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Blogs (weblogs) are hot right now, and it might be a good idea to keep a journal of your writing and publishing experience as you create your book. You can literally create a step-by-step blog telling others "how to self publish your own book," and it will also generate interest before your book is even published. That kind of publicity is hard to beat!
*If people feel like they were there for the entire process, they're more inclined to buy your book.