Your book might not have mass market appeal, but that's not always a bad thing. There are a lot of books out there, with over 500 new titles are published every day in the UK, not including Kindles and other titles without ISBNs. You need to stand out. Niche makes that happen!
Being niche means that you have a defined market, a specific category, a specific audience and most likely an audience who are passionate about their subject. It allows you to focus your marketing energies in just one key direction, which will more than likely get you results, rather than spreading yourself too thin trying to reach the general public.
We've published a huge range of titles over the years in just about every genre you can think of including niche subjects like the history of British saws and saw makers. One thing we've learnt is that it's not easy to predict which will sell! Sometimes a book with a supposedly niche subject can be a popular seller.
Imagine having a hobby which has never been written about before and then the first book about it comes out – everyone who loves that hobby is going to want to hear about it and most likely buy a copy, and other people are going to buy a copy for you! You can also offer yourself as an expert on the subject and gain additional coverage with your knowledge while promoting your book.
Marketing a niche subject is often easier than marketing something which is supposedly attractive to the general population. There will no doubt be at least one magazine about the niche subject, if not more, and they will love hearing about new books on that subject. There may be journals, there may be societies with newsletters, reviewers, groups, social media pages, bloggers and fan pages. All you need to is engage with these people to get them to notice your new book.
Marketing a book with supposed mass market appeal is hard. There is huge competition, huge marketing budgets are required and it is fickle. You can easily get missed in the swarm of other books published.
So don't despair at having a book about a niche subject. Your audience is out there, you just need to go out and find it!