Many new authors make the mistake of trying everything under the sun to try to promote their books. Even though their book may only appeal to a very narrow, particular audience, they throw everything against the wall to see what will stick. They'll buy ads in newspapers, send out hundreds of review copies to publications which have nothing to do with the topic of their book, schedule book tours for themselves, and send emails to the Oprah Winfrey show. Some of what they try may work, but for the most part they are expending a lot of energy marketing their book to everyone and anyone, but not to the audience that would be most interested in it. They are using a shotgun approach.
The authors who use the rifle approach know the niche audience for their book. They do their research and identify the appropriate venues for book signing events and the media outlets that would likely be most interested in the topic of their book. If an author has written a book about figure skating, for example, they might consider scheduling book signing events at ice skating rinks during figure skating competitions and events. Such events draw hundreds, sometimes thousands of people, and it's probably a safe bet that the folks attending the event are somewhat interested in figure skating. Reaching such a large, pre-qualified audience sure beats sitting in a bookstore for three hours hoping that figure skating fans will wander in through the front door.
The approach to marketing depends upon the book, of course, but no book is for everybody. Even "Going Rogue" by Sarah Palin, which has sold more than 2.7 million copies, isn't for everybody. Even Palin's book has a niche: conservatives who more than likely voted for her ticket in the last election.
When you're planning your future marketing and promotion efforts, consider using a rifle instead of a shotgun. You may be very pleased with the results!
Question: What have you done to reach out to your book's niche market?