“I don’t want to sound like I’m selling.”
You don’t have to sound like you’re selling – because you aren’t! Marketing is not sales, nor should it sound like it is.
Marketing is informative. Educational. Even entertaining.
Marketing is a service to your potential and current clients. It’s a glance into what you offer, and it offers a sense of what it’s like to work with you.
You might add an actual offer – but by then, they know what they’re getting and they’re interested. By then, your offer is simply an invitation to those who want more of what you’ve already been giving them.