If Sharing Feels Vulnerable, You’re Not Doing It Wrong—You’re Doing It Honestly
What every dentist needs to know about marketing, visibility, and protecting their energy while growing their brand.
Recently, I had a conversation with a dentist who felt completely stuck when it came to marketing their practice.
They were confident in their skills, proud of their work, and deeply committed to their patients.
But when it came time to talk about what they do online?
To share their story, their services, or even a patient transformation?
They froze.
“It feels like I’m putting myself out there for everyone to judge,” they said.
“Not just potential patients—but friends, colleagues, even my family. What if it’s too much? What if it looks like I’m trying too hard?”
And I understood. Because many of us have been there.
That tight feeling in your chest when you hit ‘post’.
That second-guessing of your words.
That quiet voice that says, “Is this really me… or am I just trying to keep up?”
Here’s what I told them:
Marketing isn’t about impressing everyone.
It’s about educating the right people.
It’s about connection—not performance.
When you start to see marketing as education—
as service—
everything shifts.
You’re not bragging.
You’re not oversharing.
You’re helping someone understand what you offer, how you work, and how you can help.
That’s not salesy.
That’s clarity.
If people are following you, it’s because they want to learn from you.
You’re not interrupting anyone.
You’re not pushing yourself on them.
You’re simply showing up—for the people who are already curious, already watching, already wondering if you’re the one they can trust.
And if someone doesn’t resonate?
If they roll their eyes or say nothing at all?
That’s okay.
They’re not your patient.
They were never your audience.
Trying to satisfy everyone means you’re speaking to no one.
Your brand doesn’t need to be universally accepted.
It needs to be clearly felt—by the right people.
So where do you start?
With clarity.
Not about trends. Not about what the dentist down the street is doing.
Clarity about:
Who you want to serve
What they need help with
What you stand for as a clinician and as a person
And how your unique approach can make a difference
Because strategy isn’t about guessing.
It’s about deciding—on purpose.
So that what you share online reflects your vision, not your mood.
You are not your marketing.
Let me say that again.
You are not your marketing.
You are a whole, complex, brilliant human being.
And your business is just one extension of that.
So when someone reacts to a post, or doesn’t engage with your story, or doesn’t “get it”—
that’s not a reflection of your worth.
That’s not a reason to stop.
It’s a reminder that your business is a part of you—not all of you.
And it deserves to grow with care, intention, and boundaries.
Final thought?
If visibility feels vulnerable,
it means you care.
It means you’re being honest.
And it means you’re doing it right.
Now let’s build a strategy that supports you—
so your message feels less like exposure…
and more like home.
