Marketing to non-gamers is usually, and pretty obviously, a massively bad targeting move.
You are aiming for an audience that by definition doesn't want your game. I tried that once with a defunct site galileegames.com and thought it was a bad idea even then too and we got rejected on mobile stores for proselytizing with a game. Which wasn't my idea either, and after nine months developing a rather ill conceived game we ended up with 200 dls total in the end outside of both Apple and Google ecosystems. Wasn't my idea, it was my dad trying to 'help' my career by co opting it. Despite his absolute lack of understnading of gaming and never playing games himself. Then was pushed to work at nonPareil Institute for a couple years with no pay, ended up running a side hustle on eBay by the end of that and it worked well enough that I finally was able to persuade my parents that if they just stopped trying to assist me I could actually get something done.
I love my parents. But they had no idea what they were doing when trying to 'guide' me into a career. And in fairness many things I did for a while after then failed hard too as a result of succeeding and scaling up too big too fast. eBay, Etsy. Both cases where the glowing reviews rolled in and more and more activity and while I kept raising prices it didn't stop and I got overwhelmed by orders placed and had to shut it all down as it was impossible to keep up. Now on itch the same boom is beginning to emerge but unlike those venues the products are digital and the sale volume can spike really high without ruining my life and leaving me completely sleep deprived and emotionally deranged. But I knew how to market. That is why these things worked until they didn't.
As for the idea that indie gamers are a clearly defined pool... they are not. There are many game genres and indies can succeed in a lot of them. Make a great indie game and there will likely be people there to play it. Minecraft started off indie and it's the biggest success story in gaming. A year ago Manor Lords was the most wishlisted game on Steam and it was a project by a solo dev. Indies, finally, are around 40% of video game sales made. They are as big or bigger than AA, AAA in sales volume. So indie gaming is not niche. It also is more respected than AAA lately as there is an understanding that indie devs actually care about their work and the projects are usually run by creatives who really want to make good games, not business execs who only care about optimal profit.
Basically when you are passionate about the work you are doing and your intent to create something great that enthusiasm is infectious and can build an audience. If you are convinced your game will be awesome, then you maybe shouldn't have qualms about putting it out there publicly and promoting it. Just tell people what you are doing. On social media, forums, in images of the project and video trailer on YT... it really can work. And when your actual goal is making a great game and not making a quick buck, it's funny how that emphasis tends to be what pays off. Just get addicted to the process of creating and not only the result. And if your qualms are still there about promoting your work, maybe your work needs more... work. It can be improved, the price lowered until it really is something you are proud of and truly believe is worth buying for customers.
So here I am making a few indie games in background and launching a ton of asset packs in advance of that. 3d asset collections, seamless textures and decals, some VFX clips and a few tiny freebies around the edges. You can find that here: matthornb.itch.io and there are thousands of asset files already there and many more arriving soon,
Thanks to everyone who supported that. It's becoming something amazing, and I am thrilled that it is happening. :)