I used to feel that way too, but then I realized (and was told) that some of my friends genuinely like having a free way to help me out.
I realized I wasn't properly thinking of my friends and family as people who might like reading my stuff, and that when they take a look at what I did they are just as cool and valid and awesome as strangers stumbling upon it. After all, many of us have common interests. It's kind of silly NOT to ask my fellow gore-hounds and Tolkien nerds to check out my horror fantasy novel. Almost like an insult. I'd tell them about any other novel I was excited about that I thought they'd like...so why not trust them with my baby?
Lastly, there's just nothing wrong with occasionally getting some good karma from all the awesome things you've done for people throughout your life, all the times you were there for someone, all the times you gave someone a chance. If someone would get genuine pleasure out of giving you a hand when you need it, for heavens' sake let them. Even if it's only 5% of the people you asked (20% would be AMAZING) that's a HUGE HUGE "rate of engagement" in advertising terms.
LET YOUR TRIBE DO THEIR THING. /end soapbox lol