Promoting a new ebook

It is easy to promote your ebook for free, there are so many sites on which to do so, but not so easy to promote a new book. I have found a few sites, but many of them will only promote a book if it has a minimum of 5 reviews. One site wanted 25 reviews before it would consider promoting. Now, unless you pressurise all your mates to review your book as soon as it is launched, which I don’t consider ethical; how are you going to get reviews without promoting? A chicken and egg situation. Any suggestions?

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