Before The Bestseller

We’re back with Stephan Spencer, a longtime leader in SEO and digital marketing. Over the past two decades, he has worked with brands like Zappos, Quiksilver, Chanel, Volvo, Sony, and Best Buy, helping them strengthen their online visibility and growth strategy. He is the bestselling author of The Art of SEO, the host of the Marketing Speak podcast, and widely respected for his ability to spot what is quietly holding businesses back.In this episode, we zero in on YouTube and why it still matters far more than most authors think. Stephan breaks down why YouTube remains one of the most powerful discovery platforms in the world, how attention and curiosity actually work, and why strategy and quality consistently outperform posting volume. We talk about crafting hooks that stop the scroll, shaping story arcs that keep people watching, using Shorts without burning out, and why thumbnails and titles are often the most overlooked growth lever. We also explore how authors can experiment across platforms, when AI helps versus when it hurts, and how to use it transparently without eroding trust.This episode cuts through the noise around YouTube and brings the focus back to strategy, intention, doing fewer things better, and a lot less guesswork.Check out Stephan’s book here: https://a.co/d/ciHClX9For those interested in connecting directly with Stephan, you can apply for a private complimentary consultation at stephanspencer.com/contact.—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 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.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

Today I get to sit down with someone who has shaped how some of the world’s biggest brands think about SEO. Stephan Spencer is a top SEO consultant, bestselling author, and the host of the long-running Marketing Speak podcast. For more than two decades he has helped companies like Zappos, Sony Store, Quiksilver, Chanel, Volvo, Best Buy and many others strengthen their online visibility and build SEO strategies that actually move the needle. His book The Art of SEO is considered required reading across the industry, and Stephan is widely recognized for spotting the gaps, mistakes, and missed opportunities that cost businesses real revenue.In this episode, Stephan and I dive deep into the new landscape of search and discovery. We talk about AIO or AI Overviews optimization, how Google and LLMs are reshaping what it means to show up online, and why citations are becoming just as important as links. Stephan walks through the exact tools he uses to measure LLM visibility, the importance of schema and site architecture, and why authors should treat their book website as a separate strategic asset. We also explore digital PR, how to build real authority the LLMs can trust, and why so much of the internet is already AI generated. From query fan outs to the dead internet theory to the prediction that websites themselves may eventually fade away, Stephan brings clarity to a world that is changing faster than most people realize. It is a practical and eye opening look at how authors, creators and businesses can stay visible in an era where AI does the searching for us.If the future of the internet is becoming harder to trust, then the people who understand how to stay credible in a synthetic world are the ones who will keep winning online. Check out Stephan’s book here: https://a.co/d/ciHClX9For those interested in connecting directly with Stephan, you can apply for a private complimentary consultation at stephanspencer.com/contact.—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 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.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

In today’s episode, we welcome back Thomas Erikson, the behaviorist and international bestselling author behind the global phenomenon Surrounded by Idiots. What began as a single book has grown into the bestselling Surrounded by series, with more than twelve million copies sold and translations in nearly 70 languages. Thomas speaks to audiences around the world, delivering more than a hundred keynotes each year to TEDx stages, Fortune 500 companies, and government organizations.In this conversation, Thomas looks back on the twenty years he wrote without ever being published, the rejection letters he kept in binders, and the moment he realized he couldn’t stop creating even when no one was reading. He shares why he ultimately chose to self-publish Surrounded by Idiots after countless rejections, how those early copies found their way into readers’ hands, and the unexpected momentum that followed. Thomas also reflects on how his background shaped the way he explains behavior, why he writes for everyday people instead of academics, and what the polarizing title revealed about how people respond to ideas. He gives us a glimpse into the new concepts he’s exploring for his next book and why even people with the same personality “color” can feel so different from one another.Tune in for a conversation that takes you behind the scenes of one of the most remarkable self-publishing journeys today. Learn more about Thomas Erikson on his website here: www.surroundedbyidiots.comCheck out the book, Surrounded By Idiots, here: https://a.co/d/4CCxMMQ—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 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.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

Today, we’re joined by Thomas Erikson, the highest-selling living Swedish author and the international bestseller behind Surrounded by Idiots, the book that has helped millions understand human behavior in a clearer and more practical way. Its global success led to an entire Surrounded by series, including Surrounded by Psychopaths, Surrounded by Bad Bosses, Surrounded by Setbacks, Surrounded by Narcissists, Surrounded by Energy Vampires, and Surrounded by Liars. With more than 12 million copies sold and translations in nearly seventy languages, Thomas has become one of the most recognized behavioral experts in the world. He delivers more than one hundred twenty talks each year, from TEDx stages to Fortune 500 companies and government organizations, helping leaders stop guessing and start truly understanding the people around them.In this episode, Thomas shares the real backstory behind Surrounded by Idiots, including the long stretch of rejections that only strengthened his belief in the idea. He breaks down the four color personalities red, yellow, green, and blue and opens up a conversation about why people behave the way they do, what we often misread in each other, and how small shifts in awareness can change the way we communicate. He even gets into the surprising ways our own biases shape how we interpret the people around us, often without realizing it.Tune in to a conversation that may change the way you read the people around you. You start to realize that what feels difficult is often just a different perspective, and watch your interactions begin to feel more grounded, clearer, and more intentional.Learn more about Thomas Erikson on his website here: www.surroundedbyidiots.comCheck out the book, Surrounded By Idiots, here: https://a.co/d/4CCxMMQ—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 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.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

We’re back with Nick Coniglio and Marnie Stockman, co-authors of Lead It Like Lasso, the Ted Lasso inspired leadership book that set out to sell 25,000 copies in its first year and ended up passing 41,000. They started as complete unknowns with no platform, no agent, and no special advantage, yet their book has grown into a quiet hit across business readers and fans of the show. Today, they have an audiobook, hundreds of reviews, and a loyal audience built on character, creativity, and the belief that leadership begins in everyday moments.In this episode, Nick and Marnie break down how they made it all happen. We talk through their co-authoring process, how they built their leadership framework around memorable Ted Lasso quotes, and the legal steps involved in writing a book tied to someone else’s IP. They share how they found their audience inside fan communities, how they approached nearly one hundred podcast interviews, what actually worked during their launch, where they wasted money, and how genuine engagement became their most powerful marketing tool.Stick around for this episode and let their story remind you that good things tend to happen when you show up, stay curious, and keep caring about people.Check out Marnie and Nick’s books here: Lead it Like Lasso: https://a.co/d/5bNbsPQThe Business of You: https://a.co/d/1xYmWYhCheck out their website here: www.leaditlikelasso.comFollow Nick and Marnie on LinkedIn for more leadership insights.Nick Coniglio: https://www.linkedin.com/in/nick-coniglio-5b62153/Marnie Stockman: https://www.linkedin.com/in/marniestockman/—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 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.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

Nick Coniglio and Marnie Stockman aren’t your typical leadership authors. Before writing Lead It Like Lasso, they built and sold an edtech company for eight figures in just three years without a single sales rep. Drawing from their very different backgrounds in tech and education, they combined strategy with heart to create a business rooted in authenticity, trust, and what they call “raving fans.” Their book, inspired by the optimism and leadership lessons of Ted Lasso, has already reached over 40,000 readers and continues to connect with anyone looking to lead with more character and clarity.In this episode, Nick and Marnie sit down to share the story behind their unconventional success. They talk about the moment a core value clash pushed them to start fresh, the frameworks that guided their company’s culture, and how they scaled entirely through word of mouth and genuine partnerships. They unpack how a “communication guide” reshaped the way their team worked together, what it really means to lead like Ted Lasso, and why they believe success begins with self-awareness and character, not hustle.Their journey is proof that leadership isn’t about titles or exits. It’s about the quiet discipline of doing what’s right, even when no one’s watching, and the kind of consistency that turns good intentions into lasting impact.Check out their book here: Lead it Like Lasso: https://a.co/d/5bNbsPQThe Business of You: https://a.co/d/1xYmWYhCheck out their website here: www.leaditlikelasso.comFollow Nick and Marnie on LinkedIn for more leadership insights.Nick Coniglio: https://www.linkedin.com/in/nick-coniglio-5b62153/Marnie Stockman: https://www.linkedin.com/in/marniestockman/—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 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.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

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.comLearn more about Longitude here: https://a.co/d/bl0s20DCheck 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—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 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.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

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/bl0s20DLearn more about Dava and her work at www.davasobel.com—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 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.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

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.-----Check out the Journey Bound Publishing website here: https://www.journeyboundpublishing.com/Connect with Veronica here: https://www.journeyboundpublishing.com/veronicayager-mediaLI: https://www.linkedin.com/in/veronicayagerIG: https://www.instagram.com/journeyboundpublishing/FB: https://www.facebook.com/JourneyBoundPublishing/—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 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.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

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/id721122555Learn more about Thomas, his book Courtship in Crisis, and the Novel Marketing podcast at: https://www.thomasumstattd.com/—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 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.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com