You’ve probably heard solopreneurs say that your marketing is your art, but what does that mean?

To me, it means that your business and marketing are an expression of you—your skills, energy, gifts and passions.

Just as art is an expression of the artist’s ideas, thoughts and emotions turned into a tangible form, your marketing is the same allowing you to express your beliefs & experiences and communicate them in a way that evokes an emotional response or makes a connection with the viewer.

If you’ve ever wondered why it feels vulnerable to create content and share your ideas, this is why. You might resonate with this reel and this article where I’ve shared more on the topic of vulnerability as an introverted or sensitive solopreneur.

So how do you make marketing feel like art and less like a chore?

One way is through the thoughtful and intentional use of visuals.

Before I share ways to make your marketing feel like an art with visuals, I want to remind you that visuals are an effective tool when it comes to engaging your audience.

They capture attention, convey emotion, and can tell a story in a way that words alone cannot. And the good news is, you don't need to be a graphic designer or artist to create visually inspiring content for your business.

With a little guidance and practice, you can learn to create visual content that expresses your tone, message and the essence of who you are in a way that shares your thoughts clearly and artfully.

But, before you start creating visuals, it's important to know the basics of visual design. This knowledge will help you get your art and message across in a way that'll support your content rather than detract from it.

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Here are some tips to help you create visual content that uplifts and inspires, and helps make your marketing feel like art:

01. Learn the basics of good design

This is where I see a lot of well-intentioned solopreneurs getting it wrong. It's inevitable that any time I open Instagram, I'll see a fellow business owner posting a graphic with haphazardly placed text over a busy background making the words impossible to read.

Even when your copy or captions are highly relevant to a problem I have, I will not spend more than a few seconds (no more than 10-15 if I already know, like and trust you) trying to figure out what it is you're trying to say.

Poor design can be detrimental to your message and can turn off the right clients without you even knowing.

02. Choose the right colours and fonts

Depending on the tone, style, or vibe you're going for, colours and fonts help you evoke emotion and can tell your ideal audience a lot about who you are and what your business is about.

For instance, the colours and fonts you're using on your website and throughout your social media are giving off a certain energy depending on what you chose.

For instance, are your colours and fonts formal and serious or calm and inviting? If you're a somatic therapist you might want to ensure that they're conveying the latter to help you resonate with the people who are the best fit for your work.

03. Use composition and hierarchy to create balance

Often, when I hear clients say they don't like something they've designed, it's because it's lacking balance and order. Pay attention to the composition (the arrangement of elements within a design) and hierarchy (emphasis on certain elements within a design) to help you create well-balanced, aesthetically pleasing visuals that engage your audience in a meaningful way.

If you're not sure how to do that, my course, Visual Marketing for Beginners will help you with this.

04. Create a cohesive style

Your visual marketing should be consistent throughout your website, extending outward towards your social media channels, marketing materials and beyond.

Simply, this means using the same colours, fonts, styles of imagery and design elements across all of your marketing materials to create a cohesive and recognizable brand.

This will help your audience connect with you and your message on a deeper level building that know, like and trust factor through the consistent use of these elements in your visual content.

05. Be true to your authentic self-expression

While it's important to know the basics of visual design, it's equally important to be true to your authentic self-expression. Your visuals should reflect your unique voice and personality as will help your audience resonate with you on a deeper level and build trust in your brand.

And it's okay to break the rules, you've just got to know them first.

Now imagine giving yourself permission to play and be creative in your work. Wouldn't this make marketing your business a little less daunting and a little more fun?

As someone with a business that focuses on the creative aspects of marketing yourself slowly and authentically, I wholeheartedly support anyone who wants to make marketing feel more like an art through the thoughtful and creative use of visuals.

Let me know what resonates most when you read this.