I once heard it said that the difference between American people going for an interview and English and Irish people going for an interview is that Americans know how to sell themselves. They push their strengths and achievements, whereas on this side of the pond, we are almost apologetic, as though we'll be thought less of for blowing our own trumpets.
This may be changing. Programmes like the Apprentice show there is nothing wrong with self-promotion and listing of one's achievements is now more a thing to be admired than a flaw.
I suppose, as in many other things, I'm firmly rooted in the past. I recently had to write a 4 line biog for the Poetry on the Lake anthology and it sat very badly with me to say I'd been published here or won such a competition. Yet everybody does it. Its just not for me, that's all. I'll add it to my lengthy list of flaws.
Of course people think you're being falsely modest. One person even described my self-deprecatory remarks on the back of 'The Six Gifts of Womanhood' as 'a good marketing strategy.'
So you can't win.
Of course, if you want to get published, you need to sell yourself, which I can't do.