Marketing costs money, so I understand when small businesses choose to limit their marketing due to a lack of funds. 

What I don’t understand, though, is when businesses tell me they’ve decided to cut back on their marketing because they’re worried about overexposure. 

Being less visible does not lead to more sales; being known by fewer customers does not lead to more sales. That’s the path to follow if you want to reduce your sales. 

The only businesses that would need to worry about overexposure would be multinationals like Coca-Cola and McDonald’s. 

For 99.99% of businesses out there, the big concern is underexposure.

Reducing your marketing will not increase your sales.