A lot of us are uncomfortable with the idea of self-promotion. We\u2019ve been told that it\u2019s \u201cbad\u201d and that if our product is worth it, other people will do our promoting for us. And that\u2019s true, if you\u2019re a mega brand. But people can\u2019t promote what they don\u2019t know about and, as a small business owner, the burden falls on you to make sure that people know you exist and what you\u2019re up to. You do that by putting yourself out there and alerting people when your company does something great. If you won\u2019t sing your own praises, then why would anyone else do it for you? Unfortunately, the first step of self-promoting is convincing yourself that it\u2019s OK. How do you do that?\u00a0Here are some rules to live by. Accept that some people won\u2019t like it: If you start heavily promoting your content, some of your customers are going to be upset about it. They may still live in the imaginary world where good content naturally rises to the top and where small business owners shouldn\u2019t be marketers. That\u2019s OK and you need to accept it before you start. Remember, it\u2019s not your job to market to everyone. It\u2019s your job to market to people who like what you\u2019re doing, and to grow your business. Part of growing your business means getting comfortable with singing your own praises when appropriate and making sure that people are aware of what you\u2019re putting out. To not promote good content is to waste it. Be confident in what you\u2019re promoting: Never feel bad about promoting content that deserves attention. With all the crap that exists on the Web, if you\u2019ve created a wonderful resource for your niche, you should be excited to share it because it may help someone else. If you\u2019re not confident about what you\u2019re sharing, ask yourself why. Could the content be improved? Is your product ready to go live? If you\u2019re not 100 percent in love with what you\u2019re doing, then you\u2019re not ready to promote it. Wait until you\u2019re over the moon about it. Then it won\u2019t even feel like promotion. It\u2019ll just feel like sharing. Promote to the right people: People only mind self-promotion when it\u2019s not relevant to them. It\u2019s when you\u2019re on Twitter and someone wants to sell you their $99.99 eBook on real estate. That\u2019s annoying because it\u2019s not a quality product and it\u2019s not relevant to your needs. Be sure you only self-promote to people who will be interested. In my post on how to win media coverage, I highlighted some ways to get the attention of reporters in your local area. Part of that included doing research to understand which reporters cover which niches and the angles they prefer. Creating a media list for your niche will help you decide who to send what news and how you should package it. Don\u2019t promote everything you do: Customers get annoyed if you try to promote everything you release or publish. As special as your business is, not everything you do is revolutionary. Not every post needs to be promoted; not every new section on your website needs a full press release. Make sure you\u2019re only promoting content that deserves to be promoted and that you space out your heavy promotional attempts. As long as you\u2019re promoting quality content to people who would be interested in it, you shouldn\u2019t feel bad about promoting your own content. As a small business owner, it\u2019s your job to get the word out about your business and to make sure that the right people know about the product you\u2019re offering. As long as it\u2019s quality and targeted, self-promotion shouldn\u2019t be a dirty word. It\u2019s just marketing.