The Behler Blog has a great story about authorpreneurs at the BEA trade show. Self promotion is a grand and wonderful thing, but it can certainly be overdone and become more self-limiting. Self promotion and making a spectacle of one's self are not the same thing and it is hard sometimes for people to know the difference when they are desparate just to be heard.
Trust GGE on this one. Work slowly. Build slowly. Focus on making a great product. If you have a book written and you are shopping it around, don't get desparate. Keep shopping it around, but go ahead and crank up the next book anyway. Maybe the one you are shopping around will be a great second book, or third or just a learning experience.
Don't put all your eggs in one basket and don't trade all your dignity for a little attention. It's probably not the kind of attention you want anyway.
You can read the whole story here.