Sis, Stop Selling and Start Marketing: Mistakes Social Workers Make in Business (And How to Stop Playing Yourself)
Let me go ahead and gather y’all real quick. Especially my fellow social workers out here trying to transition from the 9-to-5 grind to CEO life. First of all—congrats. You had the courage to step out on faith, take your skills, and create something for yourself. But now let’s talk about why that business you’re building isn’t giving what it’s supposed to give.
A few years back, I made a video sharing the top five mistakes I kept seeing social workers make when they started their business. Whew, child. That was one of my very first videos, and let me tell you—the tea is still hot. But we’ve grown since then. The streets are different now, and unfortunately, the mistakes have evolved too. So, yes, it’s time for an updated version.
Let’s get into it, because some of y’all are out here working hard but not smart—and I want better for you.
Mistake #1: You're Selling Without Marketing (AKA You’re Just Asking for Money Without Providing Value)
Now this is the one that grinds my gears, okay? I see too many of y’all jumping into the online business world thinking you just need a cute Canva flyer, a $19.99 price tag, and a PayPal link, and boom—money will rain from the sky. Baby, no.
Let me break it down for you: selling is not the same as marketing.
Selling is like walking up to someone on the street, shoving a product in their face, and saying, “Buy this.” Marketing, on the other hand, is wooing your audience. It’s storytelling. It’s showing up consistently so people know who you are, what you do, and how you can help transform their lives. If you’re out here trying to snatch coins without showing people the value of what you offer, you’re going to keep hearing crickets.
And let me be real—it’s not that your product or service is bad. It’s that people don’t know you. They don’t trust you yet. You haven’t given them a reason to choose you over the 50 other people selling the same thing.
Let's Talk About Tide: A Marketing Masterclass in the Detergent Aisle
Now let’s do a little exercise. Imagine walking down the laundry detergent aisle at the supermarket. You see Tide, you see Gain, maybe Arm & Hammer—and then there’s some mystery brand you’ve never heard of, wrapped in a suspicious-looking label. Which one do you grab?
Most folks are going straight for Tide. Not necessarily because it’s the best detergent in the world (debatable), but because they know it. They’ve seen the commercials, heard testimonials, maybe their momma used it growing up. That’s the power of marketing and brand recognition.
Tide ain’t just slapping bottles on the shelf. They’re building something called the know, like, and trust factor. You trust it because you’ve seen it work, or someone you know vouched for it.
Now think about your own business. Are you showing people what you can do? Are you giving them a taste of your expertise, a “small win” so they can trust that your $47 e-book is actually worth it? If not… guess what? You’re that mystery detergent on the bottom shelf nobody’s picking up.
Mistake #2: You’re Creating Products Nobody Asked For
Oh, it’s about to get real uncomfortable up in here. But y’all know I love you, so I’m going to say it with love and a side-eye.
One of the messiest mistakes I see social workers make is spending hours, days, even months creating services or digital products that ain’t been vetted. Meaning—nobody asked for it, nobody said they needed it, and nobody is checking for it.
Whew. Let’s pause. I need to take a sip of my tea on that one.
Listen, I get it. You had a lightbulb moment. You said, “Omg, this is gonna change lives!” But before you go investing your time and energy into building an entire course, workbook, or private coaching program, ask yourself: Did anybody actually say they wanted this?
Did you survey your audience? Have conversations? Get feedback? Or are you just guessing based on what you think they need?
Because here’s the hard truth—just because something is valuable doesn’t mean people are ready or willing to pay for it. You need to be solving a problem your audience knows they have. If they don’t even know there’s an issue, they’re not going to invest in the solution.
So What Should You Be Doing Instead?
Let’s break it all the way down with some real strategies. You ready?
1. Start Marketing Today (Even If You Don’t Have a Product Yet)
Start showing up. On Instagram, LinkedIn, YouTube, or whatever platform your people are on. Share your expertise, give tips, tell stories, and for the love of all that is holy—be yourself. People connect with you, not just your credentials.
2. Build the Know-Like-Trust Factor
This is your golden ticket. Talk about your journey. Share client wins (with permission). Drop a freebie that’s actually helpful. Let people experience what it’s like to work with you before you hit them with the price tag.
3. Vet Your Product Before You Build It
Take the idea to your community first. Do polls. Ask questions. Offer a beta round of your service. Let your audience co-create the offer with you. That way, when you finally launch it, you’re not sitting there with one pity sale from your cousin Tasha.
4. Educate Before You Sell
Most people need education before they’re ready to buy. They don’t even know why they need your service. Use content to connect the dots for them. Help them see the transformation—before they make the purchase.
Final Thoughts, Sis
Let me be crystal clear: you are talented. You’ve got gifts that this world needs. But running a business is not just about being amazing at what you do. It’s about communicating that to the people who need it most.
And let’s stop with the “I don’t want to come off salesy” excuse. Marketing isn’t begging. Marketing is educating. It’s inviting. It’s storytelling. It’s service.
So stop selling and start marketing. Stop guessing and start validating. Stop hiding and start showing up.
You got this, queen. And when you do it right, your business won’t just grow—it’ll thrive.
Now go be great.
