The day my script disappeared on stage – and why your small business marketing might be doing the same.

Back in grade 10, I learned a painful lesson about “winging it”.

I was in drama class, and our group decided to put on a Christmas variety show for the whole school. We each had different skits and sketches to perform.

My big moment was to be the Fairy Godmother.

My job was to walk on stage, open a big fairy tale book, and “read” a rewritten, funny version of a classic story. It was tailored to school life, full of inside jokes that were sure to get laughs.

Being the rebellious teenager I was, I decided memorizing the script was overrated.

I had a better idea.

I taped the entire script inside the book.

I mean, why rehearse when I could just read it on the day of the show? I was too busy with other stuff to have to memorize something I didn’t need to.

At dress rehearsal, my plan worked beautifully.

The house lights were on.
I walked out, opened the book, and read every line.
People laughed, and my drama teacher smiled.

I felt confident and even a bit smug that I had saved myself all that time and effort.

Then came performance day.

The auditorium went dark. I walked to centre stage while a single red spotlight turned on and locked onto me. I then carefully opened the book and looked down.

I couldn’t see a thing.

It was so dark, I could only see shadows on the page.
The taped script turned into a fuzzy red blur.
Not one word was readable.

My stomach did a flip-flop as I froze in horror.

With a racing heart, I desperately tried to remember anything from the story. A line. A joke. A transition. Anything.

But I had only skimmed it, trusting that my taped script would save me.

I remembered bits and pieces. A sentence here. A phrase there. But none of it flowed, and it certainly wasn’t funny.

It definitely wasn’t what we had rehearsed.

Eventually, I mumbled my way through what I could, then quietly walked off the stage in shame.

If only I had planned for things to go differently.
If only I had taken the time to rehearse.
If only I had asked, “What could go wrong here?”

My moment of fame would have gone a lot better.

I knew this disaster was preventable, and I was the only one to blame.

And sadly, I see a lot of small business owners repeat a version of that Fairy Godmother moment in their marketing.

They embark on a new year, assuming:

• What worked before will work again.
• Nothing will change in the market or platforms.
• Their “script” (website, emails, social media posts, etc.) is clear.
• They already know what needs to be done; it’s just a matter of doing the work.

But in reality, it’s often…

• Offers that confuse more than they convert.
• Old messaging that was never clear in the first place.
• Random posts and boosted content that felt busy but did not build anything solid.

There is no real reflection and no real planning.
Just hoping that if they keep doing “something” it will all somehow work out.

Then the spotlight changes.

The algorithm shifts.
The economy tightens.
AI-generated noise floods every feed.
Potential clients become more cautious and ask more questions before they buy.

And suddenly, the script that felt safe last year does not fit anymore.

What used to bring in leads goes quiet.
Content that once got engagement now barely gets a glance.

They find themselves on stage with a blurred script.
Trying to remember lines that were never memorized.
Hoping no one notices the panic.

And just like my teenage self, many quietly “walk off the stage” in their marketing.

They stop sending emails.
They post less often.
They avoid looking at their numbers.
They tell themselves they will get serious about it later.

But “later” has a way of turning into another year of the same frustration and confusion.

So I am here to encourage you to think of this time of the year as an invitation to a different approach.

Instead of dragging last year’s habits into a new year, what if you paused and did what my younger self should have done?

Look honestly at what worked.
Admit what did not.
And plan for a different kind of performance.

You might ask yourself:

• Does my website still sound like who I am today?
• Where did my best clients actually come from this past year?
• What messages made them say, “That is exactly what I need”?
• What did I keep doing out of habit that barely moved the needle?
• Is my main offer clear, or does it feel like a patchwork of ideas from different seasons of my business?
• Which social platforms or marketing activities drained my energy more than they helped my business?

These questions are all about clarity. Getting clear on your brand positioning so you can enjoy the best year of your business yet.

But don’t think this is a major undertaking that you don’t have time for! You don’t need a perfect plan for the entire year.

You just need a better script and some light on the right pages.

That could look like:

• Choosing one main offer to highlight so people know where to start
• Updating a few key phrases on your website so they match what you do now
• Picking one content habit you will actually commit to, such as a monthly article, a regular video, or a steady newsletter schedule

These kinds of small, thoughtful changes create a very different experience for the people watching. And for you, as the one on stage.

If you’re not sure where your brand and marketing are not working, start by checking in with yourself.

Are you stepping into the new year with a taped-together script you hope will work?
Or are you willing to take the time to rehearse, refine, and step into the spotlight feeling prepared?

You do not have to figure it all out alone.

If you want support seeing where things are clear, where they’re confusing, and where a few shifts could make a big difference, tools like my Brand Clarity & Gap Audit or The ‘No More Wasted Marketing’ Workbook can help you spot what you cannot see from the stage.

My grade 10 Fairy Godmother fiasco taught me this the hard way.
Shortcuts feel clever until something changes.

What is one simple change you’re willing to make so this year’s marketing doesn’t leave you frozen in the spotlight?

Until next time, I’m Susan Friesen, your small business brand positioning strategist, inviting you to stay clear, stay focused, and stand out.

About the Author, Susan Friesen

Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.

With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.

Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.

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