Marketing Mistakes Founders Make and How to Avoid Them
Ijeoma Eze
Mistakes Founders Make With Marketing (That You Don’t Have to Learn the Hard Way)
Starting a business is already stressful enough — juggling products, payroll, and praying the Wi-Fi doesn’t cut out during a big client pitch.
But one thing too many founders do is treat marketing like an afterthought, then wonder why their dream business is still a best-kept secret.
Marketing isn't something you sprinkle on top when you're "ready."
It’s baked into the business from Day 1 — or you’re going to be doing a whole lot of explaining with very little cash flow.
If you want to skip some of the headaches, heartaches, and humble pie, here are the biggest marketing mistakes I see founders make — and how you can do better.
1. Waiting Until After Launch to Start Marketing
You don't build the plane and then tell people about the flight.
You start talking early — while you're still fueling up.
Too many founders put all their energy into perfecting the product, thinking, “I’ll market it once it’s done.”
Sis, by then, it’s already too late. Your launch day should feel like a celebration, not a surprise party nobody showed up to.
Build your audience while you’re building the product.
Share the journey. Talk about the problem you’re solving. Show your progress.
When you finally launch, it won't be crickets — it’ll be customers ready to support.
2. Trying to Speak to Everybody (And Getting Lost in the Noise)
Listen — you are not Amazon, Walmart, or Beyoncé.
(And even Beyoncé has a target audience.)
If you try to market to “everybody,” you’ll end up connecting with nobody.
Get specific.
Who is your product really for?
What pain points do they actually feel?
How can you make them feel seen and heard?
Clarity is currency.
When your messaging feels personal, people pay attention — and then they pay you.
3. Obsessing Over Vanity Metrics
I get it — seeing 5,000 likes on a post feels good for the ego.
But you can’t cash likes at the bank. (I checked.)
Chasing vanity metrics — followers, likes, views — without focusing on real conversions will have you stressed and broke.
Instead, track what matters:
Email signups
Website traffic
DMs from real prospects
Sales, referrals, word-of-mouth buzz
Metrics that move your mission, not just your mood.
4. Copying Big Brands Instead of Owning Your Story
We’ve all seen it — the startup Instagram page that looks like a knockoff Nike ad or a fake Patagonia catalog.
Cute... but crickets.
You’re not in the big leagues yet — and that’s okay.
Founders win by being authentic, not by imitating brands with million-dollar ad budgets.
Own your voice. Own your messy, gritty, passionate story.
That’s what makes people root for you — and buy from you.
(Translation: We don’t need another “aspirational lifestyle brand.” We need you.)
5. Waiting for Everything to Be “Perfect” Before Taking Action
Perfectionism is the enemy of your bag.
You’re tweaking your website font for the 43rd time... meanwhile, somebody else launched with a basic Squarespace site and already made 10 sales.
Done is better than perfect.
Get your MVP (Minimum Viable Product) version out there.
Test it. Learn. Adjust.
The market will teach you faster than sitting in Canva for six months.
Progress beats perfection — every time.
📢 Conclusion: Your Brand Deserves Better Than Fear Marketing
At the end of the day, marketing isn’t magic — it’s momentum.
It’s showing up when you’re scared.
It’s telling your story even if only 10 people are listening — because those 10 can turn into 10,000.
Avoid these common mistakes by moving with intention, not just inspiration.
And remember: The same energy you used to dream this business up?
You can absolutely use that same energy to market it boldly, smartly, and successfully.*
Your audience is out there.
Now go get what’s already yours.
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Posted Apr 28, 2025
Provided marketing advice to avoid common mistakes for founders.
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