BIG effort, and lots to learn. I have been very pleased with the result. The self-publisher bears the expense. Or the author can contract with a traditional publisher, giving control of all aspects of the book, even changing the title, cover and interior. The author may have some rights to approve changes.
Publishers do the work from there.
Authors then get royalties. Information is beginning to appear in newsletters and newspapers. I have mailed out review copies to people in the media who might be interested, and have sent media postcards to groups such as to all the states Attorneys General, many of whom are investigating mail fraud and misleading advertising. Yes, and more. It has pushed me to grow in order to promote my book doing interviews and making calls I wouldn t have done before.