Welcome to this episode of Over the Bull, where we unpack the challenges and pitfalls that can quietly (or dramatically) derail your business. Today, we’re introducing what I call the “Four Horsemen of Marketing Failure.” Like their infamous apocalyptic counterparts, these four forces can bring devastation—unless you recognize and defeat them early.

Horseman #1: The “We Need Leads Now” Mentality

When businesses wait until they’re in crisis to think about marketing, the results are usually disappointing. Reactionary campaigns often stem from poor planning, wasted ad spend, or declining sales. Marketing is not a tap you turn on for instant results—it’s a slow burn that requires strategic layering of efforts like SEO, social media, and paid ads to build a true pipeline.

I’ve seen it firsthand: when businesses finally ask for help, they want results overnight. But success comes from long-term thinking—aligning messaging with local competition, adapting to the geographic market, and creating harmony across platforms. The bottom line? Don’t wait. Build your marketing like an ATM machine: methodically, reliably, and with long-term growth in mind.

Horseman #2: Ego-Driven Decisions

This one stings a little. Many business owners (and even their families or team members) make marketing decisions based on personal preferences instead of what resonates with customers. A beautiful website that doesn’t convert is just a vanity piece. A message that pleases your spouse but confuses your market is a missed opportunity.

Marketing isn’t about you. It’s about your audience. Let the data guide the decisions. Use A/B testing. If your designer recommends something you don’t like but your customers love, go with what works. Keep your ego in check and focus on results.

Horseman #3: The Feedback Spiral

Too many cooks spoil the strategy. When you start bringing in your assistant, your coach, your spouse, your sales guy, your whole board—every opinion dilutes clarity. Committees are great for brainstorming, terrible for decision-making.

This isn’t about excluding good input. It’s about streamlining feedback. Assign one person to make final calls, trust the experts you hire, and avoid analysis paralysis. Indecision is a decision—it just costs more time and money.

Horseman #4: Tech Obsession

This one is racing faster than all the others. The flood of AI tools, CRMs, automated lead generators, and “guaranteed lead” schemes is relentless. Every day, I hear from clients who’ve been cold-pitched the next big thing. Most of it? Overpriced vaporware or bloated tools that don’t fit their actual business needs.

There is good tech out there. But much of it adds overhead, complexity, and distraction. FOMO (fear of missing out) is powerful, but don’t let it override strategic planning. If a new tool isn’t clearly solving a defined problem, don’t chase it.

Kill the Horsemen, Grow Your Business

Our most successful clients are the ones who trust us to do what we do best. They understand the big picture. They don’t get tangled in ego, committees, or shiny new toys. They collaborate with us, ask great questions, and remain focused on long-term momentum.

And one more thing: we don’t work with third parties or freelancers parachuting in with half-baked strategies. Not because we’re controlling—but because most don’t understand how all the moving parts fit together to drive results. We manage everything from videography to SEO to social and content so it all works in concert.

Final Thoughts

Kill the horsemen. Don’t let desperation, ego, committee chaos, or tech distractions derail your progress. Trust your team. Run tests. Learn something new every quarter. Be intentional and strategic—and your business will thank you for it.

Thanks for listening to Over the Bull. I apologize for missing last week’s post—we were swamped, especially leading into Memorial Day. But that busyness brings lessons, and I’ll continue sharing them with you here. Until next time, stay sharp, stay focused, and block those spammy cold calls. Seriously, don’t reply. Just block them.