What to do when marketing advice makes you want to scream

A lot of people hate marketing. Not just "don't enjoy it" but genuinely dread having to do it. The thought of promoting themselves feels fake, gross, overwhelming, and deeply uncomfortable. If that's you, I get it. Marketing doesn't have to feel like putting on a performance. At its core, it's just communication: telling people what you do and helping them figure out if it's useful for them. The reason it feels bad for so many people usually isn't marketing itself, but the specific way they've been told to do it.