Start a buzz. Your family, friends and co-workers have probably been hearing all about your book while you were in the throes of creating it. Now is the time to let them know that it's finally going to hit the shelves. Send an email blast to everyone on your mailing list and ask each recipient to forward it to at least 10 friends. Your announcement should include the title of the book, the genre, the publisher, the price, and where they can buy a copy. It's also helpful to grab their attention with a picture of the cover art as well as either a short synopsis or a short excerpt to whet their appetite. If you have a website link for direct purchase, include that, too. The idea is to make it as easy as possible for them to find your book and purchase it.
Modify your automatic signature for future emails to include the words "Author of such-and such" below your name along with a link to the book's website. What's effective about this is that new people who get emails from you regarding totally unrelated subjects are going to be naturally curious about who you are and what you've done.
Arrange for book signings at neighborhood bookstores. Bookstores are always enthusiastic to hold events that feature local writers. It's also helpful when you telephone or visit to see if you can schedule a short, entertaining talk or a reading from your book in conjunction with the signing. The bookstores will not only promote what you are doing through their in-house newsletters and websites but they'll also be excited by the fact that they know you're telling your own circle of friends where you'll be appearing; this, of course, will potentially bring more business through the bookstore's doors.
Launch a website and/or start a blog if you haven't already done so. Share background tidbits about how you came to write the book, interesting anecdotes about its development, and places you visited to do your research. You might even consider starting a "mailbag" component to your website or blog in which aspiring writers can send questions and solicit your advice.
Ask your family, friends and associates to write book reviews for you on Amazon, Barnes and Noble, and Bookspoke. Amazon also has a number of fun features you can utilize such as "Listmania" and the "So You Want To___________" guides that allow authors to establish themselves as experts in their fields. If you're a voracious reader, you should write as many reviews as you can of other author's books. This will not only give your name lots of visibility on the Internet but you can also add "Author of such-and-such" under your name at the end of each review you write. Another good strategy is to jump on board in the various discussion boards or Yahoo groups and gradually introduce yourself to fellow readers.
Volunteer to be a guest speaker at schools, clubs, and community service organizations. Always take copies of your book with you along with handout materials that publicize what the book is about and how they can order it. For club meetings, you might want to consider donating an autographed copy as a raffle prize.
Generate exciting promotional materials. A great resource for business cards, postcards, and brochures is VistaPrint. The quality is exceptional, you can upload your own artwork and the prices are extremely economical. In addition to sending out announcement postcards to everyone you know, have the words "Author of such-and-such" added as the second line beneath your name on return address labels. Even if you're just paying a bill, it's an inexpensive bit of PR to add to your mailing envelope.
Join the conversation at websites such as www.gather.com. Include excerpts from new releases, teaser chapters, or background anecdotes about how your new book came to be. Build at least half an hour of marketing and promotion time into your schedule each day.
Get yourself booked on a podcast program, local radio show, or cable television. Producers are always hungry for new material and will welcome your inquiry. As a courtesy, always provide a copy of your book for them to review.