Before The Bestseller

Latest Episodes:

BTB131 | Book Series Episode 7: Amazon and Amazon Ads May 19, 2025

Show notes

Amazon is where nonfiction books break out, take off, or quietly disappear—and understanding why can give your book a serious edge. In this episode, we go deep into the world of Amazon ads and unpack the invisible mechanics behind one of the most powerful discovery tools in publishing. What actually happens when someone searches for a book like yours? How does Amazon decide whose book to show, and what role do things like keywords, past sales, and even off-Amazon traffic play in that decision?

We’ll break down the essentials of how Amazon ads work—from the auction system to targeting options and the key metrics that really matter (and those that don’t). You’ll learn why bidding more doesn’t always guarantee results, how Amazon decides which books to promote, and the common pitfalls authors face when running campaigns. We’ll also touch on different ad types, including some newer options still in testing, plus strategies to avoid wasted spend and what to do if Amazon isn’t quite sure who your ideal reader is yet.

This episode isn’t about becoming an ads wizard or obsessing over dashboards. It’s about understanding what’s actually happening behind the scenes so you can make smarter decisions—whether you’re managing ads yourself, working with a team, or simply curious about how publishers approach Amazon campaigns. From launch timelines and targeting strategy to ad copy myths and common mistakes, we’ll show you how to approach Amazon ads more strategically—without getting overwhelmed.

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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

BTB130 | Book Series Episode 6: FREE Reader Seeding May 14, 2025

Show notes

Most authors try to sell their book from day one. But what if the smartest move you could make was giving it away—for free?

In this episode of Before the Bestseller Book Series, we explore one of the most underused and misunderstood tools in the book marketing playbook: free reader seeding. This isn’t about mass giveaways with no purpose—it’s about getting your book into the hands of real readers, inside real communities, and building organic momentum from the ground up. I share the story of my first book launch back in 2018—how it taught me that bestseller status doesn't always equal staying power, and how that experience reshaped the way I approach book distribution today.

You’ll learn how one author gave away 30,000 copies and went on to sell over a million, how we got our first book in front of 40,000 college students, and how you can build your own outreach plan using simple DMs, reader personas, and low-cost printing strategies.

I’ll walk you through a full timeline for executing reader seeding before and after your launch, and share the practical tools we now use with both traditionally and self-published authors to build traction that actually lasts. Because the goal of book marketing isn’t to reach everyone—it’s to resonate deeply with the right someone who will champion and share your book. Reader seeding helps you make that connection first.

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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

BTB129 | Book Series Episode 5: Email Lists for Authors May 12, 2025

Show notes

In this episode of Before the Bestseller, we walk through exactly how to use your email list to build momentum, create consistent engagement, and convert attention into actual book sales. If you're launching a nonfiction book, your email list isn’t optional—it’s the foundation of your marketing strategy.

This is Chapter 25 of the audiobook, episode 5 of our book series, and it’s all about turning your list into a launch engine. Whether you’re starting from scratch or reactivating a list that’s gone quiet, we cover what to send, when to send it, and how to use your list to support everything from podcast guesting to review campaigns. You’ll also learn how to map your email strategy to your launch timeline—from six months out to long after release day—so you're never guessing what comes next.

Plus, we revisit tools from earlier chapters (like the Wheel of Fortune Method) to help you avoid burnout and batch your content like a pro. If you've been stuck staring at a blank email or wondering if your list is even worth the effort, this episode is your reset.

The best part? The entire audiobook is rolling out free on this podcast—no purchase needed. Tune in and put your email list to work!

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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

BTB128 | Book Series Episode 4: Your Author Twin and Time Hacks May 07, 2025

Show notes

In this episode, we wrap up Part 2 of the book, Before The Bestseller, by exploring one of the most underrated book marketing strategies: knowing exactly who your book is for and how to reach them. We dive deep into how to define your ideal reader and build clear, actionable reader personas that go beyond vague categories—think specific, targeted groups that truly resonate with your message.

You’ll learn how to identify and learn from your author twin—a writer in your niche who’s already reaching the audience you want. We also walk through how to develop focused reader personas so your message actually lands with the people who matter most.

Plus, you’ll get practical time-saving strategies like calendar-based productivity hacks and a walkthrough of Amazon Author Central—a treasure trove of tools that many authors overlook.

We’ll cover how to name and refine your ideal reader, use AI to develop 2–3 clear reader personas, reverse-hack your marketing strategy by identifying your author twin, implement time-blocking strategies to boost productivity, and make the most of Amazon Author Central—even if you’re traditionally published.

If you're tired of guessing, this episode gives you the data, direction, and structure to finally market your book with intention.

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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

BTB127 | Book Series Episode 3: Building your marketing team May 05, 2025

Show notes

In this episode of Before the Bestseller Podcast Series, we dive into one of the most underestimated keys to sustainable book marketing: building a team. Whether you’re juggling social media, podcast pitching, newsletter writing, or event outreach—trying to do it all yourself is a fast track to burnout. From hiring international virtual assistants to collaborating with expert marketers, you'll learn who to bring on board, how to find them, and what tasks you should never be doing alone again. We even explore how to leverage AI like ChatGPT to fill in the gaps.

If you’re overwhelmed with “all the things” and not sure where to start, this is the episode that gives you permission—and a plan—to stop doing it all yourself.

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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

BTB126 | Book Series Episode 2: Make marketing your book much easier Apr 30, 2025

Show notes

Welcome back to our 18-episode bite-sized book marketing series! In this episode, we’re diving into part 2 of the book Before The Bestseller, covering chapters 14 through 19, and breaking down exactly how to make your book marketing easier, smarter, and actually worth your time.

You’ll learn:

The Wheel of Fortune Method: A simple way to turn scattered content into steady progress.
Why random acts of marketing waste time and how to build a system that works even when you’re busy.
How to find your Consistency Fuel—so you’re not just forcing yourself to market, but actually want to.
The power of Echo Chambers and how to use small communities to spark big word-of-mouth.
The biggest mistake authors make: marketing in ways they hate. Here's how to stop doing that (without giving up).

Let’s cut the noise and focus on what actually moves books and readers because you don’t have to do everything, just the right things, done your way.

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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

BTB125 | Book Series Episode 1: What you need to know before spending an hour or dollar on marketing your book Apr 28, 2025

Show notes

Welcome to the Bite-Sized Book Marketing Masterclass — a special 18-episode series where I break down the key insights from my latest book!

Over the next 18 episodes, you'll get practical, proven strategies from everything I've learned — marketing books, spending over $10 million on campaigns, and working with hundreds of authors over the past six years. Each episode delivers a short, powerful takeaway — covering what to do, what to avoid, and how to give your book its best chance to thrive.

In this episode, we’ll dive into:

What you need to know before you start marketing your book
How not to waste time and money
Where and how to seed your book
Learning the critical moment to move from planning to action

Whether you’re a first-time author or a seasoned pro, this series is your roadmap to smart, strategic, and successful book marketing.

This is my gift to our best listeners. Let’s dive in!

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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

BTB124: LinkedIn in 2025: Why 90% of Your Best Leads Aren’t Liking Your Posts + The Role of AI with Content Strategist Chris Jordan Apr 14, 2025

Show notes

Chris Jordan is back on the show, and as always, he’s bringing fresh perspectives on how to navigate the shifting landscape of LinkedIn and digital content. Chris is a Content Strategist & Ghostwriter for B2B Founders who’s worked alongside some of the most influential thought leaders out there, including Lewis Howes, Daymond John, Dr. Benjamin Hardy, Julia Carlson, Ben Nemtin, and many others. In this episode, we unpack the dynamics behind content performance on LinkedIn in 2025, exploring why low engagement doesn’t always mean low impact. Chris shares insights into how silent lurkers might actually be your best leads and offers strategies to capture their attention. We also dive into when LinkedIn ads make sense for authors, and discuss how AI’s rise in content creation could impact authenticity and human connection online. If you're an author, entrepreneur, or creator looking to level up your digital presence, this episode is packed with actionable takeaways you won’t want to miss.

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You can follow Chris on these platforms:

https://www.linkedin.com/in/imchrisjordan/

https://www.instagram.com/imchrisjordan/

https://x.com/imchrisjordan/

https://www.youtube.com/@chrisjordan2289

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Schedule a consultation with Chris here:

https://docs.google.com/document/d/1h5b_2S-5rV-ADw5X_t8-r9CK4UN_RWyOem0BNJTbpoQ/edit?tab=t.0

Check out free content and more of Chris Jordan through this link:

https://linktr.ee/thepodcastgame

—

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

BTB123: Content Strategist Chris Jordan on Growing Your LinkedIn, Seeding Readers, and Driving Book Buzz Apr 07, 2025

Show notes

We're excited to welcome back a familiar voice to the show, as Chris Jordan returns to share even more insights and strategies with us. Chris has worked with some of the biggest thought leaders in the industry, including Lewis Howes, Daymond John, Dr. Benjamin Hardy, Julia Carlson, Ben Nemtin, Brandon Turner, and many more. As a Content Strategist, speaker, and podcast producer, he’s helped shape the strategies behind some of the most successful brands and individuals out there. We’re thrilled to have him back to dive even deeper into the world of content, strategy, and personal branding.

In this episode, Chris offers essential strategies for authors looking to promote their books and grow their audience. Whether you're just starting or have already launched, Chris shares powerful tactics for building momentum and turning readers into loyal advocates. From cold outreach to leveraging existing fans, Chris reveals the secrets to long-term book marketing success and how to foster genuine relationships with your readers.

He also delves into optimizing your LinkedIn profile to enhance your credibility and attract potential readers. With actionable tips on building trust and consistency, Chris shows how sharing engaging content can help you connect with your audience more effectively.

The conversation also covers the power of word-of-mouth marketing and how to make the most of slow yet steady growth. Chris talks about strategies like sending books to readers and the benefits of using print-on-demand services for cost-effective distribution. Plus, we explore how LinkedIn can be an invaluable tool for authors, not just for networking, but also for boosting visibility through ads.

If you’ve ever wondered how to make your book stand out in a crowded market or how to engage with readers in meaningful ways, this episode is packed with practical advice that you can start implementing right away. Tune in for an insightful discussion on all things book marketing, LinkedIn strategy, and beyond.

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You can follow Chris on these platforms:

https://www.linkedin.com/in/imchrisjordan/

https://www.instagram.com/imchrisjordan/

https://x.com/imchrisjordan/

https://www.youtube.com/@chrisjordan2289

Schedule a consultation with Chris here: https://docs.google.com/document/d/1h5b_2S-5rV-ADw5X_t8-r9CK4UN_RWyOem0BNJTbpoQ/edit?tab=t.0

Check out free content and more of Chris Jordan through this link: https://linktr.ee/thepodcastgame

—

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

BTB122: Catherine Duncan's Author Milestones: Over 4,000 Books Sold, TV and Podcast Appearances, Book Signings, Social Media Growth, and a Feature at NPR and Mayo Clinic Mar 31, 2025

Show notes

In this episode, we’re back with Catherine Duncan as she shares her unique journey through the ups and downs of book promotion. From navigating social media and securing podcast appearances to landing coveted TV spots and organizing book signings, Catherine’s approach to marketing her book is refreshingly authentic and packed with valuable insights.

Catherine is an Integrative Spiritual Consultant, Holistic Healer, and Resiliency Trainer, as well as the author of Everyday Awakening. The book offers practical tools for finding peace and purpose in a chaotic world, drawing from Catherine’s expertise in mindfulness, healing techniques, and personal growth. With advanced training in positive neuroplasticity, Reiki, EFT, and sound healing, she supports individuals through challenges like chronic illness, grief, and life transitions, while also guiding those seeking deeper meaning and emotional well-being.

In addition to her podcast appearances and TV spots, Catherine has been featured in national magazines and regional TV segments, expanding her reach and visibility as an author. Working with media professionals and platforms, she has leveraged these media opportunities, including a notable appearance on Channel 4 (KARE 11) in Minneapolis, to build momentum for Everyday Awakening. Her strategic media outreach has played a key role in her growing reputation as an expert in the field of holistic healing and spiritual well-being.

In our conversation, Catherine reveals the behind-the-scenes hustle that helped her gain momentum as a new author, including how she sold over 4,000 copies and earned 150+ reviews. She shares the strategies that worked, the lessons learned, and why staying true to your story is essential when connecting with your audience.

Tune in for a motivating and insightful discussion, as Catherine opens up about her journey of making her mark in the world of book promotion—and how her passion for connection and authentic storytelling has led to the success of Everyday Awakening.

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Check out Catherine’s book, Everyday Awakening here: https://a.co/d/6kT4dS1 To learn more about Catherine’s work, insights, and her book, be sure to visit her website at www.catherineduncan.org

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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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