If Sharing Makes You Feel Vulnerable, It Doesn’t Mean You’re Wrong — It Means You’re Being Honest
What Every Dentist Should Know About Marketing, Visibility, and Protecting Their Energy While Building a Brand
Recently, I spoke with a dentist who felt completely blocked when it came to marketing his practice.
Confident in his skills, proud of his work, deeply dedicated to his patients — and yet…
When it came time to talk about what he does online?
To share his story, his services, or even a patient transformation?
He froze.
“I feel like I’m exposing myself to judgment,” he said.
“Not just from potential patients — but from friends, colleagues, even my family.
What if it’s too much? What if it looks like I’m trying too hard?”
I understood him completely.
Because many dentists have been there.
That tight knot in your chest before you hit “publish.”
The hesitation over whether you chose the right words.
The quiet voice asking:
“Is this really me… or am I just trying to keep up?”
Here’s what I told him:
Marketing Isn’t About Impressing Everyone — It’s About Educating the Right People
Marketing is not a performance.
It’s not self-promotion.
It’s not trying to be “polished” or “perfect.”
Marketing is education.
Marketing is service.
It’s helping someone understand:
what you offer
how you work
how you can help them
You’re not bragging.
You’re not oversharing.
You’re giving clarity.
If someone follows you, it’s because they want to learn from you.
You’re not interrupting them.
You’re not intruding.
You’re simply showing up for the people who are already curious, already watching, already wondering whether you might be the dentist they can trust.
And if someone doesn’t resonate with you?
If someone raises an eyebrow or stays silent?
That’s perfectly normal.
They’re not your patient.
They were never your audience.
Trying to please everyone means you speak to no one.
Your brand does not need to be universally accepted.
It needs to be clearly felt — by the right people.
Where Do You Start? With Clarity.
Not with trends.
Not with what the dentist two streets away is doing.
Clarity about:
Who you want to serve
How you have the power to help them
What you stand for as a clinician and as a person
What your unique approach contributes to someone’s life
Strategy is not guessing.
It’s intentional alignment — so what you share online reflects your vision, not your temporary mood.
You Are Not Your Marketing
Let me say it again:
You are not your marketing.
You are a whole, complex, brilliant human being.
Your business is only one extension of that — not your entire identity.
So when someone reacts to a post…
doesn’t comment on a story…
or “doesn’t get it”…
It is not a reflection of your worth.
It is not a reason to stop.
It is a reminder that your business is a part of you —
but it is not all of you.
And it deserves to grow with care, intention, and clear boundaries.
