone beside you saying, “That one will fuel you. That one’s just empty calories. Here’s the right balance for your plate.”
They help you:
- Ignore the distractions that won’t serve you.
- Choose the dishes that will actually sustain your business.
- Create a balanced plate that keeps you moving forward with energy.
You walk away from the table with a clear plan instead of an overstuffed plate - and a good balance of marketing that genuinely feeds growth.
Before You Fill Your Plate…
It’s normal to feel overwhelmed by choice. But piling everything on your plate won’t grow your business.
If you want to understand what makes a healthy marketing diet, my book The Marketing Machine is your recipe book.
And if you’d rather have a nutritionist guiding you at the buffet, that’s where I come in. As a fractional CMO, I can help you choose what belongs on your plate and make sure your marketing is fuelling your business properly.
👉 Read the book here: rosconkie.com/book
👉 Or book a call with me here: rosconkie.com/contact
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