My marketing strategy is to be so inviting and welcoming and inspiring that I don’t have to advertise.
I desire for people to be so fascinated and enthralled with my businesses that they fall in love and stay and tell all their friends to come fall in love too.
I picture it like leaving a trail of breadcrumbs.
Just like a good storyteller leaves clues–a hint of what's possible, a glimpse of what’s waiting inside, a little sprinkle of foreshadowing to pique your curiosity–I want to give people a tantalizing taste of what’s in store for them.
I’m not trying to serve the entire meal on Instagram.
I'm creating a trail, each piece a breadcrumb, that leads the right people back to my house.
I don’t want to be a household name, the top influencer on Youtube, or the biggest spender on all the ad platforms.
I’d rather be the internet’s best kept secret.
Why Being a Secret is Better Than Advertising
In the book Contagious: Why Things Catch On, Jonah Berger tells the story of the “Please Don’t Tell” Bar, which is accessible only through a vintage phone booth inside the Crif Dogs restaurant in New York.
This secret bar has no signage, no advertising, and is hard to find, yet it became extremely popular and sought-after. Reservations open daily at 3:00 p.m. and are gone within minutes, with people repeatedly calling to secure a spot.
Because the bar is exclusive and secret, only the people who know about it can tell others about it. (Kind of like the Isla de la Muerta… an island that cannot be found except by those who already know where it is.)
This creates a powerful social currency effect, making customers feel like insiders and encouraging them to be the “cool friend” by sharing the secret with their favorite people.
This fueled its popularity solely through word of mouth: no traditional advertising needed.
Breadcrumbs exist to entice and guide the right people to your best kept secret: and then the fact that you’re not shouting from the rooftops gives them the chance to be the “cool friend.”
In marketing terms, a breadcrumb is a hint, a clue. It’s enough to signal, "Hey, there’s more where this came from."
It offers just enough substance to be satisfying, while creating curiosity about what lies deeper.
Giving too much too soon not only overwhelms people, it also leaves them with no reason to seek out more.
Besides the fact that everyone is already completely swamped with ads clamoring for their attention, a spot of calm and quiet-a cool retreat on a thirsty day-is far more enticing.
What Makes a Good Breadcrumb?
A good breadcrumb is real, bite-sized, and in a chain of other breadcrumbs.
It comes from my lived experience, my expertise, or something I’ve genuinely wrestled with.
It’s specific enough to resonate but open-ended enough to spark interest. It might be a strong opinion, a vulnerable story, a behind-the-scenes look, or a single powerful question.
It doesn’t try to be everything—it just opens the door a little wider. If the person on the other end is aligned, they’ll want to keep walking through.
It’s also leading somewhere–a single breadcrumb in a forest leaves you more lost than before. Breadcrumbs should naturally, logically lead your person towards your house where the full meal awaits.
The “House” and the “Meal”: What You’re Actually Inviting People Into
My house is my deeper work—my email list, courses and coaching programs, memberships, and community.
Once someone is inside, they’re invited to the full meal: the context, the frameworks, the transformation, the intimacy, the care.
It’s where the real relationship happens.
Not everyone will come inside, and that’s how it should be. Some people may wander off before reaching the house, some may camp out on the porch, and some may hide in the hallway for years just watching.
But those who choose to come all the way inside choose something deeper—they’re choosing a relationship with me and the other people in that inner sanctum.
To be clear: not everyone is welcome.
You wouldn’t let just anyone into your actual house, would you?
So too you have to be crystal clear about who you are inviting into that inner courtyard. You also have to have the balls to bar entry to those rowdies who are just trying to stir up trouble–and kick out anyone who threatens your other guests.
Designing a Trail: Strategy with Soul
Creating a trail of breadcrumbs isn’t about manipulating people into a funnel—it’s about creating an intentional path lined with invitation after invitation.
Each piece of content I share should lead somewhere meaningful, even if subtly.
I’m asking myself:
- What am I inviting them into?
- Where is this going?
- Where does it make sense to go?
- What is the next step and what will my person need to take it?
My call-to-actions aren’t pressure—they’re doors, open if you want to come in.
My job is to be consistent enough with my trail that the right people can find their way.
Where People Get Lost
Sometimes marketers scatter breadcrumbs in all directions, and then wonder why no one shows up at their door.
Oversharing—giving away the whole process or too much context—can actually reduce curiosity.
On the flip side, being overly cryptic or vague can leave people confused about what you actually do.
And if the trail is inconsistent or erratic, people don’t know what they’re walking toward.
It’s easy to fall into the trap of performing online, instead of inviting. That’s when connection breaks down.
The strategy for breadcrumbs is to:
- teach them what to do
- why to do it
- and when to do it…
And leave HOW to do it for the main course. 
Why You Want Guests, Not Visitors
At the end of the day, I don’t want to be an influencer who collects views—I want to be a hostess who welcomes aligned people into something real.
The breadcrumb approach helps me focus less on virality and more on relationships.
It lets me lead with generosity without overextending, and helps me trust that the right people will feel the pull.
My table is laid.
The feast is ready.
I’m not yelling down the street—I’m holding out my hand to the ones who are already looking for home.
Will that be you, friend?
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