A Call To Arms Creating A Buzz: Help Marketing The Spiral Tattoo

In three months from now The Spiral Tattoo will be released in ebook format. I will of course want lots and lots of people to buy it, and there is only so much a publishing house can do. So I need a marketing plan to create a buzz.  

This is a question for all my writer friends and colleagues. I will be doing as much marketing as I can from my desk top down under, and I need help in creating that plan. The question then is what can I do, and what works?

And readers what works for you? And what turns you off?