On Seth's blog I came across a post that is well written and sure rings true. Level of effort in trying to promote something is quite an important factor of success of the promotion. The most interesting thing to me is that it seems that "no apparent effort" category, also described as "a Zen thing", is supposed to be much more effective promotional approach than "right effort" level.

This sure sounds confusing! How can "no apparent" be better than "right" effort level?

It's a good trick. A similar one that Huck has used for painting the fence.