You're a self-published author, so of course you're on Goodreads, and you've got a blog and you Tweet about your book all the time. So when I ask you if you're talking about your book, I'm not talking about all your online efforts. I'm talking about your daily interactions. Every single person you know, every store clerk and everyone you ride in an elevator with ought to know you're an author. Talking to someone face-to-face is the type of marketing that absolutely can't be overestimated in value.
Hello, My Name Is...
I'm bringing this up right now because the season for holiday parties is approaching. Halloween, Thanksgiving, Hanukkah, Christmas, New Year's -- you've got several chances to get invited to a get-together, a party or a soiree. I want you to spend some of the evening talking about your book. If you happen to have some business cards, bookmarks and signed promotional materials with you...well, that's just good luck.
Talking to people, looking them in the eye and telling them about your book is some of the best marketing you can ever hope to do. No one loves or understands that book better than you, so you're clearly an expert on the subject. This should make you feel confident when you're talking about it, because you can't possibly be incorrect. Tell them what you love about the book, why you think they'll love it, and make sure to say the title very articulately...more than once.
You don't have to be obnoxious about it, but you should try to bring up your book when you can and discuss it. Don't turn it into an all-night affair and talk about your book for hours, but mention it. Chances are, people will start asking you questions and naturally lead you through the conversation. Through the normal flow of talking, you'll drift into other subjects. But maybe later that night, some of those people you spoke with will download your book. Some of them might do it at the party (thank you, smart phones).
If all your friends and family don't know about your book by the end of the holiday season, you're clearly not talking enough. So if you aren't already gabbing, get started. You can never sell too many books.