If promoting yourself online feels more like a necessary evil than something you’re actually excited about, you’re in good company. Most health professionals didn’t enter this space because they love talking about themselves—they did it to make a real impact. But learning how to market yourself in a way that feels natural and aligned with your values? That’s the game-changer. It doesn’t have to be about pushy tactics or manufactured urgency. There’s a better way—one that feels like you.
Transformative Marketing: Where You and Your Clients Both Win
Let’s start with why marketing often feels like that awkward foot-in-mouth moment you’ve replayed way too many times. It’s because the strategies we’ve been spoon-fed are as appealing as year-old Halloween candy—transactional, impersonal, and way too sales-driven. I’m here to tell you, if it feels wrong, you might be doing it wrong. Let’s flip the script and make your marketing strategy a win-win.
Check out the podcast episode here if you want to dive deeper into what transformative marketing actually looks like in practice—real strategies, real talk, no fluff:
How to Market Yourself by Owning Your Expertise
First things first: People want to work with experts, not the person who’s unsure but really nice. So what ‘owning your authority’ means is showing up as the experienced professional that you are. Your website? It’s your digital stage. Testimonials, certifications, and the magical results you’ve gotten for clients should sing your praises for you. A quick action item for you: Go and review your website homepage and social media bios. Do they actually reflect the depth of experience you have? A simple switch from “I help” to “I specialize” can make your expertise shine like a badge of honor, not a billboard.
Let Your Brand Do the Heavy Lifting
Your brand is like your shadow—it’s always there, speaking for you, even when you’re not actively promoting yourself. A strong, strategic brand is memorable and instills trust without being pushy. From your website to your emails, every touchpoint matters. Focus on showcasing who you are and the real transformation you offer, and you’ll be surprised at how your brand attracts the perfect clients to you like moths to a flame.
Identity Marketing: Make Your Clients Feel Seen
Identity marketing isn’t a jargon term; it’s about making your clients feel like they’re seen and understood. People don’t just buy a service; they buy the identity they aspire to. Your messaging should highlight the journey you’ll help them undertake—not just list what you offer. When clients connect with this vision, trust builds, and so do your bookings.
Here’s an action item: Update your sales page with the outcomes you’re achieving for your clients. Whether it’s “built for experienced runners ready to stop chasing PRs and start eyeing long-term success” or any other powerhouse messaging that resonates, you’re setting the stage for clients to think, “That’s me!“
How to Market Yourself Like the Pro You Are
You might have heard that you need to get potential clients on sales calls to seal the deal. If that’s your jam, more power to you, but I argue that if your website and social media aren’t doing the heavy lifting already, something’s amiss. Let your online presence do the convincing so you can use your time serving, not selling.
Action Items to Transform Your Marketing Game:
Here’s a quick checklist:
- Refresh a brand photo or two.
- Update colors or fonts on your website for that premium feel.
- Collect fresh testimonials that showcase your authority.
With summer on the horizon, it’s the perfect time to make your online presence bulletproof. And if you find yourself nodding along, acknowledging that your branding needs a facelift, guess what? That’s where I come in. Let’s ensure your online presence is pulling its weight for you. I’m booking projects for the summer—let’s chat!
Frequently Asked Questions
If you’re feeling a little unsure about how to market yourself without slipping into that salesy zone, you’re not the only one. These questions come up a lot, so I’ve put together some quick, honest answers to help you navigate your marketing strategy with more clarity and confidence.
How can I market myself without feeling pushy?
The key is to position yourself as a trusted expert by demonstrating your knowledge and showing the transformation you offer.
Can strong branding reduce the need for aggressive marketing?
Absolutely! A strong brand builds trust and does the selling for you, reducing the need for constant active promotion.
What is identity marketing?
Identity marketing is about making your clients feel seen and understood. People buy services to step into a new identity, and your messaging should reflect that.
How do I own my authority without bragging?
Highlight your experience through testimonials, certifications, and real results. Use your content to educate and showcase your expertise instead of overt self-promotion.
What action can I take today to improve my online presence?
Start by assessing your sales page and social media bios. Ensure they clearly reflect your experience and the results you offer.
How often should I refresh my brand materials?
It’s good practice to update your brand visuals and messaging at least once a year or whenever your business undergoes significant changes.
What if potential clients still want a sales call?
Some clients may still want a personal connection before committing. Ensure your brand conveys enough value so these calls feel more like a confirmation than a hard sell.
Marketing That Feels Like You
At the end of the day, learning how to market yourself isn’t about turning into someone you’re not—it’s about leaning into the strengths you already have and showing up with clarity, confidence, and purpose. You don’t need flashy tactics or a brand-new persona. You just need a strategy that feels aligned with who you are and the transformation you offer. When your marketing strategy reflects that, it stops feeling like a chore—and starts working for you.
So take a breath, revisit your messaging, and remember: it’s not about being louder, it’s about being clearer. And if you’re ready to make sure your brand is saying all the right things? I’m here for that next step.
