218: Book Marketing Strategies That Work with Melanie Herschorn

Understanding Publicity vs. Marketing

“I think that it would be better to have 50 engaged followers than 500,000 who aren’t paying attention to what you’re doing.” —Melanie Herschorn

After Melanie Herschorn graduated from college, she ran away to Los Angeles, found work at a PR firm, and then eventually became a successful entrepreneur. As her own boss, she decided to hire a marketing expert, which she says was a “fatal mistake” but one that would lead her to do what she loves. The experience led her to decide to help people like herself in a positive and supportive manner. She then narrowed her focus and passion to help authors feel empowered and optimistic about their marketing.

In this episode of “Authors Who Lead,” I talk with Melanie Herschorn about the difference between publicity and marketing and how authors can make their online presence sparkle.

The Message Is Bigger Than You

When you write a book, it’s not just words on a page. Your book is your unique message, and its ideas and mission are bigger than yours. This is true for nonfiction books but can also apply to fiction books; fiction can be a way to leave a legacy behind or highlight an issue you care about. In our new “Fiction with Purpose” coaching group, we are helping authors realize that, in these ways, their fiction novels can be a vehicle to spread their message.

Publicity vs. Marketing

For authors, marketing is what to do to make themselves visible and credible with their audience. This can be social media, email newsletters, or an author’s website. You don’t have to be active on all the social media platforms but find one your intended audience hangs out at and be consistent and serve there. People want to know who you are and what you do, not just hear about buying your book.

Once you’ve grown an online community, then publicists can get you noticed in the larger media realms like television, radio, podcasting, and other traditional media outlets. This publicity is only helpful to you as an author if you have a place to send all those people who are finding you for the first time.

In this podcast, Melanie also shares these messages with us:

  • Your book is not an event; it goes on forever
  • It takes 7 to 20 touchpoints for people to go from not knowing who you are to buying your book
  • Why “consistency in marketing is basically the granny panties of marketing”
  • Why you need a great lead magnet
  • Remember that we are goldfish: we only have a 3-second attention span
  • It is more important to have engaged fans than huge numbers of fans
  • What and when to share with your online social media presence
  • How important it is to just get out there and share about your book and your journey in writing it
  • A FREE gift at www.VIPdigital.live/checklist

What was your biggest takeaway from this episode? Are you struggling with marketing? Are you an author who is thinking about hiring a publicist or marketing manager? Share in the comments below!

That’s all for this week. If you have a message inside of you that needs to be written, today is the day to start. Don’t delay—take action.

Episode Resource:

Connect with Melanie here:

Azul’s TEDx
Authors Who Lead
Fiction with Purpose
Mandala Tree Press

Listen on:

Azul talks with Melanie Herschorn about the difference between publicity and marketing and how authors can make their online presence sparkle.