The most economical and best way to get promotion for your book is to let someone else do the talking for you. One way to get people talking about your book is by soliciting testimonials. These testimonials should come from people who are most appropriate for your book's title or topic.
For example, if you're doing a book about marine biology, you might want to solicit an advance quote from the Department Head of Marine Biology at the University of California-Davis. You might even ask a professor in Marine Biology from another university. As far-fetched as it may seem, testimonial solicitation is an important step in making your book marketable.
I went out on a limb for my book Organize Your Books in 6 Easy Steps and solicited a testimonial from Cheryl D. Broussard, author of Sister Ceo. I also sent testimonial letters to trade publications, journals, and magazines in my particular subject area (i.e., small business recordkeeping). Out of all the testimonials I sent out, Cheryl's was the one I craved the most. Yes, I too was nervous and embarrassed about sending to people I don't know. Why would they take the time to give me a testimonial? Of all the solicitation letters I sent, Cheryl was the one that responded first - giving me a testimonial. I did get other testimonials after my book was printed, but I received hers and a few others in time to print on the inside cover. Don't let your fear stand in the way asking for testimonials. The worst they can say is no - then you move on to the next step.
Another way to get people talking about your book is to generate reviews. There are a few major journals or publications to send your book to. Make sure you send a review copy at least 90 days before your publication date. You will want to include a "galley" copy of your book (not the actual book); a copy of your ABI form; a cover letter explaining your submission; and any cover art you have for the book. The primary reviewers include:
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