Let’s talk about something that might not make sense (at first).

Like posting a silly reel instead of a polished promo.
Or running ads to a freebie instead of straight to your product.
Or spending money on branding when you “just need sales.”

To the average business owner, some marketing moves feel… well, backwards. But here’s the truth:

In marketing, what doesn’t make sense often makes dollars.

Let’s break it down.

1. Why am I spending time (and money) on content that doesn’t directly sell?

Because people buy from brands they know, like, and trust.
That funny post, behind-the-scenes video, or quick tip reel? That’s how your audience gets to know you. And when they’re ready to buy, guess who they’ll remember?

2. Why offer something for free? That feels like giving money away.

It’s not charity. It’s a strategy.
Lead magnets (like checklists, guides, or free trials) are magnets for your future paying customers. You’re not giving value away—you’re building a pipeline.

3. Why pay for ads when I already post for free?

Because the “free” algorithm isn’t your employee. Paid traffic lets you control who sees your message, when, and how often. And that kind of control? Makes it rain.

4. Why work on my brand when I need to focus on sales?

Because your brand is the reason people choose you over the competition. A strong brand builds an emotional connection. And emotional connection = customer loyalty (and referrals).

Bottom line?

If you’re stuck thinking “this doesn’t make sense,” ask yourself this instead:

Does this move build trust?
Does it attract attention?
Does it create a connection?

If the answer is yes… You might just be looking at your next big moneymaker.

Because in this game, what doesn’t make sense… makes dollars.

Want help making sense (and dollars) of your marketing?