How do I advertise my self published book?

Episode 1631 (41:55)

Mike from Los Angeles, CA
How to Publish a Book by Guy Kawasaki

Mike recently self-published his first book. Now he needs help advertising it. Leo says that social media, Google, and Amazon are the three best places to advertise. But he also asks "where are your readers"? For that, Facebook and Google are the best to go for buying advertising. And the marketing is very narrowly focused, with small $100 buys.  Leo recommends APE: Author, Publisher, Entrepreneur—How to Publish a Book by Guy Kawasaki. And Guerilla Marketing by Jay Conrad Levinson