The Cliff Notes version of an Cathie Beck's articulate blog post about her self-published success story. Read the full post at shewrites.com.
Cathie Beck's take-aways:
Decide what you want. Be specific. (Do you want to sell your book or self-publish for the long haul?)
Take an online book marketing class (I teach one now). Learn what works.
Write a 25-word description of your target market: age, gender, income.
Get in front of every online (and otherwise) audience you know.
Pick a launch date and build a Web site.
Get at least one good review. Use it everywhere.
Have faith and go for it with every ounce of your being.
Well said, Cathie.