A Guide To Making Bad Business Decisions

What if the worst thing you could do in your business... wasn't making a mistake? What if it was doing nothing at all?

Because here's the truth: Ugly marketing, awkward videos, and cringe-worthy first attempts will always beat standing still and waiting for "perfect."

Progress is messy—but it's still progress.

Let's talk about why your "bad" decisions might be the smartest moves you ever make.

Ugly Tries Beat Perfect Delays

You're not a photographer. That blurry "after" shot? Still post it. The point isn't to win awards - it's to stay visible.

You're not a video editor. That shaky clip of you explaining a project? It still builds trust.

Waiting for everything to be "just right" is how most contractors accidentally ghost their own marketing efforts.

• Clients don't expect Hollywood - they expect honesty and visibility.
• Consistency beats polish every time. One good post a week is better than one perfect post a year.
• Momentum matters more than perfection. A rolling ball is easier to steer than a parked car.
• Your audience relates more to real content. It's why you can tell what photos are DIY, what photos are done by a photographer, and what photos are stock images.
• Every post - even a "bad" one - signals that your business is alive, active, and ready to help.

Do The Things That Feel Uncomfortable

If it makes you shiver, there's a good chance it's what you need to be doing. Growth doesn't happen in the safe zone.

• Ask for the review - even if you feel awkward. Most happy clients won't post unless you ask.
• Film that social media video - even if you hate how you look or sound. You're building familiarity.
• Follow up with that lead - even if it feels pushy. You're 21x more likely to close a deal if you follow up within 5 minutes.
• Reach out to old clients - even if you're nervous they won't remember you. People forget - until you remind them.
• Send that email - even if you're unsure what to say. Start with a tip, a reminder, or a thank-you.

The more you flex the discomfort muscle, the easier it gets. And your business will thank you for it.

If you're stuck, our email marketing tools and social media for home service companies make it easier to push past hesitation.

Fail Fast, Learn Fast

Think back to your first job. Was your pricing perfect? Your estimate flawless? Your presentation dialed in? Probably not.

And yet - those missteps taught you more than sitting on the sidelines ever could.

• Trying and failing is how you calibrate what works. You can't fix what doesn't exist.
• A failed marketing attempt still puts you in motion. You're closer to getting it right next time.
• Every failure is a lesson. You learn what not to do - fast.
• Fumbles help you find your voice. Over time, your message gets sharper and clearer.

That's why contractor marketing should be iterative. Your first email blast might flop. Your first video ad might get zero clicks. But now you know. Now you adjust. Now you grow.

Standing Still Is The Real Risk

Bad decisions can be corrected. But the opportunity you didn't chase? That's gone.

• Every delay opens the door for a competitor to outpace you. If you're not marketing - you're falling behind.
• Your leads don't wait for you to feel ready - they move on. Especially when another contractor reaches out faster.
• Regret often sounds like "I should've just tried." Don't let hesitation write your story.

If you've been stuck in "research mode" or "planning mode" for too long - this is your sign. Move forward, even if it's not the greatest thing ever. You can always make changes later on.

The best decision isn't always the prettiest - it's the one that gets made.

Whether you're just starting out or trying to level up, remember: imperfect action wins. Every time.

Need help getting that momentum going? Our team is here with home services business management tools and marketing plans for home service companies that make it easier to take action and keep going.

About Chris Lonergan

Chris Lonergan has over 13 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.

Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Turf Magazine (For Landscaping and Green Industry Professionals) Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.

About Chris Lonergan