Find Self-Publishing Success with a Niche Market

Aug 5, 2010
Susie Yakowicz

Niche Markets are Key for Self-Publishers - William Murphy

Learn how niche markets play a big role in the success of self-published books.

Although self-publishing a book is commonplace today, a self-published book that sells thousands of copies and nets a healthy profit isn’t. In fact, most self-published books sell less than 500 copies. So what does it take to self-publish a big seller?

A fresh, compelling topic or idea is a given. So are quality writing and editing, a captivating cover design, and a professional looking product. But one of the key selling points of a self-published book is something that authors must consider before the writing and design process even begin: a niche market.

Why Niche Markets Matter for Self-Published Books

A niche market, or target group of consumers, is ideal for self-publishers for several reasons. First, a book written for a well-defined audience usually won’t appeal to large, traditional publishers, who mainly look for projects with widespread appeal. But a self-publisher can still find a sizeable readership, which in turn can result in a respectable profit.

Further, promoting a book to a specific audience is much easier than trying to sell to the general public. The competition in the book business is fierce, with traditional publishers getting far more visibility than self-publishers. Even so, self-published books that cater to a niche have more focused channels of distribution and promotional outlets, including local radio and TV stations and newspapers, trade journals, and independent bookstores.

Choosing a Niche Market for Self-Publishing a Book

How do self-publishers go about choosing a niche market? Most authors know what kind of a book they want to write, whether it be a cookbook, a memoir, a travel guide, or a children’s picture book. Choosing a niche within these categories simply means finding a specialty, aimed at a specific group of readers.

For example, the focus of a cookbook might be wild rice recipes, which would interest people living in Minnesota and Wisconsin, where wild rice grows. Another niche market? Dog sport enthusiasts, the targeted consumers of a book on, say, dog agility. A life story centered around the history of a particular town would also cater to a select readership, like local history buffs and museum and history center patrons.

By contrast, nonfiction and especially fiction books written for the general public can be hard sells for self-publishers. That said, there are exceptions, such as James Redfield’s The Celestine Prophecy and William P. Young’s The Shack. But best-selling self-published books like these are few and far between. Choosing a niche market has, time and time again, offered greater success for self-publishers.

Motivation Increases Odds of Success for Self-Publishers

Keep in mind that choosing a niche market doesn’t guarantee success alone. Going back to Redfield’s and Young’s bestsellers, a strong idea played a big role in their success, but both of these self-published books had another notable advantage – a motivated author.

While it’s true that choosing a niche market is smarter for most self-publishers than writing for the general public, motivation on the part of the author to promote the book is also important. Niche markets aside, this factor alone can significantly boost sales for self-publishers – and provide an even better shot at success than going the traditional route.

Of course, many other factors will determine the fate of self-published books. Still, finding a niche market to write for is a good way for authors to begin the journey of self-publishing and, hopefully, the road to success.

For more marketing tips on writing and self-publishing a book, see:

Sources:

Hurst, Andrea. “The Stark Reality of Self-Publishing: An Agent’s Perspective.” Writers Digest: 89, no. 2 (March/April 2009).

Poynter, Dan. The Self Publishing Manual: How to Write, Print, and Sell Your Own Book. Santa Barbara: Para Publishing, 2007.