Marketing Has Changed And Small Businesses Need to Catch Up – An Interview with Marketing Strategist & Class Business Awards Judge Ashlie Bishop
Marketing used to feel simpler.
Post on social media. Share a link. Watch the bookings come in.
For many class-based business owners, that approach worked for years. But the landscape has shifted. Buyers behave differently, attention spans are fractured and trust takes longer to build. Visibility alone is no longer enough.
That’s exactly why my conversation with marketing strategist and leadership coach Ashlie Bishop felt so important.
Ashlie has spent over eight years building businesses across marketing, leadership and coaching. After starting her career as Head of Marketing in corporate retail, she built her own agency from scratch, grew a team of ten and now coaches business owners in sales, leadership and marketing strategy.
She has seen the marketing world evolve from billboards and TV ads to digital-first strategies, and she knows exactly what small businesses are getting wrong.
Business Growth Is Messier Than People Expect
One of the most refreshing parts of our conversation was Ashlie’s honesty about growth.
So many business owners assume success will follow a straight, upward line if they just work hard enough. But business doesn’t work like that.
Ashlie described how moving from freelancer to agency owner required more than new systems or more clients. It required a shift in identity, leadership style and confidence.
She explained:
“I was very naive when I started business in that I thought it’s going to be very linear. I’m starting here and I’m going to the top. That couldn’t be further from the truth.”
That reality hits many class providers too. You might begin as a passionate instructor delivering sessions, then suddenly find yourself managing venues, leading staff and making strategic decisions you were never trained for.
Growth forces you to evolve.
And that evolution can feel uncomfortable.
Why So Many Business Owners Struggle With Sales
Another powerful moment came when we explored why sales still feel difficult for so many business owners.
Ashlie believes much of the discomfort comes from outdated perceptions. Sales is often associated with pressure, pushy tactics and uncomfortable conversations, which makes many people instinctively avoid it.
But avoiding sales creates an even bigger problem.
As Ashlie put it:
“If we don’t do sales in our business, we don’t have a business.”
She also highlighted the emotional side of selling. Many people fear rejection or worry about appearing too self-promotional. That fear causes hesitation, which slows growth and limits opportunity.
The shift, she explained, comes when business owners reframe sales as conversations and service. Building relationships, offering value and helping the right customers make decisions removes much of the discomfort.
The Follow-Up Most Businesses Avoid
One of the most practical takeaways from our conversation was about follow-up.
Many business owners make a single attempt to connect with a potential customer, then stop if they don’t receive an immediate response. But today’s buyers are overwhelmed with information and distractions, which means decisions take longer and require more touchpoints.
Ashlie was clear about this:
“You follow up so many times… until they turn around and say no, thank you. It doesn’t matter. You’ve got to have so many touch points.”
She explained that visibility builds familiarity, and familiarity builds trust. Consistent follow-up, when done with value and respect, is not pushy. It is professional.
For class-based business owners, this could mean checking in with enquiries, sharing testimonials, sending helpful information or simply reminding families about upcoming sessions. Small actions compound over time.
Marketing Today Is Built on Trust
Ashlie also spoke about why buying decisions now take longer than ever.
One key reason is trust. Customers have more choice, more noise and more reasons to be cautious. They want reassurance, social proof and a sense of safety before committing.
She described the current climate clearly:
“People need that reassurance, that handholding, that social proof… you have to hold the hand.”
That means testimonials matter more. Community matters more. Consistency matters more.
Marketing is no longer just about reach. It is about relationships.
The Rise of Personal Brand and Long-Form Content
Short-form content dominated for years, but audiences are starting to crave depth and authenticity again. They want to understand who they are buying from, not just what is being sold.
Ashlie believes business owners must step forward more visibly:
“You’ve got your business brand and your personal brand… people want to know who is behind it.”
For busy class providers, this doesn’t mean becoming full-time influencers. It means sharing experience, telling stories and communicating expertise in a more personal way.
Blogs, podcasts and longer conversations help build credibility and trust over time, while also creating content that can be repurposed across multiple platforms.
Why Ashlie Joined the Class Business Awards as a Judge
Ashlie’s connection to class-based businesses goes beyond marketing.
She has worked closely with brands that run baby and children’s classes and has even taught baby massage sessions herself. She understands the work that happens behind the scenes and the powerful community these businesses create.
That’s why she was excited to join the Class Business Awards judging panel.
She sees the dedication, the organisation and the emotional investment required to run classes that support families and bring people together. Recognising that work matters.
Watch the Full Conversation
If you’re navigating marketing changes, finding sales uncomfortable or trying to understand how buying behaviour has shifted, this episode offers practical, grounded advice.
Watch the full interview with Ashlie Bishop on YouTube here.
And as you reflect on your own business, consider this:
Are you marketing the way customers buy today – or the way they bought five years ago?
