Marketing Your Best Seller 89 insider’s guide to being a commercial airline pilot. You’ve decided to self- publish the book, and you’re thinking about how many copies you should get printed. With the amazing print- on- demand capabilities available today, you don’t have to roll the dice when you decide on your 昀椀rst print run. Instead, go online and visit the website of the airline pilots union. You learn that the union has 50,000 members. 吀栀e real 昀椀gure may be more or less than that, but let’s stick with 50,000 for our pur- poses. With a little creative thinking, you come up with an article that’s appropriate for the union’s website, sub- mit it to the site’s webmaster, and, because you’re such a good writer, the article gets posted. Of course—no sur- prise here—the article mentions your book, and the fact that it’s available through Amazon. 吀栀ings are looking good. Over the next few weeks, your book sells 昀椀ve hundred copies through Amazon. Now you’ve got an idea of how much interest you can expect to generate from a quali昀椀ed database like the pilots’ union website. So you take the next step, which is visiting the website of the association of retired airline pilots. You’ve moved from one matrix to a second one. 吀栀e second one happens to be considerably larger than the 昀椀rst, because there are more retired airline pilots than active ones. Once again you come up with an article for the website, and this time you use your 昀椀rst article as part of your pitch for the sec-