When “The Universe Provides”… (But Actually, It’s Your Marketing)
“Luck is when preparation meets opportunity” - Seneca
A client in a meeting just now told me, “Just when you lose clients or revenue, the universe somehow makes it right again.” I laughed—because, same. I’ve had that weird relief more times than I want to admit.
But here’s what really happens.
The Panic Cycle (Been There?)
A client engagement ends, revenue dips, and I immediately spiral into what-ifs:
“Now what? How do I replace that income?”
Cue the frantic follow-ups, impromptu business-development coffees, and a blizzard of LinkedIn posts. Within a week or two, a new opportunity materializes and I breathe again.
It feels like magic, like my biz dev activities were all I needed, but the data says otherwise. Those “lucky” deals usually trace back to people who’ve been quietly reading my content, following my work, or hearing about me from someone I helped months ago. The universe didn’t deliver; my earlier marketing did.
Here’s the kicker: running your business on a string of last-minute scrambles is about as healthy as living on espresso shots and adrenaline. Each spike of activity leaves an equally steep dip on the other side—burning out your team, trashing cash-flow predictability, and making long-term planning impossible. The panic cycle might rescue you in the moment, but it will never build the steady, scalable growth your business (and your sanity) actually need.
Why Late-Stage Marketing Feels Like Failure
Most small businesses treat marketing like aspirin—they take it only when the headache hits. By then, every tactic must prove immediate ROI, so anything that isn’t an instant sale looks like a dud. Measurement skews short-term, the funnel’s empty, and we call marketing “expensive.”
In reality, we’re grading a marathon by its first mile.
Start Before You’re Desperate
I spoke with an artist this morning planning to open a boutique in two years. She hadn’t started talking to future customers because “I’m not open yet.” Perfect example of backward timing. Her concept requires shoppers to think differently, to change their mindset, so she needs to educate them and get them excited now—long before the doors swing open.
Likewise if you’ve been operating for a long time, business is steady, and you just don’t see the need for marketing. Let me remind you of March 2020 when, all of a sudden, sales teams couldn’t travel or go to trade shows to generate leads. Your business always needs to be staying in front of your market and thinking ahead, even when sales are strong.
Early, Steady Marketing Does Three Things
Builds familiarity. Our brains pick what they recognize—it’s easier.
Builds trust. Consistency signals staying power.
Builds demand. When you finally launch, you’re amplifying existing excitement, not begging strangers to care.
A 30-Minute Weekly Demand-Building Drill (Super Simple)
| Monday Time-Box | What You Do | Why It Works |
|---|---|---|
| 10 min – Listen | Skim a customer forum, FB group, or LinkedIn thread. List the top 1–2 recurring questions. | Real-world language = content gold. |
| 10 min – Share | Post a quick tip, story, or mini-video answering one of those questions. | Positions you as helpful, not pitchy. |
| 10 min – Invite | DM two people you helped: “Did that solve it?” Ask what else they’re stuck on. | Opens a conversation and grows your list. |
That’s half an hour. No fancy tech, no elaborate funnel. Stack 52 of those weeks and watch “luck” happen on schedule.
Measure Momentum (When the House Isn’t on Fire)
When you’re not in “I-need-sales-now” mode, you get to track the early signals that prove marketing is working long before cash hits the bank. Think of these as “momentum metrics”—they tell you you’re building gravity so future sales feel inevitable.
| Momentum Metric | What Good Looks Like | Quick DIY Tip |
|---|---|---|
| Top-of-Mind Awareness (unaided brand recall) |
People mention your company first when asked about your category. | Quarterly poll customers or followers: “What’s the first firm that comes to mind when you think of ___?” Track % who name you. |
| Direct Inbound Outreach | Prospects e-mail, DM, or call without ads or cold outreach. | Add “How did you hear about us?” to every form or first call; watch for organic answers. |
| List-Growth Rate | Email/SMS list grows steadily with contacts you never paid to acquire. | Track net-new subscribers each month (subs minus unsubs). |
| High-Intent Lead Ratio | Rising share of leads say “ready to buy.” | Add “Timeline to buy” dropdown to your CRM; quarterly review for “within 3 months.” |
| Social Recognition Cues | Strangers tag or quote you without prompting. | Maintain a spreadsheet of organic mentions; aim for 10% month-over-month growth. |
Pro tip: These metrics rarely spike overnight, so celebrate small, steady gains—e.g., +3 % brand recall or +50 net subscribers. Those increments are the breadcrumbs that turn into tomorrow’s “lucky break.”
Your Reality Check
Audit your marketing. How much of it is designed to:
Build audience?
Build trust?
Improve customer experience—not just grind for a sale?
If the answer is “none” or “not much,” call us. We’ll map your customer journey and plug the gaps so revenue relies less on universal surprises and more on a pipeline you actually control.
Next time the universe “provides,” you’ll know exactly why.