A Step-by-Step Guide to Beating Self-Branded Marketing Mindset Anxiety
Introduction
Creating a successful marketing plan can be hard but executing it can be even harder. What should you do when your anxiety prevents you from taking action? I’m going to share some actionable tips on how to beat four of the most common marketing mindset fears.
Have you ever experienced a lack of trust, self-limiting beliefs, fear of visibility, or imposter syndrome? I have, and I know each one can seriously sabotage your digital marketing efforts.
With some simple step-by-step exercises, I’ll show you how I managed to control my anxiety and cultivate a growth mindset. Follow the steps, and I’m sure you will be able to approach marketing with greater confidence, creativity, and resilience.
A marketing mindset can often be an unlikely yet significant hurdle to overcome.
My Own Marketing Mindset Journey
My laptop fan whirred at top speed; it had been another long day. The ‘real’ work often began after putting the kids to bed when I could work on my own project. I should have felt excited to launch my new business, but all I felt was crippling anxiety. It was time to confront the uncomfortable truth; I had launched a self-branded business, and I was terrified of being centre stage.
What I have come to realise is that I was not alone. Teaching marketing to people worldwide, I’ve noticed a common challenge—many struggle with promoting self-branded businesses.
My Marketing Mindset Breakthrough
We rarely talk about the psychology behind how we approach marketing. For coaches, in particular, as well as self-branded small business owners, developing trust with clients is paramount. A marketing mindset can often be an unlikely yet significant hurdle to overcome.
In my case, my anxiety centred around social media and turning the camera on myself. Those closest to me shared the belief that I would never do it, having deleted all my social media accounts a few years before.
Within a few weeks I learned to face my fears head-on with a renewed confidence.
Ultimately, I knew I had no choice. Quitting now would waste all the months of preparation and family sacrifices; I would be abandoning my dream. Social media felt like an opportunity I just couldn’t turn my back on.
It was at this point I sought the help of an NLP mindset coach. Honestly, it was one of the most powerful decisions I ever made.
Within a few weeks I learned to face my fears head-on with a renewed confidence. My anxiety gently slipped away. And, believe it or not; I even did an Instagram live stream…once.
What’s Holding You Back? The Psychology of Marketing
Marketing your business can feel a bit like public speaking—standing on stage, bright lights, nervous sweat. Hands clamped to the lectern like we’re dangling off a cliff. Waiting for the crowd to start jeering and throwing rotten vegetables at us. It’s normal to feel this, but optional.
Optional, because you are in charge of how you feel. Unless you believe that external forces are in control of your thoughts and feelings? Of course, there are medical conditions that can dominate our minds severely, but I am not talking about that here.
A controlled mind is a mental state that is calm, focused, and aware.
The majority of people ultimately have control of the state we are in. Any driver will know, it is common for even the most zen-like to slip into unwelcome states such as anger or frustration. But, of course, we don’t remain fixed within those states forever.
Why? Because we decide to change to a more pleasant mood. We are in charge of how we feel. And the more we are aware of this power the easier it is to control.
The Definition of a Controlled Mind
When you have a controlled mind, you can regulate your thoughts and emotions in an intentional manner to reach your goals, adapting your responses appropriately
(Banich, 2009; Miyake et al., 2000)
Source article: www.berkeleywellbeing.com/control-your-mind
This research supports therefore, that is possible to ‘stand on stage’ and control our emotional state. Let’s now explore some of the common issues people face and how to tackle them.
Common Negative Mindsets And How To Overcome Them
We’ve all heard the phrase “it’s all in your head,” haven’t we? When it comes to mastering a mindset for marketing, this might be more accurate than we realize. Coaches and small business owners often face psychological barriers that hold them back from marketing with full confidence.
Lack of Trust
As solopreneurs, we have put time, effort and emotional energy into our projects which can leaving us feeling vulnerable. This can lead to anxiety about how the general public will react.
Anxiety can increase even more when we realize the front row of our audience is filled with friends and colleagues. We want to feel supported but don’t always trust how they will respond.
Worse still, we are acutely aware of the wider audience and the unforgiving nature of social media.
A lack of trust and the stigmatization of individuals or groups have been identified in recent management research as being part of the risk factors for individuals in multicultural work settings.
(Cohen & Kassis-Henderson, 2012)
You can download the PDF of the research paper by following the link below 👇
Fear of judgement or rejection can stymie our excitement and even prevent us from sharing our creation. We may recall bad experiences from the past and speculate on all the things that could go wrong. It is natural to consider negative outcomes but obsessing over them is not healthy. It’s like letting the tyres down on a race car; your enthusiasm will grind to a halt.
Practical Tips to Trust Your Audience in Digital Marketing
Confident communication relies in a large part to trusting how that information will be received. So, how on earth can we trust 5.5 billion internet users to treat us with care and respect? We cannot.
We must instead turn our attention to those that we do trust to support us.
1.1 billion pieces of content (are published) DAILY, and of that, nearly 60% gets ZERO engagement.
Exercise: A Marketing Mindset Shift to Improve Audience Trust
1. Think of a friend or colleague and let’s try to view the situation from their point of view.
2. Really try to imagine being in their world for a moment. Step into their shoes as they perform their daily activities.
3. Now imagine they check their phone and happen to scroll towards your business post on social media.
4. Remain empathetic and consider the following:
– What are they thinking when they see it?
– Do they stop and look or keep scrolling?
– Do they admire your effort or scoff in jealously?
– Would they like or leave a comment?
Let’s be honest with ourselves. It is likely they may be too busy with their own lives to even notice something we post in the first place. And if they do notice us they are likely to not pay as much attention as we might think.
According to Neil Patel founder of SEO (Search Engine Optimisation) tools like, Ubersuggest, and Answer The Public the big six platforms (YouTube, Facebook, X, TikTok, Instagram, LinkedIn) produce 1.1 billion pieces of content DAILY, and of that, nearly 60% get ZERO engagement.
Read the whole article by clicking here.
Furthermore, our friends in general want us to succeed, that is why they are our friends. You may be surprised about super-fans within your network that come forward to help fight your corner.
It is true there may be people that resent us or hold a grudge for various reasons. But think about it: Are those people connected to you or paying attention to what you do?
Even if they are it is extremely unlikely they troll you for starting a new business. Imagine the optics of that. Trust in your friends and your super-fans to defend you in such a rare occurrence.
Conclusion: Building Audience Trust in Marketing
A common marketing mindset error is to raise expectations of reach and engagement when starting out. Rapturous applause or even a heckling audience may take time and effort to cultivate! In the early days it is more likely you may feel ignored than judged as you learn to build a following.
Feeling ignored is not pleasant but should not be taken personally either. Creating engaging content regularly is a skill that requires practice and experimentation.
In my experience, the following is useful advice: feel good to achieve any reach or views, be happy to get a like, delighted if you receive a comment and be dizzy with excitement if you get a share.
Remember: Potential brand detractors (aka haters) tend to scroll on by, and at worst may mute your feed, which you will never know about!
Still anxious about trusting your audience? I can help you get clear and confident with your messaging as well as give you tools to take back control of unhelpful thoughts. Book a Meet and Greet Discovery Call with me here.
Self-limiting beliefs
“I’m not good at marketing” or “No one will care what I have to say”. Both these statements are just examples of a marketing mindset belief that does not serve to help us. If we search within, we probably have one just like it.
Limiting beliefs fan the flames of procrastination, preventing us from taking action towards our goal. The good news is that, just as we can learn to control our emotional state, we can change our belief structure too.
Researchers, such as Rokeach (1968) and Grootenboer & Marshman (2016), defined beliefs as “personal assumptions of truth that act as a predisposition to action”. This definition is also in line with the previous definitions by Hestener & Sumpter (2018).
Source article: The dimensionality of personal beliefs by Hidayatullah, Csíkos & Nanjekho Wafubwa
Practical Tips on Overcoming Limiting Beliefs
Belief change is one of the most powerful tools we can use to help master our mindset for success in life and business.
I like the way Tony Robbins describes a belief as a feeling of certainty.
A table stands on four legs, remove one and the table falls over. Beliefs are the same; supported by ideas we consider certainties. Once challenged or replaced with alternative ideas or new evidence it can cause the entire belief to collapse.
If you want to learn more about Tony Robbins’ approach, try watching his seminar on ‘How to Overcome Limiting Beliefs’:
Exercise: Limiting Belief Mindset Shift
1. Write down your limiting belief in one sentence.
2. Rephrase it by transforming it into past tense by writing, “I used to believe…” at the beginning of the same sentence.
3. Screw the paper up and throw it away. (It feels good, doesn’t it?)
4. Think of 3 new empowering beliefs that would serve you better.
5. Try each one out and sees what works best – what does it feel like to believe this instead? What’s the biggest advantage of having this belief?
6. Imagine your life with this belief and how it might change what you do and how you behave.
Now you have a choice; you can go back to your old belief or choose to keep the new one.
Spoiler alert: Everyone picks the new one!
The more authentic and un-polished you appear the more success you are likely to have.
Conclusion on Limiting Beliefs
When we realise that beliefs are merely constructs of our own volition it is far easier to challenge them. It is common to continue through life without really thinking about what values and beliefs we hold.
It’s important to remember limiting beliefs are a normal part of life and with the right help we can change. I have successfully helped a wide range of people overcome them both male and female, from entrepreneurs to athletes.
When you experience the transformational power of belief change you can see why it is such a growth hack for your marketing mindset plan.
Want to know how beliefs and values can shape branding and marketing messages? Learn about my online workshops and business coaching here.
Fear of Visibility
Anxiety is sometimes associated with putting yourself ‘out there’. Worrying about judgment or criticism is enough to make us freeze like a rabbit in the headlights. Fear of visibility is a huge barrier for many small business owners, especially those who rely on personal branding. The fear of being judged, criticized, or ignored can make the idea of marketing yourself downright terrifying.
Have you ever planned out a marketing strategy which includes webinars and video posts only to see it on your ‘to do’ list weeks or months later? I have.
Whether it’s embarrassment over our appearance or the worry of seeming arrogant, the fear of being in the spotlight can slam the brakes on any marketing plan.
Be who you are and say what you feel, because those who mind don’t matter and those who matter don’t mind.
~Bernard Baruch
Practical Tips for Dealing With the Fear of Visibility
It is easy to feel overwhelmed with the thought of being seen by so many people.
Here’s a marketing mindset shift that might help. Instead of thinking about marketing as a way to impress the masses, focus on connecting with the right audience.
You’re not marketing to everyone—you’re marketing to the people who need and want what you offer.
Reframe your approach in this way and marketing becomes an opportunity to serve and connect as opposed to a stage where you face judgment.
Exercise: Overcoming the Fear of Visibility
1. Think about the thing that you fear the most about being seen. Perhaps it is a social media announcement for your business or posting a photo of yourself on your website.
2. Let all the negative thoughts flow out, actively encourage them but do not react, just take notes.
3. When you have exhausted the list, pause, and consider them individually. Look at the list rationally and challenge each one with logical thinking.
You may find that many of them range from silly to desperate and all of them fall down in the face of scrutiny.
Interested in learning more about this type of mindset shift?
I recommend reading ‘The Chimp Paradox’ by Dr Steve Peters it provides insight into waht causes our anxiety and how to manage it. Here’s a link to the author explaining the outline of the book.
Conclusion on the Fear of Visibility
It’s important to recognise the pressure of social media where likes, comments, and shares can be perceived as the currency of worth. They are not.
View interactions as KPI’s (Key Performance Indicators) signposting if your message resonates with the platform and audience. The truth is: social media algorithms can be complex and unpredictable.
If your pet hedgehog video got ten times the number of views than of one your motivational speeches do not take it personally! Watch here if you are interested.
Cute animal posts generally do well on social media and maybe you are just not quite as cute as a hedgehog!
The good news is that experience and other evidence supports this too. To be successful in digital marketing you don’t need to be perfect.
I would argue that the more authentic and un-polished you appear the more success you are likely to have. So don’t let that be a barrier to take action—start that digital marketing strategy today!
Need some help with your digital marketing strategy? I specialise in helping coaches and beginners with mindset and marketing overwhelm by creating simple, impactful, and repeatable marketing plans. Check out what I have to offer by clicking here.
Imposter Syndrome
As a mindset coach, I notice Imposter Syndrome is one of the most common psychological barriers people face in their professional lives.
That feeling of ‘how on Earth did I make it this far?’ can be accompanied by a fear of being found out. When marketing a small business that centres around personal expertise it can create anxiety about feeling “expert” enough.
Around one-third of young people suffer from (Imposter Syndrome) it, and 70% of everyone else is likely to experience it at some point in their lives.
Practical Tips for Dealing With Imposter Syndrome
Imposter syndrome is that little voice that tells you, “You’re not really an expert. Who do you think you are trying to sell your services or expertise?”
This mindset can paralyze you and prevent you from showing up fully in your marketing.
A good way to combat this is to remind yourself of why you are where you are. Keeping an up to date CV or just a list of milestones and achievements can help greatly and serve as a quick reference in times of doubt.
Be kind to yourself and take the time to break down your tasks into manageable chunks and prioritise them.
Exercise: A Marketing Mindset Shift for Overcoming Imposter Syndrome
1. Work backwards and plot out all the milestones that got you to your current position.
2. Think about notable successes and big wins, where you earned praise or were just proud of yourself for a particular achievement.
3. When you remember each moment take time to savour it, step into the moment and try to really feel the emotions that you felt at the time.
4. Recall what you had to do to reach that moment, include any adversity you faced or extra mile you chased.
Keep this list mentally or physically and refer back to it frequently. It will give you confidence that you are worthy of your position and serve as knowledge bank of accomplishments.
It’s about having the right mindset to get going, keep going, to experiment, and be resilient…
Conclusion on Imposter Syndrome in Marketing
The truth is, everyone feels like a fraud sometimes—even the most successful people. What’s important is to recognise this anxiety is normal and coach ourselves to push through it and keep moving forward.
Imposter syndrome feelings can be a sign of overwhelm. Perhaps a task is feeling too big too handle. Be kind to yourself and take the time to break down your tasks into manageable chunks and prioritise them.
When things are running away from us taking the time to plan can seem like the most counter-intuitive thing to do. In my experience, it doing so reduces stress and anxiety as well as providing clarity and efficiency.
Main Conclusion: Your Marketing Mindset is Your Most Powerful Growth Tool
Exploring psychological barriers that small business owners and self-branding marketers face shows us that when we struggle we are not alone.
Having self-doubt and anxiety over promoting ourselves is very common, it is only human to be self-conscious. But, for each barrier we may face there is a solution and we can control the outcome.
At the end of the day, it’s not about having the perfect marketing plan, although that helps! It’s about having the right marketing mindset to get going, keep going, to experiment, and be resilient when things are not trending in the way you had hoped for.
What you have to offer is valuable to someone; what you need to figure out is where to find your tribe so you can explain it to them. The first step to beating anxiety is to recognise it and understand it better, then you are in a position to defeat it. So, applaude yourself for getting this far!
Confronting your anxiety by using simple techniques to change your thinking will achieve liberating results. The power of altering your marketing mindset will deliver growth and unlock confidence you had forgotten.
So go ahead—take that first step, put yourself out there, and remember: a little self-compassion (and the occasional cute hedgehog video) can go a long way.
Further Reading:
If you want some further research backed tips on avoiding anxiety and the marketing mindset, here are some articles I like:
This one is about managing social media anxiety and avoiding the bad stuff…
Check out this article in Psychology Today by Mariah G. Schug, Ph.D., Associate Professor of Psychology and Gender, Women, and Sexuality at Widener University.
Or, if you would like a different viewpoint on some of the topics discussed try this article by Dr Shoury Kuttappa. It includes similar discussion on marketing mindset as well as a section on The 7 C’s of Effective Communication which is useful for Marketing communication.
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