Overwhelmed by Marketing? Here’s How to Calm the Stress

If marketing feels like the hardest part of running your practice, you’re not alone.

For many CAM practitioners, the idea of putting themselves out there can feel anything but natural. From writing a post to simply saying what you do, it can feel awkward, intimidating, even paralysing.

Recently, I spoke with a group of practitioners at an event. Many had successful careers and were brilliant at helping others, but marketing? That was another story. For them, it felt deeply personal and vulnerable. There were fears around charging for services, being visible, and worrying about what others might think. Self-doubt crept in, leaving many feeling like they were the only ones struggling, assuming everyone else had it all figured out.

If that’s you, take a breath. You’re definitely not alone.

Why Marketing Can Feel So Hard

Marketing is so much more than strategy—it stirs up emotion. Doubt. Fear. Comparison. Uncertainty. For many practitioners, the hardest part isn’t how to market, but how it makes them feel. Visibility can feel exposing. Selling might feel like a betrayal of your values. And with so much else on your plate, it’s easy to push marketing to the bottom of the list.

The Invisible Pressure to “Do It All”

Networking. Social media. Email lists. Blogging. Video. Talks. It’s easy to believe you should be doing everything. But that pressure often leads to paralysis. When you try to follow someone else’s formula, it rarely works—because your business, your values, and your clients are unique. You need to create your own recipe.

What Ethical, Authentic Marketing Really Looks Like

You get to decide what ethical and aligned marketing means to you. For many of the practitioners I work with, that looks like:

• Being a clear communicator – helping people understand how you can support them.
• Showing up as yourself – people are drawn to like-minded people.
• Making it easy to connect – don’t hide what you offer. Invite people into your world.
• Focusing on value – replace pressure with generosity and care.

Ethical marketing doesn’t rely on overpromising, scarcity tactics, or cold DMs. When you focus on helping, not hustling, marketing becomes something else entirely—it becomes a way to build relationships, share your values, and create trust.

The pressure to “sell” fades. And connection takes its place.

Your First Step Forward

Create a gentle marketing moment: Pause and breathe.

Reconnect to why you do this work. Why does it matter that your business succeeds?

Let that 'why' ground and support you. Then, think of just one person you could reach out to today. Maybe it’s a past client. Maybe it’s someone you admire on social media. Send a message, leave a thoughtful comment, or simply check in.

That’s marketing, too.

Focus on the connection, not the outcome. Think of marketing as a series of small, meaningful moments that invite others into your world. When it’s rooted in care, it starts to feel lighter—something you want to do, rather than something you should do.

Forget the Hustle: Focus on Flow

Hustle culture doesn’t serve healers! The idea that you have to grind your way to success is exhausting and unsustainable. You didn’t start your business to burn out.

Hustle culture glorifies urgency and noise, but healing work thrives in presence and depth. You bring transformation by showing up fully, not by shouting louder.

It’s like moving from rushing through a crowded station to walking a quiet woodland path. You still reach your destination, but the pace changes everything.

Build Momentum Through Consistency, Not Pressure

Marketing isn’t a one-off event. It’s a rhythm. When you focus on consistent, gentle action, things start to shift. You gain clarity. You build confidence. You attract clients who resonate with your message.

Momentum builds when you move in alignment, not when you force the pace.

Consistent Marketing Without Burnout

Here’s how you can create a gentle weekly rhythm to stay grounded and visible:

• Revisit your “why” – remember: your marketing isn’t about self-promotion. It’s part of your mission to help others.
• Celebrate your wins – journal your progress, even the small stuff. It helps you see that you are moving forward.
• Reflect weekly – create a quiet moment to ask: What’s working? What feels light? What can I let go of?

When built on self-awareness and care, marketing can feel more like a spiritual practice than a sales task.

You Don’t Have to Do It Alone

If you’d like to connect with other values-led practitioners and get support with your marketing, come and join my free Facebook group: Holistic Business Matters.

You’re not behind. You’re not doing it wrong. You’re just building something that fits who you are. Gentle. Grounded. Genuine.

That’s what your marketing can be.

Start where you are. Be who you are. You’ve got this.