Almost all of my clients, at one point or another, say
"Why do I have to promote myself? If my work is good enough, shouldn't it just sell itself?"
"I don't want to bother anyone. If they like what I'm offering, they can just buy it."
"I just want someone to find my website on google and if they're interested, they'll sign up."
If you've felt resistant to promoting your work or advocating for yourself, know that it's totally natural! We're actually TAUGHT early on in school that you can just keep your head down and do good work, and you'll get the recognition or validation that your work is "good enough" through good grades.
No wonder we feel weird about "tooting our own horn" or telling the world about what we're doing. We never had to do it!
Here's my take on how to shift your thinking about promotion: