All of that meant to say: (1) I'm reposting, here are my excuses, and (2) I'm getting a new computer soon (yay!)).
Reposted from November, 2008 (though probably new to you).
I hate the idea of self-promotion. Who doesn't? Who wants to be that kid who says, "Hey, everybody! Look at me!!" Okay, fine, well I never wanted to be that kid. Now I find myself on the outskirts of an industry that requires it.
So I've been researching self-promotion a little. One thing I've discovered is that I've already been doing it. I mean, the missionary "industry" revolves around self-promotion just as much as the publishing one does. Perhaps more so.
How you promote yourself depends, apparently, on how much money, time, and morals you have. If you have a lot of money, hire a publicist. If you have a lot of time, build a website, make profiles on social networking sites, and spend time on other people's blogs, the social net, forums, etc. - all the while linking back to your website. If you're low on morals, this time can also be spent comment spamming and writing fake reviews.
It's like this. Let's measure the amount of time and money invested in self-promotion with what we'll call your Publicity Quotient. The more you invest in self-promotion, the higher your PQ (low morals increase your PQ slightly, with an increased risk of drastically lowering it when you're found out; high morals, sadly, do nothing). With that in mind, take a look at this completely unscientific, made-up chart:
Not terribly mathematical, I know. But beyond the general guideline that the more you put in, the more you'll get out, publicity is largely luck and magic - becoming a breakout bestseller even more so.
Also, anyone who tells you how to promote yourself, without mentioning in the same breath that you need a product worth promoting, is taking you in. If your book sucks, you can sell copies with publicity but it won't do you much good in the long run (see low morals).
That's my take on the whole thing, anyway. I plan on doing self-promotion the same way I've been doing it. I'll provide places for people to get hooked in, I'll get the word out with a non-spamming announcement, and most importantly I'll try to be genuine. That means leaving comments because I have something to say, not because I have something to link to. It means making profiles on social networks that I'm actually a part of (sorry, MySpace, guess that means you're out).
And it means trusting others to do the reviewing and word-of-mouth advertising for me. If it doesn't happen, it just means I need to write a better book next time.
And when that doesn't work, I'll upgrade my spambot.