They're trying to promote a do-it-yourself process
DIY Self-Publishing Process
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Step 1: Tell us about your book and select the book's size.
Step 2: Prepare and upload your manuscript.
Step 3: Design the cover for your book.
Step 4: Calculate the selling price for your new book.
Step 5: Compose book marketing information.
Step 6: Approve and publish your book.
If you want to learn more, visit them yourself at www.Wordclay.com. I have yet to take the time to do a thorough comparison between them but from a quick scan, I'd have to say that Blurb and Lulu have found worthy competition with this Authorhouse/ iUniverse combination.
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