Book promotion is the delicate art of getting attention and leveraging the attention toward a sale. The first part, getting attention, is pretty easy. You can blog, and tweet, and spam email, and howl at the moon. A lot of people will notice you.
The trick is getting that attention directed to the place you want it: the cash register. Often times these days the cash register is called "one click buying" at Amazon.
So, how do you do that?
You can't just tell people about your book. Much like you can't just tell me about your characters in your book.
You have to SHOW me.
You have to entice me with something interesting. If you got a good review in PW, that's not enough. I'm sorry, but it's not. It's nice, I'm glad for you, but I subscribe to PW, I read the reviews, I've seen good ones before.
What makes you different, special, interesting?
One of the best examples of showing was on Twitter today, and it wasn't even about a book. It was a tweet about a lousy agent (mind you, I've got a predilection to investigate those links even if they aren't enticing, but this one was.) Here's what it said:
Apparently I'm a Boring Wrinkled Self-Published Lesbian http://ow.ly/16jGmQ
It's funny, and it's interesting. I know the blog poster and she's none of those things. So, I'm interested to find out why "Apparently" she is.
I've posted before about the efficacy of twitter for book promotion, but it's a complex delicate art. That means it requires study and practice.
If you think twitter is all about what people are eating for breakfast, you're not paying attention.
If you're not getting clicks on the links you post, time to start studying what makes YOU click a link, and employing some of what you learn.
The downside of social networking is that it's not just show up and broadcast: you have to study and learn how to do it. It's time consuming.
It also works.