Skeptical of self-promotion? Take a look at comedian Louis C.K. His self-released video of his stand-up special, “Live at the Beacon Theater,” sold more than $1 million in earnings. All this came from a $5 price tag. How much did it cost Louis C.K. to produce the video? Only $170,000! By producing it on his own, Louis C.K. shaved off about $15 the purchase price. Fans were loving it.

Even more interesting, Louis C.K. did not go the traditional PR routes to promote his video. He put the video on his website and tweeted to his followers, but he did not go on any talk shows or appear in any newspapers.

For artists, authors, or any other creatives looking for a way to develop and sell their products themselves, Louis C.K.’s video is a provocative example of the rewards of self-releasing and self-promotion.

Read “Louis C.K.’s lesson for marketers: Honesty is the best strategy” [Gigaom]