4 ways to promote your work when you don’t feel like selling
For many freelancers and small business owners, the idea of “selling” feels unnatural. Cold pitching? Awkward. Hard selling? Exhausting.
But bringing in more work doesn’t have to mean aggressive tactics. The key is creating opportunities in a way that feels natural and sustainable—so that clients find you, rather than the other way around.
After 1.5 years of freelancing, I started noticing patterns and different ways that ‘selling’ can work without having to be salesy.
There are four main ways to do this:
1️⃣ The Content Route – Show up consistently and share value.
2️⃣ The Visibility Route – Get seen in the right places.
3️⃣ The Soft Outreach Route – Build relationships that naturally lead to work.
4️⃣ The Network Route – Stay connected with those who already know you.
Each of these routes requires a commitment, a mindset shift that helps you implement them effectively.
Luckily, they can be combined in a way that fits your strengths, time, and energy:
Let’s break down what each route involves, the commitment it requires, and specific actions to help you make it work.
1. The Content Route: Showing up through your work
📌 Best for: Building long-term trust, passive lead generation
📌 How to beat overwhelm: Start with one platform and repurpose content
Commitment: “I will share value consistently so people remember me when they need what I offer.”
Creating content positions you as an expert while keeping you visible. But it doesn’t mean daily posting—consistency matters more than frequency.
🔹 Passive attraction: People find your posts, blogs, or videos over time.
🔹 Active approach: Promote your content in relevant groups or communities.
Actions to make it sustainable:
✅ Pick 1-2 content types you enjoy (e.g., LinkedIn posts, newsletters, blogs).
✅ Repurpose—turn a post into an email, a video into a blog.
✅ Subtly remind people what you do without every post being a sales pitch.
🚀 Example: A brand consultant shares insights on LinkedIn. A follower who’s been engaging for months finally reaches out to work with them.
2. The Visibility Route: Getting seen in the right places
📌 Best for: Expanding reach beyond your own network
📌 How to beat overwhelm: Start with one visibility action per month
Commitment: “I will step beyond my own channels to reach new audiences.”
Creating content is great, but what if your ideal clients aren’t seeing it? That’s where visibility comes in.
🔹 Passive attraction: Your guest post, podcast appearance, or event talk brings in leads without ongoing effort.
🔹 Active approach: You pitch yourself for opportunities and collaborations.
Actions to make it sustainable:
✅ Choose 1-2 visibility strategies (e.g., guest posting, speaking, webinars).
✅ Batch outreach—one day a month to apply for opportunities.
✅ Leverage existing content (turn a blog into a guest post).
🚀 Example: A business coach speaks on a podcast. Months later, a listener reaches out to book a session.
3. The Soft Outreach Route: Building relationships that lead to work
📌 Best for: Turning engagement into leads without feeling pushy
📌 How to beat overwhelm: Spend 10-15 mins a day engaging with potential clients
Commitment: “I will engage with my community, offer value, and build trust before pitching.”
Outreach doesn’t have to mean cold messages. Soft outreach is about warming up relationships first.
🔹 Passive attraction: People engage with you naturally, leading to inbound inquiries.
🔹 Active approach: You start conversations and nurture potential clients.
Actions to make it sustainable:
✅ Spend 10 mins a day engaging on LinkedIn (comments, DMs).
✅ Join industry groups and answer questions to add value.
✅ If you’ve engaged for a while, gently introduce how you can help.
🚀 Example: A virtual assistant comments on a founder’s LinkedIn post. Weeks later, the founder reaches out to hire them.
4. The Network Route: Leveraging existing connections
📌 Best for: Referrals, repeat business, and warm leads
📌 How to beat overwhelm: Set a system to check in with contacts every few months
Commitment: “I will stay connected with my past clients and contacts so they remember to refer me.”
Your network is your most valuable marketing tool. But most people forget to nurture it.
🔹 Passive attraction: Past clients refer you without prompting.
🔹 Active approach: You check in, remind them what you do, and explore new opportunities.
Actions to make it sustainable:
✅ Create a simple check-in system (spreadsheet, CRM, or calendar reminders).
✅ Reconnect with past clients, colleagues, and collaborators.
✅ Make it easy for people to refer you (update LinkedIn, tell them who you help).
🚀 Example: A marketing consultant checks in with an old client. The client refers them to a friend who needs help.
Finding the routes that work for you
The best approach isn’t doing everything—it’s finding the right mix of active and passive strategies that fit your energy, time, and goals.
✔️ If you prefer passive marketing, focus on content and visibility.
✔️ If you’re comfortable with active outreach, prioritize networking and soft outreach.
✔️ If you want balance, mix content (long-term trust) + networking (short-term leads).
The more you focus on your preferred marketing routes, the easier it will feel.
Want to improve your marketing strategy? Struggling to be consistent with promoting your work?