Reality Blog: How to Take the Pain Out of Marketing Yourself


If you’re anything like me, you feel promoting yourself is one of the most unpleasant things about being a freelance copywriter. No matter how good I get at promoting other people, marketing myself always seems to feel awkward, if not downright painful.

Which is why, in my case at least, self-promotion work gets put off, and put off, and put off, for another time.

However, when I was recently working on the marketing for my Money-Making Website, it occurred to me that what I was primarily working on was the messaging:

  • The core of what I was saying
  • Who I was saying it to
  • The best phrasing for the message and the audience

And, perhaps a little belatedly, it struck me that promoting my copywriting work should follow the same reasoning.

Put the Right Horse in Front of Your Self-Promotion Cart

“Don’t put the cart before the horse,” is great advice, despite the fact that most of us have never needed to hitch an actual horse to a cart. However, maybe we do get the idea of self-promotion backwards. Promoting myself has always been a matter of necessity:

  • If I need a cover letter, I write one.
  • If I need an article for my website, I write it.
  • If I have a phone call, I answer it.

The problem with this approach is that there’s no consistency to it — not in the frequency or in the messaging.

So I’m redefining everything that goes out to my audience as the cart.

The right horse to put in front of the promotion cart is the right baseline message.

I would highly recommend spending as much time as you need to get your messaging right… and to embrace that this is an ongoing process. Even after you start using your messaging, you’ll continue to fine-tune it.

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Suzanna Fitzgerald

Suzanna Fitzgerald

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