Authors, it's important to remember that you are responsible for selling your book. It won't sell itself. You have to believe in it, pitch it, play with it, give copies to the right people and keep your name in front of readers. The task isn't easy, but it can be a fun challenge when you make the determination to go forward with an organized marketing plan.
Remember though, if you do what everyone else is doing, you run the risk of seeing very little success. You need to take the ideas of others and make them your own. And if you're going to do what someone else is doing, you must determine to do it better. That's the trick to becoming a visible author in a sea of struggling writers.