In Exclusives, Insight, Marketing

Many online business owners suffer from an affliction I like to call COS, or Chronic Overestimation Syndrome. Symptoms include insisting that:

  • Every piece of content you publish needs to be “shareable” —products, posts, photos, wishlists, hints
  • You MUST be all over social media, establishing multiple channels: Facebook, Pinterest, Reddit, Instagram, Snapchat, Twitter, YouTube!
  • Email campaigns must be executed with great frequency (and thus impunity)

This most often leads to dilution of resources, a fractured brand message, cluttered user experience, and mild disappointment.

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