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The trick is to write a really good book that’s spelt and edited correctly.
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I concur. It can be tempting to leave off things like the editor and proof-reading because it "seems" okay - but by golly you'll be sorry for that about 10 minutes after you've committed it to print or distribution.
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Some writers also seem to forget that the people who you really have to be nice about in public (whatever your private opinions) are the readers. Insulting a reader – no matter how much they hated the 100k fantasy epic you’ve slaved over for the past six years – is dumber than a bucket of spanners.
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While I strongly agree with this from an outright moral and emotional perspective - I've found a lot of anecdotal evidence that seems to point towards it frequently being quite useful to stirring up even more market exposure. I've even seen a few of such things happening here and on Goodreads. I wouldn't personally go with it myself but it just can be shocking to watch.
Paul.