I'm not saying that writing well is always easy. For many people it is an extremely difficult process. What I'm saying is that until I finally published my first book, I never realized how much work goes into the publishing and marketing aspects of this enormous industry.
If you will take my terminology as inoffensive as I intend it... authors basically have to pimp themselves out. Not in the physical, illegal, and highly questionable oldest profession on the planet, but I believe the term fits.
Authors must put themselves out before some critical and demanding eyes of their target audiences. We must push or drive our work out to the public... making it as noticeable and enticing as possible.
Marketing is far from a 9-5 job. In order to be a successful (popular) author, you almost have to be "on call 24/7" to become established. No matter what your genre, the competition is overwhelming. Writing well isn't enough. You have to make connections, get your work visible and talked about. Anything worth having is worth working HARD to achieve.
You don't have to be that annoying car salesman, or the insurance agent, but you do have to be your own biggest promoter. If you can't be motivated to promote your own work, how can you expect others to do so?
If writing is your passion and publishing is your dream, let it show!!! Passion and enthusiasm are infectious! There are amazing new authors discovered every day. Make your mark, find your target, aim well by keeping your focus and keep working for your goals. If you can imagine it, you can achieve it... even if it is primarily within the pages of your books.
Don't be afraid of negative reviews. Keep two things in mind: 1) You can't please everyone 2) You can learn something from everyone.