Marketing is hard

One of the trickiest elements of self-publishing seems to be marketing. It is turning out to be somewhat enjoyable, as I am learning new things, but it's a bit nerve-wracking as I first need to convince people to read and review it, and also hope the reviews are positive! I refuse to pay reviewers (and most refuse payment anyway) as that is shady. I even told my friends and family not to give me falsely positive reviews. If my book can't stand on its own merits then it doesn't deserve to be out. But it does. I'm confident there is a market for this book. I just need to get it to the right people.