The reality is that we all rely on some degree of self-promotion. Whether you want to start your own business, sell your novel to a publisher, start a group for your favorite hobby, or get a promotion at work, you need to make people aware of you and your abilities. While we’d like to think that our work speaks for itself, the fact is that usually our work needs us to put in some work to attract attention before our work can have anything to say. The good news is that self-promotion doesn’t have to be shady — in fact, real self-promotion almost by definition can’t be shady. The reason we get a bad feeling from overt self-promoters is that, most of the time, their efforts are insincere and their inauthenticity shows. It’s clear that they’re not building a relationship with us but only shooting for the quick payoff, whether that’s a sale, a vote, or a positive performance evaluation. They are pretending to be our friend to get something they want. And it shows. Real self-promotion extends beyond the initial payoff — and may bypass the payoff entirely. It gives people a reason to associate themselves with us, for the long term. It’s genuine and authentic — more like making friends than selling something. Of course, if you’re on the make, that kind of authenticity makes you vulnerable, which is why the claims of false self-promoters ring hollow: they are hollow. The main rule of self-promotion is to be the best version of yourself. That is, of course, a little vague and is bound to mean something different to everyone. But here’s a few more specific things to keep in mind when working to get the word out about you and your work: Self-promotion that doesn’t follow these rules comes off as false, forced, and ultimately forgettable. Or worse, it leaves such a bad taste in the mouths of your victims that the opposite of promotion is achieved — people actively avoid working with you. Don’t you be one of them! Explain clearly what it is you actually do and, following #7 below, what value you offer your audience. In the end, promoting yourself and your work isn’t that hard, as long as you a) are genuinely interested in other people and their needs and b) stay true to yourself and your work. Seek out the people who want — no, need — what you have to offer and put it in front of them. That’s not so hard, is it? Featured photo credit: rawpixel via unsplash.com