I teach a promotion seminar here in NC at the community colleges and I always stress to writers & authors the importance of that aspect.
Sometimes they get it, sometimes they don't. Some seem so wrapped up in the publishing stage, they don't stop and think about HOW they will actually make sales happen. A book's appearance on Amazon means nothing. The fact they are now 'an author' means nothing to the media. They have no plans for signings, interviews, guest blog spots, etc. Pretty scary if you ask me!
I have such a long list of things to do before next March. Yet I know authors with books coming out before mine that have done practically nothing, not even price bookmarks! They are just sitting back, doing nothing but waiting, and here I'm frantically trying to get my ducks in a row, wishing I had more time to do more, as I know it STILL won't be enough!
When it comes to promotion, guess I'm glad that the melancholy side of me that loves details and is so organized takes over! My sanguine half can just watch from the sidelines and cheer.