Quick Read:

  • Most local advertising dollars are doing the same job over and over again
  • Print, radio, social, and billboards create interest — but don’t help people find you
  • The moment people search, many businesses disappear
  • This misalignment is quietly handing customers to competitors

Let me be direct.

The biggest marketing mistake I see local businesses making right now isn’t under-spending.

It’s spending the same dollars to do the same job over and over again — while leaving the most critical part of the customer decision process underfunded or ignored.

Where the Money Is Going

Most local advertising plans I review are built around some combination of print, radio, social media ads, and billboards.

All of these can be effective.
All of them have a role.

But they all do the exact same thing.

They get people interested.
They get people to want what you sell.

That’s Get Wanted.

And that’s where the problem starts.

What Happens After You Get Their Interest

Once someone becomes interested, they don’t wait.

They go online and search.

That step is automatic now — and it’s where many businesses lose customers they already paid to create.

Where the Breakdown Happens

Here’s the hard part to hear.

Your advertising didn’t fail.
It succeeded.

It got someone interested enough to take action.

But when that person went online to search, you weren’t there — or you weren’t clear — or your competitors were more visible.

So the customer chose someone else.

Your advertising investment created the opportunity…
and your lack of presence during search handed it away.

Why This Is So Costly

This isn’t just a missed opportunity.

It’s redundant spending.

Nearly every local advertiser we review is over-invested in Get Wanted and under-invested in Get Found and Get Chosen.

That imbalance is costing businesses customers they never even know they lost.

A Simple, Low-Pressure Next Step

If any of this sounds familiar, the next step isn’t a sales pitch.

It’s a conversation. Maybe we should talk.

If you’d like to talk through how your current plan is aligned — or misaligned — with how customers actually decide today, I’m happy to do that.

We may be able to help.
We may not be the right fit.
You’ll know pretty quickly either way.

You can reach me directly at
rcable@monadnockmediagroup.com

No pressure. Just a practical conversation about your business.