It’s important to publish a website that focuses on your title; you’ll be able to refer editors and customers and all interested parties to your book information with the click of a mouse.
Offer to trade writing a monthly column in a trade publication in your books’ genre, in trade for display ads on the same page. I’ve not found that book signings sell many books for publishers and are often a waste of time; better to spend it elsewhere. Print and online publications provide longevity to your marketing campaign in terms of having something tangible for people to reference ongoing.
If your book fits a specialty market, find a store that fits the genre and offer to leave books on consignment; many publishers have sold thousands of books this way. Remember to make sure your book is listed in Books-in-Print; don’t assume it’s already listed. Find a non-exclusive distributor with a good reputation to carry your book for the book store trade, as well as for other retailers.
Arrange to speak at local, regional and national events that relate to your book topic; bring books along and have an associate sell them at the back of the room. Local radio shows and television appearances are good but are often forgotten within hours of the broadcast; make sure to make or get a copy of any television broadcast for future promotions. Contact non-bookstore booksellers and offer to leave books on consignment.
Your sales letter or flier should include an eye-grabbing headline, the benefits to the buyer, the book features, book sales information and testimonials. Contact any companies, corporations or organizations that might use your book for promotions; offer significant discounts for volume orders