How to Market the Unmarketable
(aka how to sell something people can’t see, touch, or fully understand yet)
No one in the wellness, coaching, and spiritual space wants to say this out loud, but I will write it here for you:
Your work is undeniably impactful… but it’s not exactly “Instagrammable.”
Or at least we think it might not be, because:
No one can see confidence.
You can’t film a belief shift.
And confidentiality means you can’t just screenshot your client wins and call it a day.
So yes, marketing this kind of work is different. And you’re in luck because that’s my zone of genius ✨
So let me share some of my best advice on how to market the “unmarketable.”
1. Stop selling the service, start selling the transformation.
Most service providers make this mistake of focusing too much on explaining what they do.
But people don’t buy services, what they really buy is outcomes.
This is especially true in your space. No one wakes up thinking:
“I’d love a 90-minute somatic coaching session today.”
They’re thinking:
- “I’m tired of overthinking everything.”
- “I want to feel calm again.”
- “I don’t recognise myself anymore.”
That’s YOUR marketing. Your job is to translate your work into before and after moments. Make it clear how they will feel after working with you, help them visualise it.
2. Make the invisible… visible
You might not have a physical product, but you still have content, you just need to get creative.
Even “non-visual” brands succeed on platforms like Instagram by focusing on storytelling, education, and human connection.
Here’s what that actually looks like in your business:
→ Turn your work into bite-sized teaching
- “You’re not overreacting, your nervous system is in fight mode and here’s how to tell.”
- “Why you keep attracting emotionally unavailable people”
→ Share micro transformations
I understand you can’t share full client stories (confidentiality matters), but you share patterns you see, shifts you witness and weekly wins like “what changed for a client this week’.
→ Use simple visuals
You don’t always need photoshoots. You can share text-based posts, talking videos, carousels breaking things down with simple backgrounds. You can also use Canva library, and sites like Pexels or Unsplash for royalty-free pictures and videos.
3. Your personal brand is the marketing
If your work isn’t visual… you become the visual. People aren’t just buying your method. They’re buying your energy, perspective, and way of seeing the world.
That’s why founder-led content works so well for service businesses.
People connect with people, not logos. Sharing your story, your values, and even behind-the-scenes moments builds trust faster than polished content ever will .
So instead of hiding behind “professionalism,” try:
- your story with burnout / healing / reinvention
- what you believe that others in your industry don’t
- lessons you learned the hard way
This is what makes someone choose you over someone with the same certification.
And if you don’t know where to start, or if you simply would like to transform your current personal brand to an unforgettable one, I’ve gathered everything you need to know right here.
4. Education is your unfair advantage
If your work feels hard to market, it’s could also be because your audience doesn’t fully understand the problem yet.
That’s where awareness-focus content and educational content comes in.
- myth-busting content
- “why you feel stuck (and it’s not what you think)”
- explaining concepts in a simple way (let’s try let go of the industry jargon here)
You’re teaching people how to think differently. And that’s usually when you will be able to activate them.
5. Your job is to make people feel seen
At the end of the day, marketing in your space is trying to make your ideal client think “How did she just put into words what I’ve been feeling?”
You know what they need better than they do, and if they trust you they will follow your lead when it comes to picking the right solution for them.
So your job is to make sure they find you in the first place by attracting them with the right content.
Hopefully this article brought you some answers, and if you want to keep learning about online marketing for service-based business you can follow me here or if you’re ready to take it a step further and get an expert by your side to help build and implement the right strategy for you, lets chat!
