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7

Smart Self-Publishing

An Author’s Guide to Producing a Marketable Book

will make the marketing investment and de-

cisions.

A celebrity who self-publishes an autobi-

ography can decide how and when to make

personal appearances, because it is his or

her money backing the book. There is no

pressure from rights-buying publishers to

go on a media tour to help them sell the book

in which they have invested. However, you

must sell, sell, sell.

Although we certainly recommend lis-

tening to editing and packaging experts

if you want a professional product, author

control and involvement can be an impor-

tant issue.

Self-publishing is gaining respect

Professionally produced self-published

books can demonstrate their market appeal

and sometimes, after developing a sales

record after the first printing, can be sold

to rights-buying publishers, but don’t count

on it. You may be able to get your book into

some independent bookstores and other re-

tail outlets like convenience stores, but it is

difficult to get, then stay on the shelves. You

must have a marketable book, offer trade