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There are hundreds of national holidays and celebrations that you might be able to tie your book to (this can result in the sale of more copies). For example, if you wrote a book about families, you might want to try promoting it during Mother's Day and Father's Day. If you wrote a camping or backpacking book, try promoting it on "National Trails Day" (the first Saturday in June).
*Look for a national tie-in to your book, and create a marketing plan that includes specific marketing for that national event.