The town where I live has been having a rather vocal debate between the merchants and zoning board about signage. Basically, one side says: "No signs, no flags, nothing exterior to indicate that you are a store and open because they detract from the view." The other side says: "Small signs, 'Open' flags, etc. because we have to let people know we're here and open for business."
It all comes down to advertising. How do you get your name out there and let people know who you are, what you have to offer, and when they can do business. How can your advertising budget best be spent?
An author faces the same issues. We have to get our names "out there", but what gives us the most coverage for the money? For an author published by a small press with a little or no publicity department, it becomes even more of a predicament. The old adage "You have to spend money to make money" has never been more true. Do we spend our unknown royalties on a fancy website? Postcards? Bookmarks? Go to book signings that generate little revenue? Send out our personally purchased copies for reviews? Take a blog tour?
How does an author get his or her name out there in order to sell the books - whether print or ebook? What is the best place to drop hard-earned money in order to generate sales?
I hope you are not looking to me for the answers because I don't have them. I am searching for them myself. One thing I do know is that if you write the best book you can and get it published by a legitimate publisher, that in itself is a huge accomplishment and is the best thing you can do for your career.
Then write a better one. :)