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Don't.

You're in it to sell *your* books.

THEY are in it to earn money off you.

Since books don't cost much, they will easily eat the margin before it will be profitable for you. Marketing firms are also not interested in campaigns that are much less than five figures, unless they're backyard operators, in which case keep your money and do it yourself. No one is going to care as much about your books as you do.
 
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