Different tactics would work for different companies, but the point is to think about what assets you have to promote. Are your authors the ones with the following, or is your subject matter (e.g., self help, religion, travel, cooking, etc.) what would appeal most to your audience? How can you get them to sign up for something? What can you offer them for free? (Read a free chapter from "This New Book" and get a sneak peek at other new titles; or get a quote of the day from "XYZ Business Book," and famed business strategist Joe Business.) Put a QR code on your books' covers taking readers to a sign-up page for more information about that author, new titles coming out, other books similar to that one, or books recommended by the author. Cookbooks could send readers to a landing page for an e-newsletter offering a new recipe every week or month. Travel books could offer travel tips or featured travel hot spots.