Appear superior because you are the product being sold and nobody buys an inferior product.
Marketing gurus trumpet the benefits, strengths and how their product will improve your life. Advertisers know this works. We all want the best we can afford. Whether this is a new car, a phone, or can of soup it is shown to us as the best product in its class and we will lose by not purchasing it.
Know your strengths and broadcast them loudly to drown out your faults. Show future employers, paying clients, the world in general, that you are the best at what you do. Make then want you, make them think they will be at a loss without you being part of their team.