I find promotion awkward, or rather I feel awkward promoting my own stuff. That doesn't mean I don't do it, but that it is uncomfortable and never feels quite right. But promotion is part of publishing, which is the logical consequence of writing book you want people to read.
At the moment I am trying to let people know about my book about Ron Anejo. The people who have read it tell me they enjoy it; it's gotten good reviews. But it isn't visible. I reduced the price, but people don't see prices much. So now I am working other angles. Here is the newest.
My book is being featured on Friday May 9th 2014 at eBookSoda, a new readers' site where they'll send you ebook recommendations tailored to your taste. www.ebooksoda.com.
It's worth a try. They reach readers who don't know me or my books yet.