My take on this

1. Think about your skill sets as commodity and ask yourself why it has to be you but not others. - We called it competition analysis

2. Market yourself but not hard sell - Let others tell how good you are. Profession associates and published articles will work. We called it branding.

3. Confident but modest.- Good image will help.

4. Update your skill sets constantly to meet the market's needs. - You are manufacturer and the product at the same time. You have to know something that others don't know to keep your competition advantage.

In sum, life is not easy but take it easy.