- Areeb Mirza
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- The worst time to disappear is when business slows down
The worst time to disappear is when business slows down
Areeb Mirza
October 05, 2026
When business slows down, the first thing some owners cut is the one thing bringing new people into the business.
Marketing.
I understand the reaction. Revenue is down, expenses look scary, and anything that does not feel essential goes on the chopping block. But if fewer customers are coming in, how does becoming less visible solve that problem?
I am not telling you to keep paying for ads that lose money or an agency that cannot explain what it is doing. If a channel is not working, examine it. Change the message, fix the follow-up, move the budget, or stop the thing that is genuinely broken.
That is different from shutting down all marketing because sales had a bad month.
Think about what happens next. You stop publishing. People stop hearing from you. The leads you were already talking to make their decisions, and nobody new replaces them. A few months later, you need customers urgently, but you have to rebuild attention from zero.
I see the other version too. Business is good, referrals are coming in, the calendar is full, and the owner decides marketing can wait. Then a busy season ends, one large client leaves, or the referral source goes quiet. Suddenly marketing is an emergency again.
Sales and marketing are not decorations you add when you have extra money. They are how you keep the next customer coming. That does not mean spending blindly. It means knowing which activities bring in the right conversations and protecting those activities when you review your costs.
If cash is tight, make the plan smaller and sharper. Keep talking to the market. Keep publishing what answers real buyer questions. Follow up with the people who already raised their hands. Look at your actual numbers before you cut the engine.
You can reduce waste without removing the thing your business needs to grow.
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