Oh, I'd suck it up and go. I think that's good advice for anyone.
I have to attend trade shows and speak a lot in my current line of work, and I find it helps to play the role of someone who enjoys that sort of self-promotion.
(I just loathe it.)
Transferable skills rock. I don't like the self promo but, like you, I do it for my work. So I do it for writing too. At least I'm passionate about my books - it's easier to promote what we love.