When Marketing Feels Uncomfortable: Should You Push Through or Quit?
You're sitting down to create your first LinkedIn post, record your first video, or attend that networking event.
And you feel intensely uncomfortable.
Your mind goes blank. Your palms sweat. You consider every possible reason to postpone this "until you're more ready."
Should you push through the discomfort? Or is this a signal that this marketing approach isn't right for you?
It depends on whether you're experiencing growth discomfort (push through) or misalignment (reassess your approach).
Growth discomfort feels awkward but has peace underneath. You know it's the right direction even though it's hard.
Misalignment feels wrong at your core. There's no peace, only a sense that this violates who you are.
One signal means keep going. The other means change direction.
Here's how to tell which one you're experiencing.
When I Was Intimidated by Free Weights
Three years ago, I started working with a fitness coach.
My workout plan included exercises using the squat rack and free weights. And I was intimidated. Those were the tools people serious about the gym used. The ones who knew what they were doing.
I felt awkward. Out of place. Like everyone (especially the early morning crowd) could tell I didn't belong there.
But my coach didn't say, "Well, maybe this isn't for you."
He said: "Start with lighter weights. Focus on your form. Add one more rep or a little weight each week."
So I did. One workout at a time. Each one a little less awkward. Each one building strength and confidence.
The legs that felt like Jell-O after my first workout? The soreness the next day? That didn't mean stop. It meant I was building muscle.
The awkwardness at the squat rack? That didn't mean I was in the wrong place. It meant I was developing a new capability.
Your marketing works the same way.
Why Marketing Discomfort Doesn't Mean You're Doing It Wrong
Your first video will feel wooden and scripted. Your first LinkedIn post will get three likes (probably all from family). Your first networking conversation will feel forced.
None of that awkwardness means you're doing it wrong.
It means you're developing new marketing muscles. You're learning to tend a fire you haven't built before.
The problem is that "lean into your strengths" advice … which is usually good advice … can become an excuse to avoid anything uncomfortable.
Someone discovers they're naturally good at one-on-one conversations. So they tell themselves: "Video isn't my strength. LinkedIn posts aren't my strength. Public speaking isn't my strength."
Translation: "I'm uncomfortable, so I'll avoid it."
But here's what that logic misses: every “strength” you have today most likely started as something uncomfortable.
The question isn't whether something feels uncomfortable. The question is why it feels uncomfortable.
The Critical Distinction: Growth Discomfort vs. Misalignment
Not all discomfort is created equal.
Some discomfort signals you're building new capabilities. Other discomfort signals you're moving in the wrong direction.
Learning to tell the difference is one of the most important skills you can develop as a business owner.
Growth Discomfort: The Signal to Keep Going
Growth discomfort feels awkward but there's a peace around it all. You know it's the right direction and thing to do even though it's hard.
You might think "I'm not very good at this yet" but you don't think "This violates who I am."
Signs you're experiencing growth discomfort:
Nervous energy before the activity, but relief after
Each attempt gets slightly easier than the last
Feels challenging but not wrong
You can identify what skill you're building
Peace underneath the awkwardness
Aligned with your values and how you want to help people
Real examples of growth discomfort:
Recording your first video (awkward but aligned)
Writing your first LinkedIn post (uncomfortable but right direction)
Attending your first networking event (nervous but necessary)
Speaking at a Chamber meeting for the first time (scary but purposeful)
Asking satisfied clients for referrals (feels pushy but isn't)
Misalignment: The Signal to Reassess
Misalignment doesn't give you that peace. It feels wrong at your core.
Like when someone suggests you use manufactured urgency or aggressive sales tactics. The discomfort isn't about skill development. It's about your values screaming "this isn't me."
Signs you're experiencing misalignment:
Dread before and during the activity
Doesn't get easier over time—actually gets harder
Feels like becoming someone you're not
Directly conflicts with your core values
No peace, just internal resistance
Goes against how you want to serve people
Real examples of misalignment:
Using manipulative urgency tactics ("Only 3 spots left!" when it's not true)
Aggressive sales pressure that makes prospects uncomfortable
Pretending to be someone you're not to "fit in" at networking events
Creating content that exaggerates results or makes false promises
Marketing approaches that prioritize transactions over relationships
My Own Experience: Two-Minute Tips at Chamber Meetings
I experienced this distinction clearly when I started giving two-minute tips at Chamber meetings.
The first few times? Uncomfortable.
I'd labor over what to say. Wonder if it would land. Feel that nervous energy beforehand.
But underneath the nerves? Peace. I knew these presentations aligned with my strengths, how I wanted to help people, and the steps I felt called to take.
So I kept doing it. One two-minute tip. Then another. Each one a little less awkward. Each one building the muscle.
Now? Those tips feel easy to do. And I'm working on longer presentations and workshops. The next level of building that same skill.
If those presentations had made me feel like I was becoming someone I'm not? That would've been different. That would have been a signal to pause and reassess.
The discomfort would have felt different. No peace underneath. Just a persistent sense of "this isn't me."
That's the signal to change direction, not push through.
The Principle of Gradual Progression in Marketing
My fitness coach didn't say "You did 20 pounds today, so next week try 50."
That's how you get injured.
He said, "Next week, add 5 pounds." One more rep. Gradually building strength through sustainable progression.
Your marketing approach needs the same realistic progression.
I didn't start with hour-long presentations. I started with two minutes. Got comfortable with that rhythm. Then gradually expanded from there.
Stop Making 30-Pound Leaps in Your Marketing
Instead of this: Going from never posting on LinkedIn to committing to daily content.
Try this: Start with once a week. Get comfortable with that rhythm. Then maybe twice a week. Build the muscle gradually.
Instead of this: Going from avoiding networking to attending five events a month.
Try this: Start with one event. Practice the conversations. Get comfortable introducing yourself and asking good questions. Then add more.
Instead of this: Creating your first video and expecting it to be perfect
Try this: Make your first video knowing it will be awkward. Then make a second. And a third. Each one building capability.
Instead of this: Launching a complex content strategy across multiple platforms simultaneously
Try this: Master one platform first. Get consistent there. Then add a second channel.
The key is checking your form (making sure you're still aligned with your values and strengths) while adding one more rep (gradually expanding your capability).
The Alignment Test: Your Decision Framework for Uncomfortable Marketing
Before you quit any marketing activity that feels uncomfortable, run it through this test.
Step 1: Identify the Specific Discomfort
What exactly feels hard about this activity?
Be specific. "I don't like marketing" is too vague. "I feel nervous people will judge my videos" or "I'm afraid my writing isn't good enough" is specific.
Step 2: Check for Peace Underneath
Do you have peace underneath the discomfort?
Not excitement necessarily. Not confidence. Just peace. The quiet sense that this is the right direction even though it's challenging.
If you can say "This is hard and this is right," that's growth discomfort.
If you can only say "This is hard and this feels wrong," that's likely misalignment.
Step 3: Assess Alignment with Your Values
Does this activity align with who you are and how you want to serve people?
Or does it violate your core values?
For example:
Creating content to help people = aligned
Exaggerating results to get sales = misaligned
Networking to build genuine relationships = aligned
Networking just to "collect contacts" = misaligned
Asking happy clients for referrals = aligned
Using high-pressure tactics to force referrals = misaligned
Step 4: Look for Progress Over Time
Is each attempt getting slightly easier? Or is it getting harder despite repeated tries?
Growth discomfort diminishes with practice. My first two-minute tip was nerve-wracking. My third was significantly easier. My fifth even easier. By twenty, I’ll be a natural.
Misalignment doesn't improve with repetition. If something felt wrong the first time and still feels wrong the twentieth time, that's a signal to change direction.
Step 5: Make Your Decision
If you have peace + see progress + it aligns with your values: This is growth discomfort. Push through. Add one more rep. Keep building the muscle.
If you have no peace + it feels wrong + it conflicts with your values: This is misalignment. Reassess your approach. Find a different path to the same goal.
Real-World Examples: Applying the Alignment Test
Let's apply this framework to common marketing scenarios:
Example 1: Video Marketing
The discomfort: "I hate how I look and sound on camera. I've recorded five videos and deleted all of them. I feel sick every time I try."
The test:
Peace underneath? Do you believe video is the right channel even though it's hard?
Aligned with values? Does video align with how you want to help people?
Getting easier? Was the fifth attempt easier than the first?
If yes to all three: Growth discomfort. Keep going. Your sixth video will be better than your fifth.
If no peace and no progress: Maybe video isn't where you should start. Try podcasting, writing, or speaking instead.
Example 2: Networking Events
The discomfort: "I feel anxious at networking events. I never know what to say. I leave feeling drained."
The test:
Peace underneath? Do you believe relationship-building is important even though events are draining?
Aligned with values? Does this approach fit how you want to connect with people?
Getting easier? Is your tenth event easier than your first?
If yes to peace and alignment, but no to progress: Growth discomfort, but wrong format. Try one-on-one coffee meetings instead of large events.
If no peace at all: Maybe meeting strangers at networking events isn't your ideal path. Focus on content marketing or referrals instead.
Example 3: Sales Conversations
The discomfort: "I feel pushy when I talk about my services. Like I'm pressuring people to buy something they don't need."
The test:
Peace underneath? Do you believe your services genuinely help people?
Aligned with values? Is the way you're selling aligned with your values, or are you copying someone else's aggressive approach?
Getting easier? Are sales conversations becoming more natural over time?
If you have peace about your services but not your approach: The discomfort is about how you're selling, not that you're selling. Find a sales approach that aligns with your values.
If you don't believe your services help people: That's a different problem. Fix your offer before fixing your sales approach.
What to Do When You're Not Sure
Sometimes you genuinely can't tell if you're experiencing growth discomfort or misalignment.
The line isn't always clear.
When you're not sure, try this:
Give it three attempts.
Not thirty. Not three months. Three genuine attempts.
If you have more peace after attempt three than you did after attempt one, that's growth discomfort. Keep going.
If you have less peace after attempt three than you did after attempt one, that's likely misalignment. Time to reassess.
And if you still can't tell? Sometimes a conversation with someone outside your own head brings clarity you've been missing.
Your Next Step: One Uncomfortable-But-Aligned Marketing Activity
This week, try one uncomfortable-but-aligned marketing activity.
That first video you've been avoiding. That networking event you're nervous about. That LinkedIn post you keep drafting and deleting.
Before you do it, run it through the alignment test:
Check for peace underneath the discomfort
Confirm it aligns with your values
Remind yourself the second time will be easier
If it passes the test … if you know this is aligned even though it's hard … do it anyway.
Then notice: the second time will be easier than the first. The tenth time will be easier than the second.
You're not failing when it feels awkward.
You're building marketing muscles that will serve you for years.
The discomfort doesn't mean you're doing it wrong. It means you're doing something you haven't done before.
That's exactly how growth works.
Need help determining your next aligned move? Sometimes a conversation brings clarity you've been missing. A Now What? Clarity Session can help you identify whether your discomfort is growth or misalignment and what to do about it.