Why Showing Up As Yourself Is the Best Marketing Strategy You’ll Ever Use
By Sherry Sutton | Heart of the Hustle Show
Are you building a business but still hiding behind your logo, your website, or your brand colors?
I’ve been there. And here’s what I can tell you—no amount of Canva templates or “perfect” bios will ever replace the power of showing up as YOU.
In this episode of Heart of the Hustle, I had the absolute pleasure of being the one in the guest seat for a change. My incredible guest host, Lori Lane-Dixon (who’s also one of the amazing leaders of Dallas Professional Women), interviewed me about my marketing journey, how I help entrepreneurs find their voice, and what personal branding really means.
If you’ve ever felt overwhelmed by marketing, unsure of where to start, or afraid of being visible—you are going to feel so seen in this one.
Let’s break it all down.
You Are the Brand—Yes, YOU
One of the first things Lori and I talked about was what makes someone stand out in business. Here’s the truth: it’s not your pricing, your packages, or even your skillset.
It’s YOU.
People choose to work with people they connect with. And that connection doesn’t come from a polished sales funnel—it comes from authenticity. When I was working as a wedding photographer in New Jersey, I realized that fast. There were tons of photographers who were technically just as good—if not better—than me. So why did people hire me?
Because they liked me. They connected with my vibe. The red hair. The pink dresses. My energy. And that’s when it clicked: I was the differentiator.
That’s why personal branding is so powerful. It’s not about being the best. It’s about being you—consistently, confidently, and unapologetically.
Why Most Entrepreneurs Hide—And How to Stop
Let’s talk about the elephant in the room: visibility is scary.
It’s one thing to start a business. It’s another to be the face of it. That’s when all the “what ifs” show up.
What if people don’t like me?
What if I mess up?
What if I get judged?
What if my Aunt Marge sees my post and unfriends me?
(Yes, we talked about Aunt Marge in the episode. And yes, I said if you’re annoying her, you’re doing it right!)
But seriously, that fear is real. And it often starts way before you ever file for an LLC.
For me, it came from how I was raised. I grew up in a generation where women were taught to stay quiet, be supportive, and not take up too much space. When I told my parents I wanted to go to college, they looked at me like I had three heads. “Why?” they asked. “Just go to secretarial school until you meet a man.”
Spoiler alert: I did not go to secretarial school.
But those messages stuck with me for a long time. And I know I’m not alone. So many of the entrepreneurs I work with—especially women—were taught that it’s not okay to be seen. That it’s vain. Or unprofessional. Or unsafe. And those messages can seriously block your marketing efforts if you don’t work through them.
Here’s the good news: you can unlearn all that.
Visibility is a skill. Confidence is a muscle. And marketing doesn’t have to feel fake or forced. You just need a strategy that’s aligned with who you actually are.
Stop Obsessing Over the Website. Start Building Visibility.
This one might ruffle some feathers, but let’s go there anyway…
Your website isn’t going to save your business.
I know. We all want to believe that once the logo is done, the photos are taken, and the copy is just right, people will magically find us and throw money at our offers.
It doesn’t work like that.
Websites are important—but they are just ONE part of your marketing system. And in fact, if you don’t have a clear strategy for driving traffic to your site, it’s basically just a really expensive online brochure.
Too many business owners (especially in the beginning) spend all their time and money on things like:
Picking fonts
Styling photoshoots
Buying cute couches for their office
Designing logos they’ll change in 6 months
Instead of focusing on the one thing that actually grows a business: visibility.
So if that’s you—if you’ve been in perfectionist mode, waiting to launch until it’s “just right”—I want to lovingly shake your shoulders and say: START SHOWING UP. Like, yesterday.
You’re Not for Everyone—And That’s a Good Thing
One of the things I hear all the time is, “But I don’t want to post about my business on my personal Facebook page. What if people get annoyed?”
To which I say: GOOD.
If people are annoyed by your content, that means they’re actually seeing it. And if Aunt Marge unfollows you? That’s fine. She wasn’t going to hire you anyway.
You are a business owner now. That means showing up differently. And not everyone will get it.
But the right people? They will.
AI Is Here—But So Is Your Voice
Let’s talk about the big buzzword: AI.
Yes, it’s here. Yes, I use it. And yes, it can be incredibly helpful for organizing your ideas, speeding up your workflows, and writing drafts of content. But here’s what I don’t recommend: letting AI replace your voice.
We’re already starting to see a shift. People are craving realness. They want to connect with actual humans—not content that sounds like it was spit out of a robot.
That’s why authenticity matters more than ever.
If you use AI (and I think you should!), make sure you’re still layering in your own voice, values, and point of view. Otherwise, you’ll blend in with every other post on the feed—and that’s the opposite of what you want.
Consistency > Perfection. Every Time.
This is the part no one likes to hear… but it’s the truth.
Marketing takes time. Period.
I always say: I’m not the coach for you if you want to work 3 hours a week and make 7 figures by Tuesday. That’s not how real business works. That’s how scams work.
What does work?
A clear message
A consistent presence
Content that’s aligned with your values
A system that makes it repeatable
That’s where the magic happens. And that’s why I love podcasting so much.
My Favorite Visibility Strategy: The One-to-Many Content Model
If you’ve ever thought, “I know I need to post, but I don’t know what to say,” then podcasting might be the answer.
In the episode, I shared how I use my One-to-Many Content Model to create a month’s worth of content from just one recording. Whether I’m doing a solo episode, interviewing a guest, or being interviewed myself, I treat every podcast as a content goldmine.
Here’s how it works:
Record a high-quality podcast episode (that feels like a natural conversation).
Pull out quotes, clips, and takeaways.
Turn those into blog posts, social media captions, reels, and email content
Rinse and repeat.
I’ve been doing this for a while now, and honestly? I have more content than I can even post.
And guess what? You can do it too. (In fact, I’ll help you.)
Introducing: The Podcast Launch Lab
If you’re ready to stop hiding and start showing up, but the tech, the format, or the content is holding you back… I created something just for you.
🎉 The Podcast Launch Lab is a hybrid in-person/online program where I walk you through everything you need to launch your podcast—with ease.
You’ll get:
Strategy sessions to align your message with your brand
Help with naming, artwork, and intros/outros
Tech support and studio time (yes, in-person!)
Done-for-you production of your first episode
A full month of content, ready to post
I created this because I believe everyone deserves to be heard—and I’m here to help you do it in a way that feels aligned, empowering, and FUN.
Final Thoughts: Show Up, Even If You’re Scared
You don’t need a perfect plan. You need to start.
The fear will still be there. But your purpose is bigger than your fear. And if you don’t show up, the world misses out on your magic—and that’s not okay with me.
So whether you’re just starting out, pivoting your brand, or finally ready to step into your voice, I hope this episode gives you a loving push in the right direction.
👉 Watch the full episode on YouTube or listen on your favorite podcast platform.
