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The marketing world is obsessed with shiny toys, and it’s costing businesses dearly.
I’ll admit it - I get FOMO too.
For me, it’s usually around automation and AI tools. This year alone I’ve seen at least 50 new marketing platforms launch, each one promising to transform your business overnight. Realistically? Maybe a dozen of them will turn out to be genuinely useful. The rest are noise.
But when you’re scrolling LinkedIn, reading articles, or receiving emails promoting a new shiny shortcut, it’s hard to know which is which. And that’s what fuels the FOMO.
The Allure of the Shiny Object
It’s not hard to see why.
- Autopilot marketing sounds like a dream.
- Social media is full of “gurus” promising quick wins.
- My inbox is stuffed with cold emails about “game-changing AI tools.”
- And there’s always that nagging thought that everyone else is already using new tricks to boost their business.
The shiny new thing feels exciting, full of possibility. Like the first sparkle of Christmas lights before you realise you still need to untangle the wires.
The Hidden Cost of FOMO Marketing
The problem is, chasing shiny objects is exhausting and it rarely pays off.
Every time you add another tool or tactic without a plan, you:
- Spread your energy too thin.
- Lose focus on the fundamentals.
- Create more overwhelm for yourself or your team.
It’s like constantly redecorating your house without fixing the foundations. The fresh paint looks great for a few days, but soon the cracks start to show and the walls begin to crumble. All that effort ends up wasted because the structure underneath was never solid.
And beyond the wasted effort, there’s the emotional cost: the stress, the guilt, and that nagging voice in your head whispering, “Maybe I’m already behind. Maybe I should be doing more.”
What Actually Works
The truth is, marketing doesn’t need every shiny new toy.
What it does need is structure. A clear plan that tells you:
- What to focus on.
- What to ignore.
- And how to test new ideas without derailing everything else.
That structure doesn’t kill creativity, it gives you the freedom to experiment safely, like testing new ingredients in a recipe after you’ve nailed the basics.
One reader of The Marketing Machine, Grant Mackenzie, put it perfectly:
“It stops me chasing shiny new ideas. The structure means I can dip in and out without losing the thread.”
That’s the beauty of having a strategy. It keeps you grounded, while still giving space to try new things.
A Quick Framework to Beat FOMO
Before you jump on the next shiny tool, ask yourself three questions:
- Does this align with my buyer journey?
- Do I have the resources to run it properly?
- Can I measure whether it’s working?
If the answer is no to any of those, it’s probably not worth your time.
Closing Thoughts
FOMO is normal. We all feel it, even seasoned marketers. But chasing every shiny new tool is a distraction, not a strategy.
What makes the difference is having a clear marketing machine - a structure that lets you test new ideas without derailing the fundamentals.
That’s exactly what I lay out step by step in my book, The Marketing Machine. If shiny objects are pulling you off course, this book will give you the structure to stay focused and confident.
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