Insecure just talking about myself

It's that time again, so close the circle and join with the ninja captain, Alex and his cohosts, Sandra Hoover, Mark Koopmans, Doreen McGettigan, Megan Morgan, and Melodie Campbell as we take another journey through the lands of insecurity and writing:

 
One thing about self promotion: you talk about yourself a lot. Which sometimes is good, and sometimes, well, it gets uncomfortable. It’s not that I don’t want people to go out and buy the book. It’s not that I don’t think the book is worth talking about or not worth getting attention. But if it’s not the book, then what is it?
Which sort of led me to a startling realization:
It’s me. I’m the one I don’t think is really worthy of being talked about. The whole insecurity around my self-promotion is that I feel like I shouldn’t be hogging all that cyber space and that I might really need to keep my mouth shut and listen to other people. What gives me the right to take up all that time and space with something “Oh look at me, I wrote a book and published it! Aren’t I a super special snowflake?”
Of course, it is hard to write. Publishing is a major milestone in any writer’s life, so why am I sort of hesitant to take up that lime light and pour it over myself? I’ve never had a hard time taking up all the space in any room I was in, but I’ve never asked people to pay for something either. I’ve never really worked retail or marketing. I’ve always been the person with the zingers or the funny story. I’ve never been the person who stands up front and says “This is awesome and you should all buy it. I can tell you that it’s awesome because I wrote, so I am completely unbiased.” Despite living my whole social media career as a wallflower I’ve been tweeting, facebooking, and generally sending spam into the world in the hopes that someone will see it and connect with my book.
This makes my tummy turn, this marketing, and it makes me doubt myself and my ability. So yup, that’s what I’m insecure about. How do you handle the unhappy feels that come with not just being in the spot light but gobbling up all of it (and hoping people buy your book)?