The lower your unit cost the greater your profitability. In special-sales marketing you print to fill orders since buyers – particularly non-retail buyers – usually buy in advance of a promotion and are willing to wait for delivery. Not only do you print to order (with no inventory costs), but the quantities are typically larger than you might produce to hold for potential bookstore sales. If you want some books to keep on hand, tack on a quantity to the special print run -- at a much lower price than if that quantity were printed alone. This tactic could increase your gross profit as demonstrated below for a 6” x 9” softcover book with 240 pages.