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Community Friendly Self Promotion
If people understand that you are not promoting yourself alone, but are actually promoting something for them, they will meet your messages with encouragement and support. People support creators in their marketing efforts because they want them to succeed. There is a certain level of identification between the creator and their audience. And this relationship removes any notion of selfishness from public perception. A product created with and for a community of real people experiencing real problems just can't be the result of a selfish act. It's a selfless act. This quality of selflessness makes community friendly self promotion possible.