How do you get comfortable showing up in your own marketing?

This week's Assembly asked
"How do you get comfortable showing up in your own marketing?"

We've gathered the key points and notes from the session, so you can refer back for future reference, or if you weren't able to join, learn from your fellow freelancers.

Nobody warned you that this was part of the job

Going freelance to focus on your craft might be the expectation - but in recent years, the market has shifted, and working on your visibility is no longer optional. It requires effort, and many people don't realise how much of the job it might be before they're freelance.

It feels awkward, and that's almost universal

None of us found self-promotion natural. Finding our own voice, working out what story we want to tell, figuring out how to sound like ourselves rather than like LinkedIn. The cringe is real, but at least you're not the only one feeling like this.

Lead with passion, not hot takes

The posts that do best weren't the carefully positioned opinion pieces, but where genuine enthusiasm and energy came through. A nerdy obsession, emotion, passion, something you care about. People seem to respond to this energy. Write about things that move you, not just what you want to sell or hot takes on "culture".

The algorithm is a cruel beast

What works one week won't necessarily work the next. Consistency matters for sure, but the pressure to keep showing up continually — even when inspiration isn't there — can feel exhausting.

You can't only do it when you're quiet

Turning on the self-promotion isn't just for when you're quiet. Leaving a contract without the next thing lined up can be the result of having gone quiet during the busy period. A portion of your time, even when you're busy, is more useful than bursts of activity followed by silence.

Getting out there doesn't have to mean LinkedIn

Face-to-face contact is more rewarding, more memorable and more impactful. IRL hits different. The micro-conversations, the human cues, the fact that it's rarer now perhaps, all compounds. And it's a joyful relief from zoom fatigue.

Phrases of the week

• "Be more French"

Thanks for coming along!