If nobody knows you exist, it doesn't matter how good your work is.
The most effective form of self-promotion is tooting your own horn, loud and clear. Talking, speaking, having a website, writing articles - these are effective ways to show the world that YOU believe in YOU.
A man in Dallas actually changed his name to DotComGuy!
In a world of infinite choices, your uniqueness is a sorting device
Branding yourself creates loyalty. It creates a following of people who appreciate what you do. They know what to expect, and making a decisino to buy becomes a no-brainer.
(Networking for) an hour a day keeps the real job away.
Dedicated and motivated fans will do the bulk of the marketing for you.