Here’s some great advice from someone who has been there and done all that- long ago. Seth Godin. The author of many best sellers, Seth gives his advice to authors in a 2006 blog post which is worth reading/re-reading, as the case may be.
Reading Seth’s advice underscores the point,often forgotten, that writing a novel is only one part of the story. Marketing it is altogether another. I like the point that authors who go in with low expectations are likely to be less disappointed. This doesn’t mean you don’t do your best. It just means that you have a stable head on your shoulders and your feet firmly on the ground.
I guess not everyone can be as successful as Seth Godin:)