Self Promotion or Self Adulation?

When you take the time to create a product, you are a proud parent. Am I right? The answer is yes in case you are not sure. Why then do we spend hours, weeks, months or even years creating something and then not promote it? It's because we are scared. There is a difference between self promotion (hey, buy my book because these are the benefits) vs. hey, I have written the best book you will ever read in your lifetime because I have all the answers that you seek. If you want to make money, you have to promote the heck out of your products! Remember, you are selling the benefits, not the product.