Ways to promote ebook sites?

At the risk of sounding noobey, here goes!

Until I found the warrior forum, money from blogging was all I had read about from ProBlogger and its ilk. I've written a couple of ebooks before (for the heck of it, believe it or not), and was thinking about selling them.

Now I've been reading diligently about squeeze pages, and some four-step selling process that ends with "calls to action" and that sorta thing (lost that link, anyone have it?), and I'm getting it to some extent, or so I think at least. I had heard of Clickbank and recently looked into it and found it interesting - I think the affiliates are one way I can start selling.

My main question (yes, after all this time) is this - how do you promote/drive traffic to your ebook sales site, especially if its in a fairly competitive niche, such as "making money from blogging" or something like that?

For now, I figure it's like this:

1) Write ebook
2) Write sales letter (include testimonials, generous money-back guarantee)
3) Create site
4) Press release?
5) Sign up with Clickbank, give 'em 50 bucks, and... wait for affiliates to come to me? (doesn't sound right)

Now obviously, I'm far from knowing anything in this area, but do the big fonts, glamour photo, pictures with chicks and Lamborghinis, underlining, highlighting and capitalizing of each word as if it were a title really help? I used to think any site designed like that was a scam, mainly because of the over-the-top claims, but I dunno if I am in the minority or majority here.

Do you guys have any ideas/tips on how to really get off to a successful start with this sort of thing?