What Really Makes Marketing Work (and What Doesn’t) – here’s the overview and transcript.
What Really Makes Marketing Work (And What Doesn’t) Podcast Introduction
Hi, I’m Tracy Heatley, and welcome to Better Marketing podcast – bringing you Marketing Magic in Minutes. In this episode, I want to tackle one of the questions I get asked the most: what actually makes marketing work, and why doesn’t it sometimes?
The answer often surprises people. So let’s dig into what doesn’t work, what does, and how you can start seeing better results from your efforts.
What Doesn’t Work in Marketing
If you’ve ever felt like you’re throwing spaghetti at the wall and hoping some of it sticks, you’re not alone. So many businesses do exactly that. Here are some of the most common reasons why marketing doesn’t deliver:
- No clear strategy – You’re “doing stuff”, but none of it is really aligned.
- Inconsistent activity – One week or one month you’re all in, then you go quiet.
- The wrong audience – A great message, but reaching the wrong people in the wrong place.
- Message mismatch – Talking about features instead of focusing on customer benefits.
These are issues I help my clients address frequently, whether through mentoring, consultancy, training, or my Strategy Cycle™ Program. And trust me, you can go from stuck to unstoppable once you get this right.
What Does Work In Marketing
Now let’s flip it and focus on what really works in marketing:
- Clarity – Know what you do, who it’s for, and how it helps.
- Consistency – Show up regularly so that when people need you, you’re front of mind.
- Customer-focused messaging – It’s not about you, it’s about them.
- Simple systems – Don’t overcomplicate things. Systems help keep you on track.
- Tracking and tweaking – Keep learning, testing, and improving as you go.
When your strategy is right, the tactics start to click. You stop gambling with your marketing and instead create a sustainable plan of action.
AI: A Brilliant Assistant (But It’s Not a Strategy)
You probably know by now that I love AI. In fact, I was one of the first certified AI marketing specialists in the world. AI is fantastic for generating ideas, repurposing content, and helping you stay consistent — but only if you already have the right strategy in place.
If your marketing feels scattergun, AI won’t fix that. It will just churn out more of the same. Strategy comes first — always. Strategy first, then train your AI with exactly what you need.
A Real-Life Example Of Getting Marketing To Work For You
I recently worked with a client who had a brilliant service but a scattergun approach to marketing — a post here, a newsletter there, nothing joined up.
Together, we clarified their ideal customer, refined their value proposition, and set up a simple weekly rhythm. The results were quick: more engagement, more enquiries, and more confidence.
Why? Because we stripped away the noise and focused on marketing that actually works.
Action Points for You To Get Your Marketing Working
Here are some questions you can ask yourself today:
- Am I clear on who I help and how?
- Is my message consistent across everything I do?
- Am I showing up regularly and intentionally?
- Am I doing too much, or just the right things?
Remember, you don’t have to do everything. You just need to do the right things, in the right way, at the right time.
Want Some Help With Your Marketing?
If your marketing feels overwhelming or confusing, I’d love to help. You can:
- Book a free discovery call with me at tracyheatley.com – we’ll chat for half an hour to see if we’re a good fit.
- Download your free copy of A Small Business Owner’s Roadmap To A Better Strategy. Use the code POD2025 when you download it and you’ll also be entered into my monthly draw to win a free Marketing Power Hour with me. Visit the homepage or the Strategy Cycle™ Program page to download the guide.
- Connect with me on LinkedIn – don’t just follow, click connect and send me a quick message to say you’ve listened to the podcast or read this transcript.
- Find out more about all my Marketing and AI Marketing services.
What Really Makes Marketing Work (And What Doesn’t) Key Takeaways
- Marketing fails when there’s no clear strategy, inconsistent activity, or misaligned messaging.
- Marketing works when you’re clear, consistent, and customer-focused.
- Simplicity beats complexity because systems, not stress, drive success.
- AI is a brilliant assistant, but only when your strategy is strong first.
- Tracking, testing, and tweaking are key to long-term marketing success.
What Really Makes Marketing Work Final Thoughts
Marketing isn’t about doing more. It’s about doing the right things, consistently, with clarity and confidence. When you get your marketing strategy right, everything else falls into place.
In my next podcast episode, I’ll be discussing how to create a marketing plan that you’ll actually stick to, no more plans gathering dust on a shelf!
Until then, remember: better marketing means better business.
I hope you’ve found this What Really Makes Marketing Work podcast episode useful. I’m Chartered Marketer, Tracy Heatley, based in Rossendale, Lancashire, in the UK, and I thank you for tuning in to the Better Marketing Podcast – bringing you marketing magic in minutes. I look forward to you joining me for the next episode.