Why Promoting Yourself on LinkedIn Feels So Hard (And What to Do About It)
On average, I personally speak with 5-10 female founders every week.
The biggest conundrum they often find themselves in sounds like this:
“I want to be getting new business from LinkedIn, but I’m afraid of coming across as too ‘salesy.’ Promoting myself online feels so hard!”
And trust me, I get it.
No one likes the pushy, overly salesy person.
You know the type: someone you think you’re catching up with or simply having a cordial email conversation with who comes in to pitch you on their services. Or who’s literal every single social media post is trying to get you to buy or join or do xyz.
No one wants that reputation because we don’t like being sold to. So we avoid anything that resembles it.
But here’s the problem: by avoiding “that,” we often swing too far in the other direction.
We end up sharing very little (or nothing at all) about our work, our services, or the incredible things we’re launching. And then we’re left wondering:
How do I share about my work to get new business, let people know about my services, and launch products or programs without coming off as salesy?
I touched on this recently in a LinkedIn post of my own and based on the interesting comments that came in, I wanted to take it a step further here on the blog.
As we close out the year, I want to help you reflect on this hesitation and, just maybe, mentally prepare you to take LinkedIn more seriously in the months ahead.
So let’s talk it. Why does self-promotion feel so hard?
In my experience personally and with clients, self-promotion triggers all sorts of emotions, especially for anyone who’ve been conditioned to avoid “taking up too much space” or has a fear of being perceived as “too much.”
Here are a few more common fears that might be holding you back too:
Fear of Rejection: “What if people ignore me or unfollow me because of what I post?”
Fear of Judgment: “What if I look dumb or unprofessional and people start talking {unfavorably} about me?”
Fear of Taking Up Space: “Am I being annoying? Is this too self-serving?”
Feeling of Low Confidence: “Who am I to talk about this? What if I’m not good enough?”
Sound familiar?
I’ll be honest, these fears run deep, and usually stem from events completely unrelated to running a business. They’re not something you just magically “get over”.
For me, it took the help of multiple coaches and a consistent investment in my nervous system to work through these fears.
The good news is that promoting yourself doesn’t have to feel icky, awkward, or send you into a deep existential trigger.
You can show up on LinkedIn in a way that feels aligned and effective.
Here’s how:
1. Explore What’s Really Going On
Take a moment to reflect: What exactly makes self-promotion feel hard for me?
Is it the fear of being judged? The worry that people won’t care? A lack of confidence in your offer? Naming the fear is the first step to overcoming it.
A helpful exercise: Write down all the reasons you’re afraid to promote yourself. Then, for each one, challenge it with evidence to the contrary. For example:
“What if I look dumb?” → Well, my expertise has helped X clients achieve Y results, so I clearly know what I’m talking about.
2. Find Your LinkedIn Friends
Posting something that feels vulnerable or uncomfortable is way easier when you know you’ve got supportive people in your corner.
When I wanted to start taking LinkedIn more seriously I posted in a Facebook group of a community I was in (hahaha obviously many years ago) and asked if anyone would be up for posting along with me and supporting each other’s content. There were 3-4 women who said yes and just having a few friends really made a difference when I first started.
In 2024 if you’re reading this newsletter chances are you’re involved in some sort of networking or professional community. You may already have colleagues and friends who ARE posting. Don’t be afraid to personally send them a DM and say “Hey I’ll be posting in the new year and would love any tips you have or to know when you post so I can make sure I see your content. Supporting their content usually comes back around to yours, too.
Finding people who will like, comment on, or simply cheer you on when you hit “post" makes all the difference.
3. Start Small
You don’t need to go from never posting to launching a massive content campaign.
Start with a simple goal you know you can achieve, it might look something like:
Once a week I’ll share a recent insight from a client project.
After a month of doing that consistently I’ll share something more personal about myself and up my posting to 2x a week.
Then when I have that under my belt, I’ll commit to showing up 3x per week.
If there’s anything I’ve learned from all the coaching & therapy I’ve invested in, change is only truly effective when it’s realistic and sustainable, and in our window of tolerance.
So start small, your consistent steps will build momentum and confidence over time.
4. Focus on Giving Value
Here’s a secret: Most of my posts aren’t directly promotional.
In fact, only about 10-15% of my LinkedIn content (if that) is explicitly sales-focused.
The rest? It’s value-packed, shareable, and designed to help my audience, not sell to them.
One my biggest core values is service and I’ve personally found that when you give generously, whether through tips, stories, or lessons learned, you naturally build trust and credibility.
And when it’s time to make an offer? Your audience is already primed to listen and they want to support you.
5. "Sell" Through Stories
Instead of saying, “Hire me!” try saying, “Here’s a story about how I helped someone like you.”
Stories are relatable. They create an emotional connection and show your audience how you can help them, without feeling pushy.
For example, you could share:
A success story from a client who faced a common challenge.
A personal story about the exact problem you know your clients face and how you overcame it and introducing your framework
A “before and after” transformation that illustrates the value of your work.
People love stories. Use them.
The Bottom Line?
Self-promotion doesn’t have to feel cringy or inauthentic. You to do it in a way that's aligned with your values.
When you focus on giving value, lean into connection, and approach LinkedIn as a place to serve rather than sell, you’ll not only feel better about showing up, you’ll also start seeing real results.
Thanks for reading! Learn more about Molly’s LinkedIn services, courses, and programs here.