Marketing resources

We all know the story of Goldilocks and the Three Bears. A curious little girl stumbles upon a cottage in the woods and finds three bowls of porridge: one too hot, one too cold, and one that’s just right. While it’s a classic children’s tale, it holds a surprising amount of wisdom for modern marketers.

Why? Because, just like Goldilocks, your audience is looking for the perfect fit — a message, experience, or offer that feels tailored and hits that sweet spot. If your marketing “porridge” is even slightly off, you run the risk of losing them. Here’s what happens when your messaging veers too far in either direction:

When marketing is “Too Hot”

“Too hot“ marketing is like a boiling bowl of porridge that no one wants to touch. It overwhelms your audience with flashy gimmicks, hard sells, and excessive noise. Think pop-ups everywhere, relentless email campaigns, or shouting headlines that scream for attention.

While being bold and creative is important, going overboard can backfire. Today’s consumers are smart, discerning, and increasingly allergic to pushy sales tactics. They value brands that respect their time and trust.

Signs your marketing might be too hot

• High bounce rates or unsubscribes
• Ad fatigue or negative feedback
• Lack of connection with your prospects
• Customers feeling pressured rather than engaged

When marketing is “Too Cold”

On the other end of the spectrum is “too cold“ marketing — the kind that barely makes an impression. It’s like a lukewarm bowl of porridge: bland, unappealing, and forgettable.

This happens when your messaging lacks energy, personality, or clarity. Perhaps you’re playing it safe, using generic copy, or failing to connect emotionally with your audience. If your marketing feels distant or indifferent, your customers will feel the same.

Signs your marketing might be too cold

• Low engagement rates or click rates on social media
• Customers unclear about your value or offerings
• A lack of emotional connection with your brand

Finding the “Just Right” balance

So, how do you hit that just right sweet spot where your audience feels seen, heard, and valued? It’s not about guesswork — it’s about striking the perfect balance of relevance, timing, and creativity. Here’s how to get there:

1. Know your bears (Your Audience)

Goldilocks wouldn’t have stumbled upon the perfect bowl of porridge without trying a few first. Similarly, you need to deeply understand your audience segments. Who are they? What do they care about? And most importantly, what problems are you solving for them?

Leverage data, feedback, and market research to uncover their needs, habits, and preferences. Tailoring your messaging starts with truly knowing your audience.

2. Adjust the recipe (test and tweak)

Marketing isn’t a “set it and forget it” exercise. Just like adjusting a recipe to suit your taste, successful campaigns require ongoing testing and optimisation.

Experiment with headlines, visuals, calls to action, and channels. Use A/B testing to find out what resonates most. Measure results and don’t be afraid to tweak the formula until you get it right.

3. Serve it at the right time

Timing is everything. Even the perfect message can miss its mark if it’s delivered at the wrong moment. Pay attention to when your audience is most active and ready to engage.

This might mean aligning campaigns with industry trends, seasonal needs, or even specific times of day. The goal is to show up when your audience is most receptive.

Bringing it all together

Great marketing, like Goldilocks’s porridge, isn’t about extremes. It’s about delivering a message that’s warm, relevant, and perfectly suited to your audience’s tastes.

When you:

• Understand your audience deeply
• Continuously refining your messaging (value proposition)
• Deliver at the right time
• create marketing that feels natural, engaging and more importantly, effective

So, next time you’re crafting a campaign, channel your inner Goldilocks. Step back and ask yourself: Is this just right for my audience?