Rarely does my work life provide writing advice, but I think this safely qualifies. A guy named Keyser wrote a book after 9/11 about the danger posed by anthrax. He self published and came up with an interesting promo plan:
More legal details here, if you're curious.
The FBI came calling, but Keyser wasn't deterred:In an attempt to secure publicity for the book, Keyser mailed a package to the Sacramento News & Review in 2007. The package contained a letter, a CD containing Keyser’s book, and a small spray can with a label stating ‘ANTHRAX’ and displaying a biohazard symbol. The package prompted employees to call 911 and to evacuate the building, and numerous emergency agencies responded.
This time Keyser got charged with multiple federal crimes, of which he was convicted of five. Now he's got worse problems than finding a publisher.The next year, Keyser sent out approximately 120 packages to various news outlets, elected officials, and businesses. The materials sent to news outlets and elected officials were placed in business envelopes. They contained a CD printed with a picture of Colin Powell, the book title, and Keyser’s name. The CD contained over half of the contents of Keyser’s book. He attached a white sugar packet to the front of the CD with the sugar markings covered by a label stating ‘Anthrax’ in large letters, ‘Sample’ in smaller letters, and an orange and black biohazard symbol.
The materials sent to businesses were placed in purple greeting card envelopes. They contained a card with the same Colin Powell picture and ‘Anthrax’ sugar packet on the front and a short blurb about the book inside. The card directed recipients to visit a website to learn more about the book.
More legal details here, if you're curious.