In this episode of the B&N Press Web Series, New York Times bestselling author Melissa Foster discusses what it takes to keep the romance alive and sustain a long-term career in romance publishing. From launches and pricing strategies to branding, reader trust, and marketing in a saturated marketplace, this conversation explores how romance authors can build loyal communities and keep momentum strong year after year.
Key Takeaways
● Writing to trend is optional. Writing from the heart builds longevity.
● Holiday marketing works differently for every author. Strategy should match your publishing schedule and brand.
● Consistent advertising keeps books visible in a crowded romance marketplace.
● Newsletters remain one of the most valuable marketing tools when used thoughtfully.
● Giveaways and swaps should focus on building readers, not just followers.
● Brand trust is everything. Readers return when they know what to expect.
● Every book in a series should stand alone while still encouraging read-through.
● Community building can be as important as sales strategy.
● Romance continues to dominate because love and emotional connection are universal.
● For new authors, quality and visibility are non-negotiable. Invest in editing and make sure readers know your book exists.
Transcription
Julie Braunschweiger:
Hi, everybody, and welcome. I’m Julie Braunschweiger, Senior Manager for B&N Press, and I’m excited to have you here today for a conversation we’re calling Keeping the Romance Alive. Romance continues to be one of the most dynamic and competitive genres in publishing. Today’s discussion is about how authors sustain momentum in an oversaturated market, build strong brands and series, and maintain meaningful connections with readers, especially as we head into Valentine’s season.
I’m thrilled to be joined by Melissa Foster. Melissa, you are a New York Times, Wall Street Journal, and USA Today bestselling and award-winning author of more than one hundred novels. You write sexy, heartwarming contemporary romance and women’s fiction, known for emotionally compelling characters that stay with readers long after the last page. Your stories feature fiercely loyal heroes, smart and sassy heroines, strong family bonds, and emotional journeys that resonate deeply with romance readers. Melissa, thank you so much for being here.
Melissa Foster:
Thanks for inviting me. I’m really looking forward to talking as well.
Julie:
You had a new release at the end of January, Sincerely, Mr. Braden. Congratulations. Does launching during this high romance moment affect your strategy?
Melissa:
Funny enough, that’s not a Valentine’s Day book. I’ve never really written to holidays. A lot of very smart authors gear books toward Valentine’s Day or Christmas. I don’t. I write the story that comes to me and where it fits within the series timeline, not the real-world calendar.
Valentine’s Day might influence marketing a little. I might put a book on sale that feels charming and romantic. But I don’t write with the holiday in mind. Love stories happen year-round.
Julie:
So it’s less about timing and more about consistency?
Melissa:
Exactly. I usually release in January, November, and December. Those are heavy holiday months, but my readership doesn’t change. My readers come back no matter when the book comes out. I do avoid Christmas week and New Year’s week because people are traveling or with family and not checking newsletters. It’s less about competition and more about reader behavior.
Julie:
Romance is such a crowded marketplace. How do you break through the noise?
Melissa:
I stopped chasing rankings. Rankings give retail visibility, but what I want are readers. I focus on newsletters, retailer sales, and advertising. Advertising is non-negotiable for me. Readers cannot care about your book if they don’t know it exists.
A reader can read seven books a week. It’s easy to get lost. My goal is to stay visible.
Julie:
Have you cut anything from your marketing strategy?
Melissa:
Yes. We used to do a lot of giveaways with other authors. I found that we were building followers who wanted free books, not long-term readers. Now I’m more intentional. I’ll cross-promote with authors whose work I genuinely love, and sometimes we’ll offer a free ebook in a curated newsletter swap. But I don’t want to dilute the specialness of my books with constant freebies.
Julie:
Your brand is very clear. Readers know what they’re getting. How intentional has that been?
Melissa:
One hundred percent intentional. I don’t write cheating. I don’t write major cliffhangers. You always get a complete story. Reader trust is everything.
Recently, two of my series came to me in first person instead of third, which is what I usually write. I tried to fight it, but it didn’t work. I trust the characters. I’m just the ink in the pen. That’s part of evolving while still honoring your brand.
Julie:
You’ve written over a hundred books. How do you bring new readers into long-running series without overwhelming them?
Melissa:
Every book stands alone. I give just enough backstory to orient new readers without spoiling earlier books.
I also have family trees, publication lists, and connection guides available for readers. I involved readers early on in building character sheets. Now we maintain a full “series bible” documenting every character, appearance, and crossover. It helps me stay organized and helps readers explore the world.
Julie:
Your fan community sounds incredibly meaningful.
Melissa:
They are. They created a “Snow Sisters Around the World” project and sent signed copies across the globe, then mailed them back to me with notes inside. Another group made me a quilt with excerpts from my books.
Those moments remind you that stories matter. Romance matters. Connection matters.
Julie:
Does Valentine’s Day change your pricing or promotional strategy?
Melissa:
Sometimes. If someone reminds me it’s coming, we might do a sale or a direct store bundle. But I don’t stress about it. Holidays drive up advertising costs. I don’t chase that. I’d rather enjoy the holidays and offer meaningful promotions without burning out.
Julie:
How important are newsletters for you?
Melissa:
Very important, but curated carefully. We tested sending many newsletters in December and January. Engagement dipped slightly. Two newsletters a month works better for us, plus pre-orders and new releases.
Some authors send eight newsletters a month and do great. It’s about testing what works for you.
Julie:
Romance is often undervalued despite dominating sales. How do you see the genre right now?
Melissa:
Love is central to life. Romance isn’t going anywhere. Do I wish it were valued more publicly? Yes. Will it ever be fully respected by mainstream media? Probably not. But readers know its value.
Romance writers are fierce. We have thick skin. If someone complains about too much spice, we use that as a marketing hook. We’re creative and resilient.
Julie:
What advice would you give new romance authors?
Melissa:
First, quality matters. Invest in editing. I use a developmental editor, a copy editor, and five proofreaders in two rounds. Readers deserve excellence.
Second, be human. Engage with your readers. Respond to comments. Show up.
Third, visibility matters. If readers don’t know your book exists, they cannot read it. That means ads, PR outreach, or some promotional budget. It’s scary, but marketing is cumulative. Sometimes it’s the eleventh time someone sees your book that makes them click.
Julie:
That’s such practical advice. Any final thoughts on keeping the romance alive?
Melissa:
Give your spicy books to your significant other. Read to them in bed. Let fiction amplify your real life. Romance isn’t just on the page.
Julie:
I love that. Thank you so much, Melissa. And congratulations again on Sincerely, Mr. Braden. For viewers looking to dive into Melissa’s work, Hearts at Play is currently on sale in our Love in Every Trope collection.
Thank you for watching, and happy Valentine’s Day.
Melissa:
Happy Valentine’s Day.
Editor’s Note: This transcript has been edited for clarity, length, and readability while preserving the intent and substance of the original conversation.
