You Already Have the Magic. You Just Need the Right Marketing Strategy to Show It
- Priscilla Shumba
- 4 hours ago
- 5 min read
Most brilliant service-based business Founders start here: the old chicken before the egg dilemma. You need clients to show your expertise, but you need to show your expertise to get clients.
This frustration misleads many small business owners to wonder if they are cut out for entrepreneurship. I'd like to tell you, this is just one small bump in the road that you can overcome with the right mindset and strategy.
You already know your stuff ✔️✔️ ... you just haven't learnt how to show it (and you can with an easy framework).
BUT, before any strategy works, the mindset has to shift.
because,
The wrong mindset will ruin the best of strategies.
Believe me, I've seen this over and over again. Amazing women and men whose businesses I was genuinely excited about. I couldn't wait for them to show their target market the level at which they would serve them. In fact, I was more excited about their potential than they were ( 🚩 flag clients. IYKYK ), and predictably, they metaphorically failed to launch.
It wasn't because they weren't ready.
These brilliant experts had one common problem: they were still thinking like employees in a corporate system, not CEOs leading a business.
And yes, that's a thing! So, let's shift that:
The Curse Of The Professional Employee
A professional employee gets straight to work and doesn't make a big fuss about what they're doing. They have a standard that is understood by everyone in their office. If you're an accountant you don't need to keep telling everyone what you know, you're supposed to know, that's why you were hired. There's a set of behaviours that the environment prescribes. Excellence speaks for itself. SERVE is the priority.
However, an entrepreneur has to sell prospective clients that they're the lady or gentleman for the job. They need to show, who they are, what they do, who they serve and how they work repeatedly....before they get to the servings. SELL is the priority.
Mindset shift #1 : You don't get the opportunity to serve if you don't sell.
The Sleazy Salesperson
Now here's the next HUGE stumbling block: the definition of selling. For most people who've never had sales jobs, our idea of what it is to sell is warped. We think slicked back hair, smooth talker, with a few slimy tactics that get people to buy even though they really don't want to. DELETE that idea.
Being the #1 salesperson for your business is a badge of honour.
You get to let people know how you can help them with their problem. You're not selling things people don't want or need (I hope). Keep it simple and friendly. Starting with the diagnostics in your sales presentation or call, let prospects know what problem you solve. No fluff. Hey__________ if you have this problem, I believe I can help you. Can I tell you about it?
Permission-based selling. Yes.➡️ Great! Here's what I can do for you. OR No.➡️
Can I provide you with an alternative to solving this for yourself, because you do have this problem? (Downsell or Freebie) Still No. ➡️ Can you tell me why? Sure.
(Now you're data rich yippee!) Thank you, if you change your mind I provide lots of insight on this on ____________DONE! On to the next.
The goal isn't to close everyone. The right client is the goal.
The Comparison Trap
Now, this may be the biggest stumbling block: a sense of impostor syndrome. You've left the safety of your job where you had earned some recognition and reputation for what you do, and now you're in the marketplace with no team support, no one knows who you are or what you've accomplished, and everyone seems to be doing better than you in this new space.
It's a real shock to one's identity, if you let it be. Don't let that be the case.
Stop looking for validation from your old work situation. You're not at that school anymore. Their thoughts carry no weight on your chosen path. To be frank, they don't understand what you're doing, and it's not their fault. They're not in it with you, so respectfully look for new founder and entrepreneur peers .
That door has closed. BUT you've walked through a new, exciting, and scary door...You're not there to measure yourself against the top person in your industry. That's ludacris. It's your 1st day of school, don't compare yourself with the School captain. Admire what they've done. Understand how they got there. Then think about who you are, what you're gifted at, the time you're undertaking this adventure and draw from them what fits.
Stop asking, "Am I good enough?"
Start asking, "How can I create a marketing strategy that's aligned with who I am?"
Mindset shift #3: You're brilliant, they just don't know it yet. Build a reputation that earns their respect one client at a time.
You've got to believe that you're worthy of the goal you're undertaking and be willing to be a student again.
Learn the game of marketing your business.
Enjoy the process, have fun with the people you encounter along the way, value their relationships and contribute to their growth as they spur you on in yours.
Everything rests on how you see yourself.
Can you become the kind of person to accomplish this dream? I think so.
As you're building a business, you've got to build yourself up.
Affirm yourself daily. Activate your faith by speaking it.
I'll share some affirmations I got from my gpt:
“I move in faith, not fear — God brings the increase as I serve with integrity.” ✨
1. Before a Sales Call (Faith over Fear):
“I’m not here to sell; I’m here to serve — God will bring the increase.”
2. Before Creating Content (Purpose over Perfection):
“I create from overflow, not pressure — the message is His, the voice is mine.”
3. Before Client Work (Integrity over Insecurity):
“I show up with excellence and faith — God multiplies the results.”
Remember:
"The giant looks in the mirror and sees nothing." - Donda West
So, get back to work!
Blessings,
Business Communication Strategist
Founder-led Media & Marketing
P.S. If your message feels stuck, your content forced, or your marketing scattered, it’s not a lack of talent. It’s a strategy problem.
✨ Join the Marketing Messaging Intensive where we align your voice, message, and method so your brilliance finally connects. Your clients are waiting to discover what you can really do... Don't keep them waiting!
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