Jay’s Answer: Start by creating a marketing strategy. Identify the groups of people most likely to be interested in the book, and choose the best ways to have your message in front of them. It could be simply to identify editors of magazines and send them your book for review, find people interested in interviewing you for their TV/radio/Internet show, etc. If you haven’t written a press release, consider this as well – it’s one source for sources for articles. But be warned – there’s a huge number of people who are asking for (free) PR. If you want to ensure your message to be seen, you’ll also need to spend some $ advertising (pay-per-click, etc.).