Even if you are trying not to pay attention, (🙋♀️) it’s wild out there, am I right?
I’ve noticed over the past year, there’s been this undercurrent of fear in the online space. Politics have been volatile. The economy has been a roller coaster. Online marketing is shifting.
What worked a couple years ago isn’t necessarily working today.
It’s normal to feel uneasy.
The natural reaction is to hold back. Wait and see. Let things simmer down before you do something crazy like, I don’t know, invest in your business.
But here’s what I’ve seen over and over again: Success rewards the action takers—especially those who take action when everyone else is sitting back.
Uncertain times are actually an opportunity.
If you zig when everyone else zags, you’ll be in an even better position when things turn up. And they will turn up.
This is part of a cycle that’s been happening for all of history.
G. Michael Hopf put it this way:
“Hard times create strong men, strong men create good times, good times create weak men, and weak men create hard times.”
What if you were one of the people who became stronger in this season?
So, in the midst of uncertainty and volatility, here are a few things you can do to create your own certainty:
1. Double down on your personal brand.
It’s a noisy world, and the only thing you have that no one else does is you.
Your competitors can copy your offers. They can match your pricing. They can use the same tools.
But they cannot be you.
The more you infuse your brand with your unique perspective, personality, and approach, the more magnetic it becomes.
This is the time to get clear on what makes your brand stand out. Is it your voice? Your process? Your backstory? Your values?
The businesses that build strong brands are the ones that last through tough times. Because people buy from brands they trust, especially in uncertainty.
2. Put your blinders on.
There’s no shortage of fear-mongering in the world right now. If you let it get to you, it’ll paralyze you.
Fear is a terrible advisor in business.
It makes you hold back when you should be moving forward.
It creates alternate realities where failure is always inevitable.
It tricks you into believing worst-case scenarios are the most likely outcomes.
But here’s the thing: when we focus on something, we tend to move toward it. That’s why fear so often becomes a self-fulfilling prophecy.
Instead of asking, “What if it all falls apart?” try asking:
“What if it all works out?”
If that feels too easy, try this exercise from Alex Hormozi:
Follow your fear through step-by-step to its logical end.
Instead of thinking, “What if I invest in my business and then my business fails and I die?”
(because, let’s be honest, that’s what our brains tend to do), break it down.
What if you invest and you stop making money? → You’d probably push harder with marketing. You’d reach out for referrals. You’d test new strategies.
What if that doesn’t work? → You’d tweak your approach. Pivot. Find what does work. You’d learn.
What if that doesn’t work? → Worst case? You’d go get a job. But guess what? You’d now have a ton of new skills and experience that would make you even more valuable.
See? Not so scary.
The only way you truly fail is by quitting. And you’re not a quitter.
3. Get your house in order. (By house, I mean the place your business lives and owns - your brand and website)
When the market feels chaotic, clarity becomes your superpower. And your brand and website are your platform for clarity to cut through in the most direct way.
A website is your space and the only place online someone would be looking at you and only you without distractions.
Does your brand and website clearly communicate who you help and how?
Is your messaging clear, compelling, and easy to understand?
Are you making it stupid simple for potential clients to take action?
This is the time to streamline. Get rid of friction. Polish your brand so it’s working for you, not against you.
A cohesive brand and website don’t just make you look more professional—they make everything easier. They help you attract the right people, build trust faster, and close sales with more confidence.
4. Think differently.
Uncertain times reward creativity.
Instead of playing it safe, what if you experimented?
What if you found a way to serve your audience in a way no one else is?
What if you looked outside your industry for inspiration?
While everyone else is copying trends, you could be setting them.
5. Never stop marketing your offer.
When things feel uncertain, the instinct is to shrink back.
Don’t.
Instead:
Keep talking about what you do.
Keep making offers.
Keep showing up, even when it feels like no one is listening.
Marketing is not a one-and-done thing. It’s a long game.
The truth? You probably need to talk about your offer way more than you think.
Most of us quit right before things start working. But if you treat your business like a grand experiment instead of a personal referendum on your value, everything shifts.
Test. Tweak. Refine. Keep going.
I know it’s tough out there. I feel it too. I have the same fears, doubts, and worries you do. I am talking to myself as I write this. But I also know this:
I’m all in on my business. And I know you are too.
This season is only making us stronger.
So let’s go out there and market with everything we’ve got.
What fear are you facing head on?
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