When service-based business owners decide it's time to “do some marketing”, the first instinct is often to act quickly.

Let’s run some Facebook ads.
Let’s rebuild the website.
Let’s hire a social media manager.

Unfortunately, this reactive approach often leads to frustration, wasted budget and a deep sense of “why isn’t this working?”

If this sounds familiar, you’re not alone - and you’re not doing anything wrong. You’re simply missing the foundational step that separates reactive marketing from strategic growth.

That step? Strategy first, tactics second.

In this post, we’ll unpack why trying to do marketing without a plan is one of the most common traps for growing businesses - and how to fix it.

The Common Trap: Tactics Without Strategy

When revenue feels tight or new services aren't gaining traction, it’s tempting to jump into action.

But here’s the reality: Most marketing fails not because the tactic was wrong - but because it wasn’t tied to a clear strategy.

For example:

• A clinic launches a weight-loss service but doesn’t clarify the target audience or messaging.
  

• A consultancy runs Facebook ads before defining what makes them different.
  

• A tradie builds a new website without knowing what the customer journey should look like.

These aren't bad idea - they're just out of order.

In business, order matters. If you execute tactics before defining the strategy behind them, you end up with disjointed activity instead of cohesive progress.

Why a Strategy-First Approach Wins

Marketing should feel less like guesswork and more like engineering: thoughtful, sequential, and intentional.

Here’s what a strategy-first approach delivers:

Clear Targeting

Know exactly who the ideal client is that you want to attract. Not just “anyone,” but the most profitable, values-aligned clients. Understand who they are better than they know themselves.

Tailored Messaging

When you know the hopes, dreams, fears and desires of your ideal client, you know what to say - and more importantly, what not to say. Messaging becomes magnetic, not generic.

Channel Fit

You don’t need to be everywhere. You need to be where your ideal clients are already looking and say something worth hearing.

Measurable Results

With the right foundation, every tactic becomes easier to track. You know what to expect, what to tweak, and what to scale.

Strategy in Action: What It Actually Looks Like

So, what do we mean by “strategy”?

It’s not a 60-page document you’ll never read again. It’s a series of practical steps that build confidence and clarity.

Here’s a summary on how we approach it:

1. Define Your Ideal Client Persona(s)

Understand who your best clients are: their pain points, goals, buying behaviour, and decision-making process.

2. Map the Customer Journey

Clarify how someone becomes aware of your service, builds trust, and ultimately says yes. Know what information they need at each step.

3. Craft a Unique Selling Proposition (USP)

What makes your business worth choosing - especially in a crowded market? This goes beyond quality or great service. Your USP answers the question: “Why you?”

4. Align Brand, Message & Offer

Is your offer clear and compelling? Is your message consistent across platforms? Does your brand reflect the value you actually deliver?

5. Build a Tactical Marketing Roadmap

Once the above is clear, you can now choose marketing tactics based on strategy - not guesswork. You’ll know what to implement, when, and how.

Strategy Is Not a Luxury - It’s a Profit Lever

It’s easy to believe that strategy is a “nice to have”, something you’ll get to later, once things are quieter.

But that thinking is what keeps many businesses stuck in a loop of trial, error and rework.

Instead of creating results, you’re creating activity - and there’s a big difference.

Think of it like this:
In medicine, you diagnose before you prescribe.
In engineering, you design before you build.
In business, we strategise before we market.

The return on doing it right is enormous and increases the probability of getting it right:

• Lower customer acquisition costs
  

• Stronger brand positioning
  

• Better client conversion rates
  

• Less stress and more predictability

What to Do Before You Spend Another Dollar on Marketing

If you’re about to invest in a new marketing tactic, pause and ask:

1. Do I know exactly who I want to attract?
   

2. Have I defined what makes us truly different?
   

3. Am I clear on the messaging that resonates most with my audience?

If the answer is “not yet,” that’s perfectly okay. It simply means your next move isn’t to spend more - it’s to plan better.

One of the fastest ways to accelerate this process is by working with someone who’s done it before. A coach brings outside perspective, structure, and systems to help you execute confidently, without the overwhelm.

Be the Business Owner Who Plans to Win

There’s a reason so many business owners feel like marketing doesn’t work: They’re doing the right things in the wrong order.

You don’t need a bigger budget. You need a smarter sequence.

At Butler & Co, we believe every dollar spent on marketing should serve a clear strategic purpose. We work with service-based business owners who are ready to stop guessing and start building.

Because when your marketing is rooted in strategy, you don’t just grow - you grow on purpose.