If you read any self-publishing magazines or blogs, you’ll come across dozens of columns on how to build your brand, use the latest marketing techniques, and approach your writing as a business. Anyone who is a business person first and an author second will decide what to write about based on their analysis of what the market is looking for. They will plan their marketing campaign early in the process, and spend thousands on pre-release publicity, on an audio version, and on a marketing firm that promises to put their book on the shelves of bookstores and libraries.