1
00:00:01,200 --> 00:00:05,850
Welcome to Reinventing Professionals,
a podcast hosted by industry analyst
2
00:00:05,880 --> 00:00:10,800
Ari Kaplan, which shares ideas,
guidance, and perspectives from market
3
00:00:10,800 --> 00:00:15,180
leaders shaping the next generation
of legal and professional services.
4
00:00:18,709 --> 00:00:24,109
This is Ari Kaplan, and I'm speaking today
with Melanie Hirshhorn, the founder of
5
00:00:24,109 --> 00:00:29,269
Big Impact Books, a publisher and book
marketing strategist known for helping
6
00:00:29,329 --> 00:00:34,279
attorneys and professionals become authors
and recognized experts in their field.
7
00:00:34,489 --> 00:00:34,969
Hi, Melanie.
8
00:00:34,969 --> 00:00:35,359
How are you?
9
00:00:35,419 --> 00:00:35,569
Hi, Ari.
10
00:00:36,259 --> 00:00:36,864
I'm so happy to be here.
11
00:00:37,984 --> 00:00:39,274
I'm looking forward to this conversation.
12
00:00:39,274 --> 00:00:43,534
So tell us about your background
and the genesis of Big Impact Books.
13
00:00:44,224 --> 00:00:47,134
I started out as a
celebrity publicist, but.
14
00:00:48,019 --> 00:00:52,789
Decided that I didn't want to work with
celebrities so much in that regard,
15
00:00:52,789 --> 00:00:58,159
and got a master's in journalism and
moved from Hollywood to Pennsylvania
16
00:00:58,219 --> 00:01:03,259
where I worked as an afternoon news
anchor and reporter at an NPR affiliate.
17
00:01:03,829 --> 00:01:09,109
I decided to have a baby in a non-election
year, so as not to disturb the newsroom,
18
00:01:09,109 --> 00:01:13,279
and I got laid off when I was five
months pregnant and then worked at
19
00:01:13,279 --> 00:01:14,809
a newspaper briefly before moving.
20
00:01:15,289 --> 00:01:20,089
Back here where I am now, which
is Arizona, and I designed and
21
00:01:20,089 --> 00:01:21,739
manufactured breastfeeding clothing.
22
00:01:21,739 --> 00:01:24,859
After seven years of selling
clothes, I closed the business.
23
00:01:24,959 --> 00:01:27,979
I thought the through line of my
career was helping elevate people's
24
00:01:27,979 --> 00:01:33,404
voices, and when I started doing
marketing for entrepreneurs, authors
25
00:01:33,404 --> 00:01:36,224
started calling and saying, Hey,
can you help me market my book?
26
00:01:36,504 --> 00:01:40,244
So now I help people write, publish,
and promote the books so that
27
00:01:40,244 --> 00:01:44,079
they can really have a tangible
marketing asset to use forever
28
00:01:44,389 --> 00:01:47,214
.
What are the biggest misconceptions
that attorneys have about
29
00:01:47,214 --> 00:01:49,134
writing and publishing a book?
30
00:01:49,569 --> 00:01:53,209
The biggest one is that they
don't have time to write the book.
31
00:01:53,209 --> 00:01:57,769
So I have fixed that problem because
I meet with them for an hour a week on
32
00:01:57,769 --> 00:02:03,769
Zoom, and they speak the book out to me
so they don't have to actually go find a
33
00:02:03,769 --> 00:02:05,929
cabin in the woods and write for 12 years.
34
00:02:06,479 --> 00:02:11,039
We can literally get it done in about
14 to 16 weeks, just one hour a week.
35
00:02:12,479 --> 00:02:17,669
And what are the opportunities that a
book provides them for their practice?
36
00:02:18,689 --> 00:02:25,379
Endless opportunities for visibility, for
authority, for client acquisition, for
37
00:02:25,379 --> 00:02:32,369
client retention, for media opportunities,
podcast guesting, opportunities, speaking
38
00:02:32,369 --> 00:02:39,849
opportunities to grow their business, but
also to develop themselves as a brand.
39
00:02:42,039 --> 00:02:47,679
How do they manage their client
work and an increasingly competitive
40
00:02:47,679 --> 00:02:53,859
environment and the process of promoting
the book and sharing it with others.
41
00:02:54,349 --> 00:02:55,519
We do it for them.
42
00:02:56,464 --> 00:02:59,794
What we'll do is not only publish
it under their own imprint, so
43
00:02:59,794 --> 00:03:03,384
they retain the intellectual
property, as well as the royalties.
44
00:03:03,384 --> 00:03:06,984
We do an Amazon bestseller campaign
to help boost the Amazon algorithm
45
00:03:06,984 --> 00:03:08,394
and get more eyes on the book.
46
00:03:08,694 --> 00:03:11,034
We pitch them to be on podcasts.
47
00:03:11,084 --> 00:03:16,919
When you go on a podcast, you are being
elevated as an authority in your space.
48
00:03:17,129 --> 00:03:21,569
We also pitch them to the media whether
it's local media they wanna be on or
49
00:03:21,569 --> 00:03:26,999
do a national press release, we do both
to just get more eyes on their name and
50
00:03:27,029 --> 00:03:29,399
what their mission is in this world.
51
00:03:29,529 --> 00:03:31,299
We'll also do a custom marketing strategy.
52
00:03:31,349 --> 00:03:35,309
What does the production process look like
in terms of submitting the manuscript,
53
00:03:35,309 --> 00:03:40,329
getting a fully formed, well-designed
book for the lawyers that you work with?
54
00:03:41,399 --> 00:03:42,869
We do everything in house.
55
00:03:43,229 --> 00:03:48,719
Once we have put together a manuscript
based on what they have said in their
56
00:03:48,719 --> 00:03:52,689
weekly meetings, it goes through
editing, proofreading, layout, cover
57
00:03:52,689 --> 00:03:57,639
design, and then we publish on the
two platforms for distribution, which
58
00:03:57,639 --> 00:04:03,399
is Amazon, kindle Direct Publishing
owns the world and ingramSpark, which
59
00:04:03,399 --> 00:04:07,599
is the other distribution platform
for stores like Target, Walmart,
60
00:04:07,929 --> 00:04:11,529
Barnes and Noble Books, a million
Universities, libraries, things like that.
61
00:04:12,489 --> 00:04:17,979
How is generative AI affecting
the book publishing process?
62
00:04:19,399 --> 00:04:22,039
We're not creating books using ai.
63
00:04:22,289 --> 00:04:23,009
I love ai.
64
00:04:23,009 --> 00:04:25,949
I think it has a place, it's a great
tool, especially for marketing.
65
00:04:26,279 --> 00:04:29,299
But in terms of book writing
itself, I would say it's a no.
66
00:04:30,589 --> 00:04:36,749
What are some best practices for lawyers
to contemplate what ideas they might
67
00:04:36,749 --> 00:04:42,269
have for a potential book, an outline for
that book, an understanding of what might
68
00:04:42,269 --> 00:04:44,429
appeal most to their particular audience.
69
00:04:44,829 --> 00:04:47,504
The first question I always ask when I
meet with somebody is, what's your goal?
70
00:04:48,604 --> 00:04:51,214
The whole thing is to reverse
engineer the book from the beginning.
71
00:04:51,904 --> 00:04:54,184
What do you want to
achieve with this book?
72
00:04:54,184 --> 00:04:55,474
Is it a legacy piece?
73
00:04:55,474 --> 00:04:56,764
Do you wanna have more clients?
74
00:04:56,764 --> 00:04:58,834
Do you wanna reach a new client base?
75
00:04:58,924 --> 00:05:00,784
What do you want?
76
00:05:01,054 --> 00:05:05,254
And then we decide what should
this book actually be about?
77
00:05:05,534 --> 00:05:10,064
I had a sales call yesterday with a
gentleman, and he had three ideas and
78
00:05:10,064 --> 00:05:14,074
they were all disparate ideas, and I
said we can put 'em all together and
79
00:05:14,074 --> 00:05:18,124
it'll make a really great book to share
who you are, how you work, but also
80
00:05:18,124 --> 00:05:20,704
what your thought leadership ideas are.
81
00:05:20,984 --> 00:05:23,744
As long as you have creative control,
you can do anything you want.
82
00:05:24,524 --> 00:05:29,804
What topics has big impact
books covered for lawyers?
83
00:05:30,839 --> 00:05:35,999
Criminal defense create becoming a
rainmaker as a solo practitioner.
84
00:05:36,279 --> 00:05:40,849
Estate planning, divorce, collaborative
divorce, and there's always new,
85
00:05:40,999 --> 00:05:44,529
interesting angles because sometimes
attorneys wanna write a book, but I
86
00:05:44,589 --> 00:05:46,539
don't wanna write it about the law.
87
00:05:46,759 --> 00:05:50,109
I have clients who are writing
about networking, who are writing
88
00:05:50,109 --> 00:05:55,019
about self-help, but under the
umbrella of I wouldn't be doing
89
00:05:55,019 --> 00:05:56,219
this if I weren't an attorney.
90
00:06:00,509 --> 00:06:03,749
How long does a book that
a lawyer writes have to be.
91
00:06:05,814 --> 00:06:11,274
I have clients who've written
130 pages and I've had 180 pages.
92
00:06:11,274 --> 00:06:14,244
Anything after 180 pages,
it's a little bit long.
93
00:06:14,294 --> 00:06:19,364
From the minute that somebody reaches
out to you until the book is in
94
00:06:19,364 --> 00:06:24,444
their hands, what does that timeline
look like and is there a a best
95
00:06:24,444 --> 00:06:26,274
time of year for that to happen?
96
00:06:26,694 --> 00:06:30,094
There is no best time of year, but
you don't wanna launch on Prime
97
00:06:30,094 --> 00:06:34,454
Day . You probably wanna avoid the,
Thanksgiving, Christmas holidays.
98
00:06:34,454 --> 00:06:38,094
But because there's a marketing
foundation, whenever you do
99
00:06:38,094 --> 00:06:40,194
launch, it's gonna be great.
100
00:06:40,464 --> 00:06:45,414
And the timeline is, we work with people
generally 12 months and within the nine to
101
00:06:45,414 --> 00:06:47,964
10 month timeframe, the book is published.
102
00:06:48,014 --> 00:06:49,664
How do you approach co-authorship?
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00:06:50,829 --> 00:06:51,339
It depends.
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00:06:51,339 --> 00:06:52,539
What is the opportunity?
105
00:06:52,539 --> 00:06:53,619
What are they trying to get?
106
00:06:53,619 --> 00:06:57,999
Anything can work as long as there's
a reason and a mission behind it.
107
00:06:58,249 --> 00:07:02,509
If two people wanna get together and show
two sides of the same coin, for example,
108
00:07:02,689 --> 00:07:07,389
or five partners wanna get together and
write a book together, that's wonderful.
109
00:07:07,629 --> 00:07:12,129
It just has to make sense to
who's gonna read it at the end.
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00:07:13,824 --> 00:07:16,284
When people come to you with
111
00:07:18,894 --> 00:07:21,054
uncertainty about writing a
book, what do you tell them?
112
00:07:21,574 --> 00:07:23,314
I would never force
somebody to write a book.
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'cause you have to be all in.
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It's not an inexpensive endeavor and
it takes time and it takes passion.
115
00:07:33,919 --> 00:07:38,509
I would always tell them, if this
is something that you want to do and
116
00:07:38,509 --> 00:07:42,939
you will regret not doing it, then
let's flesh it out because maybe
117
00:07:42,999 --> 00:07:47,859
there isn't really a book, but maybe
there's an ebook in your future.
118
00:07:48,159 --> 00:07:53,039
What's the difference in that
production cycle or cost from
119
00:07:53,039 --> 00:07:54,869
a regular book to an ebook?
120
00:07:55,709 --> 00:07:58,439
I don't generally do only eBooks.
121
00:07:58,844 --> 00:08:01,454
Generally, if somebody comes to me
and they wanna write an ebook, I
122
00:08:01,454 --> 00:08:03,194
say, you could do that on Canva.
123
00:08:03,704 --> 00:08:07,514
But if you really wanna turn
your ebook into something bigger,
124
00:08:07,904 --> 00:08:09,374
then I will help you with that.
125
00:08:09,644 --> 00:08:14,444
This is Ari Kaplan speaking with Melanie
Hirschhorn, the founder of Big Impact
126
00:08:14,444 --> 00:08:18,884
Books, a publisher and book marketing
strategist known for helping attorneys
127
00:08:18,884 --> 00:08:22,904
and professionals become authors and
recognized experts in their field.
128
00:08:22,904 --> 00:08:24,069
Melanie, thanks so very much.
129
00:08:24,679 --> 00:08:25,109
Thank you.
130
00:08:27,434 --> 00:08:31,304
Thank you for listening to the
Reinventing Professionals Podcast.
131
00:08:31,574 --> 00:08:38,174
Visit reinventing professionals.com or
ari kaplan advisors.com to learn more.
00:00:01,200 --> 00:00:05,850
Welcome to Reinventing Professionals,
a podcast hosted by industry analyst
2
00:00:05,880 --> 00:00:10,800
Ari Kaplan, which shares ideas,
guidance, and perspectives from market
3
00:00:10,800 --> 00:00:15,180
leaders shaping the next generation
of legal and professional services.
4
00:00:18,709 --> 00:00:24,109
This is Ari Kaplan, and I'm speaking today
with Melanie Hirshhorn, the founder of
5
00:00:24,109 --> 00:00:29,269
Big Impact Books, a publisher and book
marketing strategist known for helping
6
00:00:29,329 --> 00:00:34,279
attorneys and professionals become authors
and recognized experts in their field.
7
00:00:34,489 --> 00:00:34,969
Hi, Melanie.
8
00:00:34,969 --> 00:00:35,359
How are you?
9
00:00:35,419 --> 00:00:35,569
Hi, Ari.
10
00:00:36,259 --> 00:00:36,864
I'm so happy to be here.
11
00:00:37,984 --> 00:00:39,274
I'm looking forward to this conversation.
12
00:00:39,274 --> 00:00:43,534
So tell us about your background
and the genesis of Big Impact Books.
13
00:00:44,224 --> 00:00:47,134
I started out as a
celebrity publicist, but.
14
00:00:48,019 --> 00:00:52,789
Decided that I didn't want to work with
celebrities so much in that regard,
15
00:00:52,789 --> 00:00:58,159
and got a master's in journalism and
moved from Hollywood to Pennsylvania
16
00:00:58,219 --> 00:01:03,259
where I worked as an afternoon news
anchor and reporter at an NPR affiliate.
17
00:01:03,829 --> 00:01:09,109
I decided to have a baby in a non-election
year, so as not to disturb the newsroom,
18
00:01:09,109 --> 00:01:13,279
and I got laid off when I was five
months pregnant and then worked at
19
00:01:13,279 --> 00:01:14,809
a newspaper briefly before moving.
20
00:01:15,289 --> 00:01:20,089
Back here where I am now, which
is Arizona, and I designed and
21
00:01:20,089 --> 00:01:21,739
manufactured breastfeeding clothing.
22
00:01:21,739 --> 00:01:24,859
After seven years of selling
clothes, I closed the business.
23
00:01:24,959 --> 00:01:27,979
I thought the through line of my
career was helping elevate people's
24
00:01:27,979 --> 00:01:33,404
voices, and when I started doing
marketing for entrepreneurs, authors
25
00:01:33,404 --> 00:01:36,224
started calling and saying, Hey,
can you help me market my book?
26
00:01:36,504 --> 00:01:40,244
So now I help people write, publish,
and promote the books so that
27
00:01:40,244 --> 00:01:44,079
they can really have a tangible
marketing asset to use forever
28
00:01:44,389 --> 00:01:47,214
.
What are the biggest misconceptions
that attorneys have about
29
00:01:47,214 --> 00:01:49,134
writing and publishing a book?
30
00:01:49,569 --> 00:01:53,209
The biggest one is that they
don't have time to write the book.
31
00:01:53,209 --> 00:01:57,769
So I have fixed that problem because
I meet with them for an hour a week on
32
00:01:57,769 --> 00:02:03,769
Zoom, and they speak the book out to me
so they don't have to actually go find a
33
00:02:03,769 --> 00:02:05,929
cabin in the woods and write for 12 years.
34
00:02:06,479 --> 00:02:11,039
We can literally get it done in about
14 to 16 weeks, just one hour a week.
35
00:02:12,479 --> 00:02:17,669
And what are the opportunities that a
book provides them for their practice?
36
00:02:18,689 --> 00:02:25,379
Endless opportunities for visibility, for
authority, for client acquisition, for
37
00:02:25,379 --> 00:02:32,369
client retention, for media opportunities,
podcast guesting, opportunities, speaking
38
00:02:32,369 --> 00:02:39,849
opportunities to grow their business, but
also to develop themselves as a brand.
39
00:02:42,039 --> 00:02:47,679
How do they manage their client
work and an increasingly competitive
40
00:02:47,679 --> 00:02:53,859
environment and the process of promoting
the book and sharing it with others.
41
00:02:54,349 --> 00:02:55,519
We do it for them.
42
00:02:56,464 --> 00:02:59,794
What we'll do is not only publish
it under their own imprint, so
43
00:02:59,794 --> 00:03:03,384
they retain the intellectual
property, as well as the royalties.
44
00:03:03,384 --> 00:03:06,984
We do an Amazon bestseller campaign
to help boost the Amazon algorithm
45
00:03:06,984 --> 00:03:08,394
and get more eyes on the book.
46
00:03:08,694 --> 00:03:11,034
We pitch them to be on podcasts.
47
00:03:11,084 --> 00:03:16,919
When you go on a podcast, you are being
elevated as an authority in your space.
48
00:03:17,129 --> 00:03:21,569
We also pitch them to the media whether
it's local media they wanna be on or
49
00:03:21,569 --> 00:03:26,999
do a national press release, we do both
to just get more eyes on their name and
50
00:03:27,029 --> 00:03:29,399
what their mission is in this world.
51
00:03:29,529 --> 00:03:31,299
We'll also do a custom marketing strategy.
52
00:03:31,349 --> 00:03:35,309
What does the production process look like
in terms of submitting the manuscript,
53
00:03:35,309 --> 00:03:40,329
getting a fully formed, well-designed
book for the lawyers that you work with?
54
00:03:41,399 --> 00:03:42,869
We do everything in house.
55
00:03:43,229 --> 00:03:48,719
Once we have put together a manuscript
based on what they have said in their
56
00:03:48,719 --> 00:03:52,689
weekly meetings, it goes through
editing, proofreading, layout, cover
57
00:03:52,689 --> 00:03:57,639
design, and then we publish on the
two platforms for distribution, which
58
00:03:57,639 --> 00:04:03,399
is Amazon, kindle Direct Publishing
owns the world and ingramSpark, which
59
00:04:03,399 --> 00:04:07,599
is the other distribution platform
for stores like Target, Walmart,
60
00:04:07,929 --> 00:04:11,529
Barnes and Noble Books, a million
Universities, libraries, things like that.
61
00:04:12,489 --> 00:04:17,979
How is generative AI affecting
the book publishing process?
62
00:04:19,399 --> 00:04:22,039
We're not creating books using ai.
63
00:04:22,289 --> 00:04:23,009
I love ai.
64
00:04:23,009 --> 00:04:25,949
I think it has a place, it's a great
tool, especially for marketing.
65
00:04:26,279 --> 00:04:29,299
But in terms of book writing
itself, I would say it's a no.
66
00:04:30,589 --> 00:04:36,749
What are some best practices for lawyers
to contemplate what ideas they might
67
00:04:36,749 --> 00:04:42,269
have for a potential book, an outline for
that book, an understanding of what might
68
00:04:42,269 --> 00:04:44,429
appeal most to their particular audience.
69
00:04:44,829 --> 00:04:47,504
The first question I always ask when I
meet with somebody is, what's your goal?
70
00:04:48,604 --> 00:04:51,214
The whole thing is to reverse
engineer the book from the beginning.
71
00:04:51,904 --> 00:04:54,184
What do you want to
achieve with this book?
72
00:04:54,184 --> 00:04:55,474
Is it a legacy piece?
73
00:04:55,474 --> 00:04:56,764
Do you wanna have more clients?
74
00:04:56,764 --> 00:04:58,834
Do you wanna reach a new client base?
75
00:04:58,924 --> 00:05:00,784
What do you want?
76
00:05:01,054 --> 00:05:05,254
And then we decide what should
this book actually be about?
77
00:05:05,534 --> 00:05:10,064
I had a sales call yesterday with a
gentleman, and he had three ideas and
78
00:05:10,064 --> 00:05:14,074
they were all disparate ideas, and I
said we can put 'em all together and
79
00:05:14,074 --> 00:05:18,124
it'll make a really great book to share
who you are, how you work, but also
80
00:05:18,124 --> 00:05:20,704
what your thought leadership ideas are.
81
00:05:20,984 --> 00:05:23,744
As long as you have creative control,
you can do anything you want.
82
00:05:24,524 --> 00:05:29,804
What topics has big impact
books covered for lawyers?
83
00:05:30,839 --> 00:05:35,999
Criminal defense create becoming a
rainmaker as a solo practitioner.
84
00:05:36,279 --> 00:05:40,849
Estate planning, divorce, collaborative
divorce, and there's always new,
85
00:05:40,999 --> 00:05:44,529
interesting angles because sometimes
attorneys wanna write a book, but I
86
00:05:44,589 --> 00:05:46,539
don't wanna write it about the law.
87
00:05:46,759 --> 00:05:50,109
I have clients who are writing
about networking, who are writing
88
00:05:50,109 --> 00:05:55,019
about self-help, but under the
umbrella of I wouldn't be doing
89
00:05:55,019 --> 00:05:56,219
this if I weren't an attorney.
90
00:06:00,509 --> 00:06:03,749
How long does a book that
a lawyer writes have to be.
91
00:06:05,814 --> 00:06:11,274
I have clients who've written
130 pages and I've had 180 pages.
92
00:06:11,274 --> 00:06:14,244
Anything after 180 pages,
it's a little bit long.
93
00:06:14,294 --> 00:06:19,364
From the minute that somebody reaches
out to you until the book is in
94
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their hands, what does that timeline
look like and is there a a best
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time of year for that to happen?
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There is no best time of year, but
you don't wanna launch on Prime
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Day . You probably wanna avoid the,
Thanksgiving, Christmas holidays.
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But because there's a marketing
foundation, whenever you do
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launch, it's gonna be great.
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00:06:40,464 --> 00:06:45,414
And the timeline is, we work with people
generally 12 months and within the nine to
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10 month timeframe, the book is published.
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00:06:48,014 --> 00:06:49,664
How do you approach co-authorship?
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It depends.
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What is the opportunity?
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What are they trying to get?
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00:06:53,619 --> 00:06:57,999
Anything can work as long as there's
a reason and a mission behind it.
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If two people wanna get together and show
two sides of the same coin, for example,
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or five partners wanna get together and
write a book together, that's wonderful.
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It just has to make sense to
who's gonna read it at the end.
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00:07:13,824 --> 00:07:16,284
When people come to you with
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uncertainty about writing a
book, what do you tell them?
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00:07:21,574 --> 00:07:23,314
I would never force
somebody to write a book.
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'cause you have to be all in.
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00:07:25,904 --> 00:07:33,149
It's not an inexpensive endeavor and
it takes time and it takes passion.
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00:07:33,919 --> 00:07:38,509
I would always tell them, if this
is something that you want to do and
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00:07:38,509 --> 00:07:42,939
you will regret not doing it, then
let's flesh it out because maybe
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there isn't really a book, but maybe
there's an ebook in your future.
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00:07:48,159 --> 00:07:53,039
What's the difference in that
production cycle or cost from
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00:07:53,039 --> 00:07:54,869
a regular book to an ebook?
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00:07:55,709 --> 00:07:58,439
I don't generally do only eBooks.
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Generally, if somebody comes to me
and they wanna write an ebook, I
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00:08:01,454 --> 00:08:03,194
say, you could do that on Canva.
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00:08:03,704 --> 00:08:07,514
But if you really wanna turn
your ebook into something bigger,
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then I will help you with that.
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00:08:09,644 --> 00:08:14,444
This is Ari Kaplan speaking with Melanie
Hirschhorn, the founder of Big Impact
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00:08:14,444 --> 00:08:18,884
Books, a publisher and book marketing
strategist known for helping attorneys
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00:08:18,884 --> 00:08:22,904
and professionals become authors and
recognized experts in their field.
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00:08:22,904 --> 00:08:24,069
Melanie, thanks so very much.
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00:08:24,679 --> 00:08:25,109
Thank you.
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00:08:27,434 --> 00:08:31,304
Thank you for listening to the
Reinventing Professionals Podcast.
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00:08:31,574 --> 00:08:38,174
Visit reinventing professionals.com or
ari kaplan advisors.com to learn more.
