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I'm going to make a horrible admission: I self-edited my best-selling book. It can be done, if you have the skills and are willing to accept that it is much harder than editing someone else's work. You have to work ten times as hard for half the benefits.
When you do proofread your own work there are a few tricks you can try. One of the biggest problems you face is that you have to read what's on the page rather than what you meant to put on the page. That's why they suggest you print it out to edit. Another trick is to change the font from a proportional one (which most word processors use) to a monospaced one like Courier New. That changes where everything appears on the page so it looks new.
However, this only works if you have the skills to recognize the errors in the first place, and not all writers do.
Writing is hard, editing is harder, marketing is harder still.
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