As entrepreneurs, we all experience some resistance when it comes to marketing and promoting our services. With so many marketing outlets and strategies being touted as the "must-do," it's overwhelming and difficult to know which ones are the right fit for our business models. And typically, resistance to a particular marketing activity stems from it not aligning well with our communication style, creative process, or preferred way to connect with our target audience.

But instead of trying to push through these resistances, entrepreneurs have another option: to embrace resistances as creative constraints and accept them as potential strengths and differentiators.

As a communication coach and message strategist, I’m very familiar with the resistances entrepreneurs feel when they want to expand their brand to a wider audience. Everyone starts off with a handful of “shoulds” for their message: I should be posting on social media more often, starting a podcast or recording videos, creating more products, writing, etc.

Being blinded by shoulds can prevent any entrepreneur from seeing alternative message strategy options that would better align with personal preferences and professional goals. And so, I encourage them to take a step back and think about what they enjoy and what feels authentic to them.

For example, most entrepreneurs believe they should step-up their online game. And while that certainly could be in the mix of things, many forget to consider how attending or sponsoring conferences can be a lead machine. How hosting client gatherings can quantum leap your referrals. And how implementing simple structures to a sales processes can quickly ramp up growth.

The truth is, there’s no one-size-fits all solution when it comes to marketing and promotions. What works for one entrepreneur and business model may not work for another. What works for one entrepreneur and business model may not work for another. By understanding our own resistances and preferences, we can find communication outlets that feel authentic and enjoyable. When we enjoy our outreach efforts, we're more likely to stay consistent and reap the long-term benefits.

So, the next time you feel resistance to a marketing activity, don't try to push through it. Embrace it and reframe it as a potential strength. With this mindset, you can find communication outlets that work for you and ultimately help you achieve your goals.