Before The Bestseller

Latest Episodes:

BTB151: 750,000 Copies Sold and 37 Weeks on the Bestseller List with Author Tom O’Neill and His Book Chaos Aug 25, 2025

Show notes

We’re back with our very special guest, Tom O’Neill, investigative journalist and author of the bestselling book Chaos: Charles Manson, the CIA, and the Secret History of the Sixties. After more than twenty years of relentless reporting, Tom’s work reshaped one of America’s most infamous stories and became a publishing phenomenon, selling over 750,000 copies worldwide and putting him on track to cross the one-million mark.

In this episode, Tom opens up about the marketing journey behind Chaos and how it went from a decades-long investigation to a book that stayed on the bestseller list for months. He shares how podcasts became a surprising launchpad, why his appearance on Joe Rogan changed everything, and what it was like watching his book sell out overnight during the early days of COVID. Along the way, Tom reflects on lessons of persistence, timing, and the unpredictable ways books find their audience, while hinting at what might come next in a long-awaited sequel.

It was an absolute privilege to have Tom share his journey with us. This conversation captures the unstoppable spirit of an author who never gave up, proving that determination is the heartbeat of every great book.

Make sure to check out his book here: https://a.co/d/56rkUfP

Learn more about Tom O’Neill and his groundbreaking book Chaos through the links below:

Website: tom-oneill.org

FaceBook: facebook.com/CHAOSTheBook/

Instagram: @chaoscharlesmanson

X: @chaosmansonbook

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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

BTB150: Author Tom O’Neill and His Book Chaos Aug 18, 2025

Show notes

Today we have a very special guest, and not the kind of guest we usually feature. Tom O’Neill is an investigative journalist who never set out to write a book at all. But what began as a short magazine assignment about the Manson murders turned into a 20-year obsession that became his bestselling book Chaos: Charles Manson, the CIA, and the Secret History of the Sixties.

Tom is an award-winning journalist whose work has appeared in Premiere, New York, The Village Voice, and Details. With Chaos, he went far beyond the well-known story of Charles Manson, an inquiry that unearthed hidden connections, challenged official narratives, and revealed just how far-reaching the story really was. The book not only reexamines one of the most infamous cases in American history but also cements Tom’s reputation as a reporter willing to risk everything in pursuit of the truth.

In this episode, Tom takes us through the wild, unpredictable ride from that first reluctant “yes” to the moment his book finally hit shelves. We talk about the off-the-record tip from prosecutor Vincent Bugliosi that changed everything, the years of chasing down reluctant sources, and the tense battles with powerful people who wanted his work buried. You will hear how the project survived publisher cancellations, lawsuits, and financial freefall, only to be revived by a dream co-writer, a timely push from Joe Rogan, and even a Netflix documentary.

Through it all, Tom never walked away. Even when he was broke, sued, and threatened, he kept going, driven by the knowledge that he had uncovered truths too important to abandon. His 20-year fight to bring Chaos into the world is a story of obsession, grit, and relentless determination. And by the end of this conversation, you will see why giving up was never an option.

Make sure to check out his book here: https://a.co/d/56rkUfP

Learn more about Tom O’Neill and his groundbreaking book Chaos through the links below:

Website: tom-oneill.org

FaceBook: facebook.com/CHAOSTheBook/

Instagram: @chaoscharlesmanson

X: @chaosmansonbook

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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

BTB149: 75,000 Books Sold by Process! Author Mike Paton Through Giving, Leveraging, and Building Readers Aug 11, 2025

Show notes

We are back with Mike Paton, co-author of Process! and Get a Grip in the Traction Library. Mike has spent over 15 years helping leadership teams run stronger, more efficient businesses through the Entrepreneurial Operating System (EOS). Alongside Gino Wickman and Lisa González, his books have reached tens of thousands of readers worldwide. Process! alone has 75,000 to 85,000 copies in the wild.

In this episode, Paton breaks down how he took Process! from first release to widespread readership. From leveraging EOS Worldwide’s platform and a strategic publishing partnership with BenBella Books, to editing your message down to its clearest core, to giving away valuable content at scale, he shares exactly what is working for authors and what to stop wasting time on. He shares stage-by-stage marketing advice for authors at every level, from first-time launchers to those already selling in the tens of thousands, delivering insights that cut through the noise with practical, battle-tested wisdom.

Learn how to use partnerships, clear messaging, and generosity to your advantage with real-world tactics and hard-earned lessons that will help you refine your marketing, build stronger connections with readers, and keep your book selling long after launch day.

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Make sure to check out the book here: https://a.co/d/g05bwKi

Learn more about Mike Paton on his website: www.mikepaton.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

BTB148: Process! | Mike Paton Aug 04, 2025

Show notes

What does it really take to build a business that runs without you? In today’s episode, we sit down with Mike Paton, EOS expert, speaker, and co-author of Process!, to unpack the systems behind sustainable growth.

Mike Paton is the co-author of Get a Grip and Process!, two cornerstone titles in the Traction Library that help entrepreneurial teams simplify and scale through systems. Beyond his writing, Paton has spent the last 17 years guiding leaders around the world as an EOS Implementer®, keynote speaker, and host of the top-rated podcast The EOS Leader. He succeeded Traction author Gino Wickman as EOS Worldwide’s Visionary and continues to champion the tools and disciplines that help businesses run better and leaders lead more effectively.

In this episode, we go deep into Process!, a book that makes building and sustaining systems feel possible even for the most visionary and creative leaders. Mike explains the three-step “process process,” how to document and simplify your company’s core operations, and why systems only work if they’re truly followed by all. He also shares practical ways to train teams, track progress, and adapt processes over time without adding unnecessary complexity. Plus, we explore how these same principles apply to book marketing, from aligning your audience to avoiding “random acts of marketing” and building campaigns that drive real results.

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Make sure to check out the book here: https://a.co/d/g05bwKi

Learn more about Mike Paton on his website: www.mikepaton.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

BTB147: Mastering Executive Transitions: Leadership, LinkedIn, and the $1M Book with Navid Nazemian Jul 28, 2025

Show notes

Today we're excited to welcome Navid Nazemian, best-selling author of Mastering Executive Transitions: The Definitive Guide. He is a speaker on leadership and career topics, and an executive coach affiliated with groups like 100 Coaches Agency and Hult Ashridge. Navid draws on 25+ years of global leadership to help executives navigate high-stakes transitions and deliver lasting impact. Recognized as the world’s #1 Coach by CEO Today for three consecutive years, he has supported senior leaders across top firms including BP, Coca-Cola, TikTok, Shell, and SAP.

In this episode, Navid shares the hard-won insights behind his book, shaped by decades of experience and a realization that even top companies struggle with executive onboarding. He breaks down why 40% of executive hires fail, the real cost of misalignment, and why transitions should be measured in 12 to 18 months instead of just 90 days. We also explore how Mastering Executive Transitions became the cornerstone of a $1 million ecosystem, from pre-launch crowdfunding success to 50+ podcast guestings, a 9,000-subscriber newsletter, and a focused LinkedIn strategy that earned him a Top Voice blue badge. You’ll hear practical tips on author positioning, thought leadership, and building momentum without burnout.

This episode is a masterclass in how one well-positioned book, supported by consistent thought leadership and a focused LinkedIn strategy, can quietly power a high-trust author brand and unlock long-term business momentum.

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Make sure to check out the book here: https://a.co/d/bqbYlp9

Want to learn more or get in touch? Connect with Navid on LinkedIn here: www.linkedin.com/in/navidnazemian

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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

BTB146: From 9,000 Copies in 15 Years to 100,000 in One Week: The NFL Playoff Moment That Rewarded a Lifetime of Obsession with Jim Murphy Jul 21, 2025

Show notes

We’re back with bestselling author Jim Murphy, author of Inner Excellence and The Best Possible Life. As a high-performance coach to world champions, CEOs, and elite athletes, Jim brings over 15 years of experience helping people live and lead with purpose. His book Inner Excellence, now translated into 27 languages, has quietly become a global success, rooted in years of research, real-world coaching, and a relentless commitment to inner growth.

In this episode, Jim shares the full story behind the moment his book went viral when NFL star A.J. Brown was spotted reading it during a playoff game, and the years of quiet obsession that made that moment possible. Long before any spotlight, Jim was putting in the work, sending handwritten letters, chasing down interviews with some of the biggest names in Major League Baseball, and slowly collecting the 39 conversations that shaped his thinking. He spent years deep in research, poured everything he had into the book, and even went $90,000 into debt, facing serious financial risk to bring the book to life in its most authentic form.

Jim’s story is a powerful reminder of the value of writing from a place of genuine passion, staying focused on personal growth, and letting the work speak for itself. Tune in for a story about long-term grit, unexpected timing, and the kind of success that only shows up when you’re willing to do the work no one sees.

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Get a copy of Inner Excellence here: https://a.co/d/5V2rKT5

Dive deeper into Jim’s work and get his latest insights by subscribing to his newsletter here: www.innerexcellence.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

BTB145: Inner Excellence | Jim Murphy Jul 14, 2025

Show notes

Today’s guest is someone who’s helped some of the world’s top performers not just succeed, but grow into stronger, more grounded people. Jim Murphy is the author of the best-selling book Inner Excellence, a mindset and system he’s shared with professional athletes, CEOs, and world champions around the globe. His work is all about training the heart for peak performance under pressure and finding deep joy, peace, and purpose in the process.

A former professional baseball player turned high-performance coach, Jim wrote Inner Excellence after five years of deep research and over 50 interviews with Olympic coaches and sports psychologists. He now works with elite athletes and top executives to help them build inner strength, self-mastery, and extraordinary lives. His philosophy centers on gratitude, growth through adversity, and pursuing excellence not for accolades but for personal transformation. Jim leads global workshops and retreats and works one-on-one with a handful of clients each year, many of whom experience their best seasons yet.

In this episode, Jim shares the personal transformation behind his book and dives into the core philosophy that self-centeredness, not fear, is the real enemy of high performance. He talks about anxiety, comparison, and purpose, and explains why humility, gratitude, and a clear inner mission are essential for lasting impact. From helping elite athletes rewire their focus to reframing anger in everyday life, this conversation offers practical tools for anyone seeking more peace, courage, and clarity especially when the pressure is on. Because when your heart leads, even pressure becomes purpose.

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Get a copy of Inner Excellence here: https://a.co/d/5V2rKT5

Dive deeper into Jim’s work and get his latest insights by subscribing to his newsletter here: www.innerexcellence.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

BTB144: Brendan Kane on Giving Away 100,000 Books, Smarter Funnels, and Launching on His Terms Jul 07, 2025

Show notes

It’s our pleasure to welcome back Brendan Kane, bestselling author of 1 Million Followers, Hook Point, and now The Guide to Going Viral. Brendan has worked with some of the biggest names in entertainment and business, including Taylor Swift, Rihanna, Katie Couric, MTV, Paramount, and IKEA. But his strategies aren’t just for celebrities or major companies. He’s also helped everyday creators, entrepreneurs, and authors grow real audiences from the ground up, including those starting with no social media presence at all. Brendan is back with us again for a breakdown of the strategy behind his newest book and what it really takes to build lasting influence.

In this episode, Brendan takes us behind the scenes of his latest book launch, offering a masterclass in unconventional strategies for lasting impact. He discusses why he chose a self-publishing route, the value of giving away over 100,000 copies to build trust and readership, and the lessons he’s learned from experimenting with pricing and marketing funnels. Beyond the tactics, Brendan dives into the mindset of a creator who’s constantly evolving, sharing the challenges, failures, and pivot points that come with a viral strategy. He’s not just changing how books are marketed; he’s quietly rewriting the playbook.

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You can listen to Brendan’s first episode on his book One Million Followers here: https://bit.ly/3TRMVKk

Learn more about the book here: https://a.co/d/etY0dLk

You can also go to hookpoint.com/alex to get a free PDF of the book to check it out.

Make sure to check out Brendan’s website and sign up to his newsletter here: www.hookpoint.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

BTB143: The Guide to Going Viral | Brendan Kane Jun 30, 2025

Show notes

What does it really take to go viral? In this episode, we’re joined by Brendan Kane, bestselling author of One Million Followers, The Hook Point, and now The Guide to Going Viral. Brendan is the behind-the-scenes strategist for some of the world’s biggest brands and celebrities, including Taylor Swift, Rihanna, IKEA, Vice, and Sketchers. He once gained over one million followers in 100 countries in just 30 days and has helped clients turn zero visibility into global attention.

In this conversation, Brendan breaks down the myth that virality is just luck. We talk through his data-driven framework for reverse-engineering attention online, how storytelling drives retention, and why most content fails before it even begins. He shares the importance of using repeatable formats, explains the “generalist principle” that helps creators scale without losing their niche, and offers real-world examples from luxury real estate agents to leather crafters who have turned everyday topics into millions of views. We also explore the role of AI in content creation and why even the most advanced tools still depend on your ability to tell a compelling story.

Tune in for a refreshingly realistic take on what actually gets people to watch, share, and remember your content, and how to finally turn viral moments into something that lasts.

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You can listen to Brendan’s first episode on his book One Million Followers here: https://bit.ly/3TRMVKk

Learn more about the book here: https://a.co/d/etY0dLk

You can also go to hookpoint.com/alex to get a free PDF of the book to check it out.

Make sure to check out Brendan’s website and sign up to his newsletter here: www.hookpoint.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

BTB142 | Book Series Episode 18: Creating an Executable Strategy Jun 25, 2025

Show notes

Today marks the final episode of Before the Bestseller, our 18-part series where we’ve broken down the entire audiobook into focused, actionable chapters for nonfiction authors. If you've made it this far, you're not just dreaming about sharing your book with the world—you’re committed to doing it right. This final chapter is all about turning everything you’ve learned into a clear, personalized book marketing blueprint.

We’ll walk you through how to take inventory of your assets, set realistic goals for each marketing tool, and build a week-by-week strategy, whether you’re months out from launch or already post-release. From setting copy movement goals across podcast guesting, Amazon ads, and bulk buys, to planning your launch timeline and post-launch rhythm, this episode offers a complete framework you can adapt to your own author journey. It’s not just about hitting a list. It’s about sustaining momentum and knowing what to do, when, and why.

Because writing the book was never the whole journey. Marketing it with clarity, consistency, and purpose is what gets it into readers’ hands. This isn’t a sprint. It’s a smart, intentional marathon. And if you’ve come this far, you’re already ahead of most. Let’s finish strong.

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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

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