Some good friends of mine and I regularly frequented a local “mom and pop” small business over the past few years. In fact, we spent a lot of time at this place, as it had a special sense of community to offer that appealed to many others.

At first, I thought it was a well-run business: There was a membership program, interesting offerings, and both virtual and in-person events. The business location was clean and inviting.

But after awhile of frequenting the business, I gradually grew more and more suspicious of it. I thought the owners’ business practices were shady, favoring the business over the customer. I also grew suspicious of how they were marketing themselves.

They were a local brand that had big competitors at the national level. They only had one location (plus a virtual extension), but claimed to have multiple, presumably to make themselves look bigger than they were to attract customers.

One day, they changed their terms and conditions without notice. Many of these changes to the terms and conditions resulted in hidden or undisclosed fees, angering everyone.

They have content on their site bashing the competition, accusing them of horrible things. They gossiped negatively about some of their customers to us. We found these behaviors toxic.

The more time we spent there, the more we grew increasingly disappointed. It was clear that the owners were insecure and paranoid about their business.

One by one, we went from fiercely loyal customers, to extremely disappointed ones. We have all since left them behind.

In today’s newsletter, we’ll discuss the following:

• In A Main Street Minute: This week, I’m giving you some of the best and worst campaigns marketing has to offer. They are for your reference as you plan any campaigns of your own.

• How Not To Market Yourself: I give you a complete list of marketing “worst” practices. Most small business owners know not to do these things, even if it’s intuitively. Yet every now and then I see someone doing something on this list, and it makes me cringe. Please - don’t be that small business owner!

• Spotlight on the 4 P’s: We’re talking about Promotion this week. I’m talking about what you should do if you get a negative online review.

IN A MAIN STREET MINUTE

• I found a list of some of the worst marketing campaigns ever, from a site called Woke Waves, which addresses inclusivity from a Gen Z perspective. Inclusivity and diversity are more important now than ever to marketers who want to turn members of Gen Z into loyal customers. Take a look at this list and learn from businesses that have much bigger marketing budgets than you do.

• We may as well talk about unethical marketing practices while we’re at it. Here’s a list with examples for you to keep in mind. These are reputation destroyers! Engage in any of them, and it could crush your business. That business I referred to previously is guilty of #4, and I can say with certainty that their customer base has taken note.

• NerdWallet shares what they see when it comes to marketing mistakes small businesses make. While they’re all important, #6 really jumps out at me. I’ve mentioned these resources before, and believe in what they can do for small business.

• On a more positive note, here is a list of some of the most successful campaigns ever, provided by the AMA (American Marketing Association).

• Dave Ramsey shared his thoughts recently about the current situations in tariffs and taxes: “It’s the unpredictability that kills business in general, but it’s devastating to small business,” said Ramsey. He is urging the US government to provide a “predictable environment” to small business owners.

• Verizon announces a $5B commitment to support small businesses: They hope to help the US build a stronger supply chain, while offering small business owners training, coaching and curated loans and grants.

HOW NOT TO MARKET YOURSELF

Please avoid these 12 marketing worst practices at all costs!

After the experience I described above, I decided it was a good time to make a complete list of marketing worst practices to share.

1) Using Guilt or Shame Tactics

Example: “You’d support local businesses if you really cared about your community.”

This approach turns marketing into a moral test, which really wins customers. Many people won’t like the tone, and certainly won’t like being told what to do with their morals. In fact, some consumers see shopping small businesses a luxury, preferring to shop at big box stores because of cheaper prices.

2) Copying Big Brands Blindly

Mimicking Starbucks or Apple without their budget or brand equity just makes a business look off-brand or cheap.

Small businesses should lean into their authenticity and community ties, not pretend to be something they’re not.

3) Being Too “Everything to Everyone”

Saying “we do it all!” confuses customers and dilutes your value.

Specificity sells! Clarity builds trust. So does your niche. Who do you serve? Know your target audience!

4) Publicly Bashing Competitors

This one drive me bonkers. And it always backfires, making you look insecure or unprofessional.

Customers will wonder, “If you talk like that about them, what would you say about me???”

Potential partners would say, “Why would I work with these people, who bash everyone?”

5) Inconsistent or Overloaded Branding

Using 10 fonts, 5 colors and mixed messages across platforms is a red flag.

A minimal, well-maintained presence is better than something overly showy. A graphic designer once told me to “Keep it simple, stupid!” Wise words.

6) Ghosting on Social Media

This one makes me so angry.

If you last post was 18 months ago, a potential new customer visiting one of your social profiles may think you’re out of business.

Don’t do the “post and ghost.” A minimal, well-maintained presence is better than a ghost town. Please post on your social accounts regularly!

Pro Tip: Use a social media content publishing app to help you stay on top of social media. Apps like Buffer, Hootsuite or another similar tool help you schedule posts in advance. Creating and scheduling several posts all at once helps save time, and prevents procrastination.

7) Making It All About You

“We’re passionate about quality” isn’t compelling unless you show what that means for the customer.

Marketing should be customer-focused, not ego-driven. If your story is too much about you, people may get turned off. It’s too much.

8) Running Discounts with No Strategy

Constant coupons or flash sales condition customers to never pay full price.

If you’re always running a sale, customers assume the regular price is fake. Instead, only offer sales only a couple of times a year. Offer special sales to select customers on your email list, or to those in your exclusive VIP club.

9) Gossiping Negatively About Your Customers, To Other Customers

Believe it or not, it happens.

Gossiping goes hand-in-hand with slamming the competition.

I don’t trust those who gossip excessively. I’ve learned that those who gossip too much are doing so for a reason…and never a good one.

10) Ignoring Mobile Optimization

If your website isn’t mobile-friendly, you’re losing customers – period!

Especially true for restaurants, retail and service businesses. It may be time to ask your website expert some questions, to make sure you’re on track.

11) Spamming Email Lists

Sending daily emails or using clickbait subject lines will get you marked as spam or unsubscribed.

Email is the most powerful marketing channel. But email should add value, not noise.

12) Changing Messaging Too Often

Rebranding every 6 months or constantly shifting your tone makes you forgettable.

It takes time to build awareness with new messaging. I would wait at least a year before launching a new rebrand.

Stick with a clear, consistent message and give it time to work.

BONUS: Discussing Controversial Topics With Your Customers

Marketing doesn’t just happen outside of your place of business. It happens inside of it, too. Successful marketing isn’t just the email or social media post that brought your customer to you. It’s also the experience they have when they engage with you. Being mindful of what you say and do when you are with them is important.

I would always avoid controversial topics, such as politics or religion, as your customers may not always think or feel the same way as you.

The best example I can think of these days is tariffs, which, as we discussed in a previous newsletter post, is basically the equivalent of a 4-letter word these days to some people. It wasn’t intended to be a politically-charged term, but it has evolved into one.

You don’t want to give them an excuse to leave you for a competitor, do you?

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SPOTLIGHT ON THE 4 P’s: PROMOTION 📣

When the Mirror Talks Back: What to Do If Your Bad Habits Are Reflected in Online Reviews

Let’s be real. Not all negative reviews are fair.

Sometimes a customer is having a bad day, is impossible to please, or just wants a freebie. That happens. But when negative reviews pile up and they’re pointing to your behavior, not just a delayed order or a rare bad meal, it’s time for a serious gut check.

The wake-up call is inevitable: Bad business behavior leaves digital footprints.

Here’s the truth no one wants to hear:

If you’ve been gossiping about customers to other customers, publicly trashing your competitors, spamming people with constant DM’s, or using desperation tactics like endless discounts, someone is going to notice. And they’re probably talking about it online.

Even worse? That one bad interaction you thought no one saw? Someone did see it, and they wrote about it.

Online reviews are today’s word of mouth.

You can’t control everything said about your business - but if multiple reviews say the same thing, it’s not them. It’s probably you.

Here’s what you can do:

Step 1: Own It Before It Owns You

Don’t waste energy denying what’s already public. If a review highlights an uncomfortable truth, take a deep breath and ask:

• Is there a pattern here I’ve ignored?

• Is this how I’d want to be treated as a customer?

• Would I hire me?

Then respond professionally, not defensively.

Example: “We’re sorry to hear this was your experience. We’re taking a hard look at our policies and how we interact with customers. Your feedback is being heard.”

You don’t need to agree with every review, but you do need to show maturity.

Step 2: Fix What’s Broken

You don’t need a PR crisis team. You need to clean house.

Start with the behaviors that show up the most often in negative reviews:

• Gossiping or oversharing: We’re not in high school anymore. Train your team (or yourself) to keep it professional. Respect goes a long way.

• Blasting competitors: Focus on what you do well. Positivity is magnetic. Pettiness is repelling.

• Spamming or begging: Build real relationships with customers.

• Constant Discounting: Reinforce your value. Don’t cheapen your brand to get attention.

A Warning to the “Lucky Ones”

Maybe you’ve gotten away with bad habits. Maybe your business still has glowing reviews and a loyal base despite some shady behind-the-scenes behavior.

Here’s the thing: If only takes one viral moment to flip the script!

One customer with a big following.

One screenshot of your gossip.

One video of you losing your cool.

One internal misstep made public.

And those good reviews? They won’t mean much.

The best time to clean up your act is before the 💩 hits the fan.

If You’ve Made Mistakes, You’re Not Alone

Running a small business is hard. You’re under pressure, you’re wearing 10 hats, and sometimes, people just push your buttons.

But part of being a business owner is being a leader - and leadership means growth.

Your online reputation isn’t just about customer service. It’s about the kind of business you want to be.

So if the reviews are telling a story you don’t like, good news - you’re the online holding the pen!