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Another great book marketing idea that many people overlook is donating some of your time to a local non-profit group or charity. It will not only help the group and make you feel better, but it can also generate publicity for your book. For example, if you wrote a book about pets, donate time to your local Humane Society. Edit their newsletter, and always include a bio with your book's information. Donate some books to them to sell.
*Many people will patronize those who donate to charities, so you help your cause and your book at the same time.