Why Marketing Feels Hard (And How to Fix It)

Marketing your business can feel uneasy, even uncomfortable. The idea of putting yourself out there might make you hesitant, but what if I told you that marketing isn’t about self-promotion? What if it’s simply preparing for a buyer?

Redefining Marketing: It’s Just Preparation

As a business owner, freelancer, or creator, marketing is often framed as shouting into the void, trying to convince people to buy. But at its core, marketing is just preparation. It’s about ensuring that when the right person comes along, your offer is ready to meet their needs.

Think about it like this:

• You’re not forcing your product or service on anyone.

• You’re simply making sure that when someone who needs what you offer arrives, they can easily understand and access it.

That’s it. Marketing is about transferring belief – the belief you have in your work, its purpose, and its usefulness to others.

The Mindset Shift That Changes Everything

One of the biggest "aha" moments I regularly witness with creative freelancers and entrepreneurs is the realization that marketing doesn't have to feel like pulling teeth. It's not about broadcasting blindly into the abyss or forcing yourself into rigid content schedules that drain your joy.

Marketing, at its purest, is simply sharing.

When you're speaking to someone you genuinely care about—a close friend, a beloved family member—you don't hesitate to share something valuable or exciting. It's natural. It's authentic. It's enjoyable.

So here's the shift:

Instead of approaching your audience as strangers on the internet, imagine you're sharing with someone you genuinely care about. For me, that means picturing my sister or a close friend. When I create content or send an email, I'm sharing it with her in mind. I ask myself:

• Would she find this helpful?

• Would she be excited to hear this?

• Could this genuinely make her day better, solve her problem, or enrich her experience?

This simple shift removes resistance. It dissolves the feeling of burden. Because now, marketing is no longer about convincing, persuading, or hustling—it's about genuinely helping someone you care deeply about.

Why Marketing Feels So Uncomfortable

The discomfort often comes from uncertainty. If you don’t know who your buyer is, it’s easy to feel like you’re shouting into the void. But here’s a mindset shift that can help:

Most people are not your buyers.

And that’s okay.

Instead of worrying about reaching the masses, focus on the 1% who truly need what you offer. Your job is not to convince everyone—it’s to connect with the right ones. When you do that, one buyer leads to the next, and the next, and the next.

The Shortcut to Finding Your Ideal Buyers

Here’s the fastest way to understand your perfect customer: become them.

If you’re creating something for someone else, you should deeply understand their struggles, desires, and needs. Often, the best products and services come from solving a problem you once had. If you understand the experience, you can better prepare for the people who need what you’ve built.

Someone Is Praying for What You’ve Already Solved

Right now, there’s someone out there who is struggling with a problem you’ve already overcome. They’re looking for the exact thing you’ve created.

It’s easy to discount your position when you focus on where you want to be rather than where you are. But real impact comes from serving where you have been. When you show up and share what you know, you make it possible for someone else to move forward.

Marketing With Purpose

So, if marketing feels awkward, uncomfortable, or unnatural, shift your focus. Instead of thinking about selling, think about preparing. Instead of trying to reach everyone, speak directly to the one person who needs you most.

You don’t have to convince the world. You just have to find your people.

If you want to dive deeper into how to market your business with confidence, let’s talk. I love uncovering hidden opportunities and helping business owners position their offers for success. Hit me up, and let’s find the gold you’re sitting on.