One of the biggest problems creators face in trying to get the word out about their projects is that there are a lot of other creators working to do the same exact thing. This "noise" is something every creator, new or established, has to deal with.
Marketers - myself included - really love to spout their theory. The key truths and principles about marketing.
But many are lying to you. Not straight to your face, but lying by omission - and deciding not to tell you something that should really be made as clear as possible:
Great marketing can't compensate for bad comics.
When David fought Goliath, he didn't try to wrestle him. Instead, he slung one of his stones at the giant's head and felled him
He knew his advantage. Yes, he was tiny. But he was a great shot with his sling and he was able to use his strengths to win what people thought was an impossible fight.
In comics there are a lot of Davids trying to wrestle giants. Independent creators who are fighting to compete with mainstream publishers when those companies have more manpower, greater resources, and larger fanbases.
It's taken as a given that comics don't make money. Obviously the direct market has its share of difficulties - between monopolized distribution and a high barrier to entry for potential readers - but even online comics are regarded as financial sinkholes. Despite that, more and more creators seem to be able to make a living making comics. They're leveraging crowdfunding, consistency in publishing, and their own creativity to claw (yes I went for the extra alliteration here) their way toward financial independence.
If comics could just sell more copies, though (both within the direct market and outside of it), a lot of these problems would be fixed.
But it's hard to sell comics, right? People just don't read comics.