Writing an e-book takes time, dedication and knowledge. You might end up spending a couple of years writing one! So, when the time comes to offer it to your readers, you have to act like a pro. Otherwise your mission will not see its full closure. You will end up under-selling or worse, end up offering the e-book to the wrong readers! However, before you finish writing your e-book, you must build up a platform of readers. You cannot get a whole host of readers swarming down upon your e-book the moment you put it up for sale! Unless you are a celebrity or a recognized author already…
Build up a platform while you write the e-book. Start off by writing a blog or pod cast. Interact on social media. Get yourself a small (preferably large!) army of readers who read your works. These are your readers who will help you sell your e-book. You might offer the e-book at a discount (or totally free if it comes to that) to these readers so that they recommend your book in their personal circles. While building up this dais for yourself, write extensively on topics that you are going to touch upon in your e-book. Establish yourself as a writer who knows these topics inside out. That way, when you come out with your e-book, people will know that you are a credible authority on this topic.
Now comes the part where you have to act like a publisher yourself. Self-publishing may make you indulgent. Guard against its pitfalls. Carry on your job like a true-blue publisher. Edit your work ruthlessly. It is a much better idea to get a professional editor on board if you feel that you are not up to it. This is a good investment because an outside view makes your material trimmer and meaner. Get the cover design and layouts done by professionals instead of entrusting your cousin who studies Photoshop. Professionals will lend that touch to your e-book that will make it more salable.
Finally, the marketing part of your e-book is as important as the two mentioned above. Promote your e-book on social media networks and the channels you build up as your platform. You will do good to get professional reviews done on your e-book. You can also write guest posts for popular blogs so that people get to know about your e-book.