If You Build It… They Still Won’t Come

Why Self-Promotion is the One Skill You Can’t Afford to Ignore

The Quiet Genius Who Lost Everything

A few years ago, I had lunch with an old friend—let’s call him Joe.

Joe’s the kind of guy who knows everything about his craft.

In his case, it was graphic design. 20+ years in the game. Award-winning work. Clients that should’ve made him a millionaire.

But when I saw him, he looked… tired.

Not just physically—but soul tired.

Over coffee, I asked how business was going.

He shrugged. “Slow. I’m thinking of shutting it down.”

I was shocked. “Why? You’re one of the best I know.”

He smiled, but there was pain in his eyes. “Doesn’t matter if no one else knows it.”

Right there it hit me: It’s not the best who win—it’s the best-known.

Joe built it. But no one came.

Because he never learned how to market himself.

And Joe isn’t alone.

I’ve seen martial arts masters with black belt-level skills running empty dojos.

Contractors with world-class craftsmanship losing jobs to guys who are all talk and no skill.

Writers, designers, even therapists—brilliant at their craft, broke in real life.

Why?

Because they thought their work would speak for itself.

It doesn’t.

The One Skill Everyone Needs: Marketing

If I could go back and whisper one thing to 20-year-old me, it’d be this:

A little harsh?

Maybe.

But it’s true.

You can be:

• The most skilled…
• The most talented…
• The most qualified…

And still be ignored, overlooked, and underpaid—because nobody knows who you are, what you do, or why it matters.

The “Field of Dreams” Lie

We’ve all heard it:

And Hollywood lied to you.

Because in the real world:

• If you build it… they won’t come.
• If you perfect it… they won’t care.
• If you wait quietly, hoping someone notices… they won’t.

If you build it, market it, talk about it, share it, and put it in front of the right people repeatedly with clarity and confidence, then—and only then—will they come.

The Book That Changed My Trajectory

The turning point for me was a book called Self-Promotion for Introverts by Nancy Ancowitz.

Before that, I thought marketing meant being loud, flashy, salesy, or fake.

None of that sat right with me.

But Nancy reframed it:

That one insight flipped a switch.

I stopped thinking of marketing as a dirty word and started thinking of it as a duty—a responsibility to help others by making myself findable, useful, and clear.

That’s when things changed.

• For my finances.
• My business.
• My life.

Why Smart, Talented People Stay Broke

Here’s what happens over and over again:

• Talented person thinks their work will speak for itself.
• They wait. And wait. And wait.
• Someone with half their talent, but twice their self-promotion, lands the gig.
• Talented person gets bitter, resentful, and burned out.
• Eventually, they either burn out… or burn bridges.

I’ve seen electricians who could run circles around the jobsite, but never got promoted.

I’ve seen martial arts instructors with 30 years on the mat, teaching classes of 3.

And I’ve seen kids on Instagram with barely a white belt running a six-figure online dojo.

Why?

Because one learned marketing.

The other didn’t.

3 Truths You Need to Know About Marketing

Let’s break this down.

1. Everyone Is Too Busy to Notice How Good You Are

You think your skill will be recognized?

By who?

The world is noisy.

Everyone’s drowning in content, requests, notifications, and obligations.

Nobody is scanning the horizon for talent like you.

They’re scanning for solutions.

So if you don’t talk about what you do—clearly, confidently, consistently—nobody else will.

You must be your own loudest, most consistent cheerleader.

Not obnoxious.

Not arrogant.

Just present.

Repeatedly.

Everywhere it counts.

Think of it this way:

2. Marketing Isn’t Bragging—It’s Matching

Most people think marketing is bragging.

But real marketing isn’t about saying, “Look how great I am.”

It’s saying,

It’s a conversation, not a monologue.

A matchmaking service, not a talent show.

You’re trying to see if your skill set solves a problem your audience has.

• If you’re a contractor: Can you help them finish their kitchen without stress?
• If you’re a martial arts coach: Can you help them feel safer or get in shape?
• If you’re a coach or consultant: Can you help them grow their business, get unstuck, or improve their health?

Marketing isn’t about you.

It’s about the problem you solve.

3. Marketing Is Service, Not Self-Centered

You think you’re “too humble” to market?

Then you’re also too humble to be useful to the people who need your help.

The truth is: marketing is an act of service.

You’re giving people clarity, hope, and options.

Good marketing says:

• “You don’t have to stay stuck.”
• “There’s a better way—and I can help.”
• “You’re not alone in this struggle.”

If you care about people, you must learn how to reach them.

What This Means for Martial Arts (And You)

Let’s get personal.

I’ve been in martial arts for decades.

I’ve trained with killers and philosophers.

Men who could choke you out, break you down, or build you up.

But I’ve also seen dojos shut down because the mats were empty.

Not because the teacher wasn’t skilled—but because he didn’t understand business.

He knew martial arts.

But not the business of martial arts.

Same goes for:

• Contractors who are master craftsmen… but terrible marketers.
• Coaches who have wisdom that could change lives… but no clients.
• Creators who could write the next great book… but nobody knows they exist.

Here’s the truth:

And if you do learn marketing, even average skill—applied with heart and hustle—can lead to real impact, real money, and real freedom.

Putting It On the Mat

I was at a belt promotion ceremony a few years ago.

A young brown belt got up to speak.

He was shy, soft-spoken, and clearly nervous.

But when he started, his voice got stronger.

He talked about how martial arts saved his life—how stepping on the mat gave him purpose.

But then he said something that stuck with me:

That’s when it hit me.

That ad—the one he almost scrolled past—changed the trajectory of his life.

Not the technique.

Not the lineage.

Not the belt color.

The marketing.

The school that shared their story—reached out, posted, emailed, followed up—that school changed his life.

So let me ask you something:

• Who’s not getting helped right now because they don’t know you exist?
• Who’s scrolling past, never knowing you could be the one to change everything?
• Who’s struggling because you are hiding?

That’s why this matters.

You’ve got skill. You’ve got wisdom. You’ve got heart.

But none of it matters if you stay invisible.

So here’s what I want you to do this week:

1. Write down what problem you solve for people.
2. Share one story or example of how you’ve helped someone.
3. Post it. Email it. Text it to someone who might need it.
4. Repeat it. Everywhere. Consistently.

Marketing isn’t something you do once and forget.

It’s a daily discipline.

Like rolling on the mat. You show up. You practice. You get better. And before long, people start to notice.

Because if you build it, they won’t come.

But if you build it, market it, and serve the hell out of people—they will line up for miles.

Now go put it on the mat.

P.S. If you found this content helpful, I have a favor to ask.

Actually two of them, a selfish one and a not-so-selfish one.

First the selfish one, if this was helpful to you, forward it to someone you think it might help. That helps me to grow my reach.

Now the not-selfish one, the one thing I learned on the mat and on the job was that the most successful leaders were not the ones who knew the most but were the ones who applied and taught the most.

So, if you want to be a better leader, do two things, take immediate action on what you learned today AND share it with someone else. You'll look badass, I promise you.

Also, if you have any questions, comments or suggestions, hit me up, reply to this email and let me know what's going on and how I can help you to be a better warrior, leader, and badass.

Thank you, I appreciate you being here in The Daily Dojo, you can learn more at CharlesDoublet.com​