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Make a Big Impact with Your BookBook Title: 

Make a Big Impact with Your Book: Author Marketing Strategies for Long-Term Success

Author:

Melanie Herschorn

Publishing Information:

Mission Possible Media, 2023

Link to Buy Book: 

Amazon 

Synopsis:

Whether your goal is to inspire, educate, or entertain, Make a Big Impact with Your Book equips you with strategies to make your mark as an author. Melanie Herschorn, book marketing expert, award-winning journalist, and former celebrity publicist, brings her years of expertise to the forefront in this essential guide, offering a treasure trove of proven marketing strategies tailored specifically for nonfiction and children’s book authors. Make a Big Impact with Your Book is your roadmap to achieving long-term success in the competitive world of publishing, whether you’re in the midst of writing, or you’re already published and have seen little traction.

Author Bio:

Melanie Herschorn wants to help you step into your spotlight as an author. As a book marketing and publishing strategist for business owners, coaches, consultants, and speakers worldwide, she’s on a mission to support and empower her clients to share their message with the world. Her experience as a celebrity publicist, award-winning journalist, and long-time entrepreneur, gives Melanie a unique 360-degree view to guide her clients to create brand awareness, sell books, and position themselves as subject matter experts. Her new book, Make a Big Impact with Your Book, is out now.

Book Excerpt: 

It is easy for an author to get so wrapped up in the writing, editing, and publishing process that by the time the book is ready for purchase, they are burned out and have spent all their allotted book budget on production with no money left for marketing. I see this happen way too often. Then the author is faced with a big dilemma: How are they supposed to get their book into the hands of their ideal readers without an effective marketing plan? Inevitably, the author will try something—hire a company that gets them on a bunch of podcasts with no return on investment or post umpteen photos of them with their book on social media—hoping it garners sales. But when none of their haphazard marketing attempts move the needle, they give up and move on, leaving a stack of books to collect dust.

I am on a one-woman mission to end this silliness. Just like you would not plan a big birthday party, choose a fabulous venue, a top-notch caterer, fun decorations, and the perfect outfit, and then not send out any invitations to guests, you shouldn’t publish a book and then not tell anyone about it in a way that sells books (your marketing).

Here is another way to think about it. You have spent countless hours creating your book. It is like birthing a baby— the baby that you have dreamed of having. Even if you opted to write your book in a shorter amount of time or gathered already written blog posts or podcasts to fill the pages, it still takes tons of brainpower, organization, and stamina.

Heck, even if you hired a ghostwriter to actually write the book, you still had to recount it all to them and make sure it sounded like you and conveyed your message.

When a baby is born, its parents become literally obsessed with it, taking a million photos and filling up their social media feeds with an endless barrage of pics of the cutest baby they have ever seen. We are not snakes. We do not slither off, leaving our young to fend for themselves. We give our innocent little babies everything we can to help them be happy, well-adjusted, and healthy. We also say that it takes a village to raise a child.

Like that human baby, when your book arrives, you need to nurture it to grow and raise it so that it can make a difference in the world. You want to get it into the hands of everyone who will benefit from reading it. That takes a village too!

“There will come a time when you believe everything is finished; that will be the beginning.”
– Louis L’Amour

DOESN’T WRITING A BOOK MEAN YOU ARE A THOUGHT LEADER?

A common misconception is that writing a book automatically makes you a thought leader. FACT: It does not, especially if no one knows about the book. While it is absolutely true that when you write a book based on your work, you have free rein to tell people what you do and how you help clients, and then to mention, “…and I wrote the book on it.” Your book does not, however, give you license to tell people that you are a thought leader.

Telling people you are a thought leader will not make you a thought leader. Others must bestow that title upon you.

According to Denise Brosseau, the author of Ready to Be a Thought Leader and founder of the Thought Leadership Lab, thought leaders are defined as: “Informed opinion leaders and the go-to people in their field of expertise. They become the trusted sources who move and inspire people with innovative ideas, turn ideas into reality, and know and show how to replicate their success. Over time, they create a dedicated group of friends, fans and followers to help them replicate and scale their ideas into sustainable change not just in one company but in an industry, niche or across an entire ecosystem.”

So, if you are ready to step into thought leadership, then you are in the right place! With strategic and consistent marketing of your book and your brand, you will step into the “go-to expert” space and become known as the authority in your field. That is why I am so glad you are here. YOUR MISSION IS POSSIBLE. Why take my word for it? Because I have helped hundreds of authors with their messaging, positioning, and marketing strategy and tactics to build communities of raving fans with marketing that truly resonates with their ideal readers. And that is literally my mission, what gets me out of bed every day. I get to help authors, just like you, amplify their authority to make this world a better place.

My route to get here was rather nonlinear, though. When I graduated from college, I ran away from Canada to Los Angeles to work in Hollywood. I spent a few years writing press releases, walking red carpets with celebrities, and hanging out backstage at notable talk shows. But I yearned for more and headed back to school at age 26 for a master’s degree in broadcast journalism.

My first job out of graduate school was working as an afternoon news anchor and general assignment reporter at a radio news station in central Pennsylvania. I was the only woman in a newsroom of men and felt like a fish out of water coming from LA to a small city of just 50,000 people.

At radio station-sponsored events, which I was obligated to attend, I would often get backhanded compliments from guests (read: big donors) like, “You’re sounding a bit better” or “You don’t sound as new anymore,” and sometimes outright insults about me and my reporting. At least no one ever told me I had a face for radio! Whenever I misspoke live on the air, my news director would come running toward me from the newsroom, ready to reprimand me. Since the entire radio booth was glass, I knew ahead of time when I was about to “get it.” With such constant scrutiny (one senator’s campaign manager spent 20 minutes screaming at me over a misunderstanding), I developed a pretty thick skin.

I soon stopped worrying about what other people thought of me because I realized that no matter what I did, I could not please everyone.

Armed with that protective shell, I decided to pursue a new purpose: to tell the stories of those whose voices deserved to be heard. While I still covered the stories assigned to me, whenever my news director gave me an inch of freedom, I would highlight issues about women, children, veterans, and older people, doing my best to give them a voice on our airwaves.

Some of the in-depth reports included stories such as a story on a camp for young children who had lost a parent or sibling, a series on the wives of senatorial candidates, and a three-part story on teens stuck in the Pennsylvania foster care system. I’m proud to say that these stories garnered journalism awards, but the most rewarding part was the gratitude from those featured in the stories.

Around my second year at the station, my husband and I started talking about having children. I knew that having a baby would be frowned upon, so we waited to start trying until a nonelection year. I reasoned that at least my three-month maternity leave would not interfere with election reporting.

When I was five months pregnant with my first child, I was abruptly laid off from the station. At that point in my life, my entire identity had been wrapped up in being a journalist, and without that position, I felt like I was nothing. What’s more, reporters from other news outlets began calling me to ask why I had been laid off so they could include it in their outlets. I had become the story.

As luck would have it, I was not unemployed for long. The local newspaper scooped me up and brought me on to cover an inner-city school district with serious budgetary woes. So, I still got to report and give a voice to the voiceless.

When my daughter was about eight months old, we moved to Arizona. I knew that any job in journalism would pay me less than I would be paying for childcare, so I opted to answer the call of entrepreneurship, which had been tapping on my heart really loudly. Within a year, I launched a line of breastfeeding shirts and dresses for nursing moms. Not really a normal trajectory, I know. Still, I single-handedly grew the brand, and within a few years, my products were being sold in boutiques across North America, on Amazon, and on Nordstrom’s website.

My favorite part of the business was marketing, and I really wanted to get better at it. So, I hired a woman I knew who claimed to be an internet marketing expert who could help me make my brand a household name. Unfortunately, that was the beginning of the end of my company. She became verbally and emotionally abusive toward me, constantly telling me that my ideas were boring and that there was no way I could ever do the marketing myself. “How is it that you have a master’s degree in journalism?” she would ask. You might be thinking, But Melanie, you hired her . . . you could have severed ties at any time. This woman had me believing that not only did I need her, but that there would also be repercussions if I tried to sever our working relationship. Over the course of a year, I paid her upward of $25,000.

When it was finally over, I had

  • grown my Instagram following by about 5,000 followers with people who never had and were never going to buy what I was selling
  • the belief that everything I wrote was boring and that I was not smart enough to do marketing for my business without her
  • experiences of verbal and emotional abuse that made me too fearful to stand up for myself in case she tried to do a smear campaign against my company

I could not even go into my home office anymore. I shut down the business shortly thereafter. After some serious introspection and talking with friends, I resolved to turn that awful experience into something positive. I found my voice and my mission again. When I looked back at my career up to that point, I saw that I had truly developed a skill set to support business owners with their marketing. I also tallied that I had logged about 10,000 hours of marketing, a figure that author Malcolm Gladwell has made famous in his book Outliers: The Story of Success as the number of hours it takes to achieve world-class expertise at a particular skill.

When I originally opened my current company, my goal was to ensure that other business owners would stop being misled by marketers making all sorts of promises. Over time, the mission has evolved to focus solely on helping authors to amplify their voices.

THE AUTHOR-MARKETER

As you read through this book, you will learn what it takes to create thought-leader content and messaging that resonates with your ideal readers. You will discover what authors often get wrong with their marketing and gain clarity on how to make sure that you are in the driver’s seat when marketing your book.

You likely didn’t know that in addition to “author,” you’d also have to be “marketer.” You are not alone.

You may be thinking, But Melanie, I’m not a marketer. I’m a (fill in your profession), and that’s why I wrote the book on it. As an author, you are truly your best marketer. When you talk about why you have written your book, when you tell stories about your past and how you have helped transform the lives of others through your work, you get attention.

Nobody is born knowing how to market their book. It is not your fault that when you spend all this time writing and editing, and likely pay a lot of money to publish it, no one has told you that publishing is just the beginning. I regularly hear from authors who were led to believe that simply publishing a book would give them the credibility they desire. They pretty quickly realize that no one knows about their book and that it is not doing what they were promised it would. I also hear from authors who wrote a book a year or two ago. They had a successful bestseller campaign but were never able to sell as many copies of their book as they had hoped to after becoming a bestseller. Now their published work sits alongside its identical cousins—sometimes hundreds of them—in a box or a closet, collecting dust.

The good news is, this does not have to be your book’s fate. Unlike a carton of milk, your book does not expire. Sure, ideas may need to be reworked into a second edition, but the overarching themes and stories endure. You can (and should!) continue to market your book well after its launch. There are always new ways to create excitement about it. The more eyes you get on your book, thanks to your marketing, the more readers you will reach.

So, if this is you

  • You are throwing the proverbial spaghetti at the wall to see what sticks (and not much does).
  • You feel like you are wasting time and throwing good money after bad.
  • You are frustrated and in need of clarity. (You have written the book, now what?)

I want you to imagine this instead:

  • You have clear messaging that you know resonates with and inspires your ideal audience.
  • You have a plan for your email marketing and social media and the know-how to execute it.
  • You are growing a community of loyal followers who are so excited to buy your book.

When you provide value to your online audience, you show them that you are the go-to expert in your industry. Your content marketing will help you grow a community of ideal readers who become raving fans when they get to know, like, and trust you. This book can help you get there.

 

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