Introduction Marketing is one of the most misunderstood—and most essential—elements of building a successful business. For small business owners, especially those starting with no followers, no team, and no marketing background, the whole concept can feel overwhelming. That’s exactly why we sat down with Anna Shorts, the founder of Boo Marketing, in our Mindset to Market Interview Series. Anna’s no-nonsense approach helps business owners ditch the confusion and build confidence in their marketing—starting from where they are.
In this blog, we break down the most powerful lessons from our conversation with Anna and show you how to apply them to your own business without getting lost in complexity.
- 1. Marketing Is Translation, Not Just Promotion
- 2. Stop Copying, Start Understanding
- 3. Confidence Comes from Doing the Basics Well
- 4. Keep It Simple or Risk Losing Your Audience
- 5. Sustainable Growth > Viral Wins
- 6. Data Is Not Scary—It’s a GPS
- 7. Marketing Isn’t Separate From Your Business—It Is Your Business
- Final Thoughts: Speak Human. Stay consistent. Build trust.
1. Marketing Is Translation, Not Just Promotion
Most people think marketing is about selling or shouting louder than the competition. Anna challenges this head-on. She defines marketing as translation. It’s about making sure your ideal customer understands what you do, how it helps them, and why they should care.
Take Action: Start by answering three simple questions:
What problem do I solve?
Who do I solve it for?
Why should they care right now?
If you can’t answer those questions clearly, your customers won’t be able to either.
2. Stop Copying, Start Understanding
Social media makes it tempting to mimic what other brands are doing. But Anna warns that copying tactics without understanding strategy leads to burnout and poor results.
Instead, she encourages founders to think deeply about their audience. What do they care about? What are they struggling with? What do they need to hear today?
Take Action: Instead of jumping on trends, have conversations with your customers. Ask:
What kind of content do you find valuable from businesses like mine?
What made you decide to buy from someone you trust?
3. Confidence Comes from Doing the Basics Well
Overwhelm often stems from skipping the foundations. Anna reminds us that marketing confidence doesn’t come from doing more; it comes from doing the basics really well.
Start with one clear offer, one message, and one platform where your audience hangs out. Build from there.
Take Action:
Choose one product or service to promote.
Develop one simple message that communicates the value.
Pick one platform and commit to consistency for 30 days.
4. Keep It Simple or Risk Losing Your Audience
If your message is too complicated, people will scroll past. Simplicity is your secret weapon. Anna recommends crafting a message so clear that a 12-year-old could understand it.
Take Action: Try the 10-second pitch test: Can you explain what you do, who you help, and the outcome you provide in 10 seconds or less?
5. Sustainable Growth > Viral Wins
Anna is clear: marketing isn’t a one-time effort. It’s about building trust over time. Going viral might feel good for a day, but long-term growth comes from showing up consistently and being helpful.
Take Action: Focus your energy on creating content that educates, entertains, or solves problems. Share stories, tips, and behind-the-scenes moments that humanise your brand.
6. Data Is Not Scary—It’s a GPS
Many small business owners ignore data because they think it’s too complex. But Anna reframes it as a GPS: data shows you where to go next.
Take Action: Track three simple metrics each week:
Where are inquiries or sales coming from?
What questions are your customers asking?
Which content gets the most engagement?
Use that information to refine your message and focus.
7. Marketing Isn’t Separate From Your Business—It Is Your Business
Too often, marketing is treated as a separate department or afterthought. Anna flips that mindset. Marketing is the way your business communicates with the world. It’s how people discover, connect with, and trust you.
Take Action: Align your marketing with your values. Ask: Is what I’m sharing consistent with who I am and how I want to be seen?
Final Thoughts: Speak Human. Stay consistent. Build trust.
Anna’s insights are a breath of fresh air for any business owner feeling lost in the marketing maze. Her approach strips away the jargon, fluff, and pressure—and replaces it with clarity, simplicity, and confidence.
You don’t need to be everywhere. You don’t need a massive budget. You just need to speak clearly, show up consistently, and always focus on what your audience needs most.
Ready to simplify your marketing and build something real? Start with the basics. And if in doubt, speak human.
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