The awful smell that accompanies pimping a book

As a publication date nears, the anticipation of welcoming a new book into the world builds.  Unfortunately it is accompanied by a dread of having to do the promotion work that goes with it.  It is by far the thing I like least about being an author.  An indication of this is that of the last 26 books I've had published, I think I've only done 5 book launches.  I'm just not very comfortable with pushing the book into other people's faces.  That's not to say that I don't do the promo work.  I normally send round an email to folk I know, put up a couple of blog posts, do a few tweets and Facebook posts, tell people I meet about it, and occassionally have a book launch.  But I'm a reluctant self-publicist.  I'm in the process of sending out emails to other crime fiction bloggers offering a copy of Stiffed, the new novel published next Tuesday.  I'm trying to do it in a way that makes it clear there are no strings attached with the offer -- these are after all my online friends and I don't want them to feel obligated in any way, but nevertheless there is this awful smell of pimping a book hanging around the email.  I guess I'll just have live with it for a little while and get on with it.  After all, it's only fair to the publisher who has taken a punt on the book that I try to attract as many readers as possible.  I apologize in advance if you get cheesed off with the self-promo in the next couple of weeks, but be gladened by the fact that I'm living with a distinctly cheesy smell.  I'll make sure that normal business re. book reviews, etc continues.  Oh, and did I mention, my new novel, Stiffed, is published next week (can you smell that Stilton?)