Afraid of Sales? Reframe Your Perspective on Marketing

afraid of sales

afraid of salesAfraid of Sales? Reframe Your Perspective on Marketing

Are you afraid of sales? It might be time to reframe your perspective on marketing. Mastering sales is key to creating a profitable business but classic sales training isn’t a match for most women entrepreneurs today.

Most of my clients identify themselves as creative entrepreneurs. They are artists, designers, nurturers, authors, coaches, healers or whatever label they apply to themselves. They often see themselves as experts in their industry and have invested time and money perfecting their craft. However, they never perceive themselves as salespeople. In fact, creative entrepreneurs would often rather be broke than have to go door-to-door selling.

The hard truth is that if you are in business for yourself, then you are in the business of marketing and sales! No matter what type of work you do, you have to be able to promote yourself and speak with confidence about what you offer. This can be especially challenging for our introverted creative types who love their craft but struggle with talking about themselves.

One of my clients, Maria, was undercharging for her services and afraid to ask for more money. As we talked about marketing strategies and where Maria would most likely find and attract her ideal clients, she had a big A-ha! moment. She hates being sold to and finds most marketing language offensive and condescending. She was actively refusing to use language that would attract clients because it didn’t feel good to her.

Many creative entrepreneurs struggle with the language of marketing just like Maria did. She did not want to be perceived as a used-car salesman with tricks and deals up her sleeve. The shift in mindset occurred when I helped Maria realize that marketing is all about getting people to notice you by showing them you understand the pain they are in and by educating them about how you can stop their pain. People buy solutions and they buy results. When you are clear about your value and your ability to make a difference with the work you do, it’s easy to convince people to buy from you, without feeling “salesy.”

Here’s an activity to help you reframe your perspective on marketing. When you create marketing that speaks to the right clients, sales is easy! This is one of the tools I share in my bestselling book The Artful Marketer: The Fundamental Business Guide for Creative Entrepreneurs.

afraid of salesIdea Box: Reframing Your Perspective on Marketing.

In this short assignment, you will be using your creative writing skills to look at marketing through the lens of metaphor. In case you don’t remember your high school or college English classes, a metaphor is a figure of speech in which a word or phrase that ordinarily designates one thing is used to designate another, thus making an implicit comparison. Some common metaphors include: heart of stone, time is money, or a blanket of snow.

Take out your journal and let’s play with metaphor. It’s time to reframe your perspective on marketing and remember that marketing can be fun, playful, meaningful and heart-centered. There is no right or wrong way to do this. You can use comparisons or create similes using like or as if that is easier. Just start writing and see what you discover. Here are a couple of examples that I created to help get you started.

  • Marketing wears a big red nose to get attention.
  • The glow of the marketing magic lit her up from the inside out.
  • My marketing robot can do that for me.
  • I use a rainbow of marketing tactics to grow my business.

Make MARKETING funny

Make MARKETING spiritual

Make MARKETING old-fashioned

Make MARKETING high-tech

Make MARKETING larger-than-life

Make MARKETING very small

Make MARKETING colorful


There are no right or wrong answers. No one will judge your responses. Tap into your inner poet and allow metaphors to flow freely. Be as silly and far-fetched as you can.

Would you like some support around your relationship with money? Each month I offer a few complimentary Money Breakthrough Sessions. If you are ready to get on the Path to Profit, I invite you to apply now for one of these sessions by clicking here.

Copyright: edwardsamuel / 123RF Stock Photo

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  1. Houkje on September 30, 2015 at 11:05 am

    I love this!

    Marketing has always been an “evil monster lurking near the ladies underwear section of the Department store… ready to pounce at any moment.”

    I can definitely work on a new metaphor. 🙂

    • minette on September 30, 2015 at 12:19 pm

      I can’t wait to hear what new metaphor your create, Houkje!

  2. Patricia Young on September 30, 2015 at 4:36 pm

    Great Post Minette! Very helpful for people that struggle and don’t like to do marketing! Loved the exercise! I have learned to enjoy it and even love it sometimes! 🙂

    • minette on October 5, 2015 at 2:39 pm

      Thanks Patricia! Glad you are learning to love marketing, at least on occasion!

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