"Initially, Ehrlin focused on selling Rabbit at seminars he conducted before various groups and the classes he taught at Jonkoping University. The word-of-mouth praise that effort drove, he said, resulted in people talking about the book to the press. This, he said, propelled sales of the book in Sweden. After Rabbit became a bestseller in Sweden, Ehrlin decided to solicit “friends and their friends” to assist him in translating the book into approximately half a dozen languages so that it could reach a wider audience.
After the various translated editions were self-published in 2014, through Amazon’s CreateSpace imprint, the U.K. edition, Ehrlin said, received “the most attention.” This, he assumes, is attributed to the the fact that he gave away e-book editions of the title via Facebook.
"I did some ads there saying the book existed and [people] could try it for free and see if they liked it or not."
Ehrlin thinks that the people who downloaded the free e-books must have recommended the title to their friends, and those friends then sought out the print edition. “There was a correlation there” between the growing number of free downloads and sales of the print book," he noted. “Then the snowball started rolling, I think. There was a lot of word of mouth.”