21: How Can Authors Create Superfans and Transform Book Sales? With Melanie Herschorn


In this episode of the Business Superfans Podcast, host Freddie Mixell talks with Melanie Herschorn about her transition from a celebrity publicist and journalist to a marketing expert for authors. They discuss the importance of engaging with readers to create superfans and the effectiveness of giveaways and incentives. Melanie shares success stories, including improving a financial advisor’s book sales through LinkedIn and a children’s book author’s pre-sales strategies. They also touch on the challenges of predatory practices in the publishing industry and the need for authors to actively market their books. Melanie offers resources and advice for authors looking to enhance their book marketing efforts.


Melanie Hirschman wants to make your book and brand shine. As a nonfiction and children’s book marketing strategists for authors, coaches, consultants, and speakers worldwide.

She’s on a mission to support and empower her clients to build a business with their book as the foundation, and to help them share their message with the world. Using her unique combination of entrepreneurship, award-winning journalism and PR experience. Melanie gets her clients to create brand awareness, sell books and position themselves as subject matter experts. So they can make a big impact with their book.

Her new book Make A Big Impact With Your Book is out now.

Guest Contact

Superfans Success Tip

Bullet Points

  • Strategies for engaging with readers
  • Creating superfans and getting them to promote the book
  • Success story of helping an author transform their book sales and marketing approach
  • Differences between traditional publishing, hybrid publishing, and self-publishing
    Success stories of helping clients with book marketing strategies
  • Navigating challenges of book marketing in today’s publishing industry
  • Empowering authors in their marketing efforts
  • Specific examples of helping clients overcome marketing challenges

Best Quotes

  • Melanie Herschorn, 00:01:32, “It was a very toxic relationship; she was very condescending and just mean, and really belittled me to the point where I couldn’t even open my office door anymore.”
  • Melanie Herschorn, 00:02:12, “I shortly thereafter closed the business, sold off what I had, and said, ‘Okay, what now?'”
  • Melanie Herschorn, ’00:20:14′, “I was talking to a woman yesterday, and she said, ‘Oh, I really should write a book.’ She’s been turned down from speaking events because she didn’t have a book to sell at the back of the room. That’s just one humongous door that can fly right open for you when you publish and market a new book.”
  • Melanie Herschorn, ’00:21:19′, “As soon as I put the word ‘author’ on my social media profiles, I started getting all these unsolicited emails from people promising to make me a star with my book. This is not okay, and I like to explain that you do not have to pay somebody a whole lot of money to get your book out there.”
  • Melanie Herschorn’, ’00:25:07′, “It goes nowhere. It can’t make the difference or the impact that you had initially envisioned for it.”


Cultivating Your Superfans, Accelerating Your Brand, Attaining Your Sustained Success

Episode Transcript

21: How Can Authors Create Superfans and Transform Book Sales? With Melanie Herschorn

Freddy D (00:00:00) – Hello, Melanie Hersham, how are you today? Welcome to Superfans podcast. We’re excited to have you here.

Melanie Herschorn (00:00:07) – Thank you. I’m so happy to be here.

Freddy D (00:00:09) – So tell me a little bit about your background, how you got yourself started into authoring and then moving on to basically helping authors publish their books, market their books, and become successful authors. Because it’s one thing to write a book, it’s another thing to actually have it be marketing, selling, and generating revenue.

Melanie Herschorn (00:00:30) – And if I can do a plug for your book called superfans, that is really great and everybody should read that.

Freddy D (00:00:37) – That’s just it. Thank you. You’re all.

Melanie Herschorn (00:00:38) – Thank you. So how I got into it was totally not linear at all. I graduated from college and I had no idea what I wanted to do. And a friend of mine in Toronto said, you’ve been really good at PR, why don’t you try that? And I said, That sounds good. I’ll try that. And so I worked as a celebrity publicist for a couple of years, and then I decided to get a master’s in journalism, and I worked as a radio journalist for a few years.

Melanie Herschorn (00:01:09) – Then I had to move across the country with my husband, and we had a new baby, and I thought, well, I can get a job as a journalist and pay a babysitter more than I’m going to make, or I can do something else that’s kind of been tapping on my heart, which was to design and manufacture breastfeeding clothing.

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