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Why Niche Authors Should Not Advertise

Effective book marketing involves becoming a rock star in your specialized industry. You may have found your place in a specialized niche. Though the general population may not know you, you should be well known within a specialized industry. The funny thing is the fame could be possible from all the free campaigns you should be involved in and never paying for advertising.

Personally, while niche publishing, I’ve seen no results from some of the wasted funds committed to advertising and marketing meant for wide customer bases more traditional products.

When is such traditional advertising effective?
When there is an appeal to a massive audience. Those in this position can spend millions of dollars for premium advertising space knowing that their product will sell and they will recuperate the expenses. For example, everyone in the civilized world wears clothing, lives in some sort of dwelling, enjoys some form of entertainment and expects a certain quality of life.

Watch TV, listen to the radio, and open a magazine. You will probably see the similar types of products advertised. The products aren’t typically introduced for the first time to the market. Instead, similar products are jockeying for their position at the top of the sales within their category. Providers of household cleaning products, food and beverages, restaurants, automobiles, airlines and other products with mass appeal pay with confidence knowing their advertising will result in low risk sales. Chances are that the majority of viewers, hearers and readers of the advertisements will have a legitimate need to buy the product. They will be able to measure a return on investment. There aren’t many who advertise books or niche products; it’s too hard to find a customer.


Jeffrey W. Bennett, ISP is the owner of Red Bike Publishing. Jeff is an accomplished writer of non-fiction books, novels and periodicals. He also owns Red bike Publishing. Published books include: "Get Rich in a Niche-Insider's Guide to Self Publishing in a Specialized Industry" and "Commitment-A Novel". Jeff is an expert in security and has written many security books including: "Insider's Guide to Security Clearances" and "DoD Security Clearances and Contracts Guidebook". See Red Bike Publishing for print copies of: Army Leadership The Ranger Handbook The Army Physical Readiness Manual Drill and Ceremonies The ITAR The NISPOM
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