To monetize your skill you need to shift your mind
If you’re steered this way then the answer must be yes. But mere thinking about kick-starting a business gives us chills. Not anymore. Being the boss of your own self and branding yourself is only a matter of decision and overcoming fears. Being a solopreneur takes getting a little out of your comfort zone. Or rather you need to push it. I am here to help you gain the confidence you can expand your comfort zone and go from stopping your own progress to confidently showing up as the leader YOUR people need you to.

Confidence can be gained by taking actions and dealing with a fear of failures. Fear is our natural response towards anything new, even though there’s no actual danger but you’re afraid of stepping out. A little action can result in a drastic change. Taking baby steps and persistently moving forward will slowly change your self-confidence. However… Analyzing and understanding the origins of your fear is far more important. Fear will be blocking you from success until you face it.


The importance of human marketing in business management is all about understanding that you are a PERSON and the people you are trying to convince to do business with you, they are also PERSONS. The number 1 mistake solopreneurs make is to work incredibly hard to position themselves as a professional COMPANY and brand. But guess what? People do not like to buy from professional brands. They like to buy from other PEOPLE. Think about your own purchasing processes.

If you are making an investment in anything that is not a routine purchase here is what you will likely do:

Google to find content sources (make sure they find you!)
Consume some content to have enough information to know what to compare and what to ask in the next step
Ask friends for recommendations (including Facebook groups and other communities)

Read reviews (from strangers) on their 2–3 final candidates

Read company website to get a feeling there is a serious business behind it (they might even skip that one if the evidence is overwhelmingly positive so far)

Connect with purchase intent or buy from the website
You see, you can spend tons of time polishing everything to look astonishing. But in fact, what they want is to find you in step 1 — with a big smile, a compelling personal message that resonates with them, and the opportunity to get to know YOU. Not your product. This is especially true if they are looking to buy a process from you. Some kind of transformation or educational content that will is more intangible and quite often require THEM to step out of their comfort zone.

3 simple ways to show up as a real person from the get-go:

Create YouTube videos that will show up in Google Search
People love to see your face, especially if you let yourself look like a real person. They want to see the honesty and sincerity in your eyes and get the full message across, not leaving out body language, tonality, etc.

Offer to connect in person

If you already have some volume in your business, the connection may be to the extended you — someone in your team. If you are still a small business owner, offer your personal email. Having to respond to 10 or 20 emails per day at this stage of your business is a POSITIVE problem! You can add a specific email that you can later forward to your personal assistant.

Tell your story

Let them know why you are in a position to understand them and the struggles or desires they are facing. Help them see that you are on the same journey only you are ahead of them and can help them short-cutting their process because you learned the hard way what to do and what not to do. Help them see the full person with everything you are. Yes, you can keep things private but the more aspects of your life you are willing to share, the more likely you are to open up an easier-to-talk about topic which allows them to overcome potential barriers and connect with you.

We tend to believe it is our professional skills that need to be the center-piece of our content. Though providing real value with our skills is important, it is not enough though. You need to think of ways to truly connect and give them what they need to evaluate if you are their PERSON.


Did you know that in general, only a third of the activities in the buying process has anything at all to do with your marketing? Well, you might have gotten the clue above in tip #1 but seriously…. are you taking that information in for real when thinking about how you are going to market and sell?

The logic is simple: If you as a consumer can go online and find lots of reviews and recommendations from strangers — and you are accustomed to asking your friends, family, and business acquaintances for advice, why would you think your customers are not sharing information about you, your products and services, and what’s going on in your business and community? Of course, they will! Good and bad.

So here is the weird tip for you: Focus on producing happy customers!

There! I said it. You should have a marketing plan, yes. You should produce content, yes. You should use paid advertisement, yes (especially retargeting). You should publish a book, yes (with me as your coach obviously

Author's Bio: 

Hi, I am Malene!

Author of 'Marketing Made Human: The Art and Science of Creating a Lovable Brand', Host of podcast 'Marketing Made Human' and passionate leader of my tribe.

I help consultants, coaches, speakers and authors build their personal brand businesses. I am a recovered corporate, former CEO of a self-publishing company in Peru and passionate traveler and Cuban salsa dancer.

Malene Bendtsen