Local Bookstores
Smaller bookstores usually jump at the chance to have an author - especially local - appear at their shop. Specify if you'll be available for a talk, booksigning or both. This info helps bookstore owners promote the event.

This is another opportunity for you to send a press release to the local stations. Let them know you're going to be appearing on X date at X time at the bookstore. Be sure to include the bookstore's address in case the station decides to send out a crew to cover your appearance.

Radio
Television has the advantage of putting a picture of your book jacket on the air. But don't rule out radio. Talk radio, country, jazz, rock - most all of them have morning shows. Being on the radio isn't as intimidating as being on television and you can still plug the title of your book and where people can buy it.

Local Newspaper/Magazine
A feature article about you and your book will certainly boost sales. Work the news angle like you did for television.

People hold on to newspapers and magazines. These publications are also passed along to other friends, family members, even on coffee tables at the doctor's office. There's more of a permanence to magazines and newspapers. If someone doesn't rush right out and get your book, they can always have that information right at their fingertips.

Your Personal Web Site
A Web site you can promote through your interviews and public speaking engagements is a good way to gain exposure. But don't make your Web site a blatant advertising message. Offer your readers valuable insight.

You could set up a mailing list so readers can be notified of your public appearances, television interviews, etc. You could also provide readers with an insider's look of how you came up with your book's concept.

As long as you're supplying visitors with useful info, then be sure to utilize a personal Web site. And, of course, supply a link where readers can go to purchase your book.

Self-promotion is a hard, challenging task for any writer. But using the tools we've covered in this series will help you capitalize on media events and increase book sales.