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My neighbors are humbling my marketing ego.
I live in a pretty small mountain town. Think: mom-and-pop shops, hand-painted signs, and everyone-knows-everyone vibes.
It’s SO charming… until you try talking about websites, funnels, or email marketing.
Most business owners up here don’t want to invest in their website, let alone a marketing plan. They’ve survived for decades on word-of-mouth, seasonal tourism, and repeat locals.
(Which is great for them, not ideal for a website and email copywriter. 🙃)
Now we’re heading into the busy season — when tourists flood the mountain to ski, snowboard, and see some rare Southern California snow.
And there is one thing every local business could use: visibility.
So this week, I got certified in Google Business Profile management.
Because even if a shop doesn’t have a website, they do have a Google listing — and that’s where tourists are going to find them.
TL;DR, I’m about to make some winter magic happen.
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The power of small, smart pivots
Contrary to my knee-jerk, perfectionist-y instincts, pivoting does not mean you’ve failed.
Sometimes it just means you finally stopped forcing the wrong door open.
Until now, I’d given up on selling my big-picture content services in a small-town economy — but now I’m seeing the potential in starting smaller.
A Google Business Profile isn’t just a one-and-done setup. It can grow into retainer work, SEO support, copy refreshes, or even full websites later on.
And more importantly, it solves a real problem for the people right in front of me (the best part of the job).
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How to learn from my "a ha" moment
If you’ve been stuck trying to make something work — whether it’s a service, a niche, or a pricing model — you might feel like you just need to work harder to make it happen.
But maybe it’s about thinking simpler instead.
Here are 5 takeaways from this experience that may be able to help you, too:
#1: Pivoting ≠ failing. It’s just rerouting toward something more aligned with your goals.
#2: Offer what people need, not what you wish they needed. No matter how skilled you are, you can’t create demand from scratch.
#3: Smaller offers can open bigger doors. It’s easier to sell a small, one-time project than it is to pitch a high-ticket retainer — and that front-door offer can lead to long-term profit.
#4: If you feel stuck, stop pushing and start zooming out. Is there something obvious you’re missing? Can your skill set provide more value from a different angle?
#5: Talk to your target clients while you plan your next move. It’s the only way to figure out what they need, why they need it, and the *real* problems you can solve for them.
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Want to see why I’m betting on Google Business Profiles?
I whipped up a deep-dive article with ALL the stats, trends, and insights. Check it out:
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Cool stuff to check out:
A monthly list of things I found on the internet that made me think of you.
🔎 How to reddit: Reddit marketing is all the rage these days — but it can flop if you do it wrong. Here’s a cool guide to help.
🔌 AWS outage lessons: ICYMI, Amazon Web Services had a MASSIVE outage this week. Here’s what that says about brand resilience.
🤖 AI sales fails: Can ChatGPT drive traffic? Totally. But does it drive sales? According to this new study, not really.
🎄 ‘Tis the season: Here are a few simple ways you can take advantage of the holidays this year, even if you’re still small.
🔮 2026 predictions: See what the 2026 B2B Content and Marketing Trends Report says about AI, personalization, budget priorities, and more.
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👋 I’m Cassidy — copywriter, content strategist, and founder of Content by Cass.
And also your super-chill friend who says hi, shares her most embarrassing moments, and cheers you on every Thursday.
Follow me on LinkedIn for unfiltered, slightly jaded nonsense and insights
Check out my services if you need a content or copywriting partner
Book a free chat to say hi, learn more, and bounce ideas around
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