Consider special packaging for your book. An artist and folk singer combined their talents to write and illustrate a book for children. The singer recorded songs that depicted the stories and then they sold the book and CD together as a special holiday gift item. (Evanston Publishing does CD replication for our clients, so such a project is easy and affordable.)
A volume that will be of interest to senior citizens should be printed in larger than usual type.
Send out a newsletter bringing people on your mailing list up to date on what is happening to your book: new favorable reviews, places where it can be bought, upcoming author radio or TV interviews, and, of course, include an order form.
Always include your web site address in all your publicity. Make sure you have a place on your web site for interested people to buy your book.
Know your niche market. Rather than wasting your time dealing with bookstores and general libraries,use mailing lists or do a web search for names of organizations and people interested in and familiar with your topic.
Charitable organizations have fund-raisers all the time. Donate a few copies of your book for their auctions, raffles, or door prizes. This psychologically presents the book as valuable enough to be a prize, gives the work excellent publicity, and generates good will for the author.
Have a photographer at a book signing take your picture autographing books for your fans and send it to the local papers.
Write your own review of your book and send it out with your promotional materials to newspapers and magazines. At the bottom write: "This book review may be used as is or in edited form without the author's permission." Many publications will use it as a filler.
Avoid selling books to bookstores. Direct sales at private parties given by friends, seminars, and book fairs, as well as mail order sales, mean that you do not have to give discounts to bookstores and wholesalers. It also means your books cannot be returned for a refund.