🛡️ How to market yourself despite being terrified

Lessons from my sweaty palms to yours

Hi! Shreya here. Welcome to the latest in our Marketing Scares series. Under the gleam of the Full Moon, as Halloween draws nearer, we are facing something truly terrifying today. 

How to market yourself, even when it scares the bejesus out of you.  

Marketing yourself doesn’t come easy to everyone, but the good news is—it’s a skill that can be learned. Today, I’m sharing how I went about doing something that petrified me. 

Writing. 

Marketers and storytellers I admire seem to have an uncanny (and enviable) ease when it comes to one thing – they seem okay to embarrass yourself. 

So, I am going to try to follow in their footsteps today. 🙈 Here goes nothing! 

Some of you might know me from my days as the writer of Inside Podcasting. 

I was truly terrified of writing it. I remember sitting down to write the first issue (and many consequent issues) and being terrified out of my mind. To paint you a picture - Sweaty palms, throbbing headache, jittery insides, the whole package. 

Me when I pressed that big scary SEND button every time

However, I did it twice every week for three years. Three wonderful but tough years. Tough years for many of us – 2020 to 2023.  Here’s what I learned. 

🧑‍🤝‍🧑 Get a buddy 

Doing a scary thing is one thing but doing it alone is something else entirely. So, if you can find someone to do it with you, you should. In the early days of my writing career, I had a friend who would sit by me doing their own work while I wrote. It can go a long way! A buddy can sit with you while you make a plan or execute it, or even hold you accountable to getting stuff done.

🔬Learn the industry 

It’s quite hard to talk to people if you don’t even know the people you’re talking to. Doing your research can help quell some of that anxiety. I read a LOT of newsletters when I first started writing in podcasting. Incidentally, most of those are some I suggest you read too: Podnews, Podcast The Newsletter, Sounds Profitable, the weekly from Pacific Content, and Bumper’s blog. Also, follow some industry professionals that talk healthily about the state of affairs. There are so many wonderful humans but off the top of my head - Arielle Nissenblatt, Tom Webster, Twila Dang, Lauren Passell, Steve Pratt, and Davy Gardner. Find them, follow them, tell them Shreya sent you.

◻️Clear your slate 

Every time I compared my growth rate in writing to anything else I’d done for years, I’d inevitably spiral. Stop trying to compare this new scary thing you’re doing to any other thing you’ve done. I know this is so hard to do! But, if you had already known how to do this, you wouldn’t be so scared, would you? Revel in the moments of newness. Know that, when it’s all said and done, you’ve learned something new.

⏳Time - the fourth dimension and your friend

One of the things that bugged me the most was how long it would take me to write. I always thought I could get more efficient. Many creators, especially those not doing this full time, experience a similar tension around time spent marketing. I can give you all sorts of numbers (and I have) but, really you should start timing yourself on it. Make a Toggl account and start timing how long it takes to market. Nothing will quell your fear as much as seeing that number go down, week after week. And it will!

🚮 Take out the trash

One of the most useful and annoying things I’d do when I would write every issue is write absolute cr*p at first. The words didn’t start flowing magically as soon as I’d start. So first, I wrote absolute trash on the paper. Once that drain was unclogged, sensible sentences emerged. Write down what you think are your trashiest, dumbest, silliest ideas and bluest sky goals when it comes to marketing. Get them out of your system; discuss them with a friend or even send it to me! Once that’s done, magic will flow. 

💛 Nobody cares (as much as you fear they do) 

This might sound so harsh but the products of our mistakes and embarrassments always seem bigger to us than they are to others. I cannot shake this scene from Schitt’s Creek when Alexis explains this concept to David. I wish I’d known this sooner because I might have been braver in my writing! But, you know it now. 

Your product, your story, your podcast is worth marketing! I can’t wait to hear it. Go forth and conquer.

🌟 More Magic: 

• The Orchard Project, a program and accelerator for independent creators, is accepting new proposals until Dec 15! Readers might be especially interested in their audio lab program. [Don’t let all my ranting above go to waste. Be bold and apply!]

• The Resonate Podcast Festival is just around the corner! Lauren, Wil, and Ilana will be attending. If you’re around, go say hi to them! I know they have more updates for you on this so stay tuned. 

  • At Resonate, Radio Club Collective is giving free Tune-Up (mentoring) sessions. Fill this form if you are interested. Deadline is tonight (Oct 18) at 11:59 pm ET. 

• I’m really enjoying a Gothic podcast – The Greatest Matter. Dublin in the Victorian-era, an Italian criminologist, a crime novelist, and a journalist. What could go wrong? 

🎥 From the Desk of Tink

I am so thrilled that we’re working with one of my favorite podcasts! Hosted by Chris and Lizzie, What Went Wrong is a biweekly podcast that unravels the surprising - and often bizarre - stories behind every movie, from blockbusters to box office bombs. They share everything with their trademark dry wit, deep research, and respect for any and all movies made. My personal favorite episodes cover American Psycho, Breakfast Club and Galaxy Quest (ikr!) 

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Next week, Wil returns with the final nail in the coffin of our Marketing Scares month. 

Hope this Full Moon energy calms down by then! 

Thank you for reading, 

Shreya