Change Your Thinking: Wanna-be authors tend to think you publish a book and then promote it. I don't blame them for thinking this way, but it's backwards. Rebecca Abrahamson, editor of Divine Diversity: An Orthodox Rabbi Engages with Muslims, reminded me of this. Ben Abrahamson, an Orthodox rabbi and Rebecca's husband, had attracted some 8,000 followers to his Facebook page focused on respectful conversation between religious Jews and Muslims. The two notified their followers that a book was in the work months ahead of time, creating a pent-up demand for the published product. Once the book was published, it began selling on Amazon, which earned them enough to pay for the preparation costs. The success is a bit unusual, but it happened because they got the horse before the cart. Promotion before Publishing. The Publishing Pro.