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Whitnet Spotts, from Schuler books gave us a quick drink from a fire hose on how to promote your book.
This was aimed specifically at independantly published hardcopy books being promoted at bookstores (like Schuler's), but the advice was relevant to just about anything.
It's best to get your books distributed via Ingram or Baker & Taylor. Specify that these are to be handled as guaranteed sales. This will cost more, but the bookstores won't touch stuff that they have to hold forever whether it sells or not.
Schuler's offers a 60/40 split for consignment sales, plus a $25.00 consignment fee. We're pricing our books low, so we only see about $1.00 of profit in our 60% of the cover price (after we pay shipping, etc), so that means we've got to expect to sell 25 books at Schuler's to make this worth setting up.
Things that help you publicize your book:
When approaching Schuler's to promote your book (like a signing)
Schuler's doesn't do many single-author signings. If you're Kim Harrison with a multi-thousand fan-base, you'll fill the bookstore.
For the rest of us, it's better to group several folks with similar readerships together. Each author will bring ten or so family and friends to the event, so you'll end up being exposed to readers who don't know your stories, but might just like them.
One of her big watchwords was to be professional. That goes for proofreading, cover art, author photo, etc.