If people think they helped make your book a success by picking an awesome cover, they're more likely to share the launch with their friends. (myworkfromhomemoney.com)
As an author you'll no doubt already understand the importance of promotion in making your book a success. (amyharrop.com)
This smaller investment means publishers can be less selective and need to put less of their own effort into making a book a success. (underdown.org)