If you're a good person and feel "skittish" or uncomfortable with selling, it's a powerful signal that you don't genuinely believe in the product or service. True comfort and effectiveness in sales come from an authentic belief that what you're offering provides real value, transforming the act of selling into one of helping.
Your social media platform should be reverse-engineered based on where your target audience congregates. For example, selling to Gen X women points to Facebook, while targeting professionals for an accounting firm makes LinkedIn the obvious choice. Platform relevance changes over time, so constant re-evaluation is necessary.
The fear of being pigeonholed into a content niche is outdated. Today's algorithms prioritize engaging content over strict thematic consistency. Don't be afraid to post something "left field" from your usual topic; it will either perform remarkably well, opening a new avenue, or terribly, providing valuable data. Both outcomes are good.
For a new service business, create a heartfelt video explaining your venture. Text it to every single contact in your phone, from best friends to acquaintances. The goal isn't to directly solicit business from them, but to ask if they know anyone who might need your services, effectively activating your entire network at once.