SP = solopreneur. That's you if you're self-employed in a one-person business, as many of my counselor, coach, and naturopathic doctor colleagues are. And having the confidence to promote yourself is about the biggest problem I'm hearing about these days.
Isn't it curious, this lack of confidence? What happened between the moment we make the decision to pursue all that training, believing that we could do it, and the moment that we graduate and start in with the anxiety of, am I good enough? How does that initial confidence evaporate?
One very likely cause is that we stopped believing our own "can-do" inner voice. We gave away little pieces of our confidence power when someone else had a different idea, or challenged our view, or required evidence we didn't yet know of.
In becoming educated, we learned how much we didn't know. And perhaps that scared us. Then we got out in the world, opened a practice, and realized, holy cow, no one ever taught us how to get clients.
Fear, doubt, need, recognition of our lack of knowledge -- all these erode belief in the self, and a confident can-do attitude.
Here's a hint: if you think you lack confidence for promoting yourself (meaning your skills, your knowledge and training), then don't promote yourself.
What do you / can you have confidence in? That you have a desire to help? That you know more than your clients? That you can interpret or reframe their suffering or problem in a way that will help them?
To paraphrase the famous movie line, If you build on that, they will come.