A good number of those first few boxes of books you order from your printer or publisher will be give aways. You’ll give copies to contributors to the book, your editor and key players in your industry or genre, for example. These are people who might talk up your book and recommend it to others. In fact, after giving them a copy of the book, send emails or give a call occasionally to ask if they have read the book and what they think about it. Urge them to write a review and post it at appropriate sites. Ask them to promote it to their colleagues, in their newsletters, at their blogs, etc.
Send books to appropriate reviewers. This might be book review editors for industry or genre magazines and newsletters, colleagues and professionals in your field or genre and/or some of the many online book reviewers.
Newsflash, you do not have to pay for reviews. Magazine/ezine book reviewers do not charge for book reviews, in fact sometimes they pay for book reviews from outside contributors. There are dozens—maybe hundreds—of online book reviewers that do not charge. Here are a few book review directories:
http://acqweb.org/bookrev.html
http://dir.yahoo.com/arts/humanities/literature/reviews
http://www.stepbystepselfpublishing.net/free-book-reviews.html
(These are just a scant sampling of the resources and information you will find in my book, “Promote Your Book.”
When someone writes a review or makes positive comments about your book, always, always ask them if they would post the review/comments at the book’s Amazon page.
You can also research other books like yours at Amazon. Find out who is reviewing them? Contact some of those reviewers and ask if they would review your book.
Some reviewers prefer to receive an electronic version of your book. Others will insist on a print copy.
Along with the task of contacting people to review your book, be sure to send notices to everyone on the gigantic email list you have been building. Tell them about your book. List the benefits to potential readers and supply ordering information.
Order your copy of Promote Your Book, Over 250 Proven, Low-Cost Tips and Techniques for the Enterprising Author. It’s available at amazon.com and most other online and downtown bookstores. Also at http://www.matilijapress.com