For many consultants, the words marketing and sales trigger a wave of discomfort. You know you need to get the word out about what you do, but the idea of pointing attention to yourself feels awkward—almost self-serving. I get it. That icky feeling is real. And it’s exactly why I believe the mindset around marketing needs a serious shift.
We don’t become consultants to be pushy or manipulative. We step into business because we want to help. We’ve developed skills, systems, or ways of thinking that solve real problems, and we want to share that with others. So why does marketing make us feel like we’re doing something wrong?
The Problem Isn’t You. It’s the Word.
The trouble is, “marketing” has often been associated with hype, manipulation, and tactics that feel disingenuous. That perception can keep thoughtful, service-driven professionals from embracing communication strategies that could help them connect with the people who need them most.
Here’s what I propose:
Let’s stop calling it “marketing.” Let’s talk about messaging instead.
Messaging vs. Marketing
When you reframe marketing as messaging, things begin to make more sense. Messaging is simply how you articulate:
- What problem you solve
- Who you solve it for
- How you go about solving it
It’s not about saying “Look at me!”
It’s about saying “Here’s how I can help you.”
That small shift—from self-promotion to problem-solving—makes a huge difference. It helps take the focus off of you and onto the person you’re trying to serve. Instead of worrying about being too pushy, you start to concentrate on being clear. Instead of manipulating, you’re simply communicating your value in a way others can understand and act on.
Clarity is Kindness
When you care deeply about helping people, your job is to make it easy for them to find and understand you. Clear messaging is a form of service. It means using the right words, in the right places, so the right people can find you.
- That’s where SEO fits in.
- That’s where thoughtful content comes in.
- That’s where consistent messaging systems—campaigns, blogs, emails—begin to matter.
Messaging isn’t just about creating content. It’s about creating connection.
Business is Relationship-Building
At Scrivener Solutions, we believe that the heart of marketing is relationship-building. Business doesn’t grow in a vacuum—it grows through connection. And connection starts with communication that’s grounded in empathy, clarity, and consistency.
Yes, marketing (or rather, messaging) includes a call to action. But it’s not about pressuring someone into buying something they don’t need. It’s about guiding them to a solution that makes their life better. You’re the guide, not the hero. Your client is the hero of their story—and your messaging should reflect that.
Your Messaging is a Stewardship
Building a business is about more than solving a problem. It’s about being a good steward of your talents and your relationships. That means investing time and energy in becoming a good communicator. Not to show off. But to show up—for the people you serve.
People don’t want high-pressure sales tactics anymore. They want real relationships with people they can trust. It’s not about loving them at the sale and leaving them afterward. The follow-through—how you continue to help, support, and connect—is often more important than the initial transaction.
In Summary:
If marketing feels weird to you, good. That means you care.
But don’t let that stop you from communicating.
Call it messaging. Call it relationship-building.
Whatever you call it, make sure you’re doing it—because people need what you offer.
Let your messaging be a reflection of your mission: to serve, connect, and grow.