Here are a few excerpts from an article by Hannah Means-Shannon, reporting on comments made during WonderCon 2013 by people involved in marketing at comic book firms:

• “Trying different approaches and continuing to do so as long as possible is key;”
• “Knowing the pitch well, and the many angles from which it might be interpreted, breaking out of narrow genre definitions, for instance, may win the day;”
• “You have to believe in what you’re selling” and believe that you are “one of the best advocates for it.”