Identify whether the best venue for your completed manuscript is as an ebook, electronic download or print on demand. All three of these self-publishing routes can be facilitated by existing companies which charge fees based on set-up services, editing and design, and promotion. Many of them provide ISBN numbers as well as distribution through major channels such as Amazon, Barnes and Noble and Ingram. While you can save a lot of expense producing ebooks and downloads on a home computer, you'll have to pay for ISBN's and distribution fees yourself. Depending on your artistic skills and editing expertise, you also run the risk of the finished product looking amateurish.
Determine your production and marketing budget. Factors to consider are the materials used (paper, printing, CD's, jewel cases), ad placement, mailers, website maintenance, postage and handling. The unit pricing of each book needs to allow for a profit of no less than 40 percent. If your book is being produced by a self-publishing entity, you usually have the option of setting your own royalty structure based on the unit cost of the book. If you're going this route or producing everything yourself, this percentage is going to be much higher than you'd receive through a traditional publishing house.
Identify your core demographic and familiarize yourself with where they acquire the bulk of their information about new books. Examples of this would be the trade magazines and newspapers they like to read, the websites and chat rooms that cater to their interests, and public places such as coffee houses, libraries, gyms and specialty shops. These are the places to target with your ads and fliers. If, for instance, your book is a how-to targeted to moms, you'd likely focus on parenting magazines, weekly newspapers, grocery store bulletin boards and shops that sell toys and children's clothing.
Take advantage of social networking websites and chat up a storm about your book. Get on the speakers' circuit in your community and give talks to civic organizations, clubs and schools. Offer workshops that will provide a forum for you to sell copies of your book. Write articles and book reviews that will establish you as an expert in your field. Pair your book with related sale items such as sports equipment, cooking utensils, or--in the case of romance novels--lingerie or chocolate. Merchants are always looking for unique spins to move their own goods and the inclusion of an autographed book could benefit both of you.
Design a professional website that includes excerpts from your book, behind-the-scenes tidbits about its development and copies of your reviews. Tap into everyone's zeal for a bargain and promote limited time discounts, especially if they can be coupled with extras. If you're a cookbook author, for instance, run a special in which you knock 25 percent off the regular purchase price and throw in a dozen new recipes that aren't in the book.