We all know that person. The one who disappears for months—no check-ins, no “how are you?”, nada—and then out of the blue…
“Hey! Soooo I’m launching this thing / doing this thing / need a favor… can you help?”
You sigh. You already know what’s coming before you even open the message.
Now, don’t get me wrong—we all need a hand sometimes. But let’s be honest: when someone only reaches out when they want something, it doesn’t exactly feel warm and fuzzy, right?
Well, guess what? Your audience feels the same way.
Marketing Shouldn’t Feel One-Sided
There’s a fine line between connection and self-promotion. And unfortunately, many brands (maybe even yours?) cross that line without realizing it.
I call it self-serving marketing—the brand version of “that friend.”
- You post only when there’s a sale.
- You send emails only when there’s a product launch.
- You show up in DMs only when you need engagement.
But where were you when your audience needed information, inspiration… or just a little fun?
Read more: AI is gossiping about your brand
Here’s the Reality
We’re living in a time where people crave connection more than ever. They don’t want to be marketed at—they want conversation.
They want to feel like they matter. Like they’re part of something. Like you’re building something together—not just trying to get them to swipe a credit card.
I get it. Running a business is hard. Deadlines, KPIs, campaigns… it’s a lot. But if you show up consistently and authentically—even when you’re not selling—the payoff is huge.
So, What Does “Not Being That Brand” Look Like?
- You send an email because you have a story to share—not just a product to push.
- You post content that makes people laugh, think, or nod along—not just “add to cart.”
- You create moments of value that stand alone, even if no one buys today.
- You show up for your audience before asking them to show up for you.
Think of Marketing Like a Friendship
The best friendships aren’t built on transactions. They’re built on trust, shared moments, and conversations without agendas.
Shift your mindset from “What can I get from my audience?” to “How can I serve my audience?”—that’s when the magic happens.
Don’t be the friend who only calls when they need to move a couch. Be the one who shows up with snacks, good conversation, and a genuine “Hey, I was thinking about you.”
TL;DR
Stop ghosting your audience until you need them. Treat them like friends. Show up with something real. Everything else will follow.
And if you’re not sure where to start—or feel like you’ve been a little “that brand” lately—I’ve got you. Let’s chat. No strings attached. I’ll even bring the snacks.
Still showing up,
Lara
