I suggest you check out this Writer Unboxed post by Jon Bard: The 6 Most Common Marketing Mistakes Made by Authors.
As part of mistake #2, Making your marketing about you, not your readers, is this easy-to-do twist:
Build a marketing plan not around your book but rather around how your book will enhance your reader’s life. Choose your blurbs, jacket copy, and social media language to accentuate the impact your work will have on an individual reader, and work to frame readers’ experiences with your work in that light.
For example, rather than simply tweeting “Download a free chapter of my book,” say something like “Tuesdays are tough and you need a laugh, right? Take 10 minutes to get happy right now by going to (link to free chapter)”. It’s all about the benefit to your reader!
Ray
© 2015 Ray Rhamey