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Self-publishing mistakes

What's the most common mistake of first-time self-publishers? 
A very common mistake made by new self-publishers is failure to promote. Self-publishers spend their focus and energy on the writing and production of the book, and then fail to tell the world they have books in their garage. Promotion is as important as writing and publishing the book.

Learn about marketing and promotion through advertising, public speaking, public relations and other promotional avenues. You and your book are now brands; tell the world.

The reality is that even authors whose books are published by the big publishing houses still have to do most of the promotion and bear the expense. 
Brain Trust contributor: Self publishing expert and author of The Self Publishing Manual and Writing Nonfiction
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