OUTSIDE THE BOOKSTORE: Niche Marketing

by Roxanne Troup

Everyone knows authors write. But few come into this industry realizing all the other things authors have to learn to succeed—pitching, design, marketing, public speaking . . . And while all those skills can be mastered, the one authors seem to struggle with most is marketing. I get it. Of the thousands of children’s books published each year, how do we break through the noise to help our book(s) find readers?

Niche marketing.

 

Benefits of Niche Marketing

1) Less competition, less noise (more effective use of your time/resources)

2) "Right” readers (those who are already interested in your product)
3) More support (near-instant fan base offering word-of-mouth recommendations/connections)

This is not a bash on traditional sales channels or indie bookstores. We all know how supportive Indies are to local authors—but it’s impossible for one or two local stores to move the needle on a publisher’s P&L statement. That’s why selling through these channels remains the domain of publishing houses. Publishers have the connections to do so; when we try running in that lane, we just end up spinning our wheels. But by focusing on smaller segments of the book community we can find traction.

 

Real-World Examples

My debut, MY GRANDPA, MY TREE, AND ME (illustrated by Kendra Binney and published with Yeehoo Press), uses the lens of an intergenerational family relationship to tell the story of pecans—both their commercial production and backyard cultivation. Its accurate portrayal of farming fit the mission of Ag in the Classroom. So, I did what all nonfiction authors do—research. I found key contacts within that space, and emailed to let them know about the book and offer them my teacher guide. Several of those contacts responded to request bulk quantities of the book, and at least one was instrumental in getting it in front of the Ag Foundation. In January 2024, my book was honored with the Ag Foundation’s Book of the Year award, which meant the Ag Foundation was now behind its success. They bought thousands of copies to distribute to their various Farm Bureaus (many of which also bought bulk quantities to distribute to area schools) and promoted it on their various channels throughout the year. All told, my two dozen or so emails ended up selling around 10,000 copies!  

 

My sophomore release, REACHING FOR THE STARS: A MISSION TO SPACE (illustrated by Amanda Lenz and published with Schiffer Kids) is a forward-looking title celebrating women in space. It collages images from the James Webb telescope into whimsical art to create an awe-inspiring reading experience (and fun look-and-find feature for kids). Knowing how far niche marketing could go, I contacted air and space museums around the country giving them a peek inside the book and asking them to carry it in their gift shops. I don’t yet know what the results of that will be, but I did receive a lovely email from Smithsonian’s gift shop curator saying they would stock it in the National Air & Space Museum!

And you can do the same.

 

Niche Areas to Explore

1)  Organizations—Look for groups whose focus is similar to the subject or theme of your book. Are you writing about endangered animals? The American Revolution? Space? Find organizations who are also raising awareness about that topic. Reach out and see how you can support one another. Perhaps they publish a quarterly newsletter or magazine that needs content. Maybe they’re looking for speakers for an upcoming event. Pitch yourself and your work—just make sure your pitch is focused on supporting the organization’s goals and helping them reach or expand their audience. 

2)  Museums—There are museums everywhere, about everything! Math puzzles…neon road signs…spy gadgets. And nearly every museum has a gift shop. Put that computer keyboard to work and find some connections. Send an introductory email to the person in charge of purchasing, and let them know about your book. Be sure to include a sample page or two and information for wholesale purchases. I like to attach a PDF of my publisher’s sale sheet they can share in case I didn’t pick the right person to contact.

3)  Awards—Book awards make a big-deal-difference in book sales, especially for libraries. We all know that. But there are lots of kidlit-focused book awards beyond those provided by ALA or the CBC. (And these are awards your publisher may not know about.) For example, every year, the American Horticulture Society honors ecology- and garden-themed children’s books through their Growing Good Kids book award program. Google your topic + “book award” to see if anything pops up. You may find something to share with your publisher.

      With a bit of luck (and lead time) you may create some far-reaching publicity opportunities for yourself and your book(s).

 

About the Author:

Award-winning author Roxanne Troup writes picture books that inspire wonder and celebrate family. With a background in education, she also writes engaging nonfiction for all ages. Roxanne lives in the mountains of Colorado and enjoys hiking with her family, gazing at stars, and exploring our amazing world through stories. She loves visiting schools to water seeds of literacy—and occasionally remembers to water the plants in her container garden. Find her online at www.roxannetroup.com.