Pretty much every single businessperson has had that worry at one time or another. You don’t want to come across as pushy or salesy because 1) You’ve been on the other side of that conversation, and it’s not fun, and 2) You’re terrified that if you make yourself too “present” in your ideal customers’ lives, you’ll end up losing them.

For many small business owners – especially those who truly care about the people they serve – “marketing” can start to feel like a dirty word. The fear of being seen as spammy can lead to hesitation, especially as the holiday season approaches and inboxes flood with sales and countdown timers.

But after years of helping small businesses grow through smarter, more human marketing, here’s what we’ve learned:

It’s often the most empathetic, values-driven entrepreneurs (the ones who hate the idea of annoying people – like you!) who are actually best positioned to redefine what marketing can mean.

Because marketing done right isn’t about shouting louder. It’s about showing up with purpose… often enough that people actually remember you.

Let’s pick apart that latter one first.

People Want to Hear from You (More Than You Think)

Most business owners underestimate how willing people are to receive marketing messages. On average, it takes numerous touchpoints before someone will take action – not because they’re uninterested, but because they’re busy and distracted.

What does this mean for you?

Essentially, if you believe in the value you bring, staying quiet out of politeness doesn’t serve anyone. Your job is to gently and consistently remind your audience that you exist, that you’re worth their time and money, and that you can make their life easier, better, or more enjoyable.

That means showing up consistently (and fairly often) and being clear about what you want them to do, whether that’s joining your email list, scheduling a consultation, or buying your product or service.

Timidness and ambiguity don’t serve you or your customer. Be a reliable presence who is clear about how you can help – and how they get that help.

What Thoughtful Marketing Really Looks Like

Of course, consistency doesn’t mean being loud or salesy. The ‘how’ matters as much as the ‘how often.’ The most effective marketing feels less like noise and more like care – a natural extension of your values and your desire to help.

Here’s how to stay true to that spirit:

Meet your audience where they are. Show empathy for what they’re experiencing (stress, excitement, overwhelm) and speak to those emotions.

Offer solutions, not noise. Share tips, stories, or resources that genuinely help your customers, even if they don’t buy right away.

Create meaningful promotions. Connect your offers to what your customers truly value (convenience, comfort, or community).

Use selling as service. Each message is an opportunity to build trust, not just make a sale.

Deliver a memorable experience. When customers feel seen and supported, they naturally spread the word.

Redefining “Marketing” for Your Brand

If you’ve ever wished for a way to market that feels good (one that aligns with your values and drives real results), you’re not alone. The key to growth isn’t shouting louder; it’s showing up with heart, clarity, and consistency.

Want to create a marketing system that helps you sell with sincerity? Get in touch.

Because your customers do want to hear from you – they just want to hear the real you.