Whether you're trying to pitch a book, song, or your piece of software, The Zero Budget Indie Marketing Guide provides helpful advice that comes at no cost. To be more specific, it comes at no cost if your time is worth nothing. Building contacts with the media, entering competitions, creating an interesting public persona, starting a blog - well yeah, easier said than done.
FTA:
Too many game developers spend most of their time huddled up in the proverbial basement while hacking out a masterpiece, only to emerge at the end of the dev cycle and realise that they suddenly have to win friends, influence people and promote their work well enough to make the project worthwhile.