If I haven't already said so, I don't consider that Falling will be any kind of success on its own merits, and people certainly aren't going to just 'find it'. I'm also not talking about the conventional wisdom that you build readership one person at a time by having a twitter account, contributing blog posts to websites about writers and fiction, etc.
I'm in a very fortunate position in that I have contacts with some people who have more power and reach than the average blogger or books page editor. People with real presences in the entertainment world who, if they really enjoy or even (gasp) fall in love with Falling, can make serious action happen, whether it's posting about it to their millions of followers, giving me a cover quote or having some powerful agent or director that they know read it.
There are a lot more of those people I'd like to know and send Falling to, and for them I at least know how to go about getting in touch with them. But that method means going through gatekeepers, and that's a whole layer you have to hack and thrash your way through like Indiana Jones through a jungle while they pretend their clients are delicate snowflakes who can't possibly be disturbed while they exercise their carefully scheduled genius (if and when you finally get through the thicket and reach them they're usually very friendly people just like you and I who are very happy someone's interested in their opinion).
But there's a smaller – though no less important – group of people who I actually know and have direct contact with without having to go through Geatapo-like publicists, handlers or representatives.
And approaching them is going to be a large part of the marketing effort behind Falling. Of the books and movie people I have details for and who will remember me when I email them (however vaguely - in some cases it's been a long time) are authors David Brin, Simon Winchester, Kim Stanley Robinson, screenwriter Zak Penn and so many production designers, art directors stunt people and other film artists I feel relatively confident I can get at least someone to read it.
The other upside now is that for the first time, Falling has actually been published. Most of these people won't touch an unpublished manuscript because of all the legal issues it can raise for them no matter how nice they are, but we're talking about a book already in stores (so to speak).
Of course, I'll also send it to all the books pages editors I've ever worked with or known as well, and trawling through my client files looking back on every story I've written over the last 20 years will turn up dozens of other ideas for contacts too.
Like I kept telling myself, marketing Falling is going to be as big a job as writing it was, and for a 272,000 word book three decades in the making, that's saying something.