I can't explain how lightning strikes, and I don't mean the weather. I've heard tales of a writer doing basically nothing besides publishing their book and then 6 weeks later it's a bestseller. It's still the same thing--word of mouth WOM--but really fast. The audience was exposed to a book and read it, liked it and told their friends.
This is exactly how it works. (Yes, that's Heather Locklear before she was arrested on the DUI)
I contacted a number of book bloggers this week and some were very excited to read my books. Of course I was glad about that but it made me realize that with all the books out there, the possibility you will be struck by this Fame Lightning is about as possible as being struck by actual lightning.
The problem as I see it on the horizon is that this too, like freebies, will lose its effectiveness. There will be so many writers asking for reviews and so many horrid books turning reviewers off that it will become increasingly difficult to get reviews or placement.
At that point probably the only way will be by paying a person to book tour you. They will have a circle of bloggers who relies on them for a certain level of quality and the publicist will be able to rely on them to review the book, conduct the interview or do the promo.
Since everything happens now with increasing speed I'm guessing that in a year it will be almost impossible to get to bloggers with a track record as a newbie.
Start now if you haven't already.