Before The Bestseller

It’s our pleasure to welcome back Brendan Kane, bestselling author of 1 Million Followers, Hook Point, and now The Guide to Going Viral. Brendan has worked with some of the biggest names in entertainment and business, including Taylor Swift, Rihanna, Katie Couric, MTV, Paramount, and IKEA. But his strategies aren’t just for celebrities or major companies. He’s also helped everyday creators, entrepreneurs, and authors grow real audiences from the ground up, including those starting with no social media presence at all. Brendan is back with us again for a breakd...

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...

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 ou...

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 genu...

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...

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 acr...

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...

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...

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 c...

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 a...

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 mult...

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 t...

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...

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 au...

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 taug...

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...

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 d...

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 y...

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:

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:

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 l...

We're excited to welcome back a familiar voice to the show, as Chris Jordan returns to share even more insights and strategies with us. Chris has worked with some of the biggest thought leaders in the industry, including Lewis Howes, Daymond John, Dr. Benjamin Hardy, Julia Carlson, Ben Nemtin, Brandon Turner, and many more. As a Content Strategist, speaker, and podcast producer, he’s helped shape the strategies behind some of the most successful brands and individuals out there. We’re thrilled to have him back to dive even deeper into the world of content, strategy, and personal branding.

In this episode, we’re back with Catherine Duncan as she shares her unique journey through the ups and downs of book promotion. From navigating social media and securing podcast appearances to landing coveted TV spots and organizing book signings, Catherine’s approach to marketing her book is refreshingly authentic and packed with valuable insights.

Catherine is an Integrative Spiritual Consultant, Holistic Healer, and Resiliency Trainer, as well as the author of Everyday Awakening. The book offers practical tools for finding peace and purpose in a chaotic world, drawing from Catherine’s expertise in min...

In this episode, we sit down with Catherine Duncan, a board-certified chaplain, spiritual director, and author of Everyday Awakening. Catherine shares her powerful journey from surviving childhood cancer to becoming a compassionate chaplain and healer. We dive deep into the spiritual practices and life lessons Catherine has learned while helping thousands of people through their end-of-life experiences, revealing profound insights about life, love, and death.

From the peace people find at the end of life to the chilling encounters with dark energy, Catherine opens up about the spiritual lessons she’s gained through he...

In this episode, we dive into the journey of Eric Jorgenson, entrepreneur, author, and thought leader, as he discusses his work behind The Almanack of Naval Ravikant—a book that has captivated readers worldwide, selling over 1 million copies in various formats and languages. Eric shares insights from his own experience, whether it's about making complex ideas more accessible or balancing business with personal growth.

We chat about some unconventional strategies that contributed to the book’s success, from viral marketing to the power of word of mouth. We also explore the challenges and bene...

Today, we're joined by Eric Jorgensen, a writer, entrepreneur, and the author of The Almanack of Naval Ravikant. Eric has a unique ability to take complex ideas and turn them into practical insights on business, personal development, and the power of curating valuable knowledge. In this conversation, we explore Eric’s journey—from the ideas that first inspired him to how he evolved into a writer and creator. He shares how powerful concepts like leverage and happiness have shaped both his personal and professional life, and how these ideas continue to guide his business decisions. We a...

In this episode, we’re catching up with Garrett Gunderson as he shares his journey to becoming a successful author, having sold over half a million copies of his books like Killing Sacred Cows, What Would the Rockefellers Do?, and Money Unmasked. He opens up about what helped him get there, including the importance of building solid relationships with industry pros, using personal connections, and putting together a smart marketing plan. Garrett also talks about the challenges of creating amazing content and how to get the word out so it lasts. Plus, he gives us a behind-the-scenes look at la...

In this episode, we sit down with Garrett Gunderson to explore the myths and misconceptions that often hold people back when it comes to money and financial freedom. Garrett, a financial expert and entrepreneur who became a multimillionaire by the age of twenty-six, is the author of Killing Sacred Cows: Overcoming the Financial Myths That Are Destroying Your Prosperity and co-author of Curriculum for Wealth. As the founder of Wealth Factory, Garrett has made it his mission to help people rethink conventional financial advice and take a more personalized approach to...

Today we're doing something a bit different from our usual episodes. Throughout the week, I have conversations with many authors, and I thought it would be valuable to share some of those discussions with you. You might hear something that sparks a new idea or something that resonates with your own journey. This way, you'll get a glimpse into the real-life strategies authors are using to market their nonfiction books. These episodes will typically be 15 to 30 minutes—short, but packed with valuable takeaways you’ll want to take note of.

For this episode, we’re joined by Dr. Sc...

In this episode, we dive into the world of book marketing with Brad Stulberg, bestselling author of Master of Change and The Practice of Groundedness. Brad takes us through his journey from a management consultant to a successful writer, sharing the game-changing marketing strategies that helped him sell over 100,000 copies of his books. Whether you're just starting out or looking to take your author career to the next level, Brad reveals actionable tips for building a loyal audience, navigating social media, and maintaining momentum long after your book launch.

Brad opens up about...

We’re kicking off 2025 by diving deep into powerful lessons on personal growth, embracing change, and building resilience, all inspired by Brad Stulberg’s book Master of Change. Brad is a professor at the University of Michigan, co-founder of The Growth Equation (a platform helping high performers achieve sustainable excellence and success), and the author of multiple successful books, including Peak Performance, Passion Paradox, and The Practice of Groundedness—which has sold over 50,000 copies, with some selling over 100,000. He regularly writes for The New York Times...

We’re back with Ulrik Lehrskov-Schmidt, a leading expert in B2B SaaS pricing, who has worked with—and is the go-to pricing partner for—some of the biggest names in the industry, including Microsoft Western Europe, SamsungNEXT, Intel IGNITE, SAP.io, Bosch Growth, and top private equity and VC funds.

In this episode, Ulrik shares his marketing journey, emphasizing that success comes through trial and error, with persistence being key—even when certain strategies don't work out. He also reveals how he uses LinkedIn to share helpful tips based on real conversations with clients.

Ulrik ta...

Today, we’re joined by Ulrik Lehrskov-Schmidt, a leading expert in B2B SaaS pricing, who has worked with—and is the preferred pricing partner of—some of the biggest names in the industry, including Microsoft Western Europe, SamsungNEXT, Intel IGNITE, SAP.io, Bosch Growth, and several top private equity and VC funds. With a strong academic background in analytical philosophy and finance from Harvard, and having successfully exited three businesses, Ulrik is widely recognized for his expertise in optimizing pricing strategies. In his book The Pricing Roadmap, he outlines how businesses can build pricing models...

In this episode, we're back with Nir Eyal, speaker, behavioral design expert, and bestselling author of Hooked and Indistractable. Nir takes us through his journey from self-publishing to achieving success as a traditionally published author. He reveals the strategies that helped him build a strong audience, such as creating engaging content, gathering early feedback, and fostering a loyal community. Nir highlights the importance of engaging with readers early on and shares how his innovative crowd-editing strategy helped build a network of contributors who spread the word about his book.

Additionally, Nir offers valuable...

In this episode, we welcome Nir Eyal, a renowned author, speaker, and expert in the field of behavioral design. His curiosity about how people form habits and make decisions shaped his writing, particularly in his books Hooked and Indistractable. Hooked explores the psychology behind building habit-forming products, while Indistractable dives into the root causes of distraction, offering practical tools to help people regain focus and manage their habits.

Nir delves into powerful insights on how habits are formed and how we can take control of our attention in a world full of distractions...

In this episode, Pascal Bornet, award-winning AI and automation expert, keynote speaker, influencer, and best-selling author, shares how he became successful in his field and built a strong personal brand. His book, Irreplaceable: The Rise of Human-AI Collaboration, has sold over 4,000 copies within just six weeks of its release, with a goal of reaching 20,000 to 25,000 copies in the next year.

Pascal frequently shares articles, updates, and insights on LinkedIn about AI, automation, and the future of work. His posts include personal reflections, industry trends, thought leadership pieces, and practical advice on how businesses and individuals...

Today, we’re diving into the captivating world where humanity meets artificial intelligence with award-winning AI & Automation Expert, Keynote Speaker, Influencer and Best-Selling Author with over two million followers, Pascal Bornet. Join us as we chat with thought leader Pascal, who unpacks his groundbreaking book, Irreplaceable.

We explore how AI is reshaping our world and what it means for our uniquely human abilities. From genuine creativity and critical thinking to social authenticity, Pascal reveals the essential skills we need to thrive in an increasingly automated future. Tune in to discover practical insights on em...

In this episode, we’re back with Chris Benetti, founder of Smart Author Media and host of the Smart Author podcast, for a deep dive into book marketing strategies and the evolving landscape of selling books. Chris highlights the importance of understanding customer needs and adapting marketing approaches, particularly emphasizing the effectiveness of Amazon ads for straightforward book sales. He also mentions the potential of TikTok Shop ads, though they require a lot of creative effort. We touch on book funnels, where Chris explains how they can help authors not only sell books but also convert readers into clients by...

In this episode, we’re thrilled to welcome Chris Benetti, founder of Smart Author Media and host of the Smart Author podcast, who has sold over 40,000 books and invested nearly a million dollars in advertising, collaborating with industry leaders like Ryan Deiss, the author of Get Scalable. We dive deep into Chris's insights on crafting nonfiction books that resonate with readers and convert them into leads.

We talk about strategies like conducting an "ask campaign" to gather valuable insights from clients, which can help shape your book’s content. Chris also highlights the common challenges authors face, such...

We’re back with another episode of our Friday Sessions featuring Laura Russom, Director of Author Success. Today, we have the pleasure of introducing Kat Finnerty, author of Never Let a Good Disaster Go to Waste: Making Sense of a Life of Absurdity, A Memoir. Kat shares her inspiring journey of writing her memoir, encapsulating struggles like personal betrayal and the complexities of book marketing.

In this session, we take a closer look at how Amazon ads function and the typical hurdles authors run into, particularly with profitability, shedding light on the common fr...