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In self publishing, it is essential that a sales approach is applied to each stage - identifying the product you will create, the way you create it, and (most obviously) how you go about selling it. Many people involved in self publishing come to the business because they have a specialist skill or knowledge they want to spread. You may have a great product, nicely presented - and I'm sure you're a lovely person - but if your background isn't in selling, then it may seem like a black art. Worse still, you might think it's all about fast talking and firm handshakes!

Many people think that great products sell themselves, others subscribe to the "if you build it they will come" school of passive marketing - but most self publishers quickly realise that nothing moves off the shelf (virtual or otherwise) if you don't actually sell it.

The internet of course has introduced new production opportunities, routes to market and channels of communication to self publishers - but the challenge of actually "selling" remains. It is no more adequate to set up a web site and stand back than it is to put stock and a cash register in your attic and then stand beside them waiting for customers.