Advertising, a small part of marketing, can benefit from a big splash.
We're talking about marketing, your ongoing efforts to connect with people who'll benefit from and appreciate your message. Like any relationship, it takes time.
More than that, it takes persistence and regularity. No friendship ever came from a single interaction, or meeting three times a year apart. Close connections come from regular contact and conversation. It's work. That's right, having relationships is work (you knew that) and marketing is about relationships, therefore, marketing is work.
You knew that, too.
Show up every day. That doesn't mean blog every day, or do any one thing every day. Blog regularly. Weekly is better than monthly. Chat on Twitter, Facebook, wherever you hang out. Ping an old client or another author who writes like you. Give away a book at the coffee shop. One of yours, or someone else's even.
Persistent regular activity is the endless dripping that makes marketing effective.