Readers can be a skittish bunch, bolting for cover at the first distant rumble of the author promo wagon. I don’t blame them. Nothing spoils a good conversation like a salesman with a megaphone. What usually happens is this. Readers find a nice site where they can congregate and have good conversations about books. A writer discovers the site and thinks he has struck gold. Word of this rich seam of “customers” spreads like wildfire, and writers descend en masse hauling wagonloads of blurbs, excerpts, taglines, hyperlinks, ALL CAPS, and, yes, megaphones.