When I write fiction, I think it is important to write a backstory for every character mentioned. 
This provides the writer with two things:
1.  A constant reminder that everyone we come in contact with should be respected as an individual with their own personal hopes, dreams and aspirations
2.  A source of motivation and potential plot twist in our stories due to the energy given off by even the most fleeting of chance encounters.

This past weekend I had the honor and privilege of working with 20 fellow writers brought together at a Tom Bird  How-to-promote-your-book retreat.
The gathering took place in the mystical world of Sedona Arizona where towering hand-of-God red rock monuments exude as much character as those who visit and live there.  The event was co-hosted by Joanne McCall a public relations guru whose backstory made us all yearn for more of her insight than bastard time would allow. 

Before I continue, I want to thank each and every one of the very real Authors present for sharing their personal energy and motivation.  For this would-be-author it was an inspirational encounter that solidly confirmed my aforementioned theory of character.

Now to my perspective on the process of book promotion as it was presented to me this weekend:

1.  The single most critical step in publicizing your book is to determine your primary message.
1.  The single most critical step in publicizing your book is to convey your message in all communications related to your work.
1.  The single most critical step in publicizing your book is to remain the personification of your message in whatever Public Relations situation you find yourself.
1.  The single most critical step in publicizing your book is to distinguish your work.
1.  The single most critical step in publicizing your book is to find opportunities to generate word of mouth mention of your work.

Finally this past weekend, I learned, or maybe it was just confirmation of something I already knew:

The character that follows through and generates their first well crafted book is infinitely more interesting and motivational to me than the just-crankem-out-typist releasing a book because their name has become more prominent than the title AND dollars have replaced the heart in their words.  How long would you gaze at a painting if the signature dwarfed the work behind it?