Visit local shops to see if you can leave a handful of books on consignment. Unless you can offer bookstores a refund on unsold or damaged books, they're likely not to carry them permanently. However, you can work out a deal by working on consignment. Basically, the store offers you its front to sell your books, while you give anywhere from 40 to 60 percent of all sales to the shop's owner. The commission you pay is used to cover overhead costs.
Contact your local paper and ask about having a press release written. If accepted, the editor will ask you a handful of questions such as the book's title, what it's about and where it can be purchased locally. If you weren't able to get a store to work on consignment, you can leave your website address instead.
Schedule public readings at your local library or store in relation to your book. If you've written about fishing, see if you can get a reading at a local bait shop. Readings are a great way to increase awareness of your book. Just be sure to take copies of the book with you for those interested in making a purchase once the reading is over. You may also do a questions and answers segment for those on the fence about making a purchase.
Get interviewed by a local radio station. It doesn't happen too often, but if the station's low on content and if you're sales pitch intrigues them, they may ask for an interview in the near future.
Use social networking such as Twitter and Facebook to spread the word. You can host contests and offer giveaways through these networks as well as through your own blog and website. Everyone loves free stuff.
Hand out bookmarks, buttons and other promotional materials whenever possible. Remember: To increase sales you'll have to increase awareness. Most folks won't know you've written a book unless you tell them.
Submit your book for expanded distribution through Createspace.com. Similar to Lulu, this publisher is run by Amazon. Naturally, your books will be sold through Amazon, but with the expanded distribution plan, you may also sell copies through Barnes & Noble and other retailers.