If marketing your services feels awkward, salesy, or like shouting into the void, you’re not alone. Most new business owners, solo entrepreneurs, and creators don’t love the idea of “selling themselves.” But what if marketing wasn’t about selling at all?

As the year winds down and we pause to connect with the people who matter most, it is a good time to remember that business, at its heart, is built on the same thing: genuine connection.

Dale Carnegie’s classic, How to Win Friends and Influence People, reminds us that success in any relationship, business or otherwise, starts with real understanding. When you lead with connection instead of persuasion, your marketing becomes easier and more effective.

People Want to Be Understood, Not Sold To

Carnegie taught that one of the deepest human desires is to feel important. So instead of jumping straight into “Here’s what I offer,” shift your approach to “Here’s how I understand what you’re going through.”

Great marketing speaks to your ideal client’s challenges, goals, and daily frustrations. It makes them feel seen. When people feel understood, they are more likely to trust you, and that trust turns into action.

Lead With Listening (Even in Your Content)

You can “listen” even when you are the one doing the talking. Read comments. Ask questions in your emails. Pay attention to what your audience is actually struggling with.

Then, reflect that back in your content:

• “If you’ve ever felt stuck trying to…”
• “You’re not alone if…”
• “Here’s what I wish I knew when I was in your shoes…”

These small phrases create emotional connection and show that you understand your audience’s perspective.

Make It About Them, Not Just You

Carnegie’s advice to “talk in terms of the other person’s interests” is timeless marketing gold. Instead of focusing on your credentials or features, focus on outcomes. Do not just say what you do. Explain how it helps.

Example:
Instead of “I design websites,” try “I help small businesses look professional online so they can book more clients.”

Final Thoughts

You do not have to be pushy to promote your business. You just have to care. This season reminds us that real growth comes from generosity, listening, and empathy. When you focus on connection first, through understanding and genuine human language, your marketing stops feeling like a chore and starts building trust that lasts long after the holidays.

Dataczar Tip of the Post:
Add a short “Who I Help” section to your Dataczar homepage. Use it as a small act of generosity. Focus on how your work makes someone’s life easier, better, or brighter.

 

This article is part of our Business Coaching blog series. At Dataczar we talk to a lot of small businesses. We’ve found a few books that we keep recommending time and again. To better help our customers, we’ve added a Reading List for Small Businesses to our website. We encourage every small business owner to read and keep these timeless business books on their office shelf.

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