Marketing can't promote what isn't there.
I know you probably think otherwise. You see political movements and mega corporations invest millions of dollars to make people believe that an inhumane Congressman is in fact humane . . . or make a bland, boring movie feel like something special. Sometimes it actually works.
Sometimes, it doesn't.
Either way, buying attention and spinning perception is really expensive.
Of course you don't have millions of dollars. You don't have a team that is employed full time to spin straw into gold.
You (and I) can only market what we actually have.
A guy like Gary Vaynerchuk doesn't "market" passion, he actually has it. He doesn't "market" wine knowledge, he actually has it.
What marketing does for him (and you) (and me) is take what we have and highlight it. Gary's Wine Library TV is the vehicle to demonstrate what he has. It's the platform that he uses to launch himself into a particular audience.
What marketing does is take what's unique, passionate and remarkable about the work you do and shines the spotlight on it. It makes sure that what's special about you and your art doesn't get buried in a waterfall of clutter.
But it can't take something that is fairly bland, a little boring, a little redundant or (and this is big) targeted at the entirely wrong audience and make it appear otherwise.
Unless you have millions of dollars . . . and sometimes not even then.
The first battle (and the hardest) is to have something worth spotlighting. Then the bright light of marketing can have it's maximum impact.
The good news is that there are a lot of ways to achieve that.
I know artists who do work that people consider mediocre or even bad but find success because they have a remarkably strong relationship with their audience.
I know artists that produce art in remarkable venues. They spend as much time marketing where the art is taking place as they do explaining what the art is.
I know artists that make remarkable choices.
Those are all viable paths and there are many others.
Just don't fool yourself into thinking that you can use marketing to make believe something that isn't true.