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When I work with new authors, a lot of them feel uncomfortable when it comes to sharing the news about their book. Self-promotion rubs them the wrong way and sharing more than a couple messages on social media and e-blasts can feel like: “Look at me! Look at me! See how great I am!” When they think about marketing, that’s what comes to mind. But that’s not marketing – not good marketing anyway. Here’s the number one thing to keep in mind to make your marketing messages better, and to boost your confidence in promoting your book.