Want to Sell a Cookbook? Why Micro Influencers Win Over Celebrity Brands

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Ask anyone what’s the one thing you need to sell a cookbook, and they’ll say: Platform.

Agents and publishers want to know you have the built-in audience who will pre-order your book without blinking. 

So, I have to be a massive food influencer before I can even think about my cookbook?

Nope. Not at all. You just need to be an influencer with impact, and that’s something that not even celebrities can always accomplish.

As someone who has worked in entertainment and food media, I have a different perspective on celebrity. Most of my encounters have been wildly lovely. And some, not so much. 

But these people are just people. 

The work they’ve done has catapulted them to a level of fame few people can understand. Being a celebrity comes with loads of perks, including name recognition, industry connections and a built-in team ready to promote the crap out of their cookbook. But they need the buy in of the public, and with everyone and their second-grade boyfriend’s sister’s dentist writing a cookbook these days, you need a little more than just “celebrity”. 

Having been in countless editorial meetings discussing pitches, partnerships and even opportunities to have folks come into food studios, I can tell you that the decision-making editors need more than someone being famous to care.

It’s the same with agents and publishers. There has to be a reason this book needs to be written at this exact moment.

So, if you’re sitting there with a few thousand followers and feel like you’re never going to get that cookbook deal or be able to sell the ish out of your book — perk up, peanut butter cup. Your time is now.

Here’s why micro influencers win over celebrity brands. Every. Time.

Celebrities Aren’t the Sure Thing People Think They Are aka Small Engaged Communities Beat Thousands or Millions of Mediocre Follows

When I started as a food writer, I wanted to reach directly for the stars. If there was a celebrity with a cookbook or food brand, I pitched them to my editors. And to my shock, I got more eye-rolls and shoulder shrugs than I could have ever imagined. Excuse me? Throw a big name somewhere, and it’s gold. Right?

Until one of the digital editors pulled me aside and told me the truth: Celebrity content rarely did what we thought it would. 

They’d tried it a bunch of times, and either the celebrity was a nightmare to work with, the readers didn’t really care or the person didn’t even bother to share the story or content with their followers. 

The people who editors loved, though? All micro-influencers who did good work and responded to emails promptly. Often, these folks had built a small yet mighty following and knew the importance of cultivating relationships with the media and their own audiences. 

I’ve heard literary agents echo the same thing. That the engagement matters more than how many followers a person has. People can buy followers or even folks will follow someone not because they love them, but because they can’t stand them.

So, with your own dedicated community, lean into the intimacy of your small group. How can you actively engage them to be a part of the cookbook creation process? What special moments can you include them in, and how can you use that to share your book with more people? If they truly love you and the work you put out, they won’t have any problem telling everyone they know about your cookbook.

Agents, Media Producers and Magazine Editors Love Discovering Up and Coming Talent 

When you’re starting out, it feels like nobody's paying attention. Which is probably true. But as you grow your audience and reach, just know that the people who you hope will notice want you to be great. 

The decision makers wake up wanting to discover the up-and-coming cookbook author who’s going to blow everyone’s Baked Alaskas away with their intriguing new concept. Timing is everything, so even if someone says no now, it’s not a no forever. Every agent, media producer and magazine editor has a different vibe and focus.

Just know that what you have is what they want. People are constantly looking for fresh faces and opinions, so you’re in the best position right where you are. Foster relationships with these folks. Sign up for a class, email newsletter, or follow them on Instagram and LinkedIn. Shoot them emails about your current work and anything you have on the horizon you think would benefit them. 

Of course, you want to nurture authentic relationships, so don’t spam people. Offer value. Do this consistently, and they’ll be so grateful they could say they “knew you when”.

Freedom to Experiment with New Promotional Ideas

Celebrities have a lot of things, but experimental promotional ideas are rarely one of them. The promotion train for them is pretty standard with national morning television, social media bumps and even fellow celebrities to share about their new book.

That’s not to say there isn’t a place for traditional media. If you have a connection with the segment producer of your local television station, use it. The Senior Food Editor at Food & Wine wants to do a feature on you? Jump on that train hard and fast. 

But use the freedom you have to experiment. Molly Baz’s use of QR codes throughout the book to create a more interactive experience with readers is brilliant. That tidbit is right in the description and signals that it’s not just another cookbook — it’s one you have to buy. Some authors create private Facebook groups, workshops and giveaways for folks who pre-order their books. Others do limited podcast series or pop-up dinners. 

Take a day to whiteboard some ideas. What are things you’d love to see as someone who loves food? How would you like to interact with your favorite food folks? The more intentional and outside of the box you are with your promotional ideas, the quicker agents and publishers will snatch your idea up.

Leaning Into Where You Are Now

As a creative foodie, it’s easy to look ahead and see where you want to be. But lean into where you are now. You’ll never be in this place again, so soak it up while it lasts. 

You can write a killer cookbook that screams your name, vibe and heart that sells being the micro influencer you are. This is the best place for you to be, so use everything you have, and it’ll take you to the next level. 

And if you need help along the way, grab your spot on my waitlist now. I want to hear about your big goals and the tinier ones you may brush under the rug. Let’s figure out the best next step for you and your cookbook.