Pay to Play Is the New Normal: How Entrepreneurs Can Invest Money This Year and Still Win Big
- Julie Lokun
- 1 day ago
- 5 min read
I’m going to say the quiet part out loud.
The economy is heavy right now.
Entrepreneurs are tired.
Clients are hesitating.
Wallets are tighter.
And if you’re waiting for things to “go back to normal,” you may be waiting a very long time.
I talk to entrepreneurs every single day, and I keep hearing the same question phrased in different ways:
“Julie, is it even possible to grow right now?”
My answer is yes, but not the way we used to.
Organic reach alone won’t save your business.
Going viral is not a plan.
And hoping referrals magically appear is not a strategy.
What is working is paying to play strategically, intentionally, and without emotion.
This isn’t about wasting money.This is about investing in your business like it’s a real business.
Let’s Get Honest for a Moment About How To Invest Money This Year and Win Big
Pause for a second and ask yourself when was the last time you invested in your business without fear driving the decision.
Not panic spending.Not shiny-object syndrome.Not throwing money at something because someone on Instagram said it worked.
I mean a thoughtful, intentional decision where you said, this is how I grow.
If your stomach clenched reading that, you’re not alone.
Entrepreneurs are builders, but we’re also deeply emotional about our work. When the economy shifts, fear sneaks in fast. That fear makes us cling tighter instead of thinking longer term.
But here’s the truth. The businesses that grow during hard times are the ones willing to invest when others pull back.
What Pay to Play Actually Means
Pay to play does not mean throwing money at ads and hoping for the best.
It means understanding that visibility, credibility, and access now cost money and pretending otherwise will cost you more in the long run.
Pay to play means paying for leads instead of waiting for referrals, paying for ads instead of begging algorithms, paying to be in rooms where decisions are made, and paying to amplify proof, not promises.
It does not mean draining your savings recklessly, buying every program you see, chasing trends without data, or spending emotionally instead of strategically.
Where Entrepreneurs Should Be Investing Right Now
Lead Generation Platforms That Bring Buyers
I’ll use Thumbtack as an example because it played a massive role in my early growth.
Thumbtack is a pay-to-bid platform where service providers connect with people actively looking to hire. These are not cold leads. These are buyers raising their hand.
Used poorly, it can drain money quickly. Used wisely, it can become a powerful acquisition channel.
Resource: https://www.thumbtack.com
Ask yourself if your profile clearly explains the problem you solve, if you are tracking which leads convert, and if you follow up like a professional business owner.
Digital Advertising Is No Longer Optional
If you are not allocating some budget to digital ads, you are leaving opportunity behind.
Platforms like:
Facebook and Instagram Ads (https://www.facebook.com/business/ads),
LinkedIn Ads (https://business.linkedin.com/marketing-solutions/ads),
Google Ads (https://ads.google.com),
YouTube Ads (https://ads.google.com/home/resources/youtube-ads),
and Pinterest Ads (https://business.pinterest.com/en/advertise) are not social networks first.
They are advertising companies.
One job can lead to repeat business, referrals, and long-term relationships. That is how paid traffic becomes organic growth later.
In-Person Networking Still Wins
Recently, I attended the amazing event, Limitless Live in San Diego, hosted by Jim Kwik.
This event was not only life-changing on a personal front, it opened up several professional opportunities for me through networking.
No matter how digital the world becomes, relationships still close deals.
Live events, conferences, masterminds, and networking rooms create trust faster, open collaboration opportunities, and lead to referrals that do not require chasing.
Trust me- investing in conferences and networking events is the most important allocation of dollars. This gives you the opportunity to expand your skillset and elevate your rolodex of professional contacts.
Resource: https://www.cre8tivecon.com
If you are avoiding rooms because they cost money, ask yourself what it is costing you to stay invisible.
The Business Audit Most Entrepreneurs Avoid
This is where I want you to engage.
Grab a piece of paper and write down where your current leads are coming from, what has actually brought you revenue in the last twelve months, what you are spending time on that is not converting, and whether you have invested any money into marketing this year.
Be ruthless. This is not the time for guessing.
Stop chasing trends.Start tracking results.
Your Website and Email List Are Non-Negotiable
Paid traffic will not save a confusing website.
Your website must clearly state what you do, show testimonials and proof, make it easy to contact you, and guide visitors toward action.
Your email list is your most valuable asset.
Social media borrows attention. Email owns it.
If you are not building your list, start today.
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Why LinkedIn Is Mandatory for Credibility
LinkedIn has a domain authority of ninety-eight percent. That means Google trusts it.
When someone searches your name, your LinkedIn profile often appears at the top. That matters.
Optimize it.Update it.Use it.
Resource: https://www.linkedin.com
Ask yourself if your profile clearly explains who you help, if you showcase real client wins, and if you position yourself as credible or casual.
Reinvesting Like a Billion-Dollar Creator
One of the smartest lessons entrepreneurs can learn is to reinvest into growth.
MrBeast built a billion-dollar brand by reinvesting nearly everything back into his business.
That mindset is not just for YouTubers. It applies to entrepreneurs who understand that growth comes from reinvestment, not comfort.
Read more on reinvesting in growth at:
Are you ready?
This economy is not easy, but neither is building a business worth having.
You can tighten up and disappear, or you can invest strategically and be seen.
Fortune has always favored the bold.
And remember- invest in learning and networking at live events-
After all, it is a tax write-off.
Frequently Asked Questions
What does pay-to-play mean for entrepreneurs?
It means investing in marketing, visibility, and lead generation instead of relying solely on organic reach, referrals, or luck.
Is it smart to invest in marketing during a tough economy?
Yes. Businesses that invest wisely during uncertain times often gain market share while others pull back.
How much should I spend on marketing?
There is no universal number. Most growing businesses allocate a percentage of revenue toward marketing tied to clear goals and measurable outcomes.
Are paid ads really worth it?
When paired with a strong offer and clear messaging, paid ads can consistently generate leads and revenue.
Why is an email list more important than social media?
An email list is an owned asset. Algorithms cannot take it away, and it typically converts better than social platforms.
Is LinkedIn necessary for entrepreneurs?
Yes. LinkedIn improves credibility, visibility, and search rankings, making it a powerful business tool.
Best advice I needed 🙏