The very best form of self-promotion is celebration. To celebrate is to share the joy of what you do (and critically also celebrate what others do) and invite folks to participate in the party. To show off is a weakness of character — an act that demands acknowledgement and accolade before the actor can feel the tragic joy of thinking themselves affirmed. To celebrate is to share joy. To show-off is to yearn for it.
This essay is right on. Make time to read the whole thing - those struggling to connect artist with art lover NEED to pay attention to lessons being learned (and shared) by intertube entrepreneurs. Or they (we) can make pretty fossils.