It’s Rarely the Business That Fails. It’s the Silence That Kills It.
You didn’t start your business to play small — you started it to create real impact. I’m going to share a hard truth – it’s rarely the business that fails, it’s the silence that kills it. And yet, too many women in service-based industries quietly fade from view, feeling their product or service wasn’t good enough. Sadly, it’s not because their work isn’t valuable, but because they stop showing up. They let insecurities, comparison, and a fear of judgment creep in. It doesn’t take long for them to ghost their audience, neglect their marketing, and before long, slip completely out of sight. I’m breaking down why visibility is make-or-break for modern businesses, especially for women entrepreneurs, and how silence, not sales, is often what closes once open doors.
A teal blue door slightly cracked open to the outside
Why Do So Many Businesses Fail?
Why most clients never return or even know you're available
I've always had a sneaking suspicion that when a business shuts down, it's often due to poor management, ownership, or marketing.
A storefront window with the words “Closed Down” written in the dust with a city buildling and a bus reflected in the background.
While it can indeed be any or all of these factors, my observations in the local economy reveal that when a business closes, I generally hear about it initially through one of two channels:
through my local Chamber of Commerce's marketing efforts
by word of mouth
Almost without fail, I've had a genuine interest in patronizing these businesses. Often, I visit, engage, and share my experiences locally with others.
I apply the same approach when I travel. I subscribe to newsletters, like business pages, and make efforts to stay "in the loop." Occasionally, I even document my experiences and post them on social media, but then...silence.
When the initial excitement fades, the 21st-century version of bad dates and ghosting takes over.
Inconsistent Marketing is the Silent Killer
Build Simple, Repeatable Marketing Habits
I anticipate hearing from that business, but it's complete silence.
I wonder how they're doing, yet I notice a lack of foot traffic to the building when I pass by.
I check their social media platforms, only to find they haven't been updated in months or, worse, years.
Then, I hear the unfortunate news that the business is closing. While this is tough to see both in person and online, it’s the reality that marketing looks different and requires a dedicated new effort to be present consistently online.
Launches, Grand Openings, and Ribbon Cuttings Aren’t Enough Anymore
Launches, grand openings, and ribbon cuttings, and “boots on the ground” marketing approaches once had a significant impact, generating business and almost guaranteeing long-term success. While they can certainly create initial buzz, that excitement fades fast, especially with so many competing distractions daily.
*In walks digital marketing*
*Out walks outdated marketing tactics*
A blue sky full of colorful hot air balloons
Many brick & mortar stores seek marketing support to recreate the same in-store interest online. In the same way entrepreneurs are looking to extend their presence in the digital space, the approach must be thoughtful and requires skill.
Can you apply these experiences to your personal experiences, too?
What Happens When You Ghost Your Audience
The short of it is what you’d expect. They lose interest in you. The same holds true for ALL businesses, especially for women-owned businesses who rely heavily on their online presence to build reputation, increase awareness, and influence visibility.
When businesses close, it’s rare that no one sees value in your offering; the issue is often that you failed you convey why they should be excited about it or how they can engage with you.
Maybe you don’t understand your audience.
Perhaps you have more than one.
It sounds straightforward, but it requires time.
It demands intention.
It requires expertise.
And, it calls for business owners and management to make deliberate efforts to step out of working "in the business" and focus on working "on the business."
Visibility isn’t Vanity, it’s Survival
A woman with a snow hat holding up a vertical piece of glass as a small mirror to look at her eye
Communicating about your business consistently in all the places your ideal clients frequent likely has nothing to do with you. I know that’s a hard pill to swallow, but it’s true. Where you enjoy spending time, have the most followers, or want to be in digital marketing is important, but secondary to what you clients may want or need.
Showing up online requires a degree of vulnerability that not everyone may be comfortable with. The key is striving for progress over perfection and taking steps each day to step (or jump!) out of your comfort zone.
It’s not vain, self-serving, or excessive to share your strengths as an individual and a company. It’s a pre-requisite for success in today’s business world.
Silhouette of a woman with her fist in the air
How to Stay Top-of-Mind Without Burning Out
Invest the time to understand your existing clients.
Learn why they've chosen to do business with you, AND what encourages them to return and refer you to their circle of influence – THIS is your superpower.
Use it. Leverage it. Rinse. Repeat.
Create a Long-Term Plan for Growth
Set Monthly Visibility Goals You Can Stick To
Develop a LONG-TERM plan that incorporates operations, marketing, and financial goal setting.
Ask yourself: When was the last time you gave your audience a reason to come back?
Want help building a visibility strategy that actually fits your business and your life?
Let’s chat about what’s working, what’s not, and where to go from here.
Not ready for a call? Start with the Visibility Check-In Worksheet for a simple, strategic self-audit to uncover where you’re going quiet (and what to fix first).
Download your copy now!
