On your website, market your...

• Area knowledge
• Local 'happenings'
• Resourcefulness

...and remember, it's all about THEM, not you!  The best advice I can give is to give THEM what THEY want!  

Help other business owners with referrals. Help other agents with sharing information you find valuable. Givers Gain. Network and make it about them. Your will come in kind.

be transparent and help others to accomplish what you've accomplished beyond real estate.... 

Although that sounds like a question, that is not the real issue being presented.

The person has a distortion they have labeled 'selling myself.'

The right answer must be rooted in the understanding of the perceived 'shame' this one is trying to avoid.

My response to the real question is "Offer your best gift first and lead with your heart."

We may all benefit from the exercise of knowing/examining what is our gift to the world that makes it a better place.

From the ensuing revelation, the reality of marketing is "who reaches for your lifesaver." That changes the narrative entirely.

Karen,

Debe Maxwell, CRS and Barbara Todaro gave you great answers.  A

Localism posts are Gold!

I think no matter what you do, you are always selling yourself as a real estate agent. The key is to do it in a way where you do not seem like you are pushing yourself in anyway. I like to assess who i am speaking to and tailor any conversation to them. Such as talking about what i can do, using examples and for some, a softer approach than others. Knowing when to talk and when to listen

As Bob Crane points out Localism posts are Gold! and he seems to do well with them Dr. Karen Jones Lewis, Broker 

Debe Maxwell, CRS nailed this one!

Raise your vibratory rate.
Approach each encounter, then transaction in such fashion that those involved will speak favorably of you to others.
Have a sense of humor, no matter what.
Be very picky about who you choose to work with.
'Pull marketing'. But it's effective.

Build your referral network.

Talk about your services and how you can help others. Think about what the consumer wants and need. See what Debe Maxwell, CRS has to say, too.

Transparency for me. Also what Debe Maxwell, CRS said is spot on. We are service providers ... therefore we must be of SERVICE ... giving people what they need and/or want.  It is all about them. There is a delicate line between demonstrating what we do ... how we differentiate our self and demonstrating our knowledge and expertise without sounding arrogant . It is an art form (talent) that takes practice to master ... I am still working on it.  

Not sure what it is you're asking here.

Provide value to whatever median you are in/on.  Become known for your knowledge as the local expert.  That is how to sell yourself without selling.

What Thomas J. Nelson, Realtor, CRS and Debe Maxwell, CRS said. -Kasey

Thomas J. Nelson, Realtor, CRS and Debe Maxwell, CRS have you covered on this  one

I'm with Thomas J. Nelson, Realtor, CRS and Debe Maxwell, CRS ..great answers.

Before websites existed, people were able to market and sell themselves in real estate.  There are many books that do not discuss websites in marketing and selling.

Karen Jones Lewis, MBA, Realtor Clients like to hear WIIFM.

Whats in it for the other guy (not yourself) is always a popular approach

Eazy-peezy say something like 'this is how I see myself helping others' or

I try to stand out by helping buyers ...... fill in the blank. Notice nothing says ME ME or more ME.

Network, network, network! Help others while helping yourself! Become the source of the source! Be patient but persistent!

I stay in contact with past clients, and usually have a slew of referrals.

Karen I have to see what otheres will tell you, not sure what to tell you.

 Debe Maxwell, CRS has your answer!

By providing something of value to potential customers.

Web sites are old and out of date.  

Karen Jones Lewis, MBA, Realtor - share your expertise and value, knowledge through blogging! You will not have to sell yourself next time. Period.

I would recommend in publishing web articles

Create a presence and use good keywords and focus on your niche. It will get you plenty of attention.

It is not hard to market yourself using amny avenues not associated with pqying.

Taking some serious expertise and throw in a little humor and humanity and you have the best real estate stew on the planet.

I'm with Scott Godzyk on this one.  You're always "selling."

Find some succesful internet sites from AR millionaire and ambassadors. Outline their websites, tally the most popular pages and replicate them,

I am in Silicon Valley. My old brokerage with 400 agents, majority do not bother with a website.  Almost all from SOI and people contact.