Publicity. How?

Publicity. Says it all, really. How? I don't wanna rob a bank, or kill a famous person to get my books noticed. I've written 2 great books, and where do I go from here? I've tried a few websites, nothing. I've tried a few agents, nothing. I've tried a few publishers, one wrote back, a rejection, of course. Publishers want sure-bets from already-known authors. Why take something on from an unknown with an unknown result..."No one's gonna drag you up to get into the light where you belong" (Ace of Base)- so tacky, but so true!