Content marketing is the only marketing left
Remember the Bob Dylan rule: it's not just a record, it's a movement.
Your success is no longer about your ability to do what you are told, and do it well.
If failure is not an option, neither is success. Innovation is just repeated failure till you come up with something that works.
If you are wiling to do something that might not work, you are closer to being an artist.
The best time to start promoting your book is three years before it comes out. Three years to build a reputation, build a permission asset, build a blog, build a following, build credibility and build the connections you'll need later.