Trusting Your Marketing Intuition—what that really means, when to listen to it, and when to pause and test it.
What Is ‘Marketing Gut’ Anyway?
Let’s talk about that gut feeling—the one that kicks in when something in your marketing just doesn’t sit right. Maybe it’s a message that feels off, a color palette that doesn’t match the vibe, or a campaign suggestion that makes you cringe a little. That feeling? That’s your marketing gut talking.
And here’s the thing—it matters.
Your marketing gut isn’t about throwing darts or winging it. It’s actually built from experience—from every time you’ve launched a campaign, watched how your audience responded, adjusted based on results, and learned what felt aligned with your brand. It’s intuition, yes, but it’s informed intuition.
If you’ve been in your business for a while—especially if you’re hands-on with your customers, your product, or your messaging—you’ve developed a sense for what feels “right” and what feels off-brand. It’s like riding a horse: sometimes you just know when something’s not quite right, even if you can’t put a name on it at first. You feel it before you can articulate it.
Your marketing gut is also what kicks in when you’re being pressured to do something that doesn’t align with your values. Maybe it’s jumping on a trend that doesn’t suit your audience, or using jargon and intensity that feels flashy but hollow. In those moments, your gut can be your best compass.
And to be honest, it’s a skill I’ve learned to trust more over the years. I’ve seen time and time again that when something feels off—it usually is. But the trick is learning to pause, identify what that gut feeling is really trying to tell you, and then translate it into an action step or a pivot.
You don’t have to be a marketing expert to have a strong sense of direction—you just have to know your business, your audience, and your why. That’s the foundation your marketing gut is built on. And when you listen to it and pair it with a smart plan? That’s where the magic happens.
When to Trust It
Now that we’ve talked about what your marketing gut is—and why it matters—let’s dig into when it’s worth listening to and letting it lead the way.
Because here’s the truth: your gut doesn’t always need to shout to be right. Sometimes it just gives you that quiet nudge, that moment of hesitation before you hit “send” or greenlight a campaign. And often, that moment is your best chance to pause, reflect, and ask: Does this actually feel aligned?
When You Know Your Audience Deeply
One of the clearest times to trust your gut is when you’re intimately familiar with your audience. You know how they talk, what they care about, what turns them off. If someone pitches a bold, new campaign or copywriting style and it immediately feels “off”—there’s a reason. Your gut is referencing everything you’ve learned from being close to your audience.
In industries like optics and photonics, for example, I’ve worked with a lot of technical leadership teams who get stuck in the minutiae. If I feel like a message is too jargon-heavy or not digestible to the audience it’s meant for (like investors or customers), I’ve learned to trust that instinct—and find a better balance.
When the Data Doesn’t Tell the Whole Story
Marketing is part science, part art. And sometimes, the numbers will point you one way, but your gut says, “Something’s not adding up.”
Maybe you’re getting good click-through rates but low conversions. Or maybe a campaign technically performed well but didn’t feel aligned with your brand—and you noticed the shift in tone from your customers.
That’s where gut meets strategic thinking. It’s not about ignoring the data, but about adding the human layer of insight that numbers alone can’t provide.
When Something Doesn’t Match Your Brand’s Values
This is a big one. Sometimes a trendy marketing idea or suggestion gets thrown into the mix, and on paper, it looks great—but it doesn’t feel right.
Maybe it’s too aggressive. Maybe it feels performative. Maybe it’s just not you.
That moment of resistance is your brand values standing up for themselves. And you should listen. Because when your marketing starts feeling disconnected from who you really are, your audience can feel it.
Authenticity is everything. Your customers are incredibly loyal and deeply connected to their community. If your messaging doesn’t reflect the tone, heart, and integrity of that space, it’s going to fall flat.
When You Keep Delaying Something
Ever notice how the things you keep putting off—the campaign, the launch, the new direction—are the ones that just don’t feel right?
That resistance is worth examining. Maybe you’re procrastinating for valid reasons: it’s not aligned, the message needs refining, or you haven’t resolved a gut-level concern about your audience’s reaction.
Instead of powering through, pause and ask, What’s holding me back? That’s usually where the clarity lives.
Intuition + Strategy = Smart Marketing
So far, we’ve talked about what your marketing gut is and when it’s worth trusting. Now let’s talk about how to bring it all together—instinct and intention, experience and data—into a strategy that actually works.
Because here’s the truth: your gut is powerful, but it’s not a stand-alone strategy. It’s a starting point. When you pair that inner knowing with a clear plan, measurable goals, and thoughtful execution, that’s where your marketing truly starts to move with purpose.
Use Your Gut as the Signal, Not the Whole System
Think of your gut as the moment you pause and say, “Hmm… something about this doesn’t feel right (or really exciting).” That pause is a signpost—it’s telling you to dig deeper.
You don’t have to make a snap decision based on that feeling. You use that instinct as a flag, then you validate it. Ask yourself:
- What exactly feels off (or right)?
- Is this aligned with my audience and goals?
- Have I seen this succeed—or fail—before?
Sometimes your gut is picking up on something you haven’t fully articulated yet. Give it space, but don’t skip the follow-up.
Test, Don’t Guess
You don’t need to go all-in on every new idea to trust your gut. Instead, test in small, smart ways:
- Try a messaging variation with a small group or audience segment.
- A/B test two campaign headlines or email subject lines.
- Soft Launch a pilot of your offer or service before a full rollout.
This approach helps bridge the gap between your instincts and real-world response. You’re not dismissing your gut—but you’re giving it room to grow into strategy through feedback and refinement.
This is especially useful in technical or high-investment industries like optics and photonics, where one wrong message can make the difference between closing a deal or losing a prospect. You want both the emotional confidence and the data to back up your next move.
Get a Trusted Outside Perspective
Sometimes your gut is right—but it’s hard to act on it when you’re too close to the work. That’s where a trusted outside voice can help. Someone who’s been there, who knows your industry, and who’s not afraid to tell you the truth.
This is a huge part of the work I do with clients—helping them translate that internal hesitation or spark into a smart, strategic decision.
We workshop it. We explore what’s working and what’s holding them back. And we build a plan that’s rooted in both instinct and experience.
Marketing is rarely black and white. There’s art AND science. Emotion AND logic. The real magic is in knowing when to lean into each—and in building a strategy that reflects both.
Closing Thoughts
Your gut is a tool. Like a well fitting saddle, it helps to keep the balance- but you still need to know where you’re heading. You know your brand better than anyone, so don’t let social media noise or fads shake your confidence.
If you need help translating that gut feeling into a smart, actionable plan—I’m here for that. Let’s ride it out together
