Find Your Unique Path: Marketing That Feels Right for You
The Marketing "Shoulds" That Just Don’t Feel Right
We’ve all heard the advice:
“Grow your email list!”
“Build your followers!”
“Engage with your connections daily!”
And, of course, the counterargument always follows:
“Vanity metrics mean nothing.”
“It’s all about your email list.”
Here’s the truth: both perspectives have merit—for the right business. But if you’ve ever felt like none of this advice fully resonates, you’re not alone.
We’re going to explore the beauty of carving your own path in marketing and sales—one that aligns with your business, your values, and, most importantly, what feels good to you.
Why Cookie-Cutter Marketing Doesn’t Work
Cookie-cutter marketing advice works great—for cookie-cutter businesses. But if you’re reading this, you’re probably not running a one-size-fits-all operation.
Your business is unique.
Your clients are unique.
And yet, the advice we’re often given treats every business like a carbon copy of the next.
Here’s the deal:
Not every business needs a massive email list.
Not every entrepreneur needs to go viral on TikTok.
And not every marketing strategy needs to involve posting three times a day on Instagram.
For some businesses, success comes from connection, referrals, and finding their niche audience—not shouting into the digital void.
The Hidden Pilates Studio: A Perfect Metaphor for Unique Marketing
Let me tell you about a hidden gem in my hometown of Syracuse, NY.
Tucked away in a strip mall with no sign, no phone number, no website, and no social media presence, there’s a Pilates studio. And not just any Pilates studio—it’s been around for years.
How?
It operates entirely on word-of-mouth referrals and a loyal client base. You only find out about it if you’re “in the know.”
This studio thrives because it doesn’t waste energy trying to attract everyone. Instead, it focuses on serving the right people—those who truly value what they offer.
This, my friend, is a business model worth emulating.
Your Business, Your Rules
Here’s the kicker: you don’t have to be the Pilates studio. Maybe that model isn’t right for you.
But you do need to figure out what works for your business.
Some businesses thrive on massive email lists, while others flourish with a few high-value clients. Some entrepreneurs love the fast-paced world of social media, while others prefer building deep, meaningful relationships with a smaller audience.
The point is: you get to decide.
The Problem with the "Shoulds" in Marketing
The “shoulds” in marketing often lead to burnout, frustration, and a serious case of imposter syndrome.
Here’s what they sound like:
“You should post on social media every day.”
“You should build a 10,000-subscriber email list.”
“You should invest in paid ads to scale faster.”
But here’s the reality: the “shoulds” aren’t rules—they’re options. And not all of them are meant for you.
How to Find Your Unique Marketing Strategy
If you’re ready to break free from the “shoulds” and build a marketing strategy that feels authentic, here’s how to get started.
1. Know Your Business Model
Think about what success looks like for your business. Are you aiming for high-ticket clients? A massive online audience? Or something in between?
Understanding your business model will help you figure out where to focus your energy.
2. Define Your Ideal Clients
Who are you trying to attract? Your marketing strategy should revolve around the people you want to work with—not everyone and their cousin.
3. Play to Your Strengths
If writing long-form content feels like pulling teeth, don’t force yourself to blog every week. If you hate being on camera, skip the TikTok trend.
Focus on what feels natural and enjoyable for you—that’s where you’ll shine.
4. Lean into Referrals and Relationships
If you’re a service-based business, referrals can be gold. Focus on building strong relationships with your clients and encourage them to spread the word.
When Marketing Doesn’t Feel Good
Sometimes, the advice you’re following feels...icky. Maybe you’re pushing a strategy that doesn’t align with your values, or you’re targeting clients who aren’t a good fit.
Here’s your permission slip to stop.
Let go of the strategies that make you feel like a sleazy car salesperson.
Your audience can tell when you’re being authentic—and when you’re not.
The Benefits of Ethical, Human-Centered Marketing
Ethical, human-centered marketing isn’t just about feeling good—it’s about building trust, loyalty, and long-term success.
When you market authentically, your audience will:
Trust you more.
Feel valued, not sold to.
Be more likely to stick around—and refer others.
And you? You’ll enjoy your work more, experience less burnout, and attract clients who genuinely love working with you.
Real Talk: The Downside of Working with the Wrong Clients
Let’s get personal.
I’ve worked with my fair share of “wrong” clients. You know the ones—the constant emailers, the indecisive decision-makers, the ones who make you dread opening your inbox.
On the flip side, I’ve also had clients who made me cry (in a good way) when our contracts ended.
The difference? Crush clients—the ones who get your values, appreciate your work, and genuinely connect with you—make all the difference.
Final Thoughts: Build Your Business, Your Way
The hidden Pilates studio. The perfectly curated email list. The viral Instagram star.
These are all valid business models. But none of them are your business model.
So, stop chasing the “shoulds.” Take the time to figure out what feels good, what works for you, and what attracts the right clients.
Because when you market in a way that aligns with your values, your energy shifts—and so does your business.
Key Takeaways
Not every marketing strategy works for every business.
Focus on what feels good and authentic to you.
Ethical, human-centered marketing builds trust and long-term success.
Saying no to the wrong clients makes space for the right ones.
Ready to Build Your Unique Strategy?
Whether you’re a hidden Pilates studio or a social media maven, your path to success is yours to carve.
Need help finding your sweet spot? Let’s chat. I specialize in helping business owners like you create authentic, human-centered marketing strategies that work.
