Self-promotion doesn't have to be shameless. It can be, but it certainly isn't necessary. You may remember the old E.F Hutton commercials, "When E.F. Hutton speaks - everybody listens!" Today, marketers are doing their best to get folks to listen. "If you want to capture someone's attention, whisper." That was the marketing message of Coty Perfume.
Promoting yourself and your business have always been part of effective marketing. We all need and want attention. Without it, we can't sell anything.