Marketing Without the Ick: How to Promote Yourself Without Feeling Pushy

If you're new to marketing or sales, putting yourself out there can feel...well...icky.

Pam Seino

5/7/20252 min read

man and woman sitting on couch using macbook
man and woman sitting on couch using macbook

If you're new to online business and already cringing at the thought of “selling yourself,” you’re not alone. Many entrepreneurs—especially women—struggle with the idea that marketing feels... icky. But here's the truth: you can promote your business authentically, confidently, and without turning into someone you're not.

This post will show you how to market yourself with heart, integrity, and real results.

Step 1: Reframe What Marketing Actually Is

Marketing isn’t manipulation. At its core, marketing is communicating the value of what you do to the people who need it most. It’s about connection, not coercion.

Try this mindset shift: You're not “selling,” you're offering a solution to someone’s real problem. You're helping them, not simply selling to them.

Step 2: Know Who You’re Talking To

When you understand your ideal customer, you stop trying to shout into the void. Speak directly to their struggles, desires, and goals.

Action Step: Create a simple profile of your ideal client—age, goals, pain points, where they hang out online—and keep that in front of you when you write any content or promotion.

Step 3: Lead with Value, Always

Give before you ask. Use free content (blogs, social posts, freebies) to share tips, encouragement, and education. Make sure your free content actually provides value, however - for example, if you have a photography blog, try a cheatsheet or guide called "Ultimate Beginner's Guide to Manual Mode" or "How to Master Natural Light." Leave your audience wondering, "Wow, if they're giving this away for free, how good is their paid stuff??" Giving away useful, actionable content helps to build trust—and trust leads to sales.

More Ideas:

  • Share how-to tips in reels or carousels

  • Write blog posts answering common questions

  • Offer a free challenge, checklist, or quick-win guide

Step 4: Use Stories, Not Sales Pitches

Storytelling is one of the most effective (and natural) ways to connect. Share your journey - including your successes and failures, wins and challenges. Ask about your clients’ wins - and then talk to them. Show behind-the-scenes of your work.

Example: Instead of “Buy my product,” say “Here’s how my client Sarah went from burnout to balance using this method.”

Step 5: Call to Action with Confidence

A call to action (CTA) isn’t pushy—it’s clarity. People want to know what to do next. Invite them to comment, download, sign up, or book a chat. Then… stop over-apologizing. Remember - you're giving your audience something that they need and want, and that will help propel them forward. Get into that mindset, and marketing your product won't feel icky. It will feel rewarding.

Try this with your CTA: “I created this to help you. If you’re ready, I’d love for you to check it out.”

Takeaway: Marketing Doesn't Have to Feel Gross

Marketing with authenticity feels good—because it is good. You’re here to help. You’re not begging. You’re not annoying.

You’re offering something valuable.

Final thought: If your product or service truly helps people, not sharing it is actually the selfish move.

BONUS:
Want to promote your business in a way that feels like you? Grab my free guide: '10 Authentic Marketing Ideas for Entrepreneurs Who Hate Selling'!