There’s this weird thing entrepreneurs do.
I know it because I’ve done it too.
When your marketing isn’t working, you double down on it. You don’t stop to question it. You don’t change course. You just press harder, pour more money into it, and keep your fingers crossed that this time it’ll work.
Not a strategy. If your marketing isn’t landing, doing more of it won’t help. It’ll just fail more expensively.
Instead of doing more of what’s not working, do something new. Test a new pond.
That’s what I did recently. And I want to walk you through exactly how it happened and how it might be the thing that opens a floodgate for your business, too.
I thought I knew my channels
For years, I thought I knew where my people hung out. Email list? Check. Facebook? Yep. Instagram? Obviously. LinkedIn? Of course.
But I started to notice the numbers were softening, especially on Facebook. Engagement was waning. I was spending more time and energy to get fewer results. I’m not saying those platforms weren’t useful anymore… but the water was getting a little too crowded. And I wasn’t standing out like I used to.
So I took my own advice (from Get Different, Chapter 2 to be specific), and started exploring. I gave myself one task:
Try one new channel. One. Not because it’s trendy, not because a guru told me to, but because I was genuinely curious.
Enter: Substack
I’d heard whispers about Substack. I thought it was just a place for journalists or long-winded writers. Not entrepreneurs.
But I gave it a shot.
And what I find? A massive community of thoughtful people having real conversations about business, money, creativity, and personal growth without the noise and the algorithmic nonsense. No dance trends. No 13-second videos. Just content that digs deep.
I showed up. I shared a few insights. I commented on other posts. I subscribed to a handful of writers who made me think. And slowly, but surely, I saw something magical start to happen…
I found my people.
Entrepreneurs like me. People are hungry to build something that matters. People who weren’t chasing clicks were chasing clarity.
It was a better pond. And all I had to do was be brave enough to dip a toe in.
Don’t assume
We assume that to get new clients, we need to shout louder. Post more. Spend more.
Nope.
We need to connect more. We need to listen more. And most of all, we need to be where our ideal clients are, even if it’s somewhere we haven’t explored yet.
Sometimes that means swapping out a platform that’s gone stale. Sometimes it means trying something so left field that it feels silly. And sometimes it means rediscovering the basics and showing up like a real human and having real conversations.
What does this look like?
Don’t blow up your whole marketing plan. It’s not about chasing every shiny object. It’s about one simple move:
Pick a platform or channel you’ve never used before (or haven’t used seriously), and give it a fair, focused test.
Here’s how to do that:
- Set your intention
Are you there to connect? To experiment? To learn? Don’t just show up to sell. People can smell that from a mile away. Just be curious. Be generous. Be real. - Dedicate a small, fixed amount of time
Try it for one hour a week for four weeks. That’s it. Don’t binge. Just show up consistently. Comment, read, post, engage. - Track what you notice
Forget vanity metrics. Look for the quality of conversation. Look for aha moments. Are people asking smart questions? Are they the kind of folks you love working with? - Adjust as you go
Not every test will strike gold. That’s okay. But if you find a glimmer? Lean into it.
Need Ideas? Try These
- Substack: If you love writing and deep thinking.
- Reddit: For niche communities and honest feedback.
- Podcasts: Start your own or guest on others; ideal if you’ve got a voice and a story.
- YouTube shorts or reels: If you’re willing to show your face and talk with heart.
- Private Slack or Discord groups: Under-the-radar gems with hyper-engaged folks.
- Local meetups or events: Yep, the offline world still works, and it’s often easier to stand out.
The goal isn’t to become a pro on every platform. It’s to find one that surprises you. One that energizes you. One that feels like it has your people.
The Real Win? Rediscovering Your Voice
Testing a new channel isn’t just about growth. It’s about clarity.
It pulls you out of your rut. It forces you to get creative again. It puts you in touch with the reason you started this business in the first place: To help people. To create value. To make something different.
And that kind of energy? It’s contagious.
Final thought
When I showed up on Substack, I didn’t have a plan. I had a hunch. I had curiosity. I had the courage to try something new.
And that’s what I want for you.
Don’t just do more of what’s not working.
Try something new, even if it’s weird. Even if it’s awkward. Especially if it’s awkward.
Because that’s where the breakthroughs are.
You’ve got this!
-Mike
PS. Want to go deeper?
Check out:
The Pumpkin Plan, Chapter 4, pp. 55–65 – how to identify and nurture your ideal clients.
Get Different, Chapter 2, pp. 25–35 – how to stand out with creative, bold marketing.
Fix This Next, Chapter 6, pp. 90–100 – on solving the sales vacuum by exploring new paths.