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    Business

    Before The Bestseller

    This show is for book lovers and creators who want to go behind the scenes with their favorite authors to hear about how they were able to not just write a book but create a movement. 

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    Latest Episodes:
    BTB161: Over a Million Copies Sold and a Foreword by Neil Armstrong with Longitude Author Dava Sobel Nov 03, 2025
    Show notes

    We’re delighted to welcome back the incomparable Dava Sobel, bestselling author, award-winning science writer, and the brilliant mind behind Longitude, Galileo’s Daughter, and The Glass Universe. Her work has illuminated the human stories behind some of history’s greatest scientific discoveries, earning her international acclaim and a devoted readership that spans generations.

    In this episode, Dava shares the fascinating story behind how Longitude became a global success, from cultivating genuine one-on-one relationships with readers to collaborating with a small publisher that believed in the power of beautiful design. She recalls the early days of marketing before social media, when a thoughtfully crafted book cover, a creative insert, or a well-placed newspaper review could change everything. And in perhaps the most remarkable twist of all, she tells how Neil Armstrong — yes, the first man to walk on the moon — wrote the foreword for the 10th-anniversary edition of Longitude, connecting one historic journey of exploration to another.

    Her reflections in this episode are a reminder that while the tools may change, the heart of book marketing never does. It’s still about stories that move people and about authors who care deeply enough to reach back when readers write to them. For anyone who loves books, writing, even science and history, or the power of connection, you’ll be glad you didn’t miss this episode.

    Learn more about Dava and her work at www.davasobel.com

    Learn more about Longitude here: https://a.co/d/bl0s20D

    Check out all of Dava Sobel’s books here: https://www.amazon.com/stores/author/B000AQ3J7K/allbooks?ingress=0&visitId=d2f2da10-8d6e-4959-a0ec-c8fc32937a2e&ref_=ap_rdr


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    Subscribe and leave a review. Your support helps more people discover the show, the author and their books.

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    Get the popular weekly book marketing 3-2-1 and get access to our Free Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/

    Head to our new website for more content and updates.: www.getshelflife.com

    If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com


    BTB160: Longitude | Dava Sobel on the Magic of Science Writing and Lifelong Discovery Oct 27, 2025
    Show notes

    Today we have a very special guest: Dava Sobel, Pulitzer Prize finalist and bestselling author of Longitude, Galileo’s Daughter, The Glass Universe, and The Planets. Her books have been translated into more than 30 languages and continue to inspire readers around the world to see science through a more human lens. Known for blending meticulous research with emotional storytelling, Dava has built a lifelong career showing how curiosity and wonder can turn complex discoveries into timeless narratives.

    In this episode, Dava shares her journey from an uncertain college student with five majors to a celebrated science writer. She talks about how stumbling into journalism taught her to write with clarity, speed, and heart, and how that foundation led to Longitude, the book that changed everything. From its humble beginnings as a magazine article to becoming a global bestseller, Dava reveals the behind-the-scenes details of its success, including her collaboration with small publishers, the role of independent booksellers, and the personal touch of writing the story for her mother.

    Tune in for a conversation about the craft of science writing, the realities of life as an author, and the enduring magic of following your curiosity wherever it leads.

    Learn more about Longitude here: https://a.co/d/bl0s20D

    Learn more about Dava and her work at www.davasobel.com

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    Subscribe and leave a review. Your support helps more people discover the show, the author and their books.

    —

    Get the popular weekly book marketing 3-2-1 and get access to our Free Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/

    Head to our new website for more content and updates.: www.getshelflife.com

    If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com


    BTB159: Book Launches for 2025: Virtual Strategies, Pricing Tips, Kindle Campaigns, and Proven Tactics with Self-Publishing Expert Veronica Yager Oct 20, 2025
    Show notes

    Today, we’re joined by Veronica Yager, a self-publishing consultant and lead designer with over 15 years of experience helping hundreds of authors bring their books to life. As the former president of the Colorado Independent Publishers Association and founder of Journey Bound Publishing, Veronica has spent her career guiding writers through the process of turning their ideas into beautifully published books that actually reach readers.

    In this episode, Veronica shares how book launches have evolved in 2025 and what’s working for authors who want real, lasting impact. She doesn’t just talk theory; she gives clear, actionable tips any author can start using right away. From building early momentum to keeping readers engaged months after launch, she explains what truly drives long-term results in today’s publishing landscape. We also dive into how authors can adapt to virtual launches, build stronger reader connections, and use tools like Publisher Rocket and Goodreads Giveaways to gain momentum. Along the way, we touch on pricing strategy, free versus paid campaigns, and the small, consistent actions that separate books that fade after launch from those that keep selling month after month.

    If you want to know more about growing your audience and giving your book the best possible start, this episode is packed with insights that can reshape the way you approach your next book launch. Press play and see how top authors are adapting in 2025.

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    Check out the Journey Bound Publishing website here: https://www.journeyboundpublishing.com/

    Connect with Veronica here: https://www.journeyboundpublishing.com/veronicayager-media

    LI: https://www.linkedin.com/in/veronicayager

    IG: https://www.instagram.com/journeyboundpublishing/

    FB: https://www.facebook.com/JourneyBoundPublishing/

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    Subscribe and leave a review. Your support helps more people discover the show, the author and their books.

    —

    Get the popular weekly book marketing 3-2-1 and get access to our Free Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/

    Head to our new website for more content and updates.: www.getshelflife.com

    If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com


    BTB158: From SEO to AIO for Authors: What Every Author Should Know About AI, Book Discovery, and the Future of Marketing with Thomas Umstattd Jr., Book Marketing Expert and Host of the Novel Marketing Podcast Oct 13, 2025
    Show notes

    We’re back with Thomas Umstattd Jr., author, award-winning speaker, and host of the world’s longest running book marketing show, Novel Marketing Podcast. Thomas has helped thousands of writers think like marketers, creating tools and strategies that help authors turn their books into lasting assets. As the founder of the Patron Toolbox, he continues to teach authors how to build platforms that grow with them, grounded in real data, not guesswork.

    In this episode, Thomas joins us to talk about the future of book discovery through AI Optimization. We dive into how authors can make their books visible to AI models, why websites and Goodreads pages matter more than ever, what role media coverage and backlinks play in visibility, and how authors can ethically adapt to the rise of generative engines. Thomas also shares the importance of long-term marketing, practical tools for auditing your online presence, and timeless advice for reaching readers in a changing digital world.

    If you’ve ever wondered how to stay relevant in an AI-driven landscape, this episode is your roadmap.

    Check out the Patron Toolbox here: https://www.authormedia.com/patron-toolbox/

    Check out his podcast here: https://podcasts.apple.com/us/podcast/novel-marketing/id721122555

    Learn more about Thomas, his book Courtship in Crisis, and the Novel Marketing podcast at: https://www.thomasumstattd.com/

    —

    Subscribe and leave a review. Your support helps more people discover the show, the author and their books.

    —

    Get the popular weekly book marketing 3-2-1 and get access to our Free Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/

    Head to our new website for more content and updates.: www.getshelflife.com

    If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com


    BTB157: Inside Book Marketing’s Big Shifts: Formats, Data, and AI for Authors with Thomas Umstattd Jr. — Book Marketing Expert and Host of the Novel Marketing Podcast Oct 06, 2025
    Show notes

    This week, I’m thrilled to be joined by Thomas Umstattd Jr., someone who has shaped so much of my own thinking about book marketing. An author, award-winning speaker, and podcaster best known for hosting the world’s longest running book marketing show, Novel Marketing, Thomas has become a go-to guide for writers who want to reach readers and build sustainable careers through his book Courtship in Crisis, countless conference talks, and more than 500 podcast episodes.

    In this episode Thomas walks us through his journey from building author websites and launching Novel Marketing to the big shifts that have reshaped publishing including the rise of Kindle and Audible, the hidden indie sales BookScan misses, the boom in courses for nonfiction, and why YouTube behaves so differently from podcasts. We also dive into his newest experiment “AI Thomas,” an assistant trained on everything he has taught to give authors personalized marketing advice.

    If you are an author or book marketer trying to navigate a crowded and fast-changing industry, this conversation offers practical insights you can apply right away. You will learn how to choose the right format for your book, understand the real data behind sales, and prepare for the coming wave of AI-driven discovery so that your work keeps reaching readers.

    ---

    Check out his podcast here: https://podcasts.apple.com/us/podcast/novel-marketing/id721122555

    ---

    Learn more about Thomas, his book Courtship in Crisis, and the Novel Marketing podcast at: https://www.thomasumstattd.com/

    —

    Subscribe and leave a review. Your support helps more people discover the show, the author and their books.

    —

    Get the popular weekly book marketing 3-2-1 and get access to our Free Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/

    Head to our new website for more content and updates.: www.getshelflife.com

    If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com


    BTB156: Over 1 Million+ Books Sold and Proven Grassroots Buzz in Book Marketing with Dr. Catherine Gildiner: Author of Good Morning, Monster and Too Close to the Falls Sep 29, 2025
    Show notes

    We’re back with Dr. Catherine Gildiner, bestselling author of Good Morning, Monster and Too Close to the Falls. Dr. Cathy’s books have sold over a million copies, landed on the New York Times bestseller list, and translated into 32 languages. After 25 years as a clinical psychologist, she turned her focus fully to writing and has since built a career that blends deep human insight with unforgettable storytelling.

    In this episode, Dr. Cathy Gildiner pulls back the curtain on how her books reached readers worldwide. She explains how a 30-second mention from Glennon Doyle on Good Morning America set off a sales wave that never slowed, and why that luck only mattered because she had already spent years creating a grassroots buzz. From her 250 book club appearances to the realities of a publisher’s short publicity window, she shares how to build momentum through your own launch, social media done right, and saying yes to every “dinky” opportunity that puts your book in readers’ hands. You will also hear her take on agents, marketing plans, author websites, and what not to waste money on.

    Tune in to hear Dr. Cathy’s unfiltered perspective on what really moves books and how smart, sustained book marketing can turn small sparks into lasting success.

    Get a copy of her books here:

    Good Morning, Monster: https://a.co/d/9yy5jfP

    Too Close To The Falls: https://a.co/d/3EClnu2

    Learn more about Dr. Cathy Gildiner and her work on her website here: www.gildiner.com

    —

    Subscribe and leave a review. Your support helps more people discover the show, the author and their books.

    —

    Get the popular weekly book marketing 3-2-1 and get access to our Free Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/

    Head to our new website for more content and updates.: www.getshelflife.com

    If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com


    BTB155: Author Catherine Gildiner Shares the Stories Behind Her Book Good Morning, Monster Sep 22, 2025
    Show notes

    Joining us today is Dr. Catherine Gildiner, who has worked for over 25 years as a clinical psychologist, guiding patients through trauma and recovery. She went on to share those experiences with the world in her New York Times bestselling book Good Morning, Monster, which has reached more than a million readers in over 30 languages, along with her acclaimed memoir Too Close to the Falls. Dr. Gildiner invites us to see therapy not as abstract theory, but as the practice of learning to live without the weight of old defenses.

    In this episode, we dive into the real work of therapy, what it takes, why it matters, and how it transforms lives. Kathy shares stories behind Good Morning, Monster, including patients like Peter, Danny, and Alana, whose journeys reveal how culture, silence, the body, and even dreams shape the healing process. We talk about why some people recover while others walk away, how to recognize when you need therapy, how to find the right therapist, and when to move on if it is not working. Along the way we touch on generational trauma, the value and limits of self help books, recurring nightmares, and the challenge of encouraging parents to seek therapy.

    This is an honest look at trauma, recovery, and what it really means to do the work. Therapy does not hand you answers, it asks if you are ready to face the truth and change your life.

    Get a copy of her book, Good Morning, Monster here: https://a.co/d/9yy5jfP

    Learn more about Cathy Gildiner and her work on her website here: www.gildiner.com

    —

    Subscribe and leave a review. Your support helps more people discover the show, the author and their books.

    —

    Get the popular weekly book marketing 3-2-1 and get access to our Free Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/

    Head to our new website for more content and updates.: www.getshelflife.com

    If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com


    BTB154: Mark Divine on Unbeatable Mind: How an Author Sold 300,000+ Books, Navigated Self vs Traditional Publishing, and Built a Lasting Platform Sep 15, 2025
    Show notes

    Today we welcome back Commander Mark Divine, a man who has led Navy SEALs, built multimillion-dollar training companies, and sold hundreds of thousands of books, to unpack the real story of what it takes to write and market a bestseller. Mark is not only a retired SEAL Commander but also the founder of SEALFit and Unbeatable Mind, programs that combine elite physical training with mindfulness, breathwork, and visualization. His books, including 8 Weeks to SEALFit, The Way of the SEAL, Staring Down the Wolf, and Unbeatable Mind, have earned spots on both the New York Times and Wall Street Journal bestseller lists while inspiring leaders, athletes, and readers around the world.

    In this episode, Mark takes us behind the scenes of his author journey, from the unexpected phone call that led to his first publishing deal, to the freedom and higher royalties of self-publishing, to the tough decision to return to a traditional publisher during COVID. He opens up about the financial trade-offs, the hits and misses of building a business around his books, and the strategies that helped him grow a loyal audience. We also get into the practical side of book marketing: how to use podcasts as a launch tool, why audiobooks now drive nearly half his royalties, and the importance of keeping your content simple, consistent, and authentic.

    This episode is an unfiltered look at discipline, setbacks, and the lessons that make or break an author’s career. By the end, you’ll see what it really takes to keep moving forward when the odds are stacked against you.

    Make sure to check out his book here: https://a.co/d/21jZKoa

    Explore Mark’s programs and tools at www.unbeatablemind.com or www.markdivine.com


    —

    Subscribe and leave a review. Your support helps more people discover the show, the author and their books.

    —

    Get the popular weekly book marketing 3-2-1 and get access to our Free Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/

    Head to our new website for more content and updates.: www.getshelflife.com

    If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com


    BTB153: Author Mark Divine and His Book Unbeatable Mind: Author Story and Book Tools Sep 08, 2025
    Show notes

    Today, Commander Mark Divine joins us with a rare blend of grit and clarity. He is the author of Unbeatable Mind, a field-tested guide to building calm, focus, and purpose under pressure, a self-published success with seven-figure earnings and an estimated 300,000 to 400,000 copies sold. A former Navy SEAL Commander and New York Times bestselling author, Mark holds a PhD in Global Leadership and Change from Pepperdine, co-founded SEALFIT, Unbeatable Mind, and Coronado Brewing Company, and has trained teams at Google, Nike, SpaceX, Boeing, Harvard, the Olympics, and YPO. He also taught leadership as an adjunct at the University of San Diego and founded the Courage Foundation to support veterans in holistic recovery.

    In this episode, we put the core disciplines of Unbeatable Mind to work. Mark breaks down box breathing as a reliable reset you can use before a briefing, a hard conversation, a client meeting, or a keynote. He shows how visualization, forward focus, and train-what-you-can protocols guided his recovery after a crash that shattered his scapula and eight ribs, and how the same approach accelerates preparation and performance. We unpack his pivot from PwC to the SEALs to illustrate purpose-aligned decisions, then run the Three Spheres and the three fights decision model through real scenarios, from de-escalating a street confrontation to staying calm during a mini-sub mission where breath and mantra changed his sense of time. Every story ties back to simple daily practices, clear mental models, and leadership under pressure.

    Listen for practical takeaways you can put to work today: how to use box breathing to reset on command, a simple decision model for high-pressure moments, and a playbook for rebuilding momentum after setbacks. If you coach, lead, serve, or build, this conversation will sharpen how you prepare and how you respond. Hit play and start training the calm you will need when the stakes are real.

    Make sure to check out his book here: https://a.co/d/21jZKoa

    Explore Mark’s programs and tools at www.unbeatablemind.com or www.markdivine.com

    —

    Subscribe and leave a review. Your support helps more people discover the show, the author and their books.

    —

    Get the popular weekly book marketing 3-2-1 and get access to our Free Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/

    Head to our new website for more content and updates.: www.getshelflife.com

    If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com


    BTB152: Blake Erickson, Scaling Expert, Co-Founder, and Co-Author of the Business Book The Science of Scaling Sep 01, 2025
    Show notes

    Our guest for today’s episode is Blake Erickson, someone whose story of grit and growth is as inspiring as it is practical. From starting in door-to-door sales at 21 and leading teams that generated over $30M in revenue, to becoming a multimillionaire by 25, Blake has proven what’s possible when focus meets ambition. In 2024, he co-founded Scaling.com with Dr. Benjamin Hardy and together they wrote The Science of Scaling, a playbook for achieving exponential growth. More than the milestones, what defines Blake is his passion for turning his own success into a roadmap that empowers others to grow.

    In this episode, Blake opens up about the mindset and framework that drive exponential growth. He shares how setting “impossible goals” forces you to think differently, raise your standards, and eliminate distractions. You’ll hear his personal story of selling off multiple businesses, cutting out the noise, and focusing entirely on building a company with a $100M target. He also breaks down the 3-part framework from The Science of Scaling and shows how authors, entrepreneurs, and business leaders alike can use these principles to achieve more than they thought possible.

    Scaling isn’t about doing more, it’s about doing the right things with clarity and focus. What you’ll hear in this episode isn’t theory, but a repeatable process for cutting out the noise, raising your standards, and aligning your work with the future you want. The real choice is whether you’ll put it into practice or keep playing small.

    You can grab a copy of The Science of Scaling here: https://a.co/d/0vGYw3k

    Curious about Blake’s work? Check out Scaling.com, For entrepreneurs making over $500K a year, Scaling.com offers a free copy of the book.

    For speaking inquiries, reach out to: speaking@blakeerickson.co

    —

    Subscribe and leave a review. Your support helps more people discover the show, the author and their books.

    —

    Get the popular weekly book marketing 3-2-1 and get access to our Free Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/

    Head to our new website for more content and updates.: www.getshelflife.com

    If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com


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