Of course you do.
You'd even want Satan to buy your book and probably give him a discount if he bought enough copies for everyone in Hell while he's at it.
So, how you do it?
There are lots of good ways. Get short listed for an Edgar or Anthony. Get a nice review from Chief Temptress at Shelf Awareness Marilyn Dahl. Be published by Concord Free Press. Those are just for starters.
Sadly, those options are not available to all authors, so you have to find other ways.
It's those other ways that can trip you up.
Here's a recent email blast from an author:
TITLE is now available through every outlet you can think of. Sorry for the shameless promotion, but if I don’t tell you I have a new book out, who will? I encourage everyone who wants to buy the book to go to their independent bookstore, but if that’s not an option, here you go:
Here's the first thing you don't see:
(1) Dear Janet.
If you're sending a promo email to "everyone you know" you'd be wise to send them individually with a salutation. For starters, that will help you weed out the people you shouldn't be sending this to.
Here's the second thing you don't see:
(2) We met at X Conference and you liked (something).
Personalize that email if at all possible. It reminds me that we've met, and that I like you. It reminds me that I liked something about your first book. Or liked something. In other words, find the something that we have in common. (Clue: what we do NOT have in common is that you want me to buy your book)
Here's the third thing you don't see:
(3) TITLE is the (what the book is about)
Honest to godiva when you send a promo and don't tell me what I'm asked to buy it makes hitting the delete button automatic.
When you promote your book you MUST tell me what it's about. At the very least let me know if it's the next book in a series or the start of a new series. Even your mum needs to know that basic info.
Here's the fourth thing you don't see:
(4) Title (Publisher) (price) (format)
Now, admittedly this might be just because I work in publishing but I think it's helpful to let people know if your book is trade paper or mass market or digital. And the price.
And here's the last thing you don't see:
(5) Full URL
A tiny url is valuable in many places, and email can be one of them but I don't know what the link is to. Even "here's the link to Amazon (tiny url)" would be better than nothing.
Is this a lot of work? You betcha. It takes DAYS to do this, not seconds.
The reason you invest that extra time: I would have probably clicked and bought the book if it had been a personal email. I buy books by friends and acquaintances ALL THE TIME to support them. I know and like this author, but this email annoyed me so much, I didn't.
There is NO INCENTIVE to click and buy when you treat me like a stranger on the street. The first rule of marketing is people buy from people they know and like. Your pr strategy MUST include a reminder of how people know and like you to have maximum effectiveness.