Before The Bestseller

This week, we welcome back Michael Drew to our show. He is a seasoned expert on book lists and is known for his deep knowledge and insights into the world of best-seller rankings. Michael frequently shares his expertise on how various lists operate and their impact on the book industry.

Michael dives into the recent discontinuation of the Wall Street Journal’s best-seller list, thoroughly exploring the reasons behind it and what it means for the industry. Losing the list has hit bookstores, publishers, and authors hard since it was a major sales driver. Michael also talks about how Success Magazine could build a whole ecosystem around its list with things like book reviews, cliff notes, book clubs, and partnerships with retailers like Books-A-Million. Michael’s insights offer a glimpse into how these new lists are trying to step up to fill the void and their potential to reshape the landscape of book rankings.

Stay tuned and keep an eye on the latest trends as the book world adapts and new opportunities arise.


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Feel free to get in touch with Michael by emailing him: [email protected]

In today’s episode, we are joined by Laura Russom, from our team in Advanced Amazon Ads. Laura brings a wealth of experience from her previous role in indie publishing, where she honed her skills in paid advertising. We explore why it’s crucial to start your marketing strategy at least six months before your book's release. Our discussion covers practical tips for validating demand with tools like Google Trends and social media, understanding and narrowing down your target audience, and designing a compelling book cover that stands out.

We also cover selecting the right marketing platforms, overcoming content creation challenges, and collaborating with niche influencers for more effective promotion. Additionally, we discuss the role of AI tools in gaining valuable audience insights. Tune in to discover essential strategies for a successful book launch, with a special focus on pre-launch planning and a comprehensive guide to crafting a well-rounded and impactful marketing strategy.

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We’re back with AJ Crabill, author of Great on Their Behalf: Why School Boards Fail, How Yours Can Become Effective, as we dive into the book marketing strategies that can make or break a book launch. AJ shares valuable lessons learned from his journey including how he used a quiz, an interactive element, to boost reader engagement. Discover how teaming up with an expert author coach, transformed his book’s marketing approach and led to effective audience outreach.

From leveraging established networks for early praise to creatively negotiating bulk book purchases for conferences, AJ reveals tactics that expanded his book’s reach. Learn why investing in professional support for marketing tasks, like podcast outreach, can be a total game-changer. Whether you’re a first-time author or a seasoned publisher, this episode offers practical advice on making strategic investments to elevate your book’s impact. Don’t miss out on these valuable insights!


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Learn more about the book here.

In this episode, we’re thrilled to chat with AJ as we uncover his book,Great on Their Behalf: Why School Boards Fail, How Yours Can Become Effective. AJ shares his journey from a concerned parent to a seasoned school board member and author. He discusses the crucial lessons he learned about effective governance and how they extend beyond school boards to other types of organizations. AJ highlights key concepts from his book, setting specific, measurable goals that align with desired student outcomes, rather than vague objectives focused on adult inputs, and the concept of "guardrails" to guide decision-making. Whether you're involved in education or any form of organization, AJ's insights offer valuable strategies for improving effectiveness and achieving meaningful results.


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Learn more about the book here.

Today’s episode features an interview with Brian Sachetta, author of Get Out of Your Head. We explore Brian’s personal journey with anxiety and the transformative experiences that inspired his groundbreaking book. Brian opens up about his struggles with anxiety starting at age 18 and how years of dedicated research shaped the strategies outlined in his book. He offers a fascinating look at how the landscape of anxiety information has evolved since 2008, contrasting the scarcity of resources in the past with today’s wealth of information.

Brian introduces his three core principles—fundamental truths about anxiety—as pivotal strategies for managing it effectively. Listeners will gain practical insights into techniques like deep breathing exercises designed to combat the fight or flight response and enhance critical thinking in stressful moments.

The episode also explores the modern media’s role in amplifying anxiety, highlighting how constant connectivity and negative news cycles contribute to heightened stress. Brian doesn’t just stop at mental health—he shares his journey through the challenging world of book marketing, offering valuable advice on leveraging podcast appearances and using lead magnets to capture reader interest. Whether you’re seeking strategies to manage anxiety or looking for effective book marketing tips, this episode provides a wealth of practical advice and thought-provoking insights.


Check out Brian Sachetta’s website here.
Get to know more about the book here.

In this episode, we delve into the success of Areté: Activate Your Heroic Potential, which has sold 50,000 copies within just six months. We touch on the marketing strategies and Brian’s decision-making process that contributed to the book’s achievement. Brian shares valuable insights on trusting one's instincts and making bold choices, reflecting on his journey and the importance of quality and self-trust in the publishing world.

Our conversation also highlights the concept of "planting seeds" in marketing—taking various actions that can lead to unforeseen successes. Brian emphasizes the importance of nurturing relationships, consistently adding value, and making strategic investments, even if not all efforts yield immediate results. He shares great advice on creating great work, setting clear goals, and being ready to tackle any challenges that come their way.

Brian also discusses the WOOP method (Wish, Outcome, Obstacle, Plan) for effective goal-setting and stresses the need for discipline and persistence. Ultimately, he underscores that being the best version of oneself and playing the long game are essential for achieving both bestseller status and lasting impact.


Get to know more about Brian Johnson and his book here.
You can also check out his book here.

We dive into the world of Brian Johnson, Founder & CEO of Heroic Public Benefit Corporation and author of Areté: Activate Your Heroic Potential. He’s 50% Philosopher + 50% CEO and 101% committed to helping create a world in which 51% of humanity is flourishing by the year 2051. He's even got it tattooed on his arm. As a philosopher and educator, he has helped millions of people from around the world, trained over 10,000 Heroic Coaches from more than 100 countries, and developed a transformative protocol that blends ancient wisdom with modern science.

In this episode, we highlight the importance of embracing pain, uncertainty, and hard work to unlock one's potential. We also explore Brian’s innovative book, which merges stoic philosophy, modern science, and personal experience into 451 concise chapters designed for actionable insights which includes understanding life's ultimate game, embracing challenges, focusing on energy, work, and love, and prioritizing daily actions. We discuss overcoming fear and laziness through disciplined routines, effective learning strategies, and the balance between self-help and professional guidance. Tune in to learn practical tips for personal growth and mental well-being.

Get to know more about Brian Johnson and his book on his website: https://www.heroic.us/arete
You can also check out his book here.

In today’s episode, I have the pleasure of speaking with Karen Morris, author of A Year Without The Grocery Store. This engaging short read explores her journey in mastering home preparedness and equipping herself for any situation, with strategies for maintaining readiness that are particularly compelling. As a mother and wife, you'll find the book both practical and inspiring. I highly recommend tuning in to learn how Karen expertly balances demanding tasks—such as one-on-one outreach with influencers or attending live events—with essential behind-the-scenes efforts like managing Amazon ads. Don’t miss this opportunity to gain valuable insights that can help you become more self-sufficient. Tune in now!

Check out Karen Morris’ website here.
Learn more about the book here.

If you're in the business world, there’s a good chance that you’ve heard of the book Radical Candor by Kim Scott. She’s also the writer behind Radical Respect. In this episode, we delve into the intricacies of all the major aspects such as her approach to writing her books, her strategic thinking on marketing, and her methods for sustaining book promotion momentum. These are amazing and pivotal books that stand out as essential reads, offering profound perspectives on leadership, management, feedback mechanisms, and fostering an inclusive and engaged workforce. Yet, what truly sets Kim Scott apart is her approach to delivering continuous value to readers—from the initial stages of book development through long after its launch. Tune in to our enlightening and enjoyable discussion with Kim Scott.

Learn more about the book here.

On this week’s episode, we welcome Ryan Estrada, an artist, author, and adventurer who co-wrote the Banned Book Club, a fascinating graphic novel detailing his wife's experience in the 1980s of reading banned books in South Korea. We covered a lot of ground in our conversation: how to market your book to multiple demographics and audiences, finding passionate supporters or readers, maintaining momentum, and post-viral book marketing. Ryan shares plenty of valuable advice and memorable one-liners that can inspire your writing, publishing, and book marketing endeavors.

I’m particularly excited about today’s guest because his book is truly unique, and it's a shining example of how a compelling story and smart marketing can lead to big success across different markets. You won't want to miss this one!

Check out Ryan Estrada’s website here: https://ryanestrada.com/
Get to know about his book here.