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The Complete Idiot's Guide® To Book Proposals & Query Letters by Coleen O'Shea, Marilyn Allen

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It’s All About Marketing Yourself

Writing a platform may sound like a lot of work, but what about building a platform? You may have thought that getting a book published was about writing, not marketing. Do you really have to market yourself? The short answer is yes, unless you’re already famous (or infamous), in which case your fame is your platform. (But in that case, publishers will probably be coming to you and begging you to write a book, not the other way around.)
Look at it from the publisher’s perspective. Bookstores, with their packed shelves, may look like they stock every book there ever was. But the truth is far different: bookstores have only so much shelf and display space, and they want every inch of that space to be profitable. ...

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