Do Good Ideas Sell Themselves?
TL;DR: No. But you can sell them.
There's an iconic scene in Field of Dreams and before I even describe it, I'm guessing you're already picturing it. Hell, I haven't seen this movie and I know the scene.
Kevin Costner walks through a cornfield that looks like every square inch of my hometown. He hears an ASMR-style voice whisper, "If you build it, they will come."
We all know this scene because we so badly want it to be true.
We want to believe that if we simply build something amazing, our audience will magically find it.
In my years as a brand strategist, nearly every founder, independent consultant, and solopreneur I meet buys into the myth at some point. They spend countless hours building the perfect product, service, or idea—only to launch to...crickets.
The truth?
If you build it, they won't come. Not unless you tell them about it.
The great idea is the first step. But step two and beyond is all about getting comfortable talking about the idea, sharing it with the right people, and yes, selling your vision.
But, before we talk about how to do that…
If we haven’t met yet, I’m Jamie Cox, brand strategist and founder based in Nashville, TN. I publish content all over the internet, but mostly here on Substack and on LinkedIn.
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Why Selling is Part of Building Your Brand
Many founders I've met resist selling because they see it as pushy-self-centered, or quite frankly, gross.
"Sales are icky."
"I hate talking about myself."
"I'm just not that kind of person."
Sound familiar?
But here's your liberation from that mindset: Selling isn't just a revenue-builder. It's a way of building alignment, clarity, and trust with your audience. How you sell (or don't sell) says everything about your brand.
Are you confident in your work?
Do you respect your audience's time and needs?
Are you gatekeeping or giving people a clear path to engage with you?
It's all brand, baby!
By explicitly talking about what you offer, you're not just selling—you're building a trustworthy brand. And according to Linerarity, 81% of consumers require trust before purchasing from a new-to-them company.
Three Non-Cringe Approaches to Selling
Method 1: Providing Value (with Balance)
As a social media-obsessed society, we've been trained to fuel engagement by constantly providing value (for free) to our audience. We've been taught—by who? I'm guessing a blend of #girlbosses and the algorithm—to create content, teach for free, show up consistently (and constantly), and the right people will find you.
And yes, this approach works. But only to an extent. It helps you establish expertise and position you as a trusted expert. It also helps your audience understand what you're about before they commit and it helps build brand awareness.
But let's be real—there are tons of drawbacks to this approach too.
It's a long game that can lead to burnout. The approach mostly drives engagement on the social platforms themselves, rather than directly benefiting the creator. Plus, endlessly creating content for free can dilute the value of your brand and its impact.
Method 2: The Explicit Sell (Telling People How to Work With You)
Have you ever ended up at an event you thought was one thing but you got there and it was another?
*Raises hand* I have.
A friend of mine moved during the early days of the pandemic and we stayed in touch with occasional Facetime chats and random texts. One day, she texted me and said, and I'm paraphrasing here, "Hey! I am starting a coaching business and hosting a free webinar with a business consultant. He is going to talk about lead-generation tactics. Do you want to join? I'll send you a link!"
I, a new business owner, felt this was right up my alley. "Sure, I'd love to!"
A few days later, I logged on to Zoom (because what was 2020 if not one long Zoom call?). After some short introductions from folks in the group, the consultant took over the meeting and....drumroll...
Asked us to join his MLM.
Needless to say, I was pissed. This call was a waste of my time. I was not interested in joining this or any MLM.
If my friend (frienemy?) had taken the time to understand me, she'd know I wasn't her target audience. She also would have known there was nothing she, or anyone else, could say to change my mind.
If she had told me, "Hey Jamie, I joined ABC Company as a coach and would love to talk to you about joining me."
I would have said "Hey, thanks but no thanks! But best of luck to you."
And we would have gone about our lives, sending nostalgic emo music via text accompanied by pleasantries and black heart emojis.
Instead, I didn't know what my friend was selling (or that she was selling at all). The experience changed my perception of her and, dare I say, her brand.
Candidly, I can't say I've talked to her since.
Since this experience, I've been thinking about how I sell my services and it's no secret I'm selling something—I even included links at the top of this article with all my wares.
The hard sale doesn't have to be gross or misleading. Done the right way, it lets you be up-front about your offers so your audience knows exactly what to expect. It helps you filter out the wrong people (the ones who won't join your MLM, say) so you don't waste their time or yours. The approach helps you build trust by being clear, honest, and direct.
Transparency is key here. If people know what you're offering, they can make an informed decision—no bait and switch required.
Method 3: The Blend
In the past year, I've been very explicit in my sales content. That's because I realized no one is thinking about me (a doom-and-gloom truth that comes with lots of liberation and freedom to talk about yourself).
Why the shift? Well, I've built it—"it" being my services—and they haven't come—"they" being my target customers.
And it's paid off. While I'm still providing value through brand tips and insights, I'm also talking about my offers and telling people how to work with me.
With this approach, my audience is empowered to decide if my services are right for them. My brand is clearer, rooted in transparency, and more focused. and best of all, I've built trust and authority while growing my business.
The Mutual Benefits of Selling Your Shit
Explicit selling isn't just good for you, it's good for your audience and your brand.
Benefits for your audience:
They know if your content is for them and can move on if it's not.
They have the information they need to make an educated investment.
They can see themselves in the problems you solve and the solutions you offer.
They trust your expertise because you're confident in what you offer.
Benefits for your brand:
Your messaging is crystal clear—no confusion about who you are and what you do.
You can avoid those gross dreaded bait-and-switch tactics we all hate.
You focus on content that serves your brand and business goals, not just social algorithms.
You build trust by aligning your work with your audience's actual needs.
Like it or Not, Selling is Part of Brand-Building
If you're not willing to talk about your work, you're doing your audience a disservice. You're robbing them of the chance to connect with your solutions and expertise. Plus, you're stripping your brand of any clarity, trust, and alignment that comes from selling with integrity.
So no, the big idea isn't enough. You have to be willing to sell. And when you do, your audience will come.
How to Get Comfortable Talking About Yourself
Selling your stuff doesn’t have to be icky. It can help you build brand trust and expert authority. Here are a few low-stakes ways to get better about talking about yourself and selling your shit, exclusive for paid subscribers.