Are there money to make in Self-Publishing?
Absolutely!
Who is the sure bet to make money in Self-Publishing?
The Printer, the Manufacturer of books.
That's why all self-publishing companies like Lulu, etc. first of all provide their printing-on-demand services (POD) to authors and anybody else whom the author manages to direct to his/her listing on the self-publishing company's website.
Who else is making money in self-publishing? Quite possible that nobody else if the book doesn't sell... The author buys some amount of copies to send as vanity gifts to their family and friends, and possible some more review copies to make reviewers interested in the book. This is the end of story - the printer got paid by the author and nothing happened after that. The POD won't cry over that, they just sign up more new authors and repeat the cycle with them over and over again...
It's a much more cheerful picture for the author if the book sells in some quantities.
So, here we come to the core question - how the self-published author can make sure that the book sells? Book Marketing and Promotion would be the only answer if you want to sell your book to the public. It's not easy or cheap and there is no guarantee that you'll have some positive ROI (return-on-investment). It's quite possible that you'll never return the money spent on marketing and promotion of your book... There are happy endings sometimes too... Depending on the book and promotion efforts...
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