I don’t know any small business owner who truly says that they have too much work.
Even if they are at the upward gradient of their growth phase, more is always better, and especially when they start to peak or plateau, more is definitely better.
Yet, not many small business owners think about their marketing in any serious, consistent manner. Often, their growth is through a number of factors such as excellent service resulting in referrals, unique products or services filling a vacuum, a market devoid of good competition, even luck.
From time to time, they may find themselves in a quiet period so they “do some marketing” by calling clients they haven’t heard from in a while, putting an advertisement in the newspaper or a trade journal, advertise a “sale”, or send out leaflets. Then, for whatever reason (other than by accident such disparate and inconsistent marketing is working) the business picks up again, and the need for marketing is forgotten.
The problem with this inconsistency is that you are not in control, and in business, you should always try to be in control of your own destiny, especially at the front end of being able to control your income.