If you’re running a business, not a very time-consuming hobby, then at some point you have to sell. But for a lot of small business owners, selling on Instagram can feel icky, awkward, or downright terrifying.

So this blog is here to change that. Let’s talk about how to sell on social media without turning into a walking billboard. No sleaze, no pressure, just clear, helpful, human content that helps people buy when they’re ready.

First up: selling is just another type of content

Let’s be clear: sales content isn’t something to be ashamed of. It’s not a dirty word (or two). It’s simply one of your content pillars – sitting neatly alongside the content that educates, entertains, or builds connection.

Sales posts have a purpose: to help your audience understand how to work with you. That’s it. Think of it like saying to a friend over coffee, "I can help with that, by the way." Friendly, helpful, not scary at all.

Where to sell and how to do it well

You can sell in any content format. You’re not limited to a “sales post” once a month in a dry carousel. In fact, some of the best sales content is scattered throughout your everyday posting. Here's what’s working:

• Reels: Great for visibility. Use them to introduce your offer, share behind-the-scenes, or answer FAQs.

• Carousels: Perfect for educating and leading someone gently toward a "yes."

• Stories: Arguably the best place to sell. They’re low-pressure, shown to your existing audience, and ideal for check-ins, reminders, and casual CTAs.

Whatever format you use, the golden rule is: include a clear call to action. Tell people what to do next. That could be:

• DM me for the link

• Book your spot via the link in bio

• Comment “info” and I’ll send you the details

Make it friendly. Make it clear. Keep it simple.

The biggest mistake people make?

They forget to sell at all.

Lots of small business owners spend months (or years!) giving away free tips, building connection, educating their audience… and then wonder why no one is buying. If your followers don’t know what you sell or how to work with you, how can they ever say yes?

You wouldn’t run a shop and never mention your products. Don’t do it on Instagram either.

A simple sales post framework

Not sure how to structure a sales post? Here’s a simple template you can reuse again and again:

1. Hook – A relatable question or statement that grabs attention.

2. Problem – What your audience is struggling with.

3. Solution – How you help.

4. Offer – What the product/service is, in human terms.

5. Call to action – What should they do next?

You can wrap this with a story, a testimonial, a bit of humour – whatever feels natural to you.

Sales content ideas that work without feeling like a sales pitch

• Personal storytelling with a CTA at the end

• Behind-the-scenes of your client work or process

• Mini testimonials or quotes from real clients

• Stories reminders about your offers (repetition works!)

• Problem-solving posts that naturally lead into your service as the solution

A quick reminder: cold audiences don’t convert

People won’t buy from you the first time they hear your name. That’s normal. Which is why your sales content needs to live inside a broader strategy that builds trust and connection.

Your audience needs to know you, like you, and understand what you do before they can say yes. So don’t worry if you post a sales message and no one bites immediately. They’re still listening. They’re still learning.

And when the time is right? They’ll know exactly how to work with you.

Selling on Instagram doesn’t have to feel salesy. If you:

• Build in sales posts as a regular part of your content

• Share stories, proof and helpful info

• Use friendly CTAs that guide your audience

…then you’ll find the right people. And the right people will find you.

If this still feels tricky and you’d like help making your content work and sell, book a free Instagram Confidence Call with me. I’ll help you spot a few quick wins and we can chat about whether The One Where You Learn Instagram might be a good fit.

You’ll find the link in the show notes, or DM me the word confidence over on Instagram.