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If you have filled an existing void with your book and/or are able to create a demand for it, you will make more money than you would make with a standard book publishing contract. Instead of a paltry 5 to 15 percent royalty, you could make 20 to 80 percent of the purchase price. Once your self published book is successful, you can negotiate with a larger book publisher from a position of experience and strength. Don't forget to figure in your self publishing cost when negotiating for advances and royalties!