When promoting your book, it seems intuitive to focus on the content of the book. Advertisements like:
It is undeniable that the content of a book is important because, in most cases, an author’s ideas are important and people will recognize that. However, in this age of reality TV shows being granted to any Tom, Dick, or Heiress with a couple extra bucks, I think it is becoming increasingly apparent that as much as readers are interested the content of the book, people care about who wrote it, too. Promoting yourself along side that book allows people to relate to you and maybe better understand why you wrote your book. Sometimes, these grounds alone are enough to make people give your book a read. Also, by establishing the authenticity of your voice (not just being some phantom writer), you give people the opportunity to trust your point of view.
Share stories and experiences relating to you as a writer in blogs and websites that you use to promote your book. These can be potential inspirations, obstacles, or seemingly unrelated anecdotes. They will act as friendly gateways for introducing your book to a wary stranger. The fact is, when a person perceives an author as someone they can relate to, a human being, they are more likely to be open to what that author has to say.
Empower yourself to be heard by empowering others to listen.