After publishing a book I sent out a press release to a few local new organizations and some national ones. Because of my subject matter I was able to get my book featured in a New York Times Article, Women's World Weekly, and some local papers. This was because my subject was so popular at the time.
You can also write articles about your book and post on Web sites and information on related forums.
You can post the first two or three chapters on your blog as pdf for free to give people a feel of it. Many writers do it today, but it remains one way among others. You can also promote it through tweeter by offering a giveaway to anyone who writes a review of it on his/her blog or in amazon or any other place. In other words, spread the word and use any promotion technique you might hear of.
Promoting it online through Facebook or Blog is one of the best option today. Also, book reviews in Newspaper would be an added advantage.
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