Alex Strathdee is the founder of Shelf Life, a company he started at age 22 to fix the scam-filled book marketing world. Now 28, Alex leads a team of 17 from San Diego, generating over $1 million a year and working with top authors like Dan Heath, Nir Eyal, Lewis Howes, Reid Hoffman, and Carrie Bentley. After leaving a six-figure software job, Alex built Shelf Life into a go-to resource for authors seeking real results in book marketing. His unique journey, tech-forward approach, and deep understanding of both the publishing and marketing landscapes make him a standout guest for anyone interested in turning books into a thriving business.

On this episode we talk about:

How Alex started Shelf Life and transitioned from a six-figure tech job to entrepreneurship

The biggest challenges authors face in selling books after publishing

The evolution and current state of Amazon ads for book marketing

Leveraging podcasts as a powerful business development and networking tool

Creative strategies for landing high-profile clients and building credibility in a crowded market

Actionable book marketing tactics, including giving away free copies and building authentic relationships with readers

The importance of audiobooks and trends in book consumption

Why authors should focus on genuine marketing over vanity metrics like “bestseller” status

Top 3 Takeaways

Podcasting is a Trojan horse for business development: Hosting a podcast enabled Alex to build relationships with top authors, land major clients, and learn from industry leaders—all while growing his business organically.

Give value before asking for value: Offering free copies of a book to the right audience can turn readers into fans and generate authentic reviews, which is far more effective than focusing on paid bestseller campaigns or cold outreach.

Tech-forward thinking wins: Understanding technology—even at a basic level—helps entrepreneurs move faster, automate processes, and stay ahead of less agile competitors in marketing and publishing.

Notable Quotes

"It's way easier to get someone to come on and talk to you for 30-60 minutes during an interview than it is to be like, 'Hey, can I talk to you about marketing my books?'"

"A book from a no-name author is an undifferentiated product from someone with no reputation. You're not just asking for their money, you're asking for their time."

"The second you learn how to do something, you need to learn how not to do it—that's how you grow and scale."

Connect with Alex Strathdee:

Website: https://getshelflife.com

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