Most small business owners aren't bad at marketing. They're doing random acts of marketing, spending before strategizing, chasing trends, trying things without a plan, then wondering why none of it sticks. The problem almost never is the budget. It's that the strategy was never there to begin with.
Peter DeWit is the owner of EDGE Marketing and Design, a strategist with 25 years of experience working almost exclusively with small and medium businesses, and a marketing instructor at Red Deer Polytechnic and Burman University. He built EDGE in 2008, during the global financial crisis, which tells you something about the kind of person he is. He now sits at the intersection of marketing strategy, digital execution, and AI adoption, and he has seen every version of what works and what quietly drains a business dry.
In this episode, Andrew and Peter get into why most businesses skip strategy entirely and what it costs them, how to define your ideal client when the instinct is to say everyone, where businesses are losing customers they almost had, and why referrals are the cheapest form of marketing that most businesses still leave to chance.
🔹 STRATEGY FIRST — Why jumping into tactics before identifying your ideal client wastes time, money, and effort
🔹 THE CUSTOMER IS THE HERO — Why talking about your own business instead of your customer's problem is the fastest way to lose someone's attention
🔹 RELATIONAL OVER TRANSACTIONAL — Why a simple follow-up system with past clients often beats chasing brand new leads
We also cover what AI actually does for a small business right now, not in theory, and the hardest marketing truth Peter has had to tell a client after 25 years in the room.
If you've ever felt like your marketing is busy but not working, this conversation is for you.
⏱️ What's Inside:
00:00 – Why marketing and sales are more connected than most owners think
— Random acts of marketing and how to avoid it
— Strategy first: identifying your ideal client, your message, and your channel
— Branding versus building the business
— The power of personal brand over corporate brand
— Follow-up systems and staying relational with past clients
— Where AI actually helps in marketing today
— The hardest truth Peter tells clients
— What happiness means to Peter
Connect with Peter → edgemarketing.ca | peterdewit.com
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