Hot Take: Why I’m Telling My Friends NOT to Hire Me (Yet) 🤭
- Winnie Chan
- 20 hours ago
- 3 min read
Since starting my 'involuntary sabbatical' and sharing my #OpenToWork status, I’ve had some great catch-ups with friends who run small businesses. During these natural conversations, a consistent theme has popped up:
"Winnie, can you turn on the paid traffic tap for us?"
As a Performance Marketer, my gut instinct is usually "Yes! Let’s spend".
But because they are my mates, and because my professional integrity is non-negotiable, my answer is often:
"No. Keep your money."
The Industry Trap: Chasing Instant Leads
I’ve seen it happen heaps of times. Eager for a bit of growth, businesses get sucked in by the promise of instant leads from "Paid Traffic Experts." They pour their budget into ad campaigns, hoping to skip the hard yakka of organic growth.
While paid traffic is a brilliant accelerant, it’s often a waste if the foundations aren’t ready.
I won't let my friends, or any business owner, fall for this.
Spending big on ads before you're prepared isn't an investment; it's just burning cash.
The Problem: When Paid Traffic Amplifies Nothing
Take Friend A, a child psychologist. In theory, I could set up a massive ad campaign tomorrow and buy thousands of impressions. But would it actually work? Would it be a smart use of their hard-earned dollars?
As a mum to a toddler, I think about how I’d find a psych for my daughter. I wouldn't trust someone just because of a sponsored ad.
I need:
Social Credentials: What are other parents in the community saying?
Content & Expertise: Have they shared helpful tips or insights that resonate?
Reviews: What have other people’s experiences been like?
Trust: I need to feel a connection before I even think about booking.
A sponsored ad can’t build that trust on its own. Whether it’s B2B SaaS or a local boutique, the principle is the same.
The Most Profitable Secret: Earned Brand Search
In any Performance account, the "Gold Mine" layer is usually "Brand Search" (ie. people actually searching for you by name).
Why is it the winner?
It’s Cheap: You aren't fighting tooth and nail for generic keywords.
It Converts: These people already know who you are and what you do.
It Works: High intent + low cost = a healthy ROI.
But here’s the hard truth: You cannot buy Brand Search volume.
You have to earn it.
Build the Fire Before You Pour the Gasoline
If you haven't built that organic credibility first, paid traffic is just amplifying a signal that no one trusts yet. It’s like trying to start a barbie with no kindling.
My advice to my mates (and any business owners reading this) is simple:
Forget the "magic switch" or instant leads.
Focus on building trust first. Share your expertise, get those genuine reviews, and show up for your community.
Earn your Brand Search. When people start looking for you specifically, you know you’re onto a winner.
Once that fire is burning properly, give me a call 🤙.
Then, I’ll be the one to pour the gasoline on it. 🔥 😈
TL;DR (Click to expand)+
Trust Before Traffic
Don't pay for eyes until you've earned the trust.
Content is Critical
Use your content to show you actually know your stuff.
Social Proof Matters
Real reviews from real people beat a shiny ad every time.
Earn Your Name
Brand Search is the most profitable traffic you’ll ever get.
Strategic Spending
Paid ads accelerate a healthy business; they don't fix a broken one.
About the Author
Winnie Chan is a Performance Marketing Lead and Strategist based in Melbourne, Australia. With over a decade of experience across Agency and In-House roles, she specialises in bridging the gap between creative brand building and commercial targets. She is currently on an "Involuntary Sabbatical" (ask her about it) and writing about the future of marketing.
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