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As a creative entrepreneur, you're likely familiar with the struggle between getting noticed and getting found. You've probably heard countless times that visibility is crucial for business success, but have you ever wondered how that differs from findability?
Understanding the distinction between these two concepts is critical, especially if you feel uneasy about self-promotion.
So, what's the difference?
Visibility is all about being seen. It's the what—the effort you put into getting your brand, your work, or your message in front of others.
It’s said that Robin Williams had seven different coaches for every movie. These coaches weren’t on the red carpet, they weren’t winning Oscars, but they were essential to bringing out his genius. They were findable—there if you knew where to look—but not necessarily visible. This is the essence of findability: making an impact without having to stand in the spotlight.
Now, I’ve been asked before, “Sybil, why would you organize a TEDx event when you’re a speaker? Don’t you want to be known?” The truth is, I am known. Being known isn’t about taking center stage all the time. It’s about creating value—whether that means being in front of the audience or building a platform for others to stand on. I didn’t choose between visibility and findability. I refused to choose—I did them all.
Findability is the how—how easy it is for people to find you when they are looking for something specific. The key to business growth lies in mastering both and doing so in a way that feels natural, not forced.
Why Creative Entrepreneurs Struggle with Visibility
Let's talk about why you might hesitate to put yourself out there.
You may be worried about coming across as too salesy or self-centered. Perhaps you're thinking, "I just want to do the work, not promote it all the time!"
What I learned after decades of doing this work is that visibility doesn't have to feel like self-promotion. The most successful creative entrepreneurs aren't just seen—they are found because they've built relationships that do the promoting for them. When you shift your mindset from "visibility means self-promotion" to "visibility builds trust," you'll see it differently.
When it comes to building a visual personal brand, many creative entrepreneurs feel apprehensive. Let's break down these common objections and offer practical solutions to overcome them.
"I don't want to come off as pushy."
Many entrepreneurs associate personal branding with loud self-promotion, but it doesn't have to be that way. You don't need to shout your message to the world to be visible. Cohesion and consistent engagement are often more effective than aggressive self-promotion.
Think of it this way: if you're consistently sharing helpful insights, showcasing your expertise, and genuinely engaging with your audience, you are providing value, not being pushy. Whether it's offering behind-the-scenes content, sharing client successes, or responding thoughtfully to comments, these small actions can amplify your visibility in a natural and relatable way. People are drawn to you when you focus on helping rather than selling. Over time, subtle engagement builds trust and makes your brand feel authentic and approachable, which is far more sustainable and impactful than any loud marketing tactics.
"I'm not great at talking about myself."
Self-promotion can feel uncomfortable, especially for those who prefer to let their work speak for itself. But here's the good news: you don't have to be a natural at talking about yourself. Let the results of your work do the talking. Instead of focusing on what you do, shift the spotlight to your work's impact on others.
Consider using testimonials, case studies, and user-generated content to highlight the value you provide. When potential clients or partners see the transformation you bring to others, it speaks volumes about your abilities without you having to say much at all. Client stories, glowing reviews, and visual proof of success (before and afters, for example) are all powerful tools that naturally promote your brand. By sharing these stories, you're giving your audience a way to connect with your work on a deeper level without the pressure of self-promotion.
"I don't have a big audience."
It's easy to fall into the trap of thinking that more followers equate to more success, but a large audience doesn't always mean an engaged or profitable one. What's truly important is the quality of the relationships you build, not the quantity of people following you. A small but dedicated and engaged audience can be far more valuable than a large, disconnected one.
Focus on creating meaningful connections with the people who truly resonate with your message. When your audience feels connected to your story and your brand, they're more likely to engage with your content, become loyal customers, and even advocate for you. This kind of audience will amplify your reach through word of mouth and referrals, ultimately organically expanding your brand presence. Quality engagement leads to deeper trust, more conversions, and long-term success—regardless of the size of your following.
"I don't have time for all the visibility strategies."
One of the biggest misconceptions about building a personal brand is that you need to be on every platform and use every visibility strategy available. This mindset can quickly lead to burnout and frustration. Instead of spreading yourself thin trying to be everywhere, focus on doing a few things really well.
Pick the platforms or mediums where your target audience is most active and where you feel most comfortable showing up consistently. Whether it's Instagram, LinkedIn, YouTube, or a personal blog, commit to a strategy that feels manageable and aligned with your strengths. By honing in on just a couple of visibility strategies that work for you, you can create more meaningful content, build better connections, and see stronger results. Consistency in a few key areas will always outperform half-hearted efforts across multiple platforms.
The Power of Findability
Once you understand that visibility doesn't have to be uncomfortable, the next step is to ensure people can easily find you when they need your expertise. This is what separates businesses that show up from those that grow. And the great news? Findability is what happens when visibility is done right.
Being findable means:
People know what you do and why they should come to you.
Your expertise and services are easily accessible online.
You're top of mind when someone needs a solution that you offer.
Now, let's tackle the how.
5 Simple Actions to Build Evangelizers (Without Feeling Like You're Self-Promoting)
Want your clients and audience to do the promotion for you?
Here are five things you can do right away to foster a network of evangelizers for your business:
Be a Stage Builder. Instead of taking center stage, build it. Host a podcast, moderate panels, or organize events. You don’t have to be the face in the spotlight, but you can still shape conversations and have an impact by creating platforms for others. When you're the stage builder, your influence grows behind the scenes while others shine.
Write a Book. Share your expertise through writing. A book positions you as an authority in your field, and even though your name is out there, the spotlight stays on your insights. Your work will speak for itself while you maintain control over how visible or invisible you want to be.
Become a Coach. Help others shine by guiding them behind the scenes. Coaching is a powerful way to create a long-lasting impact. Your clients achieve results because of your expertise, and you become known as the force behind their success—without having to be front and center.
Create Systems. Be the person who helps businesses build their operations, processes, or strategies. By creating efficient systems for others, you make their success possible without stepping into the limelight yourself. Thanks to your expertise, you stay behind the scenes while your clients grow.
Curate Resources. Build a reputation as the go-to resource provider. Whether it’s through newsletters, curated content, or assembling valuable tools for your audience, people will turn to you for the best strategies and insights. This allows you to build a strong brand while keeping the spotlight on the work, not on yourself.
Your Visibility Starts With Connection
Visibility isn't about shouting louder than everyone else. It's about building real connections and allowing those relationships to speak for you. When you create a foundation of trust, offer value, and make it easy for others to share your work, visibility will follow organically.
Findability is the byproduct of being in the right places, saying the right things, and having the right people sharing your story. With these actions in place, your business becomes easier to find, and your visibility grows—without feeling like a constant act of self-promotion.
Are you ready to take these steps? Start small. Begin by creating moments of connection that foster relationships. Those connections will pave the way for visibility and findability—naturally and without uncomfortable self-promotion.
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