The following note was posted by Joely Black, author of Amnar: The Awakening, in a forum on the Book Marketing Network (http://bookmarket.ning.com).
Podiobooks.com, the only real promotion it received came from my blog and using Twitter (where I'm known as TheCharmQuark). Two days later, it was the top most downloaded audiobook, and today it's at No.2. This is very impressive as I'm going into negotiation with software and games developers and it presents a very good case.
Twitter has to be used in the right way to make it work, and I know it intimidates a lot of new users. If you're prepared to do the work to keep talking to your fanbase and build up a good reputation it can really work wonders for you.
John's comments: Online promotion can work. Even the minimal effort that Joely has done so far has resulted in sales.
You have to know what you are doing. Scattering effort over many sites, or not doing the right promotion won't produce the results you want. You have to create the right relationships -- with your partner websites as well as with your potential customers (or fanbase).
For more on that, check out the Relationships Matter Marketing Program