I find myself in an interesting position. My first piece of finished work is up on Amazon, and my book is coming. I plan to talk/publicize about it some. But I just listened to the great Rocking Self Publishing podcast by Simon Whistler w/ author Nathan Lowell. And it is shaping my approach.
This Nathan character is brilliant and fascinating to listen to. I love his simple concept of letting the work (mostly) stand on its own. His marketing advice is minimal and he likes to call it "contrarian", but it is sensible. Word of mouth spreads of its own volition. Yes, granted, it will need a little shove, but if your work is good, once you get that little pebble shoved off the top of a mountain, it will build steam until you have a thoroughly satisfyingly massive avalanche.
Or at least, so goes the theory. It's a theory I like, and I plan to adhere to. Time will tell if it is effective or not. I'm only going to put out work that I'm proud of, so hopefully there is someone else out there that likes it, too.
Hello? Anyone out there?
And not to gloss over, but Nathan also talks about Podiobooks. Lots of good content. It is a long listen, but worth it for the author/creator.
UPDATE - 2/29/2016
Hello from the future! Yes, you in the sweats, you in the tie, and you in the vintage cartoon T-shirt. After (mostly) following this approach, I want to add a VERY strong caveat:
No one will stumble across your work.
There will be no avalanche.
Hopefully that didn't just destroy your hopes of publishing success, if it did, keep listening and pick yourself up off the floor.
Everyone out there is busy. Readers have full Kindles, and no one knows your name. Success will not be had by clicking "publish". Instead success will come from telling people about your work. Not in a blatant roar, not in a mass of tweets every day: Buy my Book! Buy it Please! It's Awesome! I'll Pay You to Read It!
No, not that, but when you run into someone and start talking about books, mention yours, talk about it, give them a free taste if you can. Ask if they like it, to review it.
So yes, don't brandish your book about like a weapon, but make sure you adjust the hilt at your hip, flash a bit of the metal at your reader. Time will build connections, and if the work is good, one day that will all matter.