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One book marketing idea to think about: Most self publishers dream of getting a book order for a carton of books at every Barnes & Noble store. Be careful what you wish for. A 10,000 copy book order from B&N (or any chain for that matter) could easily end up as an 8,000 return three months later. You'll still have the second mortgage you used to have, but now you'll have a garage full of books, too.
* A better idea is to market through wholesalers or distributors, rather than directly to a large chain bookseller