Book Marketing: The Ultimate Guide - with Melanie Herschorn
Is your book working as hard for your business as it should be? In this episode, I talk with book marketing strategist Melanie Herschorn about turning your expertise into a powerful authority-building tool.
Melanie wants to help you step into your spotlight as an authority. A publisher and book marketing strategist for attorneys, wealth consultants, and business owners worldwide, she's on a mission to empower authors to share their message with the world.
With her comprehensive background of over 20 years as a celebrity publicist, award-winning journalist in radio, print, and TV, clothing designer, and entrepreneur, Melanie is uniquely positioned to support authors in stepping into thought leadership and making a big impact with their book.
During our conversation, Melanie and I chat about:
How her journalism background became her secret weapon - distilling client conversations into clarity without the fluff
Why your book needs your unique stories - because in a world of AI-generated content, your personal experiences are what truly connect with readers
Why consistency is the "granny panties of book marketing" - not sexy, but it's what actually keeps everything together
The art of avoiding "launch trauma" by planning your marketing well before publication day, when you're already exhausted from the writing process
Navigating the publishing industry with your eyes open to avoid the companies that promise the moon but deliver considerably less
How your book can become a springboard to opportunities far beyond book sales - from speaking engagements to unexpected connections
This was such a fantastic conversation - I know it’ll give you plenty to think about when it comes to marketing your book successfully. Big thanks to Melanie for her time.
Hope you enjoy listening!
Connect with Melanie and her book:
Make a Big Impact with Your Book (Melanie’s book)
Website
LinkedIn
Further resources from me
My book, ‘Dare to Write: How to Write a Nonfiction Book to Grow Your Business,’ is available now on Amazon or directly via my website.
Connect with Steph:
Website: https://stephcaswell.com/
Instagram: https://www.instagram.com/stephcaswellauthor/?hl=en
LinkedIn: https://www.linkedin.com/in/stephcaswell/
If you enjoyed today’s episode, please leave a review on your favourite podcast platform:
Apple Spotify Amazon
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56:35
Why Is Writing a Book So Hard?
Ever found yourself slumped over your laptop, cursing the day you ever thought writing a book was a good idea? You're not alone.
Writing a book is one of the most challenging things you'll ever do - and there's a reason why most people who start one never finish. But why exactly is it so damn hard?
In this episode, I dive into the emotional rollercoaster of book writing and why we find ourselves wanting to throw our laptops out the window on a regular basis.
I explore:
The emotional side of writing that we rarely talk about – and why focusing only on the practical stuff sets us up for a nasty surprise
Why being a "beginner" at something feels so uncomfortable (and why I'm still a total beginner at mystery writing, despite having written eight non-fiction books)
How our unrealistic expectations and high standards can turn the writing process into a special kind of torture
Why the "shitty first draft" is not just allowed but necessary – and why comparing your first draft to published books is a recipe for despair
How our modern inability to be bored or do challenging things for sustained periods makes writing feel even harder
Why breaking down your book into small, manageable chunks rather than thinking about "50,000 words" can save your sanity
The importance of finding your tribe so you don't have to shoulder all those writing emotions alone
The truth is, writing a book will still feel tough at times – no magic wand makes the challenging bits disappear. But understanding why it feels so difficult can help you be kinder to yourself through the process. The peaks and troughs are par for the course, so let’s be ready to tackle them, eh?
If you’re ready to embrace the messy, frustrating, occasionally incredible journey of writing your book, listen to discover why it's normal to find writing hard and how to push through anyway.
Because while writing a book is challenging, it's also one of the most rewarding things you'll ever do for yourself and your business.
Further resources from me
Sign up for the FREE Write Stuff newsletter here.
Happy Writers Hub - The Happy Writers Hub - all info and link to join is here
My book, ‘Dare to Write: How to Write a Nonfiction Book to Grow Your Business,’ is available now on Amazon and on my website.
Connect with Steph:
Website: https://stephcaswell.com/
Instagram: https://www.instagram.com/stephcaswellauthor/?hl=en
LinkedIn: https://www.linkedin.com/in/stephcaswell/
If you enjoyed today’s episode, please leave a review on your favourite podcast platform!
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31:13
Once Upon a Time: How to Use Storytelling in Non-Fiction
Did you know we're 22 times more likely to remember stories than facts alone? No wonder my sister's dog, Goldie, has become the unexpected star of my book, Dare to Write!
Our brains are wired for stories - it helps them make sense of the world around them - so let’s use them to our advantage as non-fiction authors!
This week on the Creating Happy Writers podcast, I'm diving into the world of storytelling because let's face it, nobody wants to write a book that ends up being used as a doorstop.
And without storytelling, that’s certainly possible!
Listen to discover why you should:
Begin with a compelling personal story – Show readers why they should trust you, whether you've lived their struggles or guided others through them.
Turn case studies into narratives – Use client experiences as powerful before-and-after stories that show transformation in action.
Balance stats with memorable anecdotes – Like my diesel/petrol mix-up, simple examples can illustrate complex points in seconds.
Use sensory details – As Jen Sincero's legendary goat invasion story proves, specific details make your stories unforgettable.
So whether you're writing a business book or a self-help guide, this episode will help you use storytelling to turn dry, dull theory into a reading experience your audience won't forget.
I hope you enjoy listening.
Further resources from me
Storynomics by Robert McKee and Thomas Gerace
The Roar of Her Story by Hilary Salzman
Sign up for the FREE Write Stuff newsletter here.
Happy Writers Hub - The Happy Writers Hub - all info and link to join is here
My book, ‘Dare to Write: How to Write a Nonfiction Book to Grow Your Business,’ is available now on Amazon and on my website.
Connect with Steph:
Website: https://stephcaswell.com/
Instagram: https://www.instagram.com/stephcaswellauthor/?hl=en
LinkedIn: https://www.linkedin.com/in/stephcaswell/
If you enjoyed today’s episode, please leave a review on your favourite podcast platform!
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38:01
What Makes a Stand-Out Nonfiction Book?
Half of UK adults no longer read for pleasure. In today's world of 90-second TikToks and instant AI answers, can nonfiction books still grab readers?
In this episode, I reveal the nine critical elements that separate those forgettable, yawn-inducing business books from those that fly off shelves and change lives.
Listen to find out:
How to create "switch-flicking" content rather than just stuff that "turns up the dial" (like Atomic Habits and The 5 Second Rule)
Why your personal story creates the trust and connection readers crave
The power of simple, practical frameworks readers can implement immediately
How to use storytelling to make your concepts 22 times more memorable
Why strong opinions and authentic voice trump neutral, academic approaches every time
So whether you're drafting your first manuscript or polishing your tenth, these insights will elevate your work from, “Yeah, it was okay” to, “Holy heck, that book changed my life.”
I hope you enjoy listening.
Further resources from me
Switch and Dial LinkedIn article
Sign up for the FREE Write Stuff newsletter here.
Book Strategy Hour - all info and link to book is here
Happy Writers Hub - The Happy Writers Hub - all info and link to join is here
My book, ‘Dare to Write: How to Write a Nonfiction Book to Grow Your Business,’ is available now on Amazon and on my website.
Connect with Steph:
Website: https://stephcaswell.com/
Instagram: https://www.instagram.com/stephcaswellauthor/?hl=en
LinkedIn: https://www.linkedin.com/in/stephcaswell/
If you enjoyed today’s episode, please leave a review on your favourite podcast platform!
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31:12
Penguins, Peaches and Market Research - with Katie Tucker
Ever wondered how to truly understand what your customers want? Is market research something only big companies with massive budgets can afford to do well? I don’t know about you but it always feels like a minefield to me!
Luckily for us, this month’s brilliant Behind the Book episode with Katie Tucker is here to answer all our questions - and more!
Katie is the award-winning author of "Do Penguins Eat Peaches? And Other Unexpected Ways to Discover What Your Customers Want." As well as a successful author, she is a customer research expert, helping businesses and freelancers understand their customers better so they can create and build products and services that sell.
Her background is in journalism, product and project management and leadership. She is currently working on her second non-fiction book about neurodiversity.
Listen to the episode to find out more about:
How Katie's background in journalism and product management shaped her approach to market research
Practical ways small businesses can conduct effective market research without big budgets
Why asking about a customer’s past behavior is more revealing than asking about future intentions
The story behind her intriguing book title that stands out in the business book world
Katie's journey from business book challenge finalist to published author
I love how Katie shares practical insights on customer research that any business owner or freelancer can implement. She offers such a fresh perspective on understanding what customers truly want, along with behind-the-scenes glimpses into her writing process and publishing journey.
Whether you're interested in business strategy or aspiring to write your own book, this episode delivers some great actionable advice - and inspiration by the bucket load!
Connect with Katie and her book:
Book
Website
Instagram
Newsletter
Further resources from me
My book, ‘Dare to Write: How to Write a Nonfiction Book to Grow Your Business,’ is available now on Amazon or directly via my website.
Connect with Steph:
Website: https://stephcaswell.com/
Instagram: https://www.instagram.com/stephcaswellauthor/?hl=en
LinkedIn: https://www.linkedin.com/in/stephcaswell/
If you enjoyed today’s episode, please leave a review on your favourite podcast platform:
Apple Spotify Amazon
If you're writing a non-fiction or business book, The Creating Happy Writers Podcast is here to inspire, educate and empower you with the tools you need to make your writing journey a happy and successful one.
Each week, we dive into what it takes to write and publish a book in your niche that will not only help you become a go-to expert but also one you can be truly proud of.
New Zealand