Hey there,

I should explore PR efforts. I should start cold-pitching. I should go back to podcasting.

These are the thoughts currently racing through my head. And I’m sure you’ve got some shoulds of your own floating around in your brain, too.

But with all these “shoulds” comes an overwhelming sense of dread and anxiety, making it even harder to get anything done that moves my business forward. In the world of self-employment, the “shoulds” are endless—especially when we’re bombarded with stories of people having $40k months, thanks to a few “simple hacks.”

But hacks won’t help you build a sustainable business.

Sustainability comes from finding rhythms and processes that align with who you are—making you the most magnetic version of yourself. This means knowing which shiny objects are worth the chase and which ones you need to let go.

So how do we find the marketing tactics that move us forward?

That’s what we’re diving into in this week’s issue of Brand Burnout. 🔥

Why Marketing Hacks Can’t Hack It

By definition, a “hack” is something that’s not a long-term solution. It’s a shortcut. And in business, we can’t afford to just hack our way to success. What we need is a brand that delivers more than just temporary bursts of attention.

Hacks might promise quick results, but they don’t build lasting value. Without a solid foundation, your marketing will feel like a never-ending chase for the next big thing, leaving you burned out and directionless.

Constantly chasing hacks means intentionally seeking inconsistency. But when you focus on building a brand that reflects your true self, you’ll naturally gravitate toward marketing tactics that are both authentic and sustainable.

Finding the Things That Work

It’s easy to get caught up in the noise of social media and succumb to the pressure of being everywhere and doing everything. I’m not saying you shouldn’t try something new now and then. But often, the things that have worked for us in the past can be tweaked to fit where we are now.

Here’s how I approach deciding what marketing tactics to focus on (despite what the LinkedIn gurus say):

Know Your Strengths

Understanding the things you’re naturally good at and leaning into those strengths will help you build a brand that doesn’t burn you out. My big strength? Talking to people.

I thrive when I’m on stage, hosting a webinar, or having deep conversations with fellow business owners. What I don’t thrive in: cold outreach (I despise small talk), rigid formulas (I need room for nuance), and high-volume content creation (I prefer depth over output).

These tactics were solidified when I took my friend Deanna’s Visibility Vibe Quiz. It‘s a quick, fun way to understand how to show up for your business on your terms. I took the quiz and got Take the Stage!

Deanna really hit the nail on the head with this one: You’re the human equivalent of a confetti cannon—explosive, energetic, and impossible to ignore.

Don’t know how your strengths translate to marketing your business? The Visibility Vibe Quiz is a great place to start!

With this in mind, here’s how I’m doubling down on the marketing tactics that align with my strengths:

• This newsletter you’re reading right now! Gotchya! It’s my way of sharing my thoughts, insights, and tips with you in my true-to-me rambling ways.

• Networking calls with referral partners and potential clients. These connection calls help me build mutually beneficial relationships where we can share insights and help one another grow.

• Hosting webinars and speaking in communities. Giving talks or sharing my expertise with groups allows me to connect directly with people who are ready to engage.

• Marketing through expertise. Things like brand audits or consultation sessions help potential clients see how I can directly impact their business. When I share what I know—whether it's a strategic insight or a tool they can use—it shows my commitment to their growth, not just my own.

Set Boundaries with Shoulds

We’re all should’ing ourselves in some form or fashion. When business gets a little rocky, I find myself following (often unsolicited) advice rather than trusting my gut. At least once a year, I audit my tasks and tactics to identify what makes me feel drained and which items are giving me purpose.¹

I’m constantly reminding myself that the “right” way is simply the way that works for me. Exhibit A: The Headstand.

I struggled to get into Sirsasana (headstand) for over a year. I kept falling, relied on a wall, and felt I’d plateaued. I just wasn’t meant to stand on my head, I guess!

Then, my teacher pointed out that there are other variations of the headstand I hadn’t tried yet. Consider my mind blown. Sirsasana A is simply the version that shows up in my preferred practice (Ashtanga Primary Series).

She proceeded to walk me through seven different headstands.

It turns out that Sirsasana B is my strongest version. Because in this variation, I feel more stable, I can stay longer, and I can take it further (pikes, transitions, etc).

So, when you find yourself wondering:

• “Should I post more on LinkedIn?”

• “Should I start a podcast?”

• “Should I go back to Instagram?”

You’re asking the wrong questions. Instead, ask yourself:

• “What feels most natural in my workflow?”

• “Should I push more or pull back?”

• “What feels most sustainable for this season?”

There’s no single way you should do something, just the way that keeps you going.

Follow the Fun

At Your Business Retreat, host Melanie-Obitz Bukartek asked us to find our core value (yes, just one!) using a special deck of cards she created. I’ve done this exercise multiple times and always land with the same card: Fun.

That means whenever work feels like a giant “should,” I follow the fun! I try to pay attention to the tasks and activities that I have fun creating.

This newsletter? Fun!

Meeting other business owners? Fun!

Hosting office hours? Fun!

Not all parts of our work can be fun. A lot of this work is hard. But choosing to seek fun where I can find it is a game-changer in building my brand. Because when I’m having fun, I’m living the most authentic version of my business and that will pull the right folks to me.

Next Time the Shoulds Creep In…

I know I’ll chase a shiny object or two (or three) in the next few months.

But I’m committed to holding strong to my strengths and values—reminding myself to ask: Is the juice of the shoulds worth the squeeze?

When you align your tactics with what truly reflects your strengths and values, you’ll not only create something with staying power but, more importantly, something you genuinely enjoy building.

Thanks for reading,

1  A hard lesson to learn: Don’t be afraid to kill your darlings. We learned this with our podcast, Scope Creep.