One of the most important things I tell all my Big Growth Big Impact Coaching clients in any business is that they must market. Entrepreneurs, sole proprietors and business owners must always be marketing. The key is, that marketing is not just about attracting the people you want to serve but also repelling those you don't, who don't like or won't buy your stuff.
In fact, if you truly believe you offer or provide something that you know will help others, make their lives better or easier, then you have a moral obligation to market to them.