Small towns don’t run on massive ad budgets or viral campaigns. Word travels fast... but not always in the way people expect. What’s the one marketing move that’s actually brought in new business? What’s flopped? Door hangers, local paper ads, Facebook groups, yard signs... what’s worth the time and money? Drop a win, a fail, or just a question about what works for getting the word out in small towns.

Hello Small Town Strategy Community, I’m excited to connect with like-minded professionals dedicated to fostering growth and development in small towns. As we navigate unique challenges and opportunities in these communities, I’m interested in exploring effective strategies that promote sustainable economic development, enhance quality of life, and attract new businesses and residents. What innovative approaches or success stories have you seen or implemented in your towns? How can we leverage local assets and community engagement to create lasting positive impact? Looking forward to hearing your insights and collaborating to strengthen small towns everywhere.

AI seems to be pretty much everywhere, and in everything. I have noticed a lot of smaller businesses using it (so have you), and the fact that it is easy to notice is a pretty big problem. A great many more established businesses are using AI as well, but in ways that are more polished and difficult to detect. One of the more dangerous things for a small business about using AI without a plan is the unintended damage to their brand that occurs. The subconscious mind of the viewer picks up on several things when a cookie-cutter style AI post scrolls through their feed, or past their window on a billboard: 1) “That looks like AI.” - Dangerous, because it takes precious seconds away from the time your message gets to be processed before your customer tunes it out and moves on. 2) “I suppose that company cannot afford a real designer.” - Dangerous, because it solidifies your organization in the viewer’s mind as second-rate, and therefore a lower tier among choices. 3) “I hate this AI stuff everywhere.” Dangerous, because it now attaches your brand to something which it is not actually involved with, the AI-issue in a general sense which is as likely to have a negative effect as a positive one. Just a chance not worth taking. 4) “That was made by a computer, and is not worth paying attention to.” Dangerous, because your message does not even get a chance to be communicated, simply due to the medium in which it was created. All this brings us to a point of discouragement. Why bother, then? Is this just another example of The Little Guy being given the impression of power, only to get steamrolled by bigger spenders? Will AI turn out to be a waste of time and money? If you utilize AI as a way to try to shortcut the process of real and thoughtful content creation, it certainly could (and likely will) be. If, however, you use AI as a tool to simply multiply whatever knowledge and skills you do possess, it can be a game-changer. A quick example: If you are not an artist of any kind, using AI to create art is going to be counterproductive, because you do not have enough knowledge to even know that you lack the knowledge to properly prompt the tool, or to effectively critique what has been created in order to avoid pitfalls (of which there are many).

Company of One challenges the idea that growth is always good. Paul Jarvis argues that staying small, focused, and independent can be the smartest move for many businesses. The book is about building a business that works for the owner, not the other way around. Main Arguments and Structure: Jarvis opens with the question: “What if the key to a more fulfilling business is not to grow, but to stay small?” He explains that most business advice pushes for constant expansion, more employees, and bigger goals. Company of One flips that script. The book is structured around the benefits of staying small: more flexibility, less stress, and greater control. Jarvis shares stories of business owners who have chosen to stay lean, avoid unnecessary overhead, and focus on serving a small group of loyal customers. He covers topics like defining success for yourself, building systems that don’t require a big team, and saying “no” to growth that doesn’t align with your values or lifestyle. Key Lessons for Small Town Organizations: 1. Growth isn’t always the goal.A business can be successful without getting bigger. The real question is whether it supports the owner’s goals and community. 2. Focus on what matters.Serving a small, loyal group of customers can be more sustainable (and more rewarding) than chasing every opportunity. 3. Systems over scale. Build simple processes that make work easier, not more complicated. Even a solo business benefits from clear routines. 4. Question every “next step.”Just because others are hiring, expanding, or adding services doesn’t mean it’s right for you. Growth for its own sake can bring headaches, not happiness. 5. Define success on your own terms.Success can mean more time, less stress, or deeper relationships with customers, not just higher revenue. Small Town Application: Company of One’s lessons fit small towns perfectly. Many local businesses thrive by staying intentionally small and personal. Owners who know their customers, keep overhead low, and avoid chasing every trend often have more freedom and better reputations.

This Is Marketing isn’t about ads or social media hacks. Seth Godin argues that real marketing is about understanding people, building trust, and making change happen. The book’s core idea: marketing isn’t about getting everyone’s attention. It’s about serving a small group of the right people (your “smallest viable audience”) and earning their trust over time. Main Arguments and Structure: Godin opens by challenging the myth that marketing is about shouting the loudest or reaching the most people. Instead, he says, it’s about empathy: seeing the world through your customers’ eyes and solving their real problems. The book introduces the concept of the “smallest viable audience.” Godin argues that trying to please everyone leads to bland, forgettable businesses. The real win comes from focusing on a specific group, serving them better than anyone else, and letting word of mouth do the rest. Godin also emphasizes the importance of trust and permission. Instead of interrupting people with unwanted ads, great marketers earn attention by showing up consistently, telling the truth, and keeping promises. Throughout the book, Godin uses examples from local businesses, nonprofits, and small movements to show that marketing can be quiet, focused, and deeply human. Key Lessons for Small Town Organizations: 1. Find your smallest viable audience.Don’t try to reach everyone in town. Focus on the people who truly need what you offer. Build a business that matters deeply to them, not a business that tries to please everyone. 2. Build trust, not hype. In small towns, reputation is everything. Marketing is less about ads and more about showing up, keeping your word, and being part of the community. Consistency beats cleverness. 3. Tell a story people want to share. Marketing isn’t about talking about yourself. It’s about creating a story that your customers want to tell their friends. Make your customers the heroes, not your business. 4. Solve real problems.The best marketing starts with understanding what your audience actually needs. Listen, ask questions, and shape your offer around real local problems. 5. Permission always wins.Instead of pushing messages to everyone, invite people to hear from you. Whether it’s a newsletter, a Facebook group, or a simple flyer, focus on building relationships, not blasting messages.