I hear it all the time from service providers: “We don’t run ads,” or “We don’t post on social media because we’re already doing so well.” They’re full, their schedule is packed, and they think that’s enough. But here’s the question I’d ask them: Do you think Nike stops advertising because they sold 100 shoes?

Of course not. Nike doesn’t stop at what’s working, they double down. They figure out how to sell 150 shoes, then 200, and then 1,000. They don’t stop communicating because there’s a bigger opportunity beyond just filling their shelves. And guess what? The same applies to your business.

Why Over Demand is a Good Thing

Imagine a line of people outside your door, waiting for what you have to offer. That’s where marketing comes in. Marketing should be simply showing the world your results, it creates demand and when demand exceeds supply, it changes the game for your business.

Look at something like Taylor Swift concert tickets. What happens when they sell out? Prices skyrocket on the second-hand market. The value of those tickets goes up simply because the demand is greater than the supply.

When your service has over demand, you’re in control. You can raise your prices. You can create exclusivity. You can decide if you want to expand or stick with a premium, high-demand model. But none of that happens if you stop putting yourself out there.

The Real Reason Many Businesses Aren’t Marketing

Here’s the truth: Most service providers who aren’t running ads or posting on social media aren’t doing it because they’re “so full.” They’re not marketing because they’re busy. They’re stuck in the day-to-day operations of their business, doing things they shouldn’t be doing.

When you’re operating at capacity, your focus shouldn’t just be on the operations, it should shift to marketing. Why? Because if things are “going so well,” that’s exactly the time to amplify it. Build the audience. Create the demand. Set yourself up for long-term growth.

What Happens When You Market While You’re Full

If your service is already in high demand, marketing doesn’t just fill your calendar, it creates leverage.

• You can raise your prices. When demand grows, so does the perceived value of what you offer.
• You gain flexibility. With more people waiting for your service, you can decide whether to expand or maintain exclusivity.
• You future-proof your business. Being full now doesn’t guarantee being full in six months. Marketing ensures you’re always building for what’s next.

Think of it as planting seeds. Even when your garden is thriving, you don’t stop planting for the next season.

The Bottom Line

If you’re not marketing because you’re “too full,” ask yourself: Is it really because you’ve maxed out your capacity? Or is it because you’re too busy with the operations to focus on growth?

Marketing isn’t just for when business is slow. It’s what makes sure you’re never in that position to begin with. Whether it’s running ads, posting on social media, or simply sharing what you do, the goal is to create a line of people who can’t wait to work with you. That’s where the magic happens.

3 Quick Questions

1. Are you building demand even when your schedule is full?
2. How could marketing allow you to raise your prices or grow your reach?
3. If you’re not marketing, is it because you’re too busy—or because you don’t see the bigger opportunity?