Events
Launch parties. When you release a book, chapbook or heck, even a zine, you should have a launch party. These could be elaborate affairs, where you book space at a club or a coffee house, or a toned down shin-dig at your home. Try and do something at least, because not only will this generate some sales but also talk about the project. There are lots of things you can do, and you don't need to invest any money at all. Just be creative. Remember, you don't have to have your launch at a book store. If you have some friends in a band and they have an upcoming show see if they'll let you launch it at the gig, between sets. Print up some posters with a street corner and a time, tell all your friends, tell them to tell their friends, email some of the local media (well in advance), then just bring a stack of books, a milk crate and do a street corner book launch. Or do it in a bus shack, at a hockey rink, or in an alley. It's about creativity not about how much money you put into it.
Readings. Okay, I know what you're thinking, the old coffee house and snapping fingers deal, but trust me, they don't have to be like that. If Henry Rollins can do readings and make them punk rock, you can do anything with readings, just make them entertaining. Really, try not to bore your audience into a daydream stupor. Readings are performance, and you have to get yourself into a performing mode. And I don't mean jumping around the stage, reenacting what you're reading (although that might be an idea), I mean performing with your voice as well as your body. Keep moving, even if it only just your arms. Keep your voice active, read your story like a monologue, alive with emphasis and pauses, read it like you're retelling a vivid story to a friend. Don't, please don't, read your writing like a book report. Of course, I realize this is easier said than done, especially if you're a quiet anti-social writer who hasn't talked to a real live person in months, like nearly all writers' are, but if you want people to read what you are writing, public readings are one of the best ways to get books in peoples hands. There's no way around that. Bands who perform live always sell more records than studio bands. Remember, the more you do the easier readings will be . . . well, sort of. If you don't like public performances then they will still get easier with experience, but they may never be easy. If you have writer friends, encourage them to do events with you, having support, and more variety for the audience, is always a good thing. If you're organizing your own event, try and get a band to play. They draw their own audience and mix up the show a bit. If you're going to an open mike night, make sure to bring a cheering section of your own, made up of friends and family. Again, the support thing works wonders. Oh, and don't forget to bring copies of your publication!
DIY Book Tours. I've never personally done this before, so I don't have much to say about it, except that I think they are a great idea. Go check out No Media Kings for information about the Perpetual Motion Roadshow Tour, a DIY traveling show Jim Monroe runs. There are also some great idea's about throwing events (guaranteed to be entertained or your money back). You should also check out the new edition of Stolen Sharpie Revolution which has an article on DIY tours (as well as a shit load of other info!).