{"id":13887,"date":"2025-10-20T14:39:48","date_gmt":"2025-10-20T14:39:48","guid":{"rendered":"https:\/\/2026.karrierecoaching.ch\/?p=13887"},"modified":"2026-04-20T12:32:12","modified_gmt":"2026-04-20T12:32:12","slug":"we-cannot-not-do-self-marketing-2","status":"publish","type":"post","link":"https:\/\/2026.karrierecoaching.ch\/en\/we-cannot-not-do-self-marketing-2\/","title":{"rendered":"We cannot not do self-marketing"},"content":{"rendered":"

He considered self-marketing inappropriate. It didn\u2019t seem authentic to him and, in his words, \u201chad the smell of manipulation.\u201d That\u2019s what a client told me in a coaching session when I encouraged him to take greater control over how others perceived him. My reply: \u201cBut Mr M\u00fcller (name changed), you\u2019ve been doing self-marketing continuously for the past half hour!\u201d<\/strong><\/em><\/p>\n

Peter N\u00e4f<\/em><\/a><\/strong>
\nZurich, January 2026<\/em><\/p>\n

He looked at me in disbelief and protested. How did I arrive at that conclusion?<\/p>\n

Mr M\u00fcller had come to me for leadership coaching<\/a>, among other things to learn how to appear more assertive. We had arranged an appointment for 10 a.m. in my office. Since the front door remains open during business hours, my clients usually enter the building without ringing \u2013 and suddenly appear in my doorway.<\/p>\n

You are constantly being \u201ccaptured\u201d<\/h5>\n

Mr M\u00fcller arrived a few minutes early and approached quietly, so I didn\u2019t hear him coming down the corridor. I was deeply absorbed in my work and momentarily startled when he suddenly appeared in the doorway. He apologised profusely and asked, in a slightly submissive tone, whether he might come in. His whole posture radiated insecurity: he made himself small, tilted his head forward and looked over his glasses \u2013 speaking softly and politely.<\/p>\n

That image imprinted itself in my memory like a photograph. Even three years later, I can recall it vividly. Why? Because his reaction surprised me \u2013 after all, we had an appointment, and being a few minutes early is hardly a crime. The scene stuck with me because it made one thing crystal clear: self-marketing<\/a> doesn\u2019t start when we consciously use it.<\/p>\n

Self-marketing is constant<\/h5>\n

So, what does this episode have to do with self-marketing? Precisely that is what good self-marketing achieves: it plants images in other people\u2019s minds \u2013 unconsciously and unavoidably. Every well-told story automatically evokes inner pictures in the listener\u2019s imagination. Skilled advertisers, politicians, and filmmakers use this effect deliberately. One famous film scene even influenced an entire generation\u2019s showering habits \u2013 if you\u2019re over 50 and enjoy films, your inner cinema is probably running right now.<\/p>\n

But it isn\u2019t only stories that leave impressions. Our everyday behaviour sends images too \u2013 directly to the eyes of those around us. Our minds don\u2019t distinguish through which lens these impressions reach us. So why leave them to chance instead of shaping them consciously?<\/p>\n

Good self-marketing conveys authentic impressions \u2013 aspects of ourselves that others might not otherwise see in everyday interaction. I, for one, was grateful to discover through my client\u2019s storytelling<\/a> that behind his initial hesitancy stood a resilient, persistent, and highly talented professional with an impressive track record of success.<\/p>\n

In the words of Paul Watzlawick: we cannot not communicate \u2013 and by extension, we cannot not do self-marketing. So be mindful not only on social media, but also in daily life, of the images of yourself that circulate in the world.<\/p>\n

#selfmarketing<\/a> #personalbranding<\/a> #strengths<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

He considered self-marketing inappropriate. It didn\u2019t seem authentic to him and, in his words, \u201chad the smell of manipulation.\u201d That\u2019s what a client told me in a coaching session when I encouraged him to take greater control over how others perceived him. My reply: \u201cBut Mr M\u00fcller (name changed), you\u2019ve been doing self-marketing continuously for […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30],"tags":[],"class_list":["post-13887","post","type-post","status-publish","format-standard","hentry","category-artikel-2"],"yoast_head":"\nWe cannot not do self-marketing - Karrierecoaching - Peter N\u00e4f<\/title>\n<meta name=\"description\" content=\"Self-marketing is always - for the physical or mental eye - in storytelling, but also in how you present yourself in every situation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/2026.karrierecoaching.ch\/en\/we-cannot-not-do-self-marketing-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"We cannot not do self-marketing - 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