Let's say you have a book coming out that contains work that you have done, say editing a reprint anthology. You know the print run will be small, probably less than 5,000 copies. You know that if there is less than a 70% sell-through rate (slightly above-average for books) that the budget could be lower for the next book. You have an online presence in various media.

What do you do to hand sell this book so you can get a few thousand people wanting to spend around $10-15 on a tradeback book that likely will have only a few physical copies in traditional bookstores?

Curious to see if ideas here reflect some of the ones I'm beginning to formulate. After all, I would love to be able to sell everyone reading this on just why they'll want to buy themselves a copy of Best American Fantasy 4 when it comes out early next year

Serious answers, please. It's already been established that squirrels might be a nice marketing touch, but it's doubtful a squirrel will appear on the cover