Practically Passionate

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 explo

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. Ma

We’re down to the final stretch. In episode 17 of our 18-part series, Before the Bestseller, we’re diving into two topics that get a lot of attention in the publishing world: traditional PR and what it really means to make a bestseller list. As we near the end of this audiobook journey, this chapter pulls back the curtain on some of the final, more public-facing tools authors often consider.Some authors found their way into media coverage by paying attention to what was already being talked about and figuring out how their book could genuinely add to the conversation. Others aligned their launch with timely events or simply started local and built from there. We also touch on what it actually takes to make a bestseller list, not just the surface-level criteria but the quiet, behind-the-scenes work that rarely gets discussed.The hard truth? Being called a bestseller doesn’t mean your book is being read. You can buy the label, but you can’t buy real readers. The value isn’t in hitting the list. It’s in becoming

We’re back with episode 16 of our 18-part series, where we're putting the entire book Before the Bestseller up on our podcast for you to listen to. We’re just a couple of episodes away from the final chapter, and we hope you’ve been making great progress since you first started listening. In this episode, we’re talking about building a launch team for your book. This is the part where we start figuring out what that process actually looks like and how to make it work.Putting together a launch team can feel a little awkward at first, especially if you’re not sure who to ask or what to even ask them for. In this episode, we talk through how to start building that early group of supporters, even if it’s just a few people at the beginning. We get into the kinds of help that are actually useful, how to keep things organized without it becoming a full-time job, and why a little consistency often matters more than big gestures. You’ll also hear real examples of what’s worked for other authors, from inviting rea

Today we’re on Episode 15 of our 18-part series Before the Bestseller, and we’re digging into a topic that can quietly make or break your book’s reach: gatekeepers. These are the people your readers already trust—think podcasters, bloggers, authors, and professionals—and earning their support can take your book much further than trying to do it all yourself.This episode unpacks what it really takes to connect with the right people—without spamming or cold pitching. We explore ways to build genuine relationships, offer value in unexpected ways, and stay consistent with outreach across each stage of your launch. Whether you're months out from publishing or deep into post-launch, there's a strategy here that might just open the right doors.The truth is, most books don’t take off from a single post or pitch. They build momentum through thoughtful outreach and the quiet support of people who already have their audience’s trust. It’s not about chasing influencers or gaming the system—it’s about showing up

We’re back with episode 14 of our Before the Bestseller book series, where we dive into one of the most creative parts of the book, the section where we talk about bold, outside-the-box marketing moves. This is for the moments when standard strategies just don’t cut it and you're ready to try something a little more daring.We’ll explore how some bestselling authors turned unexpected tactics into powerful book-selling engines, marketing ideas that don’t follow traditional book promotion paths. Think car washes, thank-you pages, handwritten notes, rubber chickens (yes, really), and how speaking gigs can double as book distribution channels if you play your cards right. They’re not paint-by-numbers, they’re wild colors spilled on a blank canvas.Because sometimes, the difference between a good book and a breakout one isn’t just the content, it’s the courage to market it in a way no one else has. Let’s talk moonshots.—If this podcast is giving you valuable insights, subscribe now to stay in the loop and take

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 epis

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 s

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

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 princi

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

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.Subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head

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

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 bef

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 l

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

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.Subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head over to our new website now to discover new content and more: getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

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.Subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head over

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 bookHow not to waste time and moneyWhere and how to seed your bookLearning the critical moment to move from planning to actionWhether 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!Subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head over to our new website now to disc

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.You can follow C