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Coming from someone who really doesn't like self-promoting (job interviews are the worst), I think there's a difference between "recommending" & "hawking" your own work.
In some few cases selling might be appropriate, but I think humbly recommending is the better way to do it. Something along the lines of, "Hey, I wrote this book, check it out if the subject interests you," as opposed to guilting someone to read it because they know you (if they know you).
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