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This is a thing which I've also seen in applications for investment and by job candidates. We socialize to avoid "bragging" / "tooting your own horn." Many people overcorrect against this.
Restrained professional confidence is a very good skill to work on.
Restrained professional confidence is a very good skill to work on.
If you're too uncomfortable with being self-promotional and don't have sufficient time to self-modify prior to submitting the document you're working on, try stepping back and saying "Would police think this was relevant evidence if they were trying me for being qualified?"
Longer-term I suggest thinking of self-promotion the same way you do about self-cooking, self-writing, self-filing-the-taxes: if you don't pay a professional to do this it is unlikely someone will do it for you for free w/o an existing relationship so it's pretty much on you.
Can one potentially overdo it? Yes. But people who are worried about being self-promotional are, in my experience, not within astronomical units of the line, and people who are over the line have not worried for a single second in their lives about whether a line exists.
