I was talking to my friend David Seaman a while back (that's business coach and lecturer David Seaman, not goalkeeper David Seaman) about how difficult it is for most people to promote themselves.

He highlighted how most people have no problem promoting the business they work for or its products.

But when they start working for themselves and selling their services, they feel incredibly uncomfortable about promoting themselves.

A bit of a problem when your business's only product is you and what you do.

Perhaps it's the way most of us were brought up – not to boast or show off. And personally, I've never really got on with people who insist on telling the world how great they are – so it's not something I want to do myself.

So when you are your business, how can you promote it without the discomfort of self promotion?

The answer for me is to create “stuff” and promote that.

Or more accurately, to offer people the value in my “stuff”.

For example, the my 21 Word Email report or the 5 Day Authority Challenge I run.

While I may feel uncomfortable telling people about all the things I could do for them, my track record and my client successes – I have no problem telling them about what's in the report or the challenge and how it can help them.

By focusing on the thing rather than on me, it doesn't feel boastful.

But the end result is the same. If they work through the report or do the challenge, then it's highly likely they'll find it valuable and it will raise my credibility.

In fact, the end result is better. I've proven my expertise, rather than just claimed it.

This is something you can do too if you feel uncomfortable promoting yourself.

Create something that's of incredible value to your potential clients and that proves how good you are and promote that instead.

Much easier. Much more effective.