Harnessing Niche Audiences for Book Launch Success
Anne Abel’s debut memoir, Mattie, Milo, and Me, tells a heartfelt story of healing thanks to the bond between humans and rescue dogs. To make this deeply personal and relatable book a success, our team focused on connecting Anne’s story with a variety of niche audiences. By avoiding a single-category approach, we were able to significantly expand the book’s reach and create lasting momentum.
Reaching Specific Audiences with Tailored Strategies
Anne was concerned about her memoir being pigeonholed into a single genre, and we made it a priority to address this challenge. By identifying multiple audiences who could connect with her story — including animal lovers, mental health advocates and fellow writers — we secured a variety of impactful coverage.
Highlights of the campaign include:
- Modern Dog Magazine: Featured in both their Cool New Finds and Connie’s Book Club columns, reaching a combined audience of more than 450,000 followers — twice!
- No Shame on U: A mental health-focused podcast that highlighted Anne’s advocacy for emotional well-being, connecting with an audience of 120,000+ followers.
- Tufts Magazine: Leveraging Anne’s connection as an alumna, we secured a feature in their print and digital editions, reaching over 1 million readers annually.
- Writer’s Digest: A guest article on overcoming writer’s block, resonating with the magazine’s more than 1 million combined followers.
Collaborating to Amplify Success
Our publicity campaign and related media coverage provided essential alignment with Anne’s online presence. We designed graphics for her Instagram that elevated the success she was achieving with the book — like becoming a Barnes & Noble besteller. And she brought the same level of personalization and vulnerability that she gifted readers in her book to her own Instagram and TikTok videos. She worked consistently and authentically to grow her platforms. Within less than a year, Anne’s Instagram following hit more than 113,000, and her posts actively drove book sales.
Sustaining Sales Momentum Post-Campaign
Thanks to these efforts, Anne’s memoir experienced ongoing sales momentum, leading to multiple reprints. Our strategy to connect Anne with readers through niche targeting was vital in turning media coverage into tangible results. Anne’s campaign is a great example of how hybrid published authors can successfully market their books to multiple audiences, resulting in long-lasting discoverability and sales.
