Alex Cavanaugh mention this one and put out the invite, I knew I had to participate. What a great way to learn from others about what works, what doesn't, and everything in between in terms of marketing and promotion in the book and artistic worlds. Wanna join and learn from others today? Click here for more details.
As a writer, I think one of the best ways to create buzz for your book is on Goodreads. However, don't be a spammy writer. One of the ways to create buzz without being spammy is to offer a Goodreads giveaway--e.g. an autographed copy (or multiple copies) of your book. With giveaways, people will find you. When someone enters your giveaway, it shows up in their Goodreads timeline. Someone else might see it and enter. And tell two friends. And so on. And so on. Like that old shampoo commercial.
Although postage from, say, Phoenix, Arizona, to Sydney, Australia, can run pricey into the $25-30 range, I would recommend that you offer an international giveaway if you can. You don't have to offer up 25 copies, international. But you could offer 1-2 autographed copies in an international giveaway without breaking the bank.
My publisher was kind enough to do this for me right after my debut release. I wish I'd done it more, however. So, for my next release, I'm planning to offer 1-2 autographed copies in giveaways at multiple times throughout the year after, for example, the cover is released. I had author-friends in my Class of 2K13 who did multiple giveaways throughout their debut year with lots of success in terms of book sales and book/name recognition. With much of marketing and promotion, hindsight is always 20-20, right?
In short, the Goodreads giveaway tool is a free tool to authors and publishers. If used wisely at opportune times, it could generate the buzz and additional book sales that you're looking for. But, like any promotional tool, too much of a good thing can be costly and feel spammy. Use strategically.
What works for you?