Book marketing and author marketing

Book marketing for attorneys and business authors

Last updated: November 2026

How do attorneys market a book?

Attorneys market a book by building an audience before launch, earning podcast and media appearances at launch, and turning the book into ongoing content afterward. Big Impact Books includes promotional support such as podcast placements and media outreach, shaped by Melanie Herschorn’s 20-plus years as a celebrity publicist and journalist.

Back to the complete guide to book publishing for attorneys

Featured graphic for the Big Impact Books article Long-Term Authority After Launch — Long-term authority after launch: the book keeps working when it keeps being talked about. Read the article

Book marketing in three phases

Before launch

Big Impact Books has long advised authors to start marketing before the book is published. Building an audience early helps validate ideas, gives you feedback, and creates a group of people ready to buy, share, and review the book on release day.

For attorneys, this often means sharing insights from the book with clients, referral partners, and professional networks while the manuscript is still in progress.

At launch

Launch is when podcast placements and media outreach matter most. Interviews let you explain your ideas in your own voice to audiences who already trust the host.

Melanie Herschorn’s background as a celebrity publicist and an award-winning journalist in radio, print, and TV informs how Big Impact Books approaches this work. She also hosts The Big Impact Playbook Podcast.

After launch

A book published without a marketing plan often misses opportunities. Big Impact Books writes about keeping a book relevant after launch: engaging readers, continuing promotion through podcasts and events, and updating content when your field changes.

Your chapters also become marketing material. Chapter topics, client success stories, and advance reviews can all be repurposed into articles, posts, and talks.

Which marketing channels work for professional authors?

Big Impact Books has written about a range of channels for author marketing: social media, email newsletters, blogging and guest articles, partnerships with people whose audiences match your readers, book signings and launch events, and, once your messaging resonates, targeted ads on platforms such as Amazon.

For attorneys and CEOs, the channels with the most leverage are usually the ones that borrow trust: podcasts, media, and speaking. Those let a prospect hear you before they ever open the book. Organic channels build the base, and ads can amplify what already works.

Marketing begins with the book itself. Learn how the manuscript is built on the one-hour-a-week process, or see the full guide to book publishing for attorneys.

Graphic for the Big Impact Books post about being featured in The Female CEO Magazine — Melanie Herschorn was featured in The Female CEO Magazine in 2026. Read the article

Graphic for the 2024 Publisher and Marketing Strategist honor announced by Big Impact Books — Big Impact Books reported a 2024 Publisher of the Year honor. Read the article

Common questions

Short answers here. Every question is also answered on the full book publishing FAQ.

Does Big Impact Books help market the book?: Yes. Big Impact Books combines publishing with promotion, and its process includes support such as podcast placements and media outreach. Melanie Herschorn’s background as a celebrity publicist and journalist informs this work. Client Sarah Hubbard noted that "you’re also getting marketing" and being set up for success beyond the actual book.See this answer in the FAQ
When should I start marketing my book?: Start before the book is published. Big Impact Books has long advised authors to build an audience before launch, because early interest helps validate ideas, creates buzz, and gives the book a supportive network on release day. Waiting until after launch often means lost momentum, so marketing planning belongs early in the process.See this answer in the FAQ
Is a book better than a podcast or blog for building authority?: They work best together. A book is a lasting asset that signals depth, while podcasts and articles spread its ideas to new audiences. Big Impact Books uses the book as the foundation, then supports podcast placements and media outreach. Melanie Herschorn hosts The Big Impact Playbook Podcast, and the blog covers turning book content into marketing.See this answer in the FAQ
What if my book is already published but not selling?: A book published without a marketing plan often misses opportunities. Big Impact Books has written about books published without marketing and about keeping a book relevant after launch through ongoing content, podcasts, speaking, and updates. Ask Big Impact Books whether its promotional support fits a book that is already on the market.See this answer in the FAQ
Are there ongoing costs after the book is published?: That depends on your goals. Many authors keep promoting after launch through podcasts, speaking, and content drawn from the book. Big Impact Books writes often about long-term authority after launch, because a book can keep working for years. Peter McKay of Publishing Ireland noted that 80% of annual sales now come from backlist titles (Publishing Perspectives, February 2026).See this answer in the FAQ
Does Big Impact Books have awards or media features?: Yes. Lasting Legal Impact was named a Finalist in the Business: Writing/Publishing category of the 2025 Best Book Awards, presented by American Book Fest. Big Impact Books also reports a win in Publishing at the 2024 Best Book Awards and a 2024 "Publisher of the Year" honor. Melanie was featured in The Female CEO Magazine and on a BRAINZ Magazine cover.See this answer in the FAQ