Sometimes the shhh just ticks her off, so I don't do it. Other times I do it right beside her ear or I need to step back and do it further away. Read their body language. If you do it beside their ear and they wail louder, try a few times further away, maybe softer. If they still cry stop it all together. You may find you need it in the beginning and after a few minutes don't or v.s.
Make it your own technique, the bw is giving you the tool, you need to customize it to your own child. No formula will work for every child as we are all unique.
Apply the same approach to the pat and any combo of the two. I have also adjusted the speed of the pat depending on how upset my DD is.