To portray or represent someone, something, oneself as a particular kind of person or thing, especially in order to gain the approval o acceptance of others. They sold this legislation as a huge overhaul the tax system desperately needed, but it never came close to He's always selling himself as some kind of tortured artist, but I think he's just being pretentious. You'll have to really sell her as the best possible candidate for the job if you want the committee to approve of your recommendation.