I’ve had several meetings in the last week, and conversations seem to circle the same theme: “It’s quiet, isn’t it?”

And yep. Even me 🙋‍♀️

I’m still getting enquiries. People are still interested. They’re reading, saving, forwarding, and asking thoughtful questions, but they’re not committing.

It’s like everyone’s collectively gone: “Let’s just wait a bit and see what happens,” which is completely understandable given the current climate, by the way.

But if you’re sitting there as a marketer thinking, “Okay, but what do I do about it?”

First things first, don’t panic (or bin off your marketing strategy).

This isn’t a sign your offer is broken. It’s a sign that buyers are in a longer research + reassurance phase than usual right now. Your job is to make it easier (and safer) for them to move from consideration to commitment.

Here are some things I’ve found to work in this situation:

1. Sell Certainty, Not Excitement

When people feel uncertain, “big promise” marketing is just noise. What cuts through is clarity.

Think less: “This will change your life!”

And more: “Here’s what happens next, step by step.”

What this looks like in practice:

• Spell out the process. A simple “Week 1 / Week 2 / Week 3” breakdown can be more persuasive than a shiny headline.
• Be specific about outcomes. Instead of promising to “convert leads,” offer “a clearer pipeline and a simple way to track what’s working.”
• Use calm language. You’re not trying to whip people into a frenzy. You’re trying to make them feel safe enough to decide.

Content ideas:

1. “A day in the life of your project” – a narrative walkthrough of what it’s like to work with you from first message to final delivery, written like a story, not a brochure.
2. “The calm plan” – a simple 3-step plan for people who feel overwhelmed and don’t know where to start (bonus points if you name it something memorable).
3. “Choose your own adventure” – three routes depending on where they’re at (e.g. ‘We’ve got nothing’, ‘We’ve got content but no strategy’, ‘We’ve got strategy but no time’).
4. “What I’d do with £0 / £500 / £5,000” – budget-based guidance that helps cautious buyers make decisions without feeling judged.
5. “The 10-minute clarity check” – a quick self-audit they can do today (with a gentle CTA to get help if they want it).

2. Lessen The Risk

If people don’t want to commit long-term, meet them where they are.*

You don’t have to cheapen your offer, just reduce the perceived risk.

The goal is simple: get them through the door.

* Obviously, this won’t work if you only sell high-ticket items. If that’s you, maybe skip this one.

What this looks like in practice:

• Promote starter options like audits, workshops and strategy intensives.
• Offer shorter commitments such as a one-month pilot, a 6-week sprint, or a “test and learn” package.
• Provide clear exit points – “If it’s not the right fit after X, here’s what happens.”

Content ideas:

1. “Start here” menu – a simple post/email that says, “If you’re not ready for a big commitment, here are 3 ways we can start.”
2. “The smallest helpful next step” – one thing they can do this week that moves them forward (and how you can support it).
3. “What you can expect (and what you won’t get)” – boundaries are reassuring.
4. “If you’re worried about wasting budget…” – a post that tackles the fear directly and shows how you reduce risk.
5. “Behind the price tag” – what your audit/workshop actually includes.

3) Answer The Questions They’re Already Googling

When buyers are in deep research mode, they’re not looking for answers.

If you don’t provide them, they’ll either keep delaying, or go and find someone else who does.

What this looks like in practice:

• Clear and transparent pricing.
• A starter menu that says, “If you’re not ready for a big commitment, here are 3 ways we can start.”
• The smallest helpful next step – one thing they can do this week that moves them forward (and how you can support it).
• Clarity on what you can expect and what you won’t get, as boundaries are reassuring.
• Timelines, what success looks like, what can go wrong (and how you handle it), etc,

Content ideas:

1. The awkward questions, answered – a carousel/blog/email that tackles the stuff people are nervous to ask.
2. How long does this actually take? – a realistic timeline with the variables that affect it.
3. DIY vs done-for-you pros and cons – a decision guide for people trying to be sensible with budget.
4. What can go wrong and how you prevent it (this builds trust fast).
5. What we need from you – the client responsibilities list.

4) Show your working

When someone’s nervous about committing, they don’t want vibes. Research-mode people love receipts.

Not just “we’re great,” but “here’s how we do it.”

What this looks like in practice:

• Behind-the-scenes content showing how you plan, how you review, how you measure success
• Examples of deliverables, e.g. a redacted strategy doc, a content calendar snippet, a reporting dashboard
• Video walkthroughs – “Here’s how we took this from idea to execution”

Content ideas:

1. Steal my template – share a simplified version of a planning doc/checklist.
2. Here’s what I look for in an audit – the exact lens you use (people love frameworks).
3. A redacted before/after – show the change without naming the client.
4. The 5 checks we run before anything goes out the door
5. The Keep / tweak / stop debrief – simple review that leads to action

5) Swap “Why Us” For “Why Now” (without being pushy)

When people are waiting, it’s usually because they’re trying to avoid making the wrong decision.

So instead of shouting “Pick us!”, help them understand the cost of waiting too long.

What this looks like in practice:

• Opportunity cost – what they miss by waiting (momentum, market share, talent, visibility)
• Small improvements now that pay off later, e.g. “If you want a stronger Q2, the groundwork starts now.”
• Seasonality – if they wait until they “feel ready,” they may miss the window

Content ideas:

1. A post about momentum, compounding and missed opportunities.
2. “If you want X by Y, start here”: – reverse-engineer a timeline
3. The boring groundwork that makes the fun stuff work – position strategy as the calm, sensible move.
4. A gentle nudge” email – “If you’re still thinking about it, here’s what to do next.”
5. The reasons ‘later’ becomes ‘never’ (without shaming anyone).

6) Use Proof That Reduces Perceived Risk

In cautious times, social proof should be your go-to.

It’s the bridge between “sounds good” and “I trust this.”

What this looks like in practice:

• Case studies (short, specific, easy to skim read)
• Before/after examples
• Numbers where you have them (reach, leads, conversion rate, time saved) and honest stories where you don’t (confidence, clarity, fewer headaches)

Content ideas:

1. The smallest win that mattered – a mini case study focused on one change and one outcome.
2. Before/after with context – not just screenshots, explain it.
3. Here’s what we tried, here’s what happened – a simple experiment recap.
4. A myth we proved wrong is great for research-mode audiences.
5. What success looked like for them – include the emotional relief, not just metrics.

7) Keep Showing Up

When it’s quiet, it’s tempting to post less, go invisible, or pivot wildly every week because you’re spooked.

But if buyers are taking longer to decide, they need you to be visibly consistent.

Be a rock 🪨

What this looks like in practice:

• Keep repeating yourself (your audience won’t have memorised your offer).
• Stay calm in your messaging – your confidence is reassuring.
• Keep a consistent posting schedule.

Content ideas:

1. What I’m focusing on right now (and why) – a calm, honest update.
2. The one thing I want you to remember about us – repeat your core message.
3. Ask me anything – invite questions from people who are researching.
4. A ‘here’s what I’m seeing’ note – trends, patterns, what’s changing.
5. A daily / weekly / monthly check-in or feature that shows you aren’t going anywhere.

The quiet season won’t last forever.

The brands that stay clear, calm, and consistent right now are the ones people will remember when they finally decide to make a move.

And if you want to help your audience decide sooner, give them what they’re asking for: clarity, proof and a safe first step.

Want a low-risk next step?

If you’re a marketer or business owner who wants to make strategic decisions (with evidence, not guesswork), a social media audit can be a brilliant place to start.

For as little as £295, you can get a clear snapshot of what’s working, what’s wobbling, and what to focus on next without committing to anything long-term.

To get started, get in touch with me at bethany@lemonsqueezymarketing.co.uk.