Selling creativity isn’t about having the boldest ideas.It’s about helping people feel safe enough to say yes.
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Years ago, I thought my portfolio was all I needed.
The work would sell itself, I told myself.
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But I’d walk into meetings, show my work, and hear: “We’ll think about it.”“We’re not ready yet.”
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They weren’t rejecting the work.
They were afraid of the risk.
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It took me a while to realize the truth:
The work wasn’t enough.
They needed to trust me.
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That’s when I learned how to redesign the risk.

How to make people trust you and your ideas

If you want to sell creativity, you need to make people feel confident.Confident that they’re not just buying ideas—they’re buying the right partner.
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Why should you care?
Because when people trust you, they don’t hesitate.
They see you as a partner, not a gamble.
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The reward?
Less chasing, more signing.Fewer rejections, more yeses.
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Unfortunately, most creatives miss this completely.
They focus on selling the what—the work itself—without thinking about the who.

The real reason people don’t say yes

The biggest reason?
They don’t know you.
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When people don’t know you, risk feels bigger.
Your ideas might be brilliant, but they wonder:
“Will this person understand my needs?”
“Will they stick with me when things get tough?”
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Here are 4 other reasons people struggle to sell creativity and strategy:

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  They rely too much on their portfolio. A great portfolio gets attention but doesn’t close the deal.
  

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  They don’t build relationships. Selling happens in conversations, not presentations
  

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  They avoid showing up in the right spaces. If people don’t see you, they won’t trust you. Get your face out there!
  

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  They fail to focus on the client’s fears. Most pitches address the dream but ignore the doubts.
  

Here’s the good news: You can overcome all of this.

Here’s how to redesign risk and sell your creativity:

Step 1: Expand your network.

The first step to reducing risk is making people know you.
Start showing up in places where your clients are.
Conferences, workshops, events—get in the room.

For example, I make it a point to attend key industry events. Casual conversations often turn into long-term client relationships.
Not because of my portfolio, but because of the trust and interest built in that moment.

Step 2: Listen before you pitch.

The biggest mistake? Talking too much about your work without understanding theirs. When you meet potential clients, ask questions.
What’s their biggest challenge?
What keeps them up at night?
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For instance, one client told me they were afraid of standing out too much.
By addressing their specific concern—and pointing out the risk of not standing out—they trusted me to guide them.

Step 3: Show your face, not just your work.

People need to trust the person behind the ideas. This means being visible.Write, speak, share your story. Let people connect with you.
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When I started sharing my perspective online, I noticed a shift.
People reached out saying, “I feel like I know you.”And suddenly, the trust was already there.

The light at the end of the tunnel

When you redesign the risk, you’re not just selling creativity.
You’re building relationships that last.
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The result?
Your ideas don’t feel risky—they feel like the safest bet.
So, start now.
Expand your network, listen more, and show up.
Let people trust you, and the rest will follow.

Want to go deeper into these strategies?
Ask me for our Not On Sale program today.
We help creative studios to be seen by their ideal clients.

—Marko

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