Marketing That Fits: Why Copying Others Doesn’t Work

I remember sitting with a client who slid her phone across the table, showing me her competitor’s Instagram. “I want exactly this,” she said. She was convinced that imitation would lead to success. But what she didn’t realize is that sameness is the kiss of death in a world already crowded with echoes.

Copycats don’t win. Originals do.

Your brand is a story, a voice, an identity that no one else can replicate. When you trade that uniqueness for the illusion of fitting in, you disappear into the noise. And the irony is cruel: the more you try to look like everyone else, the less anyone notices you at all.

I’ve seen it happen too many times; brands recycling slogans, copying aesthetics, mimicking trends that weren’t meant for them. And inevitably, they come back to me, wondering why their numbers are stagnant, why their audience feels disengaged. The answer is simple: no one is drawn to a shadow.

What works, what always works, is authenticity sharpened to brilliance. Marketing that doesn’t just follow trends but interprets them through the prism of identity. Campaigns that embrace the quirks, the edges, the truth of who you are. That is where recognition lives. That is where trust is born.

Your best strategy is being more you, not less. Because when you own your voice unapologetically, you stop competing—you start leading.

From Likes to Sales: The Real Customer Journey Online

I’ll be honest: likes don’t pay bills. And yet, so many businesses are still obsessed with chasing vanity metrics.

Here’s the truth: a “like” is only the start, not the goal.

Marketing is not about applause. It’s about action.

The real magic happens when you guide people from a quick scroll to a meaningful purchase. That journey is called a funnel, and it looks like this:

• Awareness: people discover you.

• Interest: they stop and engage.

• Trust: they see value in what you do.

• Action: they buy.

I’ve helped brands move away from chasing likes and instead focus on building journeys. The result? Fewer wasted posts, more real clients.

3 quick tips to transform likes into sales:

1. Collect emails early. Social media can disappear, your list is yours forever.

2. Retarget smartly. People rarely buy the first time they see you. Remind them!

3. Offer urgency. Limited-time deals work because people hate missing out.

   
   

A like is cheap. Loyalty is priceless.

So next time you celebrate 200 likes, ask yourself: how many of those could be customers instead?

If you want your likes to become buyers, let me help you design the funnel that works for your business.

Why Marketing Can’t Wait: The NOW Effect

I’ve seen it happen too many times: businesses full of potential, with brilliant ideas, but stuck in waiting mode. Waiting for the perfect moment, waiting for the “right” budget, waiting until things calm down. But here’s the truth:

In marketing, waiting is losing.

Today, attention is the most valuable currency. Trends explode and vanish in days. Customers discover, decide, and buy faster than ever before. If you’re not visible now, someone else will be.

I call this urgency the NOW Effect.

When I worked with brands of different sizes—startups and global players—I noticed one thing in common: speed wins. The faster a brand adapts, communicates, and shows up, the bigger the results.

So how do you stop waiting and start acting?

• Automate what you can. Your posts, your newsletters, your reminders.

• Keep assets ready. Graphics, offers, and campaigns should be “grab-and-go.”

• Act small, act fast. Don’t wait for perfection. Publish, test, adjust.

Done today beats perfect tomorrow.

If you feel like your marketing has been “on pause,” maybe it’s time to hit play.

Want to turn urgency into sales? Let’s create your NOW strategy together.