Authors are told to promote themselves and their books all the time. It's harder than writing a book and no one really has any set plan on how to promote well. I was recently told to promote more, and in the same breath I was told I was overexposed. What that means I do not know, nor do I care. I smiled and then dismissed it completely. And so far, I haven't found anything concrete to share when it comes to promotion. You just do the best you can with the resources available to you, don't spend a lot of money and get taken in by marketing scammers, and try to have fun doing it.
Here's proof that nothing really works for sure when it comes to promotion.
When I saw this comment on social media,
"If I don't know who this guys is, how out of the loop am I, on a scale from 1 to 10?"
followed by this photo,
and then followed by a lot more comments wondering who he is, I had to smile.
Considering that no one on the planet works harder to get his face out there than Mr. Seacrest, it's sure proof that not ALL promotion and exposure works.