We’re only 2 months into this New Year and if recent client conversations are anything to go by, the marketing overwhelm is already creeping in for some. 

When considering how I respond in these conversations, I keep coming back to my time working with a client last year when she described herself as a “velvet hammer”.

“I’m soft enough to be empathetic but hard enough to tell it straight,” she said. 

This phrase has stuck with me ever since, and I’ve found myself bringing out the velvet hammer quite frequently! 

In case you, too, could benefit from a velvet hammer with your marketing at the moment, I thought I’d share 3 “velvet hammer lessons” in response to some very common complaints I hear. 

1. “I feel like I never have anything to say on social media.”

Velvet hammer: There’s nothing more paralysing than a blank screen awaiting text for a caption or marketing email! But despite how you might be feeling, the truth is you have a LOT to say—You wouldn’t be in business if you didn’t have value to offer. Stop thinking about how to “do marketing” and instead focus on what you want your brand to be known for. Here’s a prompt to help: If your ideal client was to tell a friend about your brand, what would you hope they’d say? What do they love about you? Why do they engage with you? What have they learned from you? Start there, and the marketing ideas will follow. 

2. “No one is willing to pay what my services are worth.”

Velvet hammer: (The hammer’s coming down hard on this one!) If you’re a designer, stop saying “I design logos”. If you’re a florist, stop saying “I do wedding flowers”. If you’re a photographer, stop saying “I take photos”. If you’re a copywriter, stop saying “I write websites”. All of these statements are not only heavily simplified versions of what you do, they’re also setting up low pricing expectations for a potential client. Stop talking about what you “do” and instead start talking about the value you bring and the impact you make. THAT’S what people will pay for. When website copywriting, I help businesses find the right words to effectively communicate the value of their services and articulate what differentiates their brand from competitors. I help them turn website visitors into engaged, loyal customers. 

3. “I just really don’t enjoy marketing. 😭”

Velvet hammer: Do you dislike sharing your really specific, incredible talents with people who appreciate and benefit from what you have to offer? I doubt it! You just don’t like the perception of marketing you’ve developed from social media saturation. It’s time to take a deep breath and put your blinkers on. Your competitors don’t matter. What other people are doing on social media doesn’t matter. The only thing that matters is how you show up for the people you seek to serve. And remember—that “showing up” doesn’t have to happen exclusively on social media! Think of all the other ways you can connect with your ideal clients and customers. You know your target audience best. Go and meet them where they’re at… and that might not be on Instagram or TikTok. 

Now I think that’s more than enough tough love for one day. 😉
In all seriousness, if you are just feeling STUCK and don’t know what your next move should be, jump on a call with me and let’s chat. If you need my services, we can talk about that, but sometimes 15 minutes with someone who has a completely different perspective on your business is all it takes to get the creative juices flowing and push through that road block you’ve found yourself up against. If I can be that person for you, I’d be happy to help. (I’ll keep the velvet hammer in my back pocket, just in case.)