Identify and Stop your Pattern of Should Marketing

It's easy to fall into the trap of Should Marketing.

We’ve all been there, posting content, creating strategies, and following trends simply because we think we should. But here’s the truth – authentic marketing is the heart and soul of any successful business.

Are you feeling uninspired, frustrated, or even burned out by your marketing efforts? Do you find yourself questioning why you’re doing what you’re doing? If so, you might be caught in the Should Marketing cycle, and you’re not alone.

In this blog post, we’ll explore the damaging effects of getting caught up in this cycle, how to recognize if you’re stuck in this cycle, and most importantly, how to break free and discover your authentic marketing approach.ย 

Get ready to say goodbye to the “shoulds” and hello to a renewed passion for your business!

What Is Should Marketing?

Should Marketing is exactly what it sounds like – marketing from a place of “should.”ย 

It’s when you find yourself posting on Instagram, creating content, or implementing strategies not because they resonate with you or align with your brand but because you think you should.ย 

It often happens when we follow the advice of so-called “gurus” or jump on trends without considering what truly works for us.

Many of us can unknowingly slip into the habit of Should Marketing, and even if we’re aware of it, we might find ourselves returning to this pattern at various stages of our business journey. The frequency of falling back into this trap often depends on how inspired and aligned we feel with our current marketing strategy.

The Problem with Should Marketing:

The consequences of marketing inauthentically are significant.

When you’re not genuinely invested in your marketing efforts, your energy won’t be behind your content and your audience won’t be drawn in like they could be.

As a result, you’ll miss out on the results you desire, such as growing your audience, making sales, and building your reach, leaving you feeling frustrated because you are still putting in the work.

If you’re in a place of should marketing, you need to be putting in the work of exploring “where is my marketing going wrong?”

How To Recognize If You Are Should Marketing

The first step to breaking free from Should Marketing is to recognize if you’re currently trapped in this cycle.ย 

If you find yourself creating content without passion or joy and constantly questioning why you’re doing what you’re doing: that’s Should Marketing.ย 

If there’s this unaligned lack of love going into the content that you’re creating and your engagement has flatlined, you’re Should Marketing.ย 

You should love the content you create.

Break out of the Cycle

To escape the Should Marketing trap, you need to reevaluate your marketing strategies. Take a step back and ask yourself why you’re not aligned with your current approach.ย 

Is it the platform? The messaging? The offer? Identifying the root cause is crucial to finding your path to authenticity.

  • What is it about the platform(s) or about the content you’re creating that’s not lighting you up?ย 
  • Are you not talking about the things that you actually want to because you think they won’t perform?ย 
  • Maybe you are just fed up with the platform you’re on and it’s not serving you anymore?
  • Is your content speaking to your ideal client?

Shift Your Marketing Strategy

It could be that you are needing to explore an entirely new marketing strategy that aligns better with your goals and passions.ย 

For instance, you might contemplate starting a blog and harnessing the potential of Pinterest, or perhaps venturing into the world of podcasting to create evergreen content.ย 

Alternatively, you could dive into YouTube and explore longer-form content if you find yourself weary of the constant demand for short-form content on platforms like TikTok, Instagram, and Facebook in the realm of social media marketing.

Reevaluate Your Offers

Another possibility is that you might not be fully aligned with the offer you’re selling, or you could be struggling to support the messaging you’re putting out.ย 

Various factors may lead you to show up from a place of should, and the key lies in identifying these reasons within yourself. Understanding the root cause is crucial to finding authentic solutions for your marketing journey.

How To Move Away From Should Marketing

It’s essential to recognize that creating more content isn’t always the solution. There are times when stepping back and evaluating our strategies is more beneficial.ย 

If you sense yourself trapped in the should marketing zone, where your content lacks love and passion, driven merely by a sense of obligation or external pressure, it’s time to make a change.ย 

It’s about moving away from the “shoulds” and embracing a marketing approach that truly resonates with your authentic self.

Take a Break

The duration of your break is entirely up to you, whether it’s just one week or 30 days.ย 

The decision should consider factors like burnout and alignment. Reflect on how deeply you’ve immersed yourself in the should marketing mindset. How long have you been pushing yourself to show up in a way that feels disconnected and misaligned with your business?ย 

This self-evaluation will help you determine the optimal break period to realign and rejuvenate your marketing approach.

Try Something New

Explore the uncharted territory and try something new. This shouldn’t be mistaken as a replacement for taking a break; I encourage you to genuinely pause for a week-long break or more from creating new content, and then venture into something new.

It’s crucial to reconnect with our own voices, as sometimes we can get so wrapped up in consuming external content – working with a coach or listening to podcasts daily – that we lose touch with our own thought leadership. Take this opportunity to identify your authentic thoughts and beliefs about your industry.

When you decide to embrace something new, it could involve something like a 30-day challenge of posting reels on Instagram, without necessarily deleting the platform altogether. Alternatively, you might decide to start a YouTube channel and commit to taking bold, messy action for 30 days to share your message.

Trying something new might lead you to craft an entirely fresh marketing strategy that truly resonates with your vision, and this doesn’t necessarily mean shifting to a different platform.

Embrace Authenticity And Passion In Marketing

When you step out of your comfort zone and embrace new approaches in your marketing, you open yourself up to a world of possibilities. It’s in these uncharted territories that you’ll find the opportunity for self-discovery and personal growth. As you venture into unfamiliar terrain, you’ll start to notice a transformation taking place within yourself.

The process of trying something new can be both exciting and daunting. It’s during this journey that you’ll learn to listen more intently to your thoughts and beliefs. Being outside your comfort zone prompts you to reflect on what truly resonates with you, your business, and your values.

By immersing yourself in these unexplored realms, you’ll begin to uncover your authentic voice. Your marketing efforts will be infused with a genuine sense of passion and enthusiasm that emanates from your core. This newfound authenticity will naturally draw people towards your brand, forging a deeper connection with your audience.

This blog was repurposed from an episode of the Unprofessional Entrepreneur, Stop Should Marketing. You can listen to the show on Apple and Spotify.

If you want guidance on leveraging your content and to book out your services while being unprofessional,ย book in a free coaching session and we’ll figure out how to add more youย into your marketing.

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Felly Day, Content Strategist

About Felly Day

Felly Day is a dualpreneur with the goal to help ambitious service providers and coaches grow through digital marketing in a way that feels good to you.