You have to tread the line between awareness and overhyping. Because you have a vested interest in selling your work, others sometimes assume you're just out to make a buck.
Book promotion doesn't always have to be so unpleasant.
If you have published books and an online platform, then you also have a following. You have readers paying attention because they value your storytelling.
Instead of plugging your books all the time, why not recommend those of your fellow authors? It's a promotion opportunity you can feel good about.
The genuine endorsement
You know what this is like.