My suggestion: replace the word "market" with "communicate" in your thinking. So:
"your ability to confidently communicate your value plays a big part in your payment or salary negotiations"
So it's not marketing, it's kind of like writing docs for end users. Still not coding, but a little further from "marketing". A small change, but it may give some mileage.
I feel like the term "marketing" is often used by not-so-great communicators to fill a gap of understanding of how value is communicated by those who are doing good business as a result.
I think the same goes for companies. E.g. a user friendly phone, tablet, computer or maybe just a very usable website, is not more expensive because of 'marketing', but because it does a better job communicating with the end user and thus creating a better perception of value to the customer.
150% agree. I had to write a bio when I judged a hackathon last month. It took 2 hours two write, what ultimately became one sentence.
While the people who pay the bills think that's the only thing that matters, your ability to confidently market yourself as providing perceived value plays a big part in your payment or salary negotiations, regardless of the actual value you provide.
Unfortunately I, like many others in our field, suck at this. Strangely, I've always found it easier to to market the work I do than to learn to market my own value. I can't even write a short bio without feeling like I'm stepping out of line.