1. Buy the book. Congratulations and well-wishes are terrific, but, well, not precisely the point.
2. Encourage other friends and family to buy the book. Go to your local library or bookstore and encourage them to buy the book. Buy books as gifts.
3. Don’t put off buying the book. Don’t wait for the holidays to buy the book as a gift. Media and other decision makers pick up on a book based on the momentum the book inspires. The more sales at the beginning of the book’s life, the more attention it will get from key decision makers, the media, and consumers.
4. Where should you buy the book?
First choice: Buy from Amazon.com (preferably from the link on the author’s website).
Second choice: the author’s website (the author makes the most money when selling direct).
Third choice: the independent bookstore nearest you (they’ll be able to order it, and that will help your friend get the book into that store on a regular basis).
Fourth choice: a chain bookstore like Borders or Barnes & Noble (if they start selling the book locally, they might buy books for more stores in the chain).
5. Recommend your friend’s book. If you like the book, recommend it to friends. Review the book on Amazon.com, BN.com, GoodReads, Library Thing, and other reader social networks. Blog about it. Tweet a review or mention. Share a message on Facebook. Recommend the book to your book group.
6. Help the author get speaking engagements. Recommend your friend to your Rotary Club, Jaycees, Church, Synagogue, Friends of the Library, bookseller, college or university, etc.
7. Recommend the author’s website. Visit if often, link to it from your website, blog, Facebook page, etc. Tweet about it. When your friend writes a blog post, link to it. If your friend tweets something great, retweet it. Feature a quote from your friend’s book on your website. Or tweet the quote.
8. Help your friend with the media. If you know of any newspaper editors or reporters, magazine editors, radio producers or hosts, TV show hosts or producers, columnists, bloggers, etc., send them a copy of the book or a note about the author. Or tell your friend about your connection, and introduce him to your contact.
9. Create a Wikipedia page for your friend. While authors can’t create their own Wikipedia page, other people can. Every book author deserves a Wikipedia page, since a published book grants the author at least a modicum of fame. On the Wikipedia page, feature a short bio, a bibliography, a link to the author’s website.
10. Pray. Prayer always helps. Pray for your friend and his book. If you’re not into prayer, visualize millions of people reading it.