You know you're being manipulated, right?​
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It truly infuriates me how many business owners misplace their energy when it comes to social media.

But I’m not mad at the business owners - I’m mad at my own damn industry of marketing girlies who feed the delusion.

Because they know what they’re doing when they constantly push ‘trending audios’ and ‘tips to help you go viral’ - they’re feeding your need to feel respected, recognized, significant, and seen.

Aka one of the most powerful motivators in human behavior - and it's exactly what the "helping you go viral" idea is selling you.

Think about what "going viral" actually promises.
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It's not revenue. It's not better clients. It's not a more sustainable business.

It's literally just recognition.

It's the feeling of being seen by thousands of people at once, of being ‘validated’ as someone who has something valuable to say or someone who ‘matters’ in a space where most people feel invisible.

The marketers who push this content know that. They're selling you the feeling of significance, packaged as a shortcut.

And the only reason you keep coming back is because of variable rewards (same concept as why those slots at the casino keep you locked in)

Sometimes the trending audio or hook works, and you get a spike in attention.

Most of the time it doesn't. But that inconsistency and the unpredictability of the payoff are exactly what keep you pulling the ‘give me another hit’ lever.

Your brain is wired to chase the pattern, even when the pattern doesn't exist.

You’re like a lil junkie fiending for your next fix.

Again, I'm not mad at you for falling for it. I am, however, genuinely irritated at my own industry for getting so many business owners addicted to this high that does absolutely nothing for their actual business.

Because here's what I know to be true after years of doing this work.

Going viral has never once been the thing that built a sustainable, client-attracting brand.
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Can virality open doors? Sometimes.

If there’s already a solid business beneath it.

But even then, the piece you really need? Brand clarity. Specifically, knowing who you are, who you serve, and how to communicate the bridge between the two effectively.

That's the thing the social media marketing girlies conveniently leave out because it's harder to sell, it doesn't promise a dopamine hit, and it requires actual work.

Social media can absolutely grow your business.

It’s quite literally how I 8x’d my revenue in four years. And it’s how I’ve helped my clients sell out launches, events, obtain free PR, secure partnerships and brand deals, etc.

But it can only do this when you're using content as a megaphone for your brand, not as a substitute for brand clarity itself.

So let me be the one to tell you, you need to put those blinders on and redirect your focus back to your business.
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I know the promise of virality is alluring. I know you see those rare success stories of small business owners who go viral and get booked out with orders.

But what you’re failing to see is how many times people go viral and make zero dollars. How many times people go viral, and that’s it - that’s the whole moment. Once it passes, it’s like nothing ever happened.

Seriously. Sit with that.

And then, when you're ready to get serious about your brand clarity. Hit me up.

Catch ya next week,

Marissa

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