Research, research, and research...repeat

One element of brand-building is to begin to develop relationships with reviewers, who you will eventually want to review your book and help give you some exposure, which will hopefully lead to sales, which will hopefully lead to more reviews. 

Good news: there are thousands of reviewers, each with a varying number of followers(from 5 to 50,000).  That's millions of readers, right there; you don't need them all, you only need some of them to get you a huge following in fairly short order.  You can usually find their sites aggregated in various places on the Internet, which makes it easy to reach them.  Even better, they have a blog roll which links to reviewers kind of like them!

Bad news: you're not the first hopeful author to approach the reviewers.  There have been thousands who came before you, and unfortunately, it's pretty clear after perusing the reviewer policies that those authors just didn't pay attention (or their publicist didn't, which bemuses me: I want a publicist!).

Almost every review site has a policy page somewhere that tells you what they will and won't read, and a frustrating note from the reviewer that failure to follow that will lead to you being ignored  I can only imagine how many dozens of wrong queries they get in a day.

And then the reviewer's also usually got a note mentioning they don't want to read in-progress stuff, and they want it to be "professional", which is code for "have somebody run it through spell check at least, would you?" 

I can only imagine how many half-finished cat-centered space erotica these poor people must be exposed to in their day-to-day lives.

And then you have to be sure that the reviewer is open to reviewing the type of published work you have (either indie or traditional). 

If all that is true, you can begin trying to build a working relationship with them so that you can eventually hope to have your book reviewed by them.

But don't lose hope! Remember that it's a numbers game: there are thousands of reviewers who could potentially review your book (assume 5% of the 100,000 reviewers: 5,000).  If you can snag even a small portion of that group (say again 5%, or now 250), and they have an audience of 10 people each, then you're talking about 2,500 potential readers that you can get your book in front of.

And that's a whole heck of a lot more than zero.