Then there’s this article at Mashable from Guy Kawasaki in which he shares a dozen things he’s done to promote his latest book, Enchantment: The Art of Changing Hearts, Minds, and Actions.
Some folks are quick to point out that this is Guy’s tenth book and that he’s got a lot of money to spend on promotion. True. But that doesn’t mean that these things don’t also apply to someone who’s working on her first book. Some things you can’t do because of cost, some things you do at a lower level. Where Guy hires people to do things, you can try to do them on your own. If you can’t do it, well, then, perhaps for your next book. Don’t be intimidated by what you can’t do; figure out what you can and build from there.
For instance, Guy mentions how he offered a free pdf version of his first book, The Macintosh Way, to people who “Liked” him on his Facebook fan page. So, yes, being a first-time author you don’t have a pdf version of your first book to give away. But you can create a short version of the book you are working on or an outline and chapter 1 or some version of your book. (If you’re not self-publishing, check with your publisher regarding what you can and cannot share of your book content. Which raises the issue of traditional publishers and their general un-willingness to let too much content out of the bag. I won’t go into my usual rant about how misguided that “stingy” approach is.)