For some people, this comes extremely easy. It's really nothing to brag on themselves and their accomplishments. Honestly, there are times I envy those people because they seem to have a greater understanding of their worth than I do. Now, I also understand this can switch and turn into vanity real quick but...like with anything I believe it's about perspective.
For example, my chosen profession is photography/videography respectively. This is a very saturated market with a plethora of very skilled individuals who have NO PROBLEM gassing themselves and pushing their product. For some, it's obvious they can back up what they say, but others the opposite is also true...at least for me. Yet, it seems like those who aren't as technically skilled, they're riding on sheer confidence rather than skill and receiving followers and gigs (at least from the outside.) This may just be me falling into the comparison trap so I don't dwell on it...but then we get to me.
I feel I fall into the category of technically skilled photographers. Translation...my stuff is FIRE! And so, why do I have issue with promoting myself like I want to? Why do I feel some type of way when I debate raising my price? I think it comes from that perspective I mentioned earlier. I don't see myself as the professional I am and so the professional price and push competes with my self image. If you'r anything like me, it can be a challenge to invest in yourself. But it's something we must become comfortable with if we're to reach our God given potential and see the promise of what's in store.
I can talk all day on this. Let's have this convo the next time we get together... real talk. I'm about to invest in a book that deals with this. I'm gonna grab you a copy too... because apparently we share the same issue. But as you said... through this book... I'm about to REAAAAALLY start investing in myself... and with grabbing you a copy I hope I'm showing you are WELL WORTH the investment too! Love ya Fam!