The joy and luck, for me, of writing my books, is that I’ve stumbled my way into a form (specifically: the illustrated gift book) that is not only commercial and popular, but also allows me to be as weird and as visual as I want to be. (I really do think of the books as fancy zines.) If they are shelved in self-help, so be it!
All books are, in a sense, self-help: you help yourself to them.
Austin Kleon shares a handful of thoughts about the self-help genre. This includes being sceptical of the genre, the association with individualism, often such books are accidents and advice is autobiographical. This reminds me in part of the idea of bibliotherapy.