Why Marketing Your Own Business Feels So Hard (Even for Me!)
You're a small business owner, an entrepreneur, an expert in your field. You pour your heart and soul into your products or services, and you know, deep down, that what you offer is valuable. So why does marketing your own business feel like such an uphill battle? Why is it so incredibly hard to get your message out there, even when you know you should be doing it?
If you're asking these questions, believe me, you're not alone. I get it. I really do. In fact, I live it every single day. I spend 40 hours a week, sometimes more, crafting intricate marketing strategies, creating compelling content, and optimizing online presence for businesses across countless industries. I'm a dedicated Maryland social media manager, a creative content creator, an eagle-eyed search engine optimization specialist, and I obsess over Google review management for my clients.
And yet? When it comes to my own business, the struggle is real. The same principles I apply flawlessly for others suddenly feel overwhelming and impossible to implement for myself. It's the ultimate marketing paradox, and it’s why so many of you are likely searching for answers to this exact problem.
Why Self-Promotion Feels SoOo Cringey
This isn't a sign that you're bad at marketing or that your business isn't worth promoting. It's a genuine challenge rooted in several key factors that apply to almost all business owners:
You're Too Close to Your Masterpiece:
When you're building a business, it's your baby. You're intimately familiar with every detail, every decision, every late night spent perfecting your offering. This deep connection, while wonderful for passion, can make it incredibly hard to step back and see your business through the eyes of a potential customer. What makes it truly special to them? What problem does it solve for them? Sometimes, being too close blinds us to the most impactful messages.
My experience: I once spent hours agonizing over the perfect word choice for my own service description. For a client, I'd pick the clearest, most benefit-driven words in minutes. The emotional attachment just gets in the way!
The Weight of All the Hats
As a business owner, you're wearing about a dozen hats at any given moment. You're the CEO, the operations manager, the bookkeeper, customer service, and, oh yeah, the marketer. When you're constantly juggling, your own marketing often gets pushed to the bottom of the priority list. There’s always an urgent client need or an operational fire to put out.
My experience: I've often found myself scheduling a client's social media posts at 8 PM, only to realize I haven't posted on my own channels all day. It's easy to prioritize immediate external demands.
Analysis Paralysis and Perfectionism:
You know all the marketing strategies out there. You've heard about SEO, social media algorithms, email funnels, and more. This wealth of knowledge can, ironically, lead to overwhelm. Which one is best? What if you choose the wrong one? The desire for everything to be "perfect" before you even start can keep you from starting at all.
My experience: I’ll have five ideas for a new blog post for my own site, but then get stuck trying to decide which one is "perfect," ending up writing none of them. For a client, I'd just pick the best one and start writing.
The Emotional Investment is Huge:
For your clients, marketing is a job. For you, it’s deeply personal. Every post, every ad, every review feels like a direct reflection of your hard work and vision. This emotional connection can make you second-guess yourself, fear judgment, and hesitate to put yourself out there.
My experience: Getting a new Google review for a client feels great; getting one for my own business feels like a personal validation (or sting, if it's not perfect!). The stakes just feel higher.
Small Mental Tricks to Get Your Own Marketing Moving
So, how do we, as busy business owners who are already stretched thin, overcome this common marketing paralysis? Here are some simple mental shifts and actionable steps you can start taking today, even if you feel like you have no time:
The "Brag About a Friend" Method: When you feel stuck promoting yourself, imagine your business is your very best friend's business. How would you talk them up to someone? What amazing things would you say to convince someone to call them?
Short Anecdote: Instead of stressing over my own "About Me" page, I imagined telling a potential client about a friend who runs a marketing business. I'd naturally highlight their successes, their unique approach, and how much they help people. When I channeled that energy, writing about my own services suddenly felt natural and less self-promotional.
Focus on "Minimum Viable Marketing" (MVM): You don't need a sprawling, complex strategy to start. What's the smallest, most impactful thing you can do consistently?
Short Anecdote: For a while, my MVM was just one Instagram Story per day, showing behind-the-scenes. It took literally 10 seconds, but it kept my presence active and built connection, something I preach for client content creation.
The "One Thing" Rule: Instead of a long marketing to-do list, pick just ONE marketing task for the day or week.
Short Anecdote: Some weeks, my "one thing" is simply responding to all new Google reviews and sending out a polite request for new ones to recent clients. It’s a small task, but vital for online reputation management and SEO, and it feels achievable. Take it a step further and turn that review into a social post or add it to your website.
Shift from "Selling" to "Helping": When self-promotion feels cringeworthy, reframe it. You're not selling, you're offering solutions.
Short Anecdote: Instead of thinking, "I need to post something online about my services," think, "What problem did I solve for my client this week?" and then, tell that story in whichever way you feel comfortable: type it up, voice record or take a video. This approach will make your business’s blog post or social media video feel more valuable and less like a sales pitch.
Set a Timer for "Ugly Drafts": If perfectionism is paralyzing you, allow yourself to create something imperfect.
Short Anecdote: Set a 15-minute timer and just write a blog post idea or outline, no editing allowed. This brain-dump can be therapeutic when you feel stressed and need to get your mind in marketing mode for your business.
Marketing your own business is a unique beast. It's challenging, it's personal, and it can feel overwhelming. But understanding why it's difficult is the first step toward making it easier. You don't have to be a full-time marketer to market your business effectively. You just need to commit to consistent, manageable steps that resonate with your ideal customers, even if you have to trick your brain into it!
Ready to Get Your Own Marketing Head in the Game?
If these mental tricks aren't quite enough, or if you simply need a guiding hand, I offer solutions designed for business owners like you. You're busy running your business, and I'm here to ensure your online presence isn't just an afterthought.
90-Minute Consultation ($250): For those who need a kickstart and clear direction. We'll spend 90 minutes diving into your current marketing challenges, identify your ideal customer, and discuss a clear, actionable roadmap for optimizing your efforts and achieving your business goals. This experience is transcribed and recorded so you can review it at your leisure. You'll leave with clarity and a tangible plan.
Online Strategy Playbook ($750): This comprehensive package equips your team with a customized roadmap for online success. This is perfect if you need more than just a plan and still want to handle some of the execution yourself. This package includes an in-depth 90-minute strategy session. After that, you will receive a customized digital playbook, with content pillars, caption templates and best practices, hashtag banks for increased visibility, engagement strategies to boost interaction, and guidance on blogging, SEO, and website optimization.
Done For You Digital Marketing (Custom Quote): If the very idea of being constantly online, bombarded with external stressors, feels overwhelming – or if you're simply short on time and would rather unplug, spend it with family, or dedicate it entirely to your core business activities – it's time to delegate. My team and I excel at blending seamlessly with your brand. Our priority is learning how to sound exactly like you, so no one will know the difference. We handle your social media management, content creation, search engine optimization, and Google review management entirely, allowing you to reclaim your precious time and focus 100% on what makes you money.
Don't let the marketer's paradox hold your business back. Let's work together to make your online presence as strong as your business deserves.
