How to Make Marketing Feel Better (Especially If You’re a Creative)
Marketing can feel uncomfortable when you’re wired for creativity not conversion. Or if it’s YOU that’s front and centre of your services or business!
You’ve probably tried to follow someone’s “proven formula” and ended up wondering why it made you want to throw your laptop out the window. But it’s not because you’re bad at it, it’s because not all brains (or brands) are built the same.
My own Instagram feed is full of people with hacks and promises of fame and fortune and quick fixes for low conversion or low sales or not going viral, but you know what has really been on my mind lately (apart from that kind of messaging is exhausting and misleading)… after 25+ years in brand, design and strategy: when you’re doing your own marketing for your own business, it really only works for everyone when it feels honest and it feels like you. And when it feels like you, you’ll feel better about doing it, your people will connect with you and you will find sales much more straightforward.
If you’ve ever said
“I just want to do the work, not constantly talk about it.”
“I don’t want to sound like everyone else.”
“I know I need to market… but where do I even start?”
“I hate promoting myself.”
You’re not alone. Most of us are shown one version of how marketing is supposed to look - loud, fast, slick, high-volume. But that’s not the only way. And thank goodness.
What if we actually redefined “marketing” to make it feel more real and human?
Forget the funnels and formulas for a sec. What if marketing was just a way to connect with like minded people? Not a performance, just a channel to talk - clearly.
Marketing, at its best, might be simply defined as helping the right people find the thing they need - from someone they trust.
It’s a form of service, like storytelling or just saying clearly, “Hey there, I made this because I saw a need. Here’s why it matters.” Let’s reframe these:
“I just want to do the work, not constantly talk about it.” - What if talking about the work is part of the work? Sharing is how people get invited into your world, it’s not self-promotion, it’s connection.
“I don’t want to sound like everyone else.” - You couldn’t sound like everyone else if you tried. Your lived experience is your differentiation. Just stop comparing, and do you.
“I know I need to market… but where do I even start?” Let’s replace ‘marketing’ with ‘meaningful communication.’ Start where you already feel “safe” - a conversation, a journal entry, a photo - and we’ll build from there.
“I hate promoting myself.” You’re not promoting - you’re making it easier for the right people to find the help they’re already looking for.
You don’t have to dance on Reels if you hate it. You don’t need a 20-email sequence or a viral hashtag strategy. There’s more than one way to build visibility and connection. The trick is finding a way that feels so doable, you’ll actually do it.
Start with - What feels most natural for you?
Love Writing? Great - start with emails, blogs or thoughtful social captions in longer form.
Love a moodboard or photography moment? Super super, let your brand visuals do some of the talking.
Prefer real-time thoughts on the fly? Stories, voice notes, carousels - all good options
Then…
Take some time to think about how you work best - when are you creative, when do you feel inspired, how do you like to organise things, how do you talk to your clients, where do you get your ideas? Are you a talker or a writer? Can you easily make videos?
Test, and practice and let it evolve. You’re allowed to change your mind, your medium and adjust your message as you go and learn more about what connects.
Make it sustainable; it's not a sprint - (unless obviously you’re launching or opening something, but that’s another strategy).
Most creative founders I work with think they need to “do everything” right now, but you don’t.
Pick one platform where the majority of your clients are hanging out. Choose 2-3 content types that feel like a fit.
Set yourself up with a few templates so you don’t have to reinvent the wheel every post and you can just concentrate on the message.
Then test, experiment, measure, repurpose and repeat what works.
Marketing should feel like a rhythm, not a race.
Marketing that feels aligned doesn’t just grow your audience, it also grows your confidence. So just start… imperfectly, gently and as consistently as you can. And if you need a system to hold it all? That’s part of the strategy work I do. One that fits your brain, your style, and your capacity.
So start small:
Post a before-and-after story about a client project as a carousel
Share a voiceover reel with a pointer you’d give your past self
Write a caption about something you’ve shifted in your own approach
That’s it. Nothing wild. Nothing that makes you cringe.
There’s a way to market that feels like you - and still works.
Want help finding it? Send me an email about where you’re at and I’ll send you some next steps, or check out our Momentum Membership where you can do it with a team!
