Why Promoting Your Own Services on LinkedIn Feels So Much Harder Than Selling for Someone Else (Even If You’re Great at Sales)

Photo by Maxim Ilyahov Hire on Unsplash

When I worked in tech sales, I was the #1 rep.
Hitting quota? Not a problem.
Pitching new offers? Fun.
Leading demos? Easy.
I had no trouble selling someone else’s services.
But when I launched my own business?
Totally different story.
Suddenly, every post, pitch, and offer felt personal.
And I froze.
I was confident in my skills. I had proof that I could deliver.
But I couldn’t bring myself to show up consistently and promote my own work.
And I see this pattern all the time — even among folks with years of experience in marketing and sales.
Because when you’re selling for yourself, it’s a completely different game.

Why It Feels So Hard to Promote Yourself

If you’re struggling to confidently talk about what you do, you’re not alone — and it’s not because you’re bad at marketing.
There are real, layered reasons why this is difficult.
Here are a few:

1. The Stakes Feel Way Higher

When you work for a company, a lot of the risk is shared.
If a campaign flops?
If a lead doesn’t convert?
If numbers dip?
It’s disappointing — but it’s not all on you.
But when you’re a business owner?
You are the brand. You are the product. You are the one responsible for every win — and every silence.
Marketing your own services feels like putting your worth on the line.
That’s not just a missed revenue goal — it can feel like a reflection of you.

2. Society Teaches Us to Shrink (Especially Women)

If you were raised to be humble, quiet, modest, or agreeable — self-promotion might feel wrong.
You’re not just posting about your services. You’re breaking an invisible rule.
“Don’t brag.”
“Don’t be too confident.”
“Don’t make it all about you.”
And yet…
If you don’t speak up about your work, who will?
Selling your services often means learning to unlearn a lifetime of subtle conditioning.

3. You Have to Project Confidence (Even When You Don’t Feel It)

There’s no manager hyping you up. No one crafting the pitch or messaging. No team affirming, “Yes, this is good — go post it.”
You have to show up — often alone — and say, “This is valuable and here’s why.”
Even when you’re doubting everything.
Even when no one’s responding.
Even when your inner critic is screaming, “Who do you think you are?”
This is the part no one warns you about:
Selling your services means stepping into leadership before you feel fully ready.

4. You’re Suddenly the Entire Marketing Department

Messaging. Positioning. Offers. Social proof. Platforms. Funnels. Content. Strategy.
All those departments you leaned on in a corporate job?
Yeah — that’s all you now.
It’s no wonder it feels overwhelming.
You’re doing the work and trying to find the right words to market it.
There’s no style guide. No brand deck.
Just your own voice — and the challenge of figuring out how to make people care.

5. The Beginning Is the Hardest Part

Here’s what no one tells you:
The early days of promoting yourself will be awkward.
Your content will feel like it’s going into the void.
People won’t respond right away.
You’ll overthink your words, your graphics, even your tone.
And that’s totally normal.
The hardest part is sticking with it long enough for your message to land — and to trust that just because someone didn’t like or comment doesn’t mean they weren’t listening.

The Good News: It Does Get Easier

Here’s what I’ve learned (and what I remind my clients of constantly):

1. Visibility Isn’t Optional

If your ideal client doesn’t see you, they’ll hire someone else.
Even if that person is less qualified.
Even if that person doesn’t care as much.
Even if that person is simply louder.
Your people are out there — but they can’t work with you if they don’t know you exist.

2. People Need What You Offer

Right now, someone is stuck and searching for a solution you already have.
But they can’t find you if you’re hiding.
Promotion isn’t just about you — it’s about them.
It’s how you bridge the gap between what they need and what you provide.

3. People Who Promote Themselves Aren’t “Too Much” — They’re Making Money

At some point, you stop judging the game and start playing it.
You realize that visibility is a lever — not a personality flaw.
The most successful people aren’t better than you.
They’ve just accepted that promotion is part of running a business.
And they’ve learned to do it with consistency and heart.

4. Most People Aren’t Judging You

That fear in your body when you post something personal?
That’s your nervous system trying to protect you.
Most people aren’t analyzing your words under a microscope.
They’re skimming, scanning, asking: “Can she help me?”
And if the answer is yes — they’ll remember you.

5. You’re Supposed to Experiment

Nobody nails their messaging on day one.
It takes trial and error.
It takes putting things out there, seeing what resonates, and adjusting accordingly.
Every “flop” teaches you something.
Every “quiet post” is part of the process.
The only way to get better… is to keep going.

Final Thought: Hiding Hurts More Than Promoting Ever Will

Promoting yourself is uncomfortable — at first.
But hiding your work?
Staying quiet when you know you can help?
That’s a deeper, more painful kind of discomfort.
When you put yourself out there consistently, the right clients will notice.
You start to build trust, reputation, momentum.
And that’s when everything starts to shift.