Self settle / cot settle advice needed 9 month old

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My 9.5 month old has never self-settled in his cot. Does anyone have any tips or a strategy? I would love to lay him in his cot, whilst he’s awake but tired, say goodnight and have him fall asleep independently.

I know some mums don’t have a problem with holding their baby to sleep - but I’m struggling with him being unable to self settle so, for me, it’s important for him to be able to sleep independently

Our baby learned to do this my cuddling and rubbing a teddy bear. We use a jelly cat. She has been doing this since 5 month. She now can’t sleep in a pram or car without it. We didn’t use CIO. We tapped her belly to sleep while she rubbed her bear and then every night reduced the amount of tapping until she didn’t need it. It took a few weeks but now we place her in her cot say good night and give her the bear