I recently asked a group of performers to raise their hand if they felt comfortable with self-promotion.
Unsurprisingly, no one put up their hand all the way.
It's inherently difficult to promote oneself. We worry about being seen as perhaps a little full of ourselves or coming across as too pushy.
But if you ask people if they feel comfortable telling a story, they will almost always say yes.
A cover letter is just a story about your experience. A social media post is a story about where you're at in that moment. And a personal email to family and friends about your new project . . . you get the point.
When we reframe self-promotion as storytelling, it suddenly gets just a little bit easier. And if you can't tell your story, who will?