Before The Bestseller

Today, we’re diving into episode 13 of our 18-part series Before the Bestseller, where we’re putting the entire audiobook up on our podcast for the dedicated listeners who make this possible. This episode focuses on one of the hardest things for authors to gather over time: ratings and reviews.We dive deep into the practical details of why Amazon ratings matter so much, the difference between star ratings, written reviews, and editorial reviews, and debunk the myth of the “magic 100 ratings.” You’ll hear clear strategies for how to ask readers for reviews without pressure, ways to use social media and review bookmarks to boost your numbers, tips on handling bad or irrelevant reviews, and how to strategically leverage editorial reviews to build bridges to new audiences. We also cover a realistic timeline for gathering reviews before, during, and after launch.Building genuine ratings and reviews takes time and persistence, but every single one moves your book closer to the readers who need it most. In this episode, you’ll get practical strategies to steadily grow your reviews without feeling overwhelmed — because the journey to meaningful success is built one honest review at a time.—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

Welcome back to the Bite-Sized Book Marketing Masterclass — a special 18-episode series where I break down the key insights from my latest book! We’re now on Episode 12, which covers Chapters 33 and 34 of Before the Bestseller.Some authors build launch plans. Others just start handing out books. In this episode, we look at two very different approaches that helped nonfiction authors gain serious traction without relying on ads, algorithms, or a massive platform.You’ll hear stories from authors who gave away thousands of copies by hand and others who landed bulk buys from corporate teams. We explore what made these strategies work, how they were executed, and what today’s authors can learn from them. This episode offers a fresh look at direct, intentional outreach, and how the right kind of effort can still go a long way.If you're thinking about how to position your book in the real world and want ideas beyond the usual digital tactics. This episode offers a few surprising moves that just might fit your strategy.—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

What happens when your podcast interviews actually move the needle on book sales? In episode 11 of our 18-part book series, we dig into how to land better podcast guest spots and make them count. From targeting the right shows to crafting a pitch that actually gets noticed, you’ll get a behind-the-scenes look at how authors can turn interviews into real traction.You’ll also hear how to avoid wasting time on the wrong podcasts, why host credibility matters more than audience size, and how being a great guest goes way beyond sharing your bio. We’ll talk about the tools that make pitching easier, what matters in a one-sheet, and when it might make sense to bring in outside help with booking. There’s a strategy behind every great guest appearance, and it starts well before the mic turns on.At the end of the day, podcast guesting isn’t just about exposure, it’s about alignment. When your message fits the show, the audience pays attention. This episode will help you focus on the things that actually move your book forward, without wasting time on interviews that don’t lead anywhere.—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 in the second half of the book series and continue our journey through Before the Bestseller, focusing on one of the trickier parts of book marketing: organic social media.In this episode, we explore how several nonfiction authors have approached social media in very different ways. These are real case studies—authors who built audiences without running ads, chasing trends, or turning into full-time creators. Each found a method that matched their voice, bandwidth, and goals.One author posts once a week and leans heavily into psychology and intentionality. Another posts multiple times a day in a stream-of-consciousness style that helps him process ideas in public. One started simply by messaging people directly to spark conversations and build community.Some built their platforms long before publishing; others started with nothing. Some rely on systems and structure, while others use their feeds as places to think out loud.There’s no single formula here. But there are patterns, possibilities, and principles you can learn from—and adapt in a way that fits you.If social media has felt like a mystery or a chore, this chapter offers a more grounded way to think about it.—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

Welcome back to Chapter 30 and Episode 9 of the book, Before the Bestseller,  where we break down the audiobook and dive deeper into what it takes to successfully launch a nonfiction book. From high-visibility platforms to behind-the-scenes approaches, this episode opens the door to tactics beyond the basics and paid methods that could truly make a difference. In this episode, we unpack a handful of lesser-discussed strategies nonfiction authors use to get their books seen, shared, and sometimes, stocked in places you might not expect.We dig into things like BookBub Featured Deals, smart ways to run Goodreads giveaways, what it actually takes to get your book into airport bookstores, and whether Instagram influencers or press releases are still worth your time. If you’ve ever wondered which paid tactics really make a difference and which are more hype than help, this episode breaks down the facts, the surprises, and what really works today.Mastering the less obvious paths—those quiet, overlooked strategies—can open doors others don’t even see, giving you an edge that goes beyond the usual noise.—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 Episode 8 of the Before the Bestseller book series, we dive deep into Chapter 29, your go-to blueprint for running high-performing Meta (Facebook) ads for nonfiction authors.Despite big shifts in privacy policies and targeting limitations, Meta ads remain a powerful force for book marketing when used strategically. This episode distills insights from our own chief marketing scientist, Laura Russom (formerly head of paid media at a major publishing house), to help you cut through the noise.You'll discover creative targeting tactics for niche audiences, how to turn Facebook clicks into Amazon visibility, and what metrics actually matter. Plus, we walk through a campaign timeline that takes you from early awareness to launch-week momentum and beyond.Whether you're planning your first campaign or refining what’s already working, this chapter shows you how to move with intention and get results you can actually measure.—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

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.—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

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.—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 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!—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 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.—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