In a world where expertise and visibility can make or break a business, Melanie Herschorn stands as a beacon for professionals looking to cement their authority. As an independent publisher and book marketing strategist, Melanie helps attorneys, wealth experts, and business owners leverage the power of books to enhance their brands and seize new opportunities.

Melanie’s journey to this niche role is as diverse as inspiring. It is a testament to her resilience, creativity, and unwavering commitment to helping others succeed. We, at CIO Global, are honored to introduce Melanie Herschorn as the Inspiring Publisher & Marketing Strategist of the Year, 2024. Let’s delve into the story behind Melanie’s success.

From Red Carpets to Book Covers

Melanie Herschorn’s career journey is anything but conventional. Her early years were spent in the glamorous world of Hollywood as a celebrity publicist, where she pitched stories to the media, walked the red carpets at movie premieres, and mingled with A-list celebrities in green rooms of popular TV shows. It was here that she honed her storytelling skills and learned the importance of crafting a narrative that captivates an audience—a skill that would prove invaluable in her later work. But Melanie didn’t stop there. She transitioned into journalism, working as a radio news anchor and print journalist. “Those insanely tight deadlines are no joke—if you only have five minutes to write a story, it’s got to be as good as if you had five hours!” Melanie emphasizes. This experience solidified her success in the publishing industry.

Her journey took another turn when she became a clothing designer, launching her own line that eventually sold online at Nordstrom. “Selling my clothes on Nordstrom.com was a dream come true because it allowed women all over the world to wear my designs,” she shares. This venture taught her the skills that would become essential when she ventured into the publishing world.

Over the past decade, she has witnessed significant changes in the publishing industry. The barriers to becoming a published author have decreased dramatically, giving more people the opportunity to share their stories. However, this accessibility has also led to a rise in predatory practices, particularly in the self-publishing arena.

Melanie’s mission is clear: to empower business owners to use their books as tools for new business opportunities, thought leadership, and increased visibility. “As I was getting ready to publish my first book, the publisher I’d originally planned to work with was dishonest, and I ended up publishing under my own imprint,” she says. This experience solidified her resolve to educate potential clients about the intricacies of publishing.

A Passion for Storytelling

While many in the publishing industry have been lifelong bookworms, Melanie’s relationship with reading was more complex. She vividly recalls her early struggles with literacy, which made her shy away from books as a child.

It wasn’t until the 4th grade that Melanie discovered the joy of reading, thanks to Judy Blume’s Just As Long As We’re Together. “It was the book that not only made me fall in love with reading but with storytelling as a whole,” Melanie shares. This book sparked a love for storytelling that would eventually lead her to a career in publishing.

Instead, Melanie developed her marketing framework, one that is tailored to each client and their specific book. This approach, which combines proven strategies with a deep understanding of each client’s brand and message, has led to remarkable results. Melanie’s clients have not only seen their books sell thousands of copies but have also gained speaking engagements, media opportunities, and a significant boost in their professional profiles.

Overcoming Challenges and Celebrating Success

Like any entrepreneur, Melanie has faced her share of challenges. Her biggest hurdle was creating a new way of doing business in an industry steeped in tradition. “When I started out, I saw what all the other publishers were referring to as ‘marketing,’ but as a marketing expert, I felt that it was sorely lacking,” she says.

Rather than conforming to industry standards, Melanie built a book marketing strategy that begins when the author starts writing their book. This approach has proven to be far more effective, helping her clients achieve greater success than the old methods.

One of Melanie’s proudest success stories involves a client named Sara, who came to her with ambitious goals for her first book. Together, they developed a marketing strategy that not only created awareness for Sara’s book and business but also positioned her as an expert in her field.

The results were impressive: Sara grew her email list from scratch, achieved a 55% open rate on her emails, won numerous book awards, and fully funded a $16,000 Kickstarter campaign. Now she’s working on more books and is very confident in her approach. This highlights the long-term impact of a well-crafted marketing strategy.

Looking to the future, Melanie sees Artificial Intelligence playing a significant role in both publishing and marketing. However, she also acknowledges the challenges it presents, particularly in maintaining the integrity of original content.

“Right now, books that are written entirely using AI are still generally frowned upon by publishing platforms. Each one has different rules regarding AI-generated content.” she says. Despite these challenges, Melanie is optimistic about the potential of AI to transform the industry, particularly in marketing, where she believes we are just scratching the surface of what is possible.

Balancing Work and Life

For Melanie, the concept of work-life balance is more about harmony than separation. As a full-time mom and business owner, she understands the importance of managing her time effectively. “I am very deliberate about being in control of my calendar and not the other way around,” she emphasizes. This approach allows her to juggle her various roles without feeling overwhelmed.

But it’s not all work and no play for Melanie. She makes a point of going out and having fun, and she never takes life too seriously. “It’s all about the journey, right?” she quips, encapsulating her philosophy of enjoying the process, whether in business or life.

Melanie’s Advice for Aspiring Professionals

For those starting out in the publishing and marketing industries, Melanie has simple but powerful advice, “Find a niche. When you try to be all things to all people, you end up helping very few,” she says. By focusing on a specific area, such as marketing cookbooks or working with a particular type of author, professionals can carve out a space for themselves and excel.

The power of storytelling is more important than ever. Melanie Herschorn is not just a publisher, she’s a catalyst for change, helping professionals turn their stories into lasting legacies.

---