Marketing Your Best Seller 81 much as it hurts me to say it, this will often be true no matter how brilliant the content of your book might be. 吀栀at’s the book business, folks. But wait! Suppose you bypass the traditional route and use one of the new self- publishing technologies. In that case, you’d better really know marketing, because there isn’t even the pretense that a corporate publicist will take care of this for you. You’re entirely on your own! 吀栀e good news is this: being on your own is absolutely the best place to be with regard to marketing—provided you thoroughly absorb the information I am about to share with you. In the book business as it exists today, your marketing savvy is the essence of your business plan. According to the late, great Dr. Peter Drucker, author and business advisor to corporations and governments, “吀栀ere are only two pro昀椀t centers in business: innovation and marketing.” Your book, I have repeatedly said, must be original in both what’s on the page and what’s in the marketing. You must do things in marketing no one else has done before. Give your marketing the attention it deserves, which is a lot! Have Giant Goals and Believe in 吀栀em A verse in the Bible states, “Where there is no vision, the people perish” (Proverbs 29:19). I like to say: “With vision,