One of the most frustrating moments for marketers, content creators, freelancers, bloggers, digital professionals, campaign managers, and small to medium business owners is when you create new content to promote a product, service, or event.
You include a clear call-to-action.
And yet…
nothing happens.
What does “nothing happens” mean?
It means your content reached a lot of people, but they didn’t take the next step, clicking, signing up, or buying.
It means content you thought was high-quality, relevant, and impactful, and that you poured time and effort into, isn’t generating much engagement, views, or traffic.
It means that a digital campaign you invested a lot of money, time, and energy into isn’t delivering the results you hoped for, and your sales targets seem out of reach.
In these situations, frustration can hit hard.
You feel disappointed with your audience, regret the time and money spent, and experience a sense of helplessness: “What more can I do? Why didn’t this content sell more?” Sometimes, doubt creeps in: “This marketing approach doesn’t work,” or, “Maybe I’m not interesting enough,” or, “This product isn’t good enough.”
While external circumstances like seasonal trends, holidays, crises, or global events can sometimes explain low engagement or sales, there are times when no clear professional explanation exists, and that’s when discouragement can set in.
I’m here to tell you:
This happens. And it happens to everyone!
Anyone who has ever marketed anything and anyone who creates content regularly has experienced this.
Not every post or video goes viral.
Not every book becomes a bestseller.
Not every launch delivers outstanding results.
And not every new product “blows up” in the market.
Even when you pour your heart into something, results can vary.
“Marketing in the Dark”
This phenomenon is so common it even has a name in the marketing world: “marketing in the dark.”
You’re at home or in the office, writing and publishing content for your audience.
You wait for results, hoping for clicks, responses, or sales, but nothing happens.
From your perspective, it seems like your efforts were in vain.
But that’s not true.
If your content or campaign reached people, seeds have been planted, and something has started happening.
It’s like driving through fog.
You can’t see far ahead, but you’re still moving forward.
Eventually, the fog will lift, and you’ll reach your destination.
Similarly, with consistent marketing, your messages sink in, people are exposed to your brand, potential customers deliberate, and your efforts ultimately bear fruit.
Building for the Long Term
I often encounter this in my work. Clients come to me for consulting, workshops, or courses, and when we talk, I hear comments like:
- “I’ve been following your content for years.”
- “I attended one of your lectures eight years ago.”
- “I’ve been on your mailing list for six years.”
- “I love your posts—they’ve really influenced me.”
These statements come from people I’ve never met but who have been part of my community for years.
They’ve consumed my content silently, without reacting or purchasing.
Until one day, months or even years later, they’re ready to step forward and engage.
Marketing Is a Marathon, Not a Sprint
Building a community and marketing over time is like running a marathon. It’s not about one post, one video, or one campaign.
Those don’t determine the value of your product or service, or your self-worth as a professional.
Messages take time to resonate, customers take time to decide, and the impact of your efforts often remains invisible until later.
For example, imagine you have a podcast with a few episodes and a call-to-action at the end of each one.
No one contacts you initially, and you start doubting whether it’s working. But then you look at your listener stats and see that each episode had 200 plays.
While it may seem small, think of it like this: if you were standing in a room with 200 people, delivering the same message, wouldn’t you feel like you’re making an impact?
Over time, it’s inevitable that someone from those 200 will respond.
Statistically, if your product or service is even somewhat relevant, and your content is moderately engaging, good things will happen over time.
How to Overcome “Marketing in the Dark”
With persistence. With consistency. With optimism.
With creativity and a long-term mindset.
By remembering you’re running a marathon, not a sprint, and your business is here to stay.
Did this resonate with you?
If you found this helpful or have insights, questions, or thoughts, I’d love to hear from you. You can reach me via email at yaniv@yanivzaid.com or WhatsApp at +97254-8001200.
I promise to respond to everyone, as always.
With love,
Dr. Yaniv Zaid – “Doctor Persuasion”
Leave a Reply