In the world of business, the terms “self-promotion” and “marketing” often get thrown around interchangeably. But they’re not the same and understanding the difference can help you build a stronger, more genuine brand. In episode 120 we chatted about this in detail as below:
Let’s break it down.
Self-Promotion: All About You
Self-promotion is exactly what it sounds like: promoting yourself. It’s about building a personal brand, showing your face, and sharing your thoughts, opinions, and expertise. It’s the part of your business where you step out from behind the logo and say, “Hi, I’m the person behind this brand.”
Now, this can be uncomfortable for a lot of people. It feels a bit like standing on a stage with a spotlight shining right on you. Many of us were taught not to “brag” or make things “all about us.” But here’s the thing, people do business with people. They want to know who they’re buying from, who’s offering the service, who’s showing up behind the scenes.
Self-promotion includes things like:
- Talking about your experience and background
- Sharing behind-the-scenes moments
- Telling your story (in an authentic, non-cringey way)
- Expressing opinions and thought leadership in your field
Done right, self-promotion builds trust. It lets people connect with you as a human, not just a business.
Marketing: All About the Customer
Marketing, on the other hand, is focused outward. It’s all about your audience. Good marketing speaks to their needs, their problems, and their dreams. It’s about showing your audience that you understand them and have something valuable to offer.
Marketing includes things like:
- Describing the benefits of your products or services
- Explaining how you solve a customer’s pain point
- Creating campaigns around a problem/solution narrative
- Engaging on platforms where your audience spends their time
While self-promotion is about you, marketing is about how what you do helps someone else.
Why You Need Both
Here’s the magic formula: marketing works best when it’s backed up by self-promotion.
People need to know you and understand what you do. Your audience wants to feel confident that you’re not only knowledgeable but also relatable. They want to know the face behind the business and see that you offer something of value.
So if you’re just doing marketing, pushing out messages about your services without showing up personally, you might come across as cold or distant. And if you’re only doing self-promotion without tying it into the problems your audience cares about, it can seem a bit self-serving.
When done together, self-promotion + marketing = brand trust and business growth.
Will you do both?
Don’t shy away from talking about yourself. It’s not bragging, it’s branding. The more real you are, the more likely people are to connect with you.
And remember, marketing is how you show people you understand them. So listen to your audience, tailor your content, and keep showing up in ways that matter to them.
You don’t need to be loud or flashy, you just need to be clear, consistent, and human. That’s the sweet spot where marketing and self-promotion work together to grow your business.
Need help figuring out the balance for your brand? That’s what we’re here for. Reach out any time!
