This summer, I’ve been writing and publishing articles on BraveSelfStarter, a platform I created to help fellow self-starters navigate career, personal finance, and making money online.
As an immigrant from Jamaica, my journey in the U.S. has been filled with challenges and lessons. I had to figure out everything from job interviews and climbing the corporate ladder to understanding 401(k)s, credit cards, budgeting, and saving for a home. Along the way, I also discovered investing, side hustles, and eventually entrepreneurship. For as long as I can remember, I’ve dreamed of owning a successful business — and finally, that dream became real.
Starting a business, though, is not as simple as having an idea. You need to decide what to offer, who to serve, how to finance it, and how to reach your ideal customers. Once I fleshed out my business plan and narrowed my focus, the real work began: building visibility and attracting paying customers.
And that’s where my biggest fear showed up — putting myself out there online.
Facing the Fear of Starting from Zero
For me, posting on social media felt terrifying. When you’re just starting out, it feels like shouting into a void, hoping someone — anyone — will notice. I had no audience, no content, and no physical product to show off because my first venture, a mobile kids’ spa bus, was still under renovation in another state.
I knew I needed to start promoting to build interest, but fear held me back. What if no one cared? What if my posts fell flat? What if people judged me?
But here’s the truth: you can’t grow a business without visibility. I had to push past the fear and start showing up, even if it was uncomfortable.
Believe in Your Business
The first step was learning to believe in my business. Every product or service solves a problem or brings joy to someone. When you deeply understand the value you provide, it’s easier to show up confidently online. You stop worrying about likes or comments because you know your business matters — and someone out there needs it.
Do It Scared
Confidence doesn’t magically appear. Most entrepreneurs don’t start with an overflowing sense of certainty — they build it through action. I had to remind myself: it’s okay to acknowledge the fear and do it anyway.
I didn’t need to “fake it until I made it.” Instead, I could admit, This feels scary, but my business is worth putting out there. That shift gave me the courage to post, even when it felt awkward.
Get Inspiration
If you’re unsure what to post, start by looking at what others are doing in your industry. Take notes, gather ideas, and create a running list you can reference when planning your own content.
And don’t forget — AI tools are powerful allies. By giving them specific prompts about your business, products, or target audience, you can generate content ideas, captions, and even visual concepts to get unstuck.
Creative Ways to Post Without a Physical Product
Since I didn’t have photos of the spa bus yet, I had to get creative. A few strategies worked especially well:
- Create a brand mascot: I designed three animated spa party characters — diverse little girls in spa robes holding props like nail polish, lip gloss, and a karaoke mic. They became the “faces” of my business until I had real photos.
- Leverage stock photos and videos: Platforms like Canva and Pexels offer free commercial-use visuals that can be tailored to your brand.
- Use your brand assets: Consistency builds professionalism. I stuck to my logo, colors, and fonts across every post, so even stock content felt uniquely mine.
Share with Your Network
Starting from zero can feel isolating, but you don’t have to do it alone. Share your business page and posts with your personal network. Friends and family might not be your ideal customers, but their engagement still boosts visibility and helps you feel supported.
Separate Yourself from the Business
One of the hardest lessons I learned was not taking everything personally. A post that doesn’t perform well or a slow month of sales isn’t a reflection of me as a person. My business is its own entity, and my role is simply to show up for it. That perspective makes it easier to experiment, try new things, and keep going without burning out emotionally.
A Small Hack That Boosted My Confidence
When I first created my business Instagram account, I hated seeing “0 followers.” So I followed a bunch of suggested celebrities, logged off, and came back later to find I had gained a handful of followers. Were they my target audience? No. But that little boost made me feel less invisible — and sometimes, when you’re starting from scratch, even small wins help build momentum.
Final Thoughts
If you’re scared to post online, you’re not alone. Every entrepreneur feels that fear at some point. But remember: confidence comes with action. Each time you put your business out there, you’re not only gaining visibility, you’re building resilience.
Show up. Do it scared. Your future customers are waiting to find you.
Tools I Use to Overcome the Fear of Putting My Business Out There
If you’re a small business owner like me navigating overwhelm, burnout, or procrastination, here are a few tools I personally use and recommend to help make things easier:
- Fiverr – for hiring freelancers who support your vision
- Bookeo – to streamline bookings and free up your mental space
- Metricool – Automate and analyze your social media and content performance across platforms
- Tailor Brands – for handling the essentials like forming your LLC, creating a professional logo, and building a brand you can be proud of without doing it all yourself
- Virtual Business Address – for separating your business life from personal
