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In case it helps you decide whether to go with a publisher or self-publish, I wrote down some thoughts about the self-publishing avenue: https://medium.com/@robaboukhalil/how-i-wrote-a-technical-bo... :)

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Really curious how self-publishers market their material. Do you actively advertise?

Build an email list and sell into that list. Build the list by writing relevant helpful things and post them for free with a signup link.

It may be worth noting that, while there's some built in marketing/advertising by going through a publisher, you probably shouldn't overestimate how much. You're still going to be doing most of the marketing, whether self-published or through a publisher.

With me, plugging the book at conferences. Trying to get people I know who read it to put reviews on Amazon. (In my experience, lots more people say they will than actually do it.) I was able to arrange a book signing at one event. Email list/newsletter if you have one. Social media. Website/blog. Etc.

Bootstrapping via conference/meetup talks seems like a good idea, thanks.

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