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Check out the show notes:

In this episode, I dive into the common reasons many service providers and coaches struggle with marketing consistency despite having the tools. Through real conversations from a Revolutionary Society session, we uncover what often derails us from building sustainable marketing routines. From addressing mindset shifts to creating adaptable processes that fit our lives, this episode is all about understanding—and overcoming—the barriers to effective, long-term marketing momentum.

Here’s a Closer Look at the Episode:

• Why many entrepreneurs struggle with marketing consistency despite knowing what to do.
• How a tailored approach aligns with life demands, making sustainable marketing achievable.
• The hidden barriers that derail marketing routines and how to address them.
• Shifting from idea generation to execution to maintain steady growth.
• The value of a community that supports finding and sticking to marketing processes that work for you.

Resources & Links From the Episode

• Join Revolutionary Society: https://hermarketingcoach.com/
• Take the Lead Overflow Challenge: https://leadoverflowchallenge.com/
• Work with Latesha 1:1: https://hermarketingcoach.com/services

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Prefer to Read the Transcript Instead? Check It Out Below:

Are you at the stage of business where you’ve experimented with your offers and business models, figured out who you do and don’t want to work with anymore, established boundaries and figured out your messaging, and finally settled up into showing up in your business how you want to? 

If so, that means you’re not only ready to figure out your go to marketing process you plan to follow that fits your new lifestyle, but you’re also finally ready to stick with, then this episode is for you. Because for the past few years in online business, we have been in a constant cycle of content consumption, strategy experimentation, and process mimicking. 

We’ve gotten to a place where we are being sold marketing strategies not by their processes and what it takes to pull them off, but by the results that they can help us achieve. 

This created a space where so many entrepreneurs didn’t realize that a major reason why they struggle to stick with and commit to a marketing process is because they never took the time to establish one that would work for them specifically. 

In this episode, which is a special one because it’s actually directly pulled from a Revolutionary Society session, is about uncovering why you have not been able to stick with marketing. You’ll actually hear me helping the members admit that they don’t have established weekly and marketing routines or processes, which is why they’re struggling to gain the marketing momentum with leads and sales, and we talk through what’s gotten in the way of them creating. 

I wanna give you a glimpse into some of those answers. You’ll likely find your own reason for not having your established marketing content that you follow consistently every single month week among the 8 that were shared from different women with different businesses. They each had different reasons why they haven’t been able to stick with marketing despite knowing what they should and need to be doing. 

And this episode will hopefully inspire you to commit to establishing and committing to it yourself. This is actually what we focus on inside of Revolutionary Society. It’s about revolutionizing marketing for women to make it easier for them to execute. The goal of the society is to change how women service providers and consultants look at everyday marketing. 

I help them determine what marketing strategies and processes actually make sense for their lifestyle, their business model, personality, and energy, and based on those decisions, make it easy for them to execute those strategies and processes every single day. 

Because I’m sharing real clips from the episode, I wanna give you an overview of the flow of that discussion as I hadn’t, of course, initially planned to leverage any of it for the podcast episode.

So the beginning of the episode is kind of how I kicked off the session. Quick session topic backstory: the session was called: Marketing Process Recalibration. We spent the first hour reflecting on why they might be struggling with the execution part of their marketing strategies and the final hour establishing daily marketing habits and processes they can follow consistently going forward. 

The beginning of this episode is from the start of the session where I was expressing to them that it’s time for each of them to establish and commit to a consistent marketing process that each of them could follow every single week month in their business, just based on what they need to do in order to generate leads and sales in their specific business. 

So some of them need more traffic to their site. 

Some need more visibility or to reconnect with past clients to work on client retention, which is a big part of their sales. 

But just knowing that they are all aware of what they need to be doing to hit their leads and sales goals and yet still not doing it every month, I wanted to really understand why each of them aren’t currently doing it. 

And so throughout the conversation, some of the reasons shared really sparked different discussions, like one who often stops prioritizing marketing by the time she makes time for it. She’s in a rush to make sales, so marketing ends up still taking a backseat. 

Or the one who said that she hasn’t been consistent with marketing because she changed her offers despite the offers having nothing to do with consistently marketing. 

And really so many of them prioritize all of the fun, creative, and strategic ideas, but none of them focus on the execution. If you find yourself in that same position, then you’re not alone, and I want you to dive into that session with me. 

Everyone Is Having Analysis Paralysis Because There’s Too Much Information On Marketing  

I wanted to talk through some things that I’m noticing as far as people typically struggling to keep up with marketing on a regular basis, just in general, how hard it is to constantly feel like you’re having to adapt and adjust and catch up with marketing, and it’s typically because people don’t have consistent processes on a monthly or even a weekly basis when it comes to marketing. 

So right now, I think you all have access to so many different strategies from me and everything in the books that you can possibly do, all of the resources, the tools, and all of those things are fantastic. I know you love them, but I want you to also have a clear every single week, you know exactly what you’re doing when it comes to marketing, and you can typically follow that so that when these random things come up, you don’t feel like you’re constantly in a feast or famine mode when it comes to sales and leads and visibility for your brand. 

I wanted to take a moment just to have an open discussion with you all about how you currently if I could kinda gauge how you feel about marketing every single week in your business. And what I wanna gauge is: 

Do you currently feel like you know exactly what you need to do when it comes to marketing every single week in your business and every single month? 

Struggling to Market Consistently Because of Personal Lives & Conflicting Priorities

Next, we had a trademark attorney share that life has really been life-ing for her lately. She takes on a lot of side projects outside of her business to make revenue, and she’s also a single mother. So when her daughter is sick or out of school, she has to focus on that, and it leaves little time for marketing. 

The marketing consultant, on the other hand, who also shared her story clearly knows what she needs to do to market. That is her job, and she helps other people do it as well. But she admitted that she doesn’t actually stick with it, especially with all the excitement of new ideas and getting more clarity on what she wants to do with her own services. 

So when she had a death in the family or other family member matters come up, it left her having to choose between focusing on marketing or selling to make money, and she, of course, pushed off the marketing to focus on selling, which left her back at square one, having to figure out a go to marketing process that she could follow and actually stick with every week and every month. She has all the tools, and so do you. 

You have all the tools and strategies to show up, but you aren’t actually following them. You’re never really sticking with them. 

Recognizing You Have All the Tools, Training, & Resources to Get Marketing Done Already

The marketing consultant’s comments proved the point of why I wanted to have this particular session with the members so it continued like this: 

You have so many things that, of course, the marketing tools are there, but none of us, on a regular basis, are able to stick with following those things. 

And then when things come up like the funerals or natural disasters, it puts you in a state of constantly feeling like, “I have to catch up now.”

When you have a break or the next window of focus time where you get to choose what to focus on, those windows are times when you need the income most because you weren’t making it while life was getting in the way and distracting you from showing up. 

But if you had the momentum already there, you probably wouldn’t have as many of those windows. You know what I mean? 

Why You Never Want to 100% Rely on One Source for Leads and Sales

Next, we had a brand and web designer share that she’s not a good seller. So she’s used to relying on word-of-mouth and referrals for all of her business, which meant she never prioritized marketing. However, now that referrals are drying up, she’s realizing that she has to focus on marketing so that she’s not 100% dependent on referrals or past clients. 

She also admitted that she’s had so many ideas, and she knows what she should be doing when it comes to marketing. She just isn’t doing it. 

That particular member also worked on marketing projects and really understands it. So this was the time in that conversation where I had to really remind everyone that and you as a reader that the issue isn’t that you don’t know how to market or that you’re not capable of marketing. 

You can and you have, but something is in the way of you sticking with it. And this episode is trying to help

you uncover why you’re not sticking with the marketing yourself. 

Someone in the session blurted out, “Now that’s the real question!” But I thought I had already made it clear that I wasn’t just asking:

Do you have a go-to marketing process you can follow every week?

But I was really asking:

Do you have a go to marketing process you can follow every week, and do you actually follow it consistently every day? Why aren’t you following it?

Here’s that part of the conversation: 

Ultimately, what I’m asking you all is if you’re being honest, are you consistent with marketing?

And if you’re not, I do wanna know why you feel like you’re not able to be consistent with it. So if you are, then great. But if you’re not, which my concern is most people are not consistent with marketing. 

You might know how to market, but I’m not questioning whether or not you all know how to market. I think you all know deep down on the inside how to market. My question is, are you doing it, though, on a regular basis? 

My suspicion is that most people are not. 

I’m never questioning whether or not you guys are capable of doing the stuff. We’re all capable of doing the stuff. Also, y’all, if you’ve been working with me in any capacity, you know something about some marketing. A lot of you work in marketing that the question isn’t:

Do I know how to market? Do I have go-to strategies to market? Can I market if I really need to? 

Yep. The answer is yes. 

But the real question is:

Are you on a regular basis marketing in such a way on a regular basis that if things randomly come up, it doesn’t completely derail your business? It’s not completely derailing the momentum that you had… 

And, again, my suspicion is, yeah, it will for most people. 

Most people, I think it would be derailed by something coming up in life, and that’s scary because that puts you in a constant state of feast or famine.

You shouldn’t feel like you’re constantly having to pull off sales or marketing at the last minute or not as you expected.

It’s dramatic to say feast or famine, but you’re probably constantly in a state of rebuilding and trying something new and experimenting and trying to pull some stuff off, and I don’t want people to feel like they constantly have to pull something off when it comes to marketing. 

Every month shouldn’t have the sentiment of, “Thank god I was able to get my income even though it didn’t go as planned.” 

I want things to go as planned a majority of the time with marketing. 

I feel like I’m constantly hearing, it didn’t go as planned, but I made it. I don’t want you to keep just making it. I don’t want marketing to feel like you’re just making it. I want it to go as planned most of the time so that when some random shit comes up, it’s not throwing everything off. 

The reality is kids are gonna be out of school. 

You could randomly get COVID. 

You’re likely to experience a death in a family. 

You might even have a medical condition.

Things happen and marketing should be the least of the concern because if you’re typically doing it regularly–then a 1 month situation, hell, even 2 months off, a hospital stay, a death in the family, a recovery–none of that should completely derail what you’ve been building because normally, you would be consistent and the momentum would carry you through it all. 

That’s what I want you all to see. 

Waiting for Clarity Will Distract You From Doing Marketing, But Here’s Why You Shouldn’t Let It

The next member who is a business and product consultant shared that she finally realized why marketing wasn’t working for her since she hadn’t really been clear on her business focus. And now that she feels good with things like her messaging and her services, she’s actually ready to figure out how she will market them consistently.

But this waiting period caused her to lose so much marketing momentum by not really showing up and saying anything at all. 

So many of you have been either creating new offers or revamping existing ones over the last few months or even the last year. And while that will affect what you say in your content, it shouldn’t be the reason you haven’t usually been consistently marketing before that. 

Why not? Because you’re working with clients every month, every week in most cases. 

There Are 2 Different Types of Marketing That Needs to Happen 

1. There is the marketing to sell your services like launching
2. Then there’s the marketing that you do for things like visibility and brand awareness and lead generation

And #2 is what should be constant.

Here’s the part of that conversation where I talk through that mental shift in only marketing like you’re launching, where you’re focused on a single offer to sell it, and everyday marketing where if you aren’t promoting an offer, you’re still trying to connect with leads and build your brand: 

One thing I wanna point out is that this isn’t about your offers. A lot of you have mentioned your offers. It’s not about the offer. A process is a process for marketing and showing up. Whatever you are offering at the time is just what you’re going to embed into the process. 

I’ll give you guys an example. When I do, like, my Content Clarity Scan service, the content calendar I’m giving my clients isn’t necessarily just tailored to an offer. It’s tailored to that person’s business, and they embed and answer and follow that calendar and process no matter what’s going on that particular month. 

Your marketing processes shouldn’t have to drastically change. You shouldn’t have to pause marketing and pause showing up and pause your processes because you’ve decided that you wanna focus on a different offer one versus the other.

And so, again, when I’m talking about marketing processes, I’m not referring to what messaging, the buyer’s journey, or a cold audience vs warm…What I’m talking about is in general, I want you all to have a go to approach every month to how you’re showing up and where. 

When you’re thinking about ongoing, consistent, regular marketing for your brand or whatever your doing, you should still have a go to approach to that, and all you’re doing every month is switching out the focus of the month. 

It’s kind of like Lego bricks. If I thought about Lego bricks, I could make the same final Lego creation with different options of shaped Legos every time. I might use the little one that only has 2, and create a square  and 2 of those squares would make a rectangle shape right? 

But if I use the long one, I could use 2 of them stacked side by side, and it would still end up making the same rectangle. It’s just different pieces that I put in there. 

When it comes to marketing processes and consistency, that’s what I’m looking for. I’m looking for you to realize you need to know what you’re trying to accomplish with leads and sales overall so you can create a day-to-day marketing process you follow every week and every month. 

Once you have those established marketing processes, you get to layer in the different bricks (e.g. offers, topics, messages, emails, etc.) based on your energy level, capacity, etc.

I think you’re here now because you realize this is what is missing for your business right now and you genuinely want to build up that marketing consistency. And that’s what I want for today. 

Having Business Clarity Makes it Easier to Focus on Your Marketing Processes

As the conversation continued, we changed gears to address the importance of shifting from focusing on ideas, messaging, target audiences, to focus now on doing the marketing with the clarity that they’ve gained from all that work. 

Of course, I understand just how much of a distraction it is to try to market when you lack so much clarity on what you’re focused on and who you wanna serve. This is actually one of the reasons why in Revolutionary Society, I have things like Feedback Loops for members to submit messaging, offer ideas, sales pages, audience maps, whatever it is. And they also can submit Q&A, which is usually focused on business questions and decisions, because those things will always get in the way of marketing execution. 

I truly do believe that everyone needs access to not just marketing templates and strategies and content ideas, but also access to someone who can help them think through decisions, who understands different people and different business models, and can offer insights tailored to the individual, especially in a group setting.

Marketing Execution Should Have The Same Energy As Idea & Strategy Planning

The conversation shifted to talking about how once all the decisions are made on the direction of the business, it’s time to do the marketing work needed to bring in the leads and sales you need to hit your monthly business goals. 

Most of you have put in the work to gain the clarity you need around your business (e.g. who you’re targeting, your business model, the services you want to sell, how you want to run them) and I’m so glad that you’re coming into this season with that clarity because can be a major marketing distraction. 

You also already know where you should market, because we talk about that so much here in Revolutionary Society. You also have an idea of what you would like to do within the content you’re using to market, but then there’s the actual doing.

And beyond doing it the one to two weeks you usually do, there’s the doing the marketing repeatedly and giving it time to work.

I don’t always see you in the stage of continuously doing. I do, however, see the: 

• celebration of the ideas for new things like lead magnets and offers
• excitement of the connection and the alignment with your messaging and your audience 

But I don’t always see that same level of excitement when it comes to the marketing execution of that offer or lead magnet. So I want to have you all really reflect on why you specifically aren’t as excited about the execution part as you are about the idea and strategy planning. 

For you 🫵🏾reading:

Have you ever been excited about a new lead magnet or offer, coming up with the plan for how you’re going to put it out there, and even the fantasy of how well it will do, only to lose excitement and energy when it comes time to actually market and sell it?

I know that there’s excitement in the creation and the ideas, it’s actually one of my favorite things about doing marketing strategy for myself and my clients. That part is fun, but it’s way more fun to make the money from all that work because you actually did the marketing you needed to do and have it actually work. 

A lot of the discouragement with marketing comes from a lack of visibility and views, which though you do know in the back of your head you shouldn’t be pressed about, it still bothers you. But most of you don’t ever get an opportunity to get to the other side where you see it working, because you give up too soon. 

If you need to get more leads, but haven’t found a marketing process you can stick with executing, you should join the next round of the Lead Overflow Challenge. This challenge makes everyday marketing (& everyday leads)…doable.

In 5 days you’ll create your simple marketing process to generate leads every day—without always depending on launches or ads. 

Why Different Service Providers Struggle to be Consistent With Their Marketing

You may be feeling like everyone else is showing up and marketing all the time, and you’re the only one who can’t get your shit together. 

But that’s not true, I work with so many different coaches and service providers and a few of them share what gets in their way. I bet you’ll be able to relate to at least one of their situations below. Just know, that makes it even more imperative that you find a marketing process you can stick with. 

An Accountant with a 9-5

First up, we had an accountant that shared that the main reason that she struggles with sticking with marketing is because she has a 9 to 5, which limits her energy and schedule. So it’s important for her, in particular, to preplan and schedule her content, and she’s, of course, not doing that (yet). 

I think a lot of you will say I don’t have the time to do the marketing, but what you really mean is I haven’t used my time for the things I need to work on. 

So in her case, with the time she did have for marketing, she was spending it focusing on what she felt like

obviously were the wrong things. It was creating her lead magnet. She’s created 2 in just the past few months, updating her website and doing a lot of back end focused things. 

Most people enjoy the creativity of coming up with lead magnets and thinking of strategies, but they really need to be focused on the doing and executing. The goal is to make sure that marketing is consistent and you’re generating leads on a regular basis. 

You don’t want to get stuck in constantly creating and letting yourself get into that creative—always coming up with something new—excitement without having that same level of excitement with executing the idea. 

It’s Easy to Get Addicted Creating Ideas

This is exactly what I said to the group about always creating new ideas, but never getting around to marketing and selling the things they create.

The way y’all will be in these: 

• lead magnets
• Offers
• Messaging
• websites

I live and breathe to play around with those, it’s one of my favorite places to be. But I do know that typically when I’m leaning into those things, it’s because I really don’t feel like addressing what’s really

not working all that well, which is the front end of my marketing and sales. 

I think it’s easier and more fun to envision what’s possible for the things that we’re creating (e.g. new lead magnets, new offers) rather than seeing our way through the ugly period of selling and marketing them. 

Like, you know, like, when you get a haircut, and it’s like, oh, it’s at that weird length before it fully grows back out, and you gotta decide if you’re gonna cut it back off to keep the cute look, or you’re just gonna go through the ugly stage. And I feel like most people don’t go through the ugly stage of marketing.

But right on the other side of that ugly stage (e.g. attracting leads, figuring out what converts, selling it) is

where the consistency feels easier to stick with because now it’s working. It’s hard to stick with something when there is a big goal at the end—like sales, losing weight, running things efficiently—until you immediately see the results. 

We do not give it time to work. And while it’s not working, we still have other needs, like revenue, that we then turn around and prioritize because we feel like that’s gonna be the solution. I want to get to a

place where we simultaneously honor and do the marketing, which actually makes the selling so much easier later on because then the people come to you. 

A Brand Photographer Struggles to Market Because She Feels Like She’s Been Too Influenced by Other People’s Content

The brand photographer shared that while she also has a 9 to 5 which limits her time, the reason she isn’t consistent with marketing is because for years, she was buying all of those courses and learning business marketing from other people. She found herself almost mimicking their messages and their styles, and it

didn’t feel like her. 

Now, she knows how she really wants to show up and the messaging she wants to put out there, and so it’s finally time for her to come up with a better process so that she can stick with it and not stray away from it. 

So here are excerpts from that conversation where we address the content consumption era that left so many online business owners feeling out of alignment with their own personality and energy when choosing how to market. 

How The Content Consumption Era Impacted Content Execution

Now know that you need to focus on what you want to do and not what you have been watching. I think we have been in a long period of consumption of what’s working for everybody else. 

But you’re starting to realize, “I don’t like what I was doing before. I actually hated it, but I thought I had to,” or, “I now know what I wanna say.”

A lot of you have recently switched, adapted, adjusted, or gotten more aligned with your offers. I believe that clarity was needed to get to a place where you’re not just open, but more self aware that you need

some consistency with marketing and lead generation because shit happens, and it sucks to not feel prepared. 

It sucks to feel like if you need a break or need to slow down that the result is usually you scrambling to catch up. Feeling everytime like, “Yet again, this didn’t pan out like I thought it would. I had to reschedule my launch or that promotion. I started off so good and then fell off again.” 

That is not a good or healthy place to be in in business is to constantly feel disappointed by

your shortcomings or you falling off. It’s not fun. And so if we can learn to build up those habits, there

gets to be some level of pride of you actually sticking with marketing processes.

I want you to be able to confidently speak about your marketing habits and be able to say, “Typically, I’m sticking with it!” Somebody, in Revolutionary Society said (of having to slow down her marketing or getting things done), that she understands “this is just a temporary season” because she’s in school. 

That’s the place I want everyone to be in. I want you to have a go-to marketing process and strategy you can typically follow, so you can better recognize when there’s a season of “shit happens,” but on a regular basis, you’re capable and typically are consistent with your marketing. 

When Too Much Marketing Knowledge Causes Marketing Paralysis

The last member who shared her struggle was a marketing strategist who has all the knowledge in the world about marketing. She admitted she does a really great job of marketing for her clients, but struggles

to put everything she knows into a process that she can follow herself.

So in this peek into our conversation, I talk about getting stuck in seeking to learn more information, it’s time to establish and commit to the marketing processes you already know. 

Think about it, you already have all the the marketing knowledge building blocks, like the:

• buyer’s journey
• client awareness maps
• Messaging
• offer you’re gonna sell next

You already have and know all of those things. Then you start seeking out new tools and apps and wasting time testing them out, but that’s yet another thing that will derail you. Thinking of some other tool you can get to make marketing faster or better when you are not even doing the marketing on a regular basis yet. What are you speeding up? Something you ain’t doing. 

When You Prefer Networking in Person so You Avoiding Marketing Content 

We ended with another business consultant sharing how for the people who prioritize networking and networking and relationships to market, it often feels overwhelming when hearing all the different processes others follow, because they thrive and can only really commit to processes that feel simple for them. 

If you can relate, this is me giving you permission to not focus on content for sales or processes that feel complex. If you don’t want to have a large part of your sales coming from content, when I say, “you need to establish a consistent marketing process and strategy you can follow every month,” it means: 

You need to choose one that incorporates what you need to get leads and sales in your own business your way.

Determine What Marketing Needs to Look Like For You So You Can Stick With It

I want you to think through what would be simple for you when it comes to marketing, and then commit to that.

Don’t feel like every time a marketing person teaches a high energy strategy that is successful that it means you must do that strategy. You know you are not gonna stick with it and that’s probably why you’re stuck when it comes to marketing. 

If you’re struggling to stick with marketing, I bet you don’t hate marketing like you keep saying. You’re probably doing the stuff you hate or carrying out marketing in a way that’s overwhelming. 

Even when you find a marketing process you enjoy, you’re going to be tempted to deviate if you tend to be impatient while waiting for the leads and sales from your efforts. 

I want you to learn to stop deviating. Instead, ask yourself, “what is causing the deviation?” and, “Am I giving it enough time?” 

The goal is to establish some checks and balances to check yourself and to allow the time and the space for the marketing to work in the way that it needs to work for you.

If you are ready to: 

• Generate leads every day
• Have a marketing process that works for your personality and energy
• Get consistent attention on your services and brand without relying on launches, ads, or posting content every single day

Then you’re invited to the next round of the Lead Overflow Challenge. 

The Importance Of Hearing Marketing Strategy Options So You Can Choose The One For You

So this blog post was your glimpse behind the scenes, at the level of open raw discussions we have in Revolutionary Society around getting marketing done. 

One of the biggest benefits of being around other businesswomen who openly share how they are approaching marketing is not only hearing so many options, but also hearing why they are choosing those options and knowing the circumstances behind those choices. 

You have listened to so many coaches and strategists over the years selling you on marketing outcomes, but never sharing the context behind what it takes to get those marketing outcomes. 

When you’re a part of communities like Revolutionary Society surrounded by other women with different demographics who:

• wear lots of hats
• have lots of different titles
• deal with a lot of emotional labor
• have families and are caregivers

They, like you, are also navigating and running a business alongside life and finding ways to market and show up in their business in a way that works for them. There’s power in just seeing others make choices and having the support system to help you find marketing processes that work for you and being there to make it easier for you to stick with it. 

You can join by visiting revolutionariesociety.com