I believe I shared this joke somewhere in the ancient past, but I'll share it again because it relates directly to what I'll be saying:

Q: How many first-time novelists does it take to screw in a light bulb?

A: Enough about that; let's talk about my novel!

It's funny (at least to me), because it's true: when you have a book coming out, it's hard not to want to yell it at the top of your lungs to everyone else in the world. Especially in today's crowded marketplace, where everyone and everything competes for attention.

But you know what? It's not just first-time novelists. I see people who have had several books out who take every opportunity to shill for themselves. I'm not saying there's anything wrong with that, but I would like to suggest there's a fine line that gets crossed all-too-often.

Certainly it's okay to let folks know when you have books coming out, what they're about, where they can get them, and all that stuff. You can put that information on your web site, in your email signature line, online forum signatures, and on your social networks such as Facebook, MySpace, Shoutlife and the like. You know what? People will see that information, and they'll be able to order if they're interested.

I do think some folks tend to step over the line, however, when they use Twitter to announce every new review, or send constant messages on Facebook and MySpace. And if it strikes me as a bit heavy-handed--an author who tends to like PT Barnum antics--I can guarantee you other people find those tactics heavy-handed as well.

Perhaps most egregious of all are the people who send out friend invites on MySpace and Facebook, then begin peppering your wall or comments sections with throwaway messages. It smacks of desperation.

Some advice: people don't want to be sold to. But if you entertain them, they don't mind a sales pitch. So please, find a way to make your pitches for sales witty, informative or entertaining.

If you don't, you just cut your own throat. Worse, you make me want to cut mine.