Entrepreneurial authors base their promotion on the belief that real profits come subsequent to the sale.

The difference between entrepreneurial authors and unenlightened authors is that the latter think promotion is over when someone buys their book. The reality is that 80 percent of lost business is lost because of apathy after the sale.

A sale is either part of a never-ending circle of business and communication with a reader, or it is a straight line heading out of your life in the direction of bankruptcy.

Entrepreneurial authors know that the sale of their books to new readers is only the end of the beginning. They understand the immense potential value of every reader, so their goal is to create customers for life. Entrepreneurial authors believe that the customer is everything, the sale only chump change.

If readers like your first book, they may create an endless circle that they complete every time they buy something you offer. What your readers buy after reading the first book is what will produce the greatest profits for you.