That's one approach. There are many. All of them require work. The reality of life is that no app, no matter how good it is, will sell itself. No anything will sell itself. You have to be willing to get out there and sell if your company is going to make money.
FWIW, my last startup died because my co-founder and I didn't do it. We wanted to write code. And consequently we failed. I learned this lesson the hard way.
Awesome, thanks for the link! I love Seth Godin's philosophy in the few talks of his I've watched, will give that a read.
Just checked out your current project http://pitcher.io/ which seems relevant to the discussion - classy move on not trying to promote it in your comments! Looks like it might be useful to help manage a social media presence, I've just signed up to your mailing list.
FWIW, my last startup died because my co-founder and I didn't do it. We wanted to write code. And consequently we failed. I learned this lesson the hard way.
If you've not read it, Seth Godin's "Bootstrapper's Bible" is worth a look: http://changethis.com/manifesto/show/8.BootstrappersBible (and it's free at the moment)