A few years back, I attended a convention of entrepreneurs with a respected business journalist who was looking for interesting rags-to-riches stories. Word of his pursuit quickly got out among the attendees, however, and the journalist soon had a posse of people following him around, desperate to share their sagas. So, if you're worried you're doing the self-promotion thing wrong, take some advice. Here are the tips I’ve learned on how to sell yourself without turning people off.