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If you want to market your book outside of bookstores, you need to go to your audience. When you write your book, you will already have an idea of who you expect to read it. Now it's time to go one step further and think about where you can find them.
For example, if you write a book about dog breeding, then dog shows are a natural place to promote your book. You can also consider veterinary associations and animal welfare organizations. Better still, offer to be a speaker - it's a golden opportunity to promote your self published book. Whatever your topic, there is bound to be an interest group around it. Just look on the Internet or in your phone book for contacts.