Before The Bestseller

Alex Strathdee
  • 4.9 (148)
  • BOOKS
  • UPDATED WEEKLY

This show is for book lovers and creators who want to go behind the scenes with their favorite authors to hear about how they were able to not just write a book but create a movement. 

  1. 4D AGO

    BTB173: Nir Eyal on Marketing Beyond Belief: Email Lists, Newsletter Growth, Social Media and What Actually Converts Readers

    Nir Eyal is back on Before the Bestseller, the bestselling author behind Hooked, Indistractable, and his newest book Beyond Belief. Known for his work on behavioral design and habit forming technology, Nir has spent years studying how habits, attention, and human psychology influence the way people interact with products and ideas. His books have sold more than a million copies worldwide, and his journey from originally self publishing Hooked to later working with traditional publishers has given him a rare perspective on both writing and marketing books. In this episode, we focus on how Nir is launching Beyond Belief and what he has learned from publishing three very different books. He explains why he chose to work with a traditional publisher again and reflects on how Hooked was first self published before being picked up by a major publisher after it began gaining traction. That experience leads into a broader discussion about one of the biggest misconceptions in publishing, which is the belief that signing with a publisher means the marketing work is finished. Nir explains why he believes the author is responsible for selling the first wave of copies and why the real marketing effort begins once the manuscript is done. From there, he walks through the specific tactics he and his team are focusing on for this launch, including newsletter outreach, podcast appearances, email list strategy, preorder incentives such as a reader book club, and new experiments with Amazon ads. He also shares what he is doing less of this time around, particularly relying on social media, and why building an email list and genuine relationships with other authors continues to matter far more than chasing follower counts. Tune in to hear how Nir approaches the realities of launching a book today and what it actually takes to get a thoughtful book into the hands of readers. Grab your copy of Beyond Belief here: https://a.co/d/00HkuNro Download the 30-Day Belief Transformation Journal here: https://www.nirandfar.com — 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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    25 min

  2. MAR 9

    BTB172: Nir Eyal (Hooked, Indistractable) on His New Book Beyond Belief: The Psychology of Beliefs, Motivation, and Behavior Change

    Today’s guest is someone many of you already know. If you’ve read Hooked or Indistractable, you already know his work has shaped how millions of people think about habits, technology, and behavior. Nir Eyal is a globally recognized authority on behavior change and human potential. His books have sold over a million copies, been translated into more than thirty languages, and his work on behavior design has influenced teams and organizations around the world. He is also a former lecturer at the Stanford Graduate School of Business. In this episode of Before the Bestseller, I’m excited to welcome Nir back to the show to talk about his latest book, Beyond Belief. In our conversation, we dig into the moment that sparked the book and why so many people understand advice but still struggle to act on it. Nir walks through the idea of the motivation triangle, the difference between facts, faith, and beliefs, and why he believes beliefs should be treated as tools rather than truths. We also talk about the rat experiment that reshaped his thinking about persistence, the hidden power of limiting beliefs, how expectations influence our experiences as customers and readers, and the surprising psychological benefits of practices like prayer. Along the way, we explore how beliefs shape relationships, perception, decision making, and even the way we interpret everyday situations. Tune in to hear how Nir thinks about belief, persistence, and the hidden assumptions that quietly shape our decisions, because sometimes the most important shift is not learning something new, but realizing the story you have been telling yourself might not be the only one available. Grab your copy of Beyond Belief here: https://a.co/d/00HkuNro Download the 30-Day Belief Transformation Journal here: https://www.nirandfar.com — 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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    44 min

  3. MAR 2

    BTB171: 30,000 Copies Sold and 4,000+ Reviews: Patrick Taylor on Grassroots Hustle, Amazon Ads, and Reader Loyalty

    We’re back with Patrick Taylor, also known as the Texas Yeti, adventurer and author of a five book series that includes Lost on Purpose and its bestselling prequel in solo and adventure travel categories. To date, he has sold more than 30,000 books and earned over 4,000 ratings, building a loyal readership that continues to support every release. He may not call himself a bestseller, but his numbers and engagement tell a deeper story about sustainable growth. In this episode, Patrick breaks down what it actually looked like to build that audience from the ground up. From traveling to art festivals and gun shows to personally seeding hundreds of copies, he explains how early hustle translated into long term readers. We talk about the turning point in 2019 when Amazon ads shifted his sales curve, how he tracks royalties, ad performance, and net profit through detailed spreadsheets, and why understanding the halo effect changed the way he views advertising results. We also get into reader magnets, his monthly newsletter called The Occasional, limited ROI from social media, rising ad costs, using ChatGPT to analyze reviews, and why authenticity may be the most valuable advantage in a crowded market. Tune in to hear how Patrick approaches growth, advertising, and audience building without relying on shortcuts. Check out Lost on Purpose here: https://a.co/d/02qRffUu Discover more on Patrick’s website at texasyetibooks.com — 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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    27 min

  4. FEB 23

    BTB170: Patrick Taylor on Lost on Purpose, Reinvention, and Solo Winter Trekking the Lewis and Clark Trail

    Our guest for today is Patrick Taylor, known to many readers as the Texas Yeti. A former technology executive who built and sold a successful hardware company and later served as president of Intel’s board of advisors, Patrick reinvented himself in his late fifties as an adventurer and author. His memoir Lost on Purpose, part of the Real Life Adventures of the Texas Yeti series, draws from his personal journals and chronicles his solo winter trek retracing the Lewis and Clark trail. In this episode, we unpack how Patrick transitioned from corporate leadership to spending nearly two months alone in the wilderness. He shares why he chose to sell almost everything before leaving, what it meant to fully close a chapter of his life, and how solitude in extreme conditions helped him rebuild confidence after divorce and professional setbacks. We discuss how the book began as a journal meant for his children, how early criticism improved his writing, and how steady Amazon sales gradually turned into a growing catalog. Patrick also explains his philosophy of treating life as a series of experiments rather than labeling experiences as success or failure, and why stacking small adventures can reshape how you experience everyday life. Tune in for a grounded conversation about reinvention, solitude, risk, and what it really looks like to experiment with your life after success, loss, and uncertainty. Check out Lost on Purpose here: https://a.co/d/02qRffUu Discover more on Patrick’s website at texasyetibooks.com — 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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    28 min

  5. FEB 16

    BTB169: 2M+ Copies Sold: Michael Bungay Stanier on The Coaching Habit, Hybrid Publishing, and Building a Business Beyond Book Sales

    We welcome back Michael Bungay Stanier, author of the million copy bestseller The Coaching Habit. Beyond that landmark book, Michael is the founder of Box of Crayons, a training company that helps organizations build practical coaching skills rooted in curiosity, serving clients such as Microsoft, Salesforce, and TELUS. He has written eight books that have collectively sold more than two million copies worldwide, and his influence in the coaching profession has been recognized with the Thinkers50 Coaching Award in 2023 and induction into the Thinkers50 Hall of Fame in 2025. A Rhodes Scholar with a global perspective on leadership and learning, Michael brings intellectual rigor and practical insight to the world of modern coaching. In this episode, we go deeper into what really happened before The Coaching Habit became a global success. Michael shares why book marketing is far more unpredictable than most authors want to admit, and why selling ten thousand copies is already an extraordinary outcome. We talk about designing a book to feel readable and unintimidating, writing the shortest useful manuscript possible, building thoughtful calls to action inside the book, defining what makes a book a classic, and measuring success based on long term business impact rather than units sold. We also explore hybrid publishing, relationship equity, launch strategy, and the importance of putting yourself in a position to get lucky. Tune in to an episode about redefining what book success really means, why ten thousand copies is rarer than most people think, and how the right readers can matter more than the biggest numbers with Michael Bungay Stanier. Visit mbsworks.shop to access the special Coaching Habit 10-year anniversary experience, including a free entry level and bonus resources. Visit mbs.works to learn more about Michael and his books.  Check out Michael's books here: https://a.co/d/0iYLB60v — 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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    28 min

  6. FEB 9

    BTB168: Michael Bungay Stanier, Author of The Coaching Habit, on Coaching, Leadership, and Better Conversations

    Welcome back to Before the Bestseller. It’s 2026, and we’re starting the year with a rockstar author and one of the most influential voices in modern leadership and coaching, Michael Bungay Stanier. Michael is the author of The Coaching Habit, a global bestseller with over a million copies sold, along with Do More Great Work and The Advice Trap. He’s a Rhodes Scholar, a Thinkers50 Coaching Award winner, and the host of the Change Signal podcast, known for helping leaders turn everyday conversations into moments that actually move people forward. In this episode, we get into why giving advice is often the least helpful thing we can do, even when it’s coming from a good place. Michael breaks down the idea of the Advice Monster, the habits that keep us jumping in too quickly, and why the first problem someone brings to you is rarely the real one. We talk about the power of listening, staying curious longer, and how a few well-placed questions can completely change team meetings, feedback conversations, and leadership dynamics. Michael also walks through several of the core questions from The Coaching Habit, including “What’s on your mind,” “What else,” and “What’s the real challenge here for you,” and why reflection plays such a critical role in learning. There’s a reason The Coaching Habit continues to be recommended by leaders, teams, and organizations around the world. In this conversation, Michael unpacks the thinking behind the book and the questions that changed how people approach leadership, feedback, and everyday conversations. Tune in to hear Michael Bungay Stanier walk through the ideas that have shaped one of the most widely read leadership books of the last decade. Visit mbsworks.shop to access the special Coaching Habit 10-year anniversary experience, including a free entry level and bonus resources.  Visit mbs.works to learn more about Michael and his books.  Check out Michael's books here: https://a.co/d/0iYLB60v — 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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    25 min

  7. 12/29/2025

    A message from the team at ShelfLife

    Thank you for spending time with us this year. We hope these conversations gave you something useful to apply to your author journey. We’re grateful to the guests who shared their stories, and we’ll be back in February 2026 with what’s shaping up to be our strongest lineup yet, including new voices like Eric Ries and the return of guests such as Nir Eyal. If you enjoyed the show, a quick review helps us bring even better conversations your way. Thanks for listening, and we’ll see you in 2026. Wishing you a happy and healthy new year.  — 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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    1 min

  8. 12/15/2025

    BTB167: Stephan Spencer on YouTube Strategy, Attention, Shorts, and AI for Authors | The Art of SEO Author & Marketing Speak Podcast Host

    We’re back with Stephan Spencer, a longtime leader in SEO and digital marketing. Over the past two decades, he has worked with brands like Zappos, Quiksilver, Chanel, Volvo, Sony, and Best Buy, helping them strengthen their online visibility and growth strategy. He is the bestselling author of The Art of SEO, the host of the Marketing Speak podcast, and widely respected for his ability to spot what is quietly holding businesses back. In this episode, we zero in on YouTube and why it still matters far more than most authors think. Stephan breaks down why YouTube remains one of the most powerful discovery platforms in the world, how attention and curiosity actually work, and why strategy and quality consistently outperform posting volume. We talk about crafting hooks that stop the scroll, shaping story arcs that keep people watching, using Shorts without burning out, and why thumbnails and titles are often the most overlooked growth lever. We also explore how authors can experiment across platforms, when AI helps versus when it hurts, and how to use it transparently without eroding trust. This episode cuts through the noise around YouTube and brings the focus back to strategy, intention, doing fewer things better, and a lot less guesswork. Check out Stephan’s book here: https://a.co/d/ciHClX9 For those interested in connecting directly with Stephan, you can apply for a private complimentary consultation at stephanspencer.com/contact. — 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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    28 min
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4.9
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About

This show is for book lovers and creators who want to go behind the scenes with their favorite authors to hear about how they were able to not just write a book but create a movement. 

Information

  • Creator
    Alex Strathdee
  • Years Active
    2018 - 2026
  • Episodes
    225
  • Rating
    Clean
  • Copyright
    © 2026 Before The Bestseller
  • Show Website
    Before The Bestseller

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