From ‘sleazy sales’ posts to must follow creator- here’s how…
Ever feel like sharing your content is a little… too much? Like you’re one post away from being “that person” in everyone’s feed? Trust me—I’ve been there. I know the fear of being seen as pushy, of wondering if your audience really wants to hear from you.
In my first business, I hid. I kept my head down, my content minimal, and my real voice tucked away. But when I launched my second business, I knew I knew I had to show up differently. This time, I wasn’t going to blend into the background. I was going to master content creation and community building, and wow, the results were incredible. Suddenly, I wasn’t just in business—I was connecting, creating real change, and showing up in a way that felt transformative for my audience and myself.
And here’s what I learned along the way: Content isn’t about sales. Content is about is freely serving, igniting and delighting people, so that they want more of what you bring to the table. And when you create content with heart and serve without boundaries, when you DO share a sales post- instead of feeling sleazy and like you’re pushing people to buy- people get behind you and support your offer.
Let’s dive into the why and how of embracing this journey, and I’ll share a few steps you can take to make this transformation your own.
Why Content Creation Matters
First off- hello low cost marketing. I can’t stress this enough- when I started out in business the internet wasn’t a thing. Our first ad was a print advert a few cm big that cost us over a thousand pounds, and ran for ONE week in a magazine.
If you’re on a bootstring budget- THIS is your opportunity to get in front of thousands- every day.
But don’t hide like I did, creating all the excuses like ‘I’m an introvert’ ‘I’m a service provider not a content creator’ etc etc. If you’re in business, you’re in marketing. So let’s move away from fear and instead explore the HUGE and exciting benefits you get when you focus on mastering this craft instead!
(PS: I know lots of you do this too because I asked you in this poll in our community)
Here’s the thing. Content creation isn’t about “posting more” or '‘selling'.‘
It’s about showing up with a purpose that resonates so deeply it draws people in and makes them stay. When you’re willing to be visible and authentic, you’re not only building trust—you’re creating connections that lead to real growth and change. And believe me, when you consistently put yourself out there, you become a voice that people look for and rely on. That’s a pretty powerful feeling, right?
To make it happen it does require a shift. And no, it’s not going to be easy. But the rewards? They’re worth it. So let’s explore how to level this up.
Step 1: Draw a Line in the Sand
To create fearlessly, you’ve got to know what you stand for. This is what gives your message strength and makes it easier to hit “post” even on the days you’re doubting yourself.
1. Draw Your ‘Line In the Sand’
Ask yourself: What do I want to be known for? What riles me up? What do I STAND for? What don’t I like in my industry that I stand against? What are you fighting for here my friend? What’s the bigger picture, the thing that’s going to give you the energy the motivation the DESIRE to show up?
Think beyond what you do and focus on the impact you want to contribute to in this world.
Example: If you’re a wellness coach, maybe you want to be known for helping people find peace and well-being without trendy diets.
Example: For She Owns It, I stand against the hustle and ‘boss babe’ reel highlights and instead believe in the MAGIC of the Messy Middle and how instead to use your business to become the best version of yourself as you boldly serve those around you
2. Identify the Common Enemy
Every story needs a bit of contrast. What’s the problem or outdated belief that holds your audience back? Identifying this common enemy can help your audience feel like they’re part of something bigger.
Example: A minimalist designer could focus on the “less is more” mindset, helping people ditch the over-consumption trend for a more intentional, peaceful home.
Example: For She Owns It the enemy is fear of how people perceive you and avoidance of showing up (all mitigated by stuff we see on social media). Instead, we focus on helping you stack small wins and build self belief, learning how to show up more often as your Messy Self and over time see results
3. Define How You Uniquely Contribute to Solving This Problem
Now, what’s your special twist? This is what sets your content apart, making it memorable and relatable.
Example: A productivity coach might promote no-nonsense time management tips, emphasizing balance over hustle.
Example: With She Owns It we share visibility resources and tips, and help our Members stack wins with Mission of the Month, emphasising how success is not the end result- it’s the daily taking action.
With this foundation, you’re ready to start creating in a way that feels natural, exciting, and true to who you are.
Step 2: Create Binge-Worthy Content
With clarity on your message, it’s time to create content people want to binge, scroll through, and revisit.
1. Hacks & Quick Wins: Educate Without Holding Back
People love easy, actionable steps they can try immediately. Don’t hold back!
Share tips that bring a small shift or quick win. Think of posts like tutorials, templates, and before-and-after stories.
Examples:
If you’re in personal finance, share a simple 5-step budgeting hack.
For fitness coaches, try a quick warm-up routine that prevents common injuries.
2. Hot Takes: Bold Statements That Challenge the Norm
Be brave with your opinions. Share fresh perspectives that challenge conventional advice and show why you see things differently. This is where you really get to show off your expertise.
Examples:
“Everyone says you need to ‘focus on the end goal.’ I say, ‘Stack Small Wins.’ Here’s why.”
“People think a fancy website is essential. I believe you can succeed without one. Here’s what really matters.”
3. Heart: Your Story, Client Stories, and Personal Moments
When you share a piece of yourself, you create connection. Whether it’s your journey, a client transformation, or a simple, relatable story, this is where your audience really gets to know you.
When you share a piece of yourself, you create connection. Whether it’s your journey, a client transformation, or a simple, relatable story, this is where your audience really gets to know you.
Examples:
Share a time you struggled and what finally got you through.
Tell a client success story, walking your readers through each step.
Share a personal lesson learned, even if it’s a bit vulnerable.
Stacking Wins: Why It Gets Easier the More You Show Up
Each post is a win, a little piece of evidence that you can do this and that people are listening. These small wins stack up, building confidence and clarity that make it easier to show up again and again. Think of each post as a brick in the foundation of something meaningful. Soon, it’s not just easier—it’s energizing. You’re no longer hiding; you’re growing, connecting, and building something that reflects your unique voice.
Three Practical Steps to Start Showing Up Fearlessly
Here’s how to make the leap, without the stress of perfection:
1. Start Where You Feel Good
Ask yourself: Where do I feel good showing up? Is it on Instagram stories, at events, in Facebook groups, or collaborating with others? Start with what feels easy and fun, then bring that vibe into new platforms. Experiment, explore, and make it your own.
2. Practice, Not Perfection
Content creation isn’t supposed to be easy. But the people who succeed aren’t the ones waiting to “get it perfect”—they’re the ones who keep showing up. Treat each post as a practice round, focusing on the experience of showing up rather than nailing it every time. Remember: You have to line up for the shot to get the goal.
3. Promote with Purpose (and Have Fun!)
Content creation is about more than just “being visible.” It’s about giving people the next step. What do you want them to do next? Download a freebie? Join your email list? Treat your resources and freebies like offers! Don’t hide them—promote them as if they were products. Invite people deeper into your world with a clear path that serves them (and have a blast doing it!).
Final Thoughts: Own Your Voice and Create Fearlessly
The more you show up, the easier it gets. Every piece of content is another win, another step toward becoming the go-to voice your audience needs. Draw your line in the sand, stack those wins, and watch as your confidence (and audience) grows. You’re not just creating content; you’re building connections, leaving an impact, and making your mark in a way that only you can.
Now go forth and conquer, you marvellous marketing magician! And if you need more help then come and join us in the She Owns It Growth Membership for monthly momentum and mentoring that gets results.
And if you’re craving more juicy marketing insights, swing by the She Owns It Instagram Feed. It’s a treasure trove of advice so good; you’ll wonder where it’s been all your business life.