The Duct Tape Marketing Podcast: "Your Book Launch Needs a Marketing Plan"

Host: John Jantsch
Guest: Alex Strathd, CEO of Shelf Life
Release Date: April 3, 2025

1. Introduction

In this episode of The Duct Tape Marketing Podcast, host John Jantsch welcomes Alex Strathd, the CEO of Shelf Life, to discuss effective strategies for launching and marketing books. Drawing from his extensive experience working with over 1,000 books across more than 50 niches, Alex offers invaluable insights for authors aiming to boost their book sales without squandering time and resources.

2. The Myth of Publisher-Driven Book Marketing

John Jantsch initiates the conversation with a common misconception:

[01:15] John: "When I write a book, doesn't the publisher promote my book?"

Alex Strathd challenges this assumption, citing Seth Godin's statistic that authors typically derive 90% of their revenue from backlist sales while allocating only 2% of their budget to launching new books. He emphasizes that:

[01:38] Alex: "You can't expect your publisher to actually market your book for you."

Drawing from his personal experience of self-publishing and working with major publishers, Alex reveals that traditional publishers often lack modern marketing approaches, leaving authors to fend for themselves in promoting their work.

3. Understanding and Setting Your Marketing Goals

Alex introduces a pivotal concept for authors: defining a clear marketing objective by setting a specific number of copies to seed.

[02:14] Alex: "The starting point is picking a number... The number is somewhere between 1,000 and 20,000, and it's up to the author to figure out what that number is."

He references Bill Gladstone’s advice, suggesting that seeding 20,000 copies can enhance commercial success. However, this number varies based on the book's niche, with Rob Fitzpatrick advocating for a lower threshold of around 1,000 in certain cases.

4. Common Mistakes in Book Marketing

Discussing common pitfalls, Alex highlights that many authors fail to move beyond merely writing the book.

[02:45] John: "What are some of the other common mistakes?"

[02:57] Alex: "First, think about your book as a ship. If your book is made of lead, it sinks without continuous effort."

He explains the importance of product testing and understanding the quality of the book before launching. Additionally, he points out that:

[06:01] Alex: "You can have a pretty mediocre book, but with a really good marketing strategy behind it, it's going to do a whole lot better than a book that has no marketing."

Alex stresses that authors must actively market their books, regardless of their quality, to ensure visibility and success.

5. The Role of AI in Book Marketing

When addressing the influence of artificial intelligence, Alex acknowledges its dual impact on both content creation and marketing strategies.

[07:12] Alex: "Brands empowered by AI can leverage tools like make.com to automate social media creation and posting based on best practices."

He discusses how AI tools like ChatGPT can assist authors in tasks such as writing job descriptions or automating workflows, thereby enhancing marketing efficiency.

[07:54] Alex: "There’s a lot of ways, you know, like we use ChatGPT to write our job descriptions... you can start using platforms like make.com to create workflows."

6. Building a Marketing Team and System

Emphasizing the necessity of structured systems, Alex advocates for the use of virtual assistants (VAs) and outsourcing to manage marketing tasks effectively.

[13:56] Alex: "Having VAs is great. Start with your high number, break down into the little numbers, pick out the tools... finding those people on LinkedIn, messaging them one on one."

He underscores the importance of systems over random acts of marketing, echoing sentiments from fellow marketer Alan Dibb.

7. Successful Marketing Strategies and Case Studies

Alex shares compelling success stories to illustrate effective book marketing strategies:

• Robert Kiyosaki's "Rich Dad, Poor Dad":

  [16:19] Alex: "Robert called up his buddy who owned a car wash and sold copies there. This grassroots approach led a founder of Amway to adopt the book, propelling it to bestseller status with over 8 million copies sold."

• John Strelecki's "Cafe on the Edge of the World":

  Alex notes how engaging in community events and personal interactions can exponentially increase book sales.

• Giftology by John Ruleman:

  [19:24] John: "He created a special hardbound edition and sent out 4,000 copies in an incredible package, igniting word-of-mouth buzz before official readings even began."

Additionally, Alex highlights the importance of creating memorable marketing materials, such as high-quality T-shirts that serve as walking billboards for the book.

[20:08] John: "Make sure the title's on there and make them the softest that you could possibly make them."

8. Conclusion and Final Thoughts

As the episode wraps up, Alex encourages authors to reach out for personalized marketing strategies tailored to their unique needs.

[20:18] Alex: "Reach out to us. Our website is getshelflife.com. Feel free to shoot me an email if you have a question about book marketing, Alex@getshelfLife.com."

[20:46] Alex: "Check out our book Before the Bestseller on Amazon now."

John Jantsch expresses his appreciation for Alex’s insights, highlighting the practical advice shared to empower authors in their marketing endeavors.

[20:51] Alex: "This is a bucket list item, John. Thanks for having me on."

Key Takeaways

• Publisher Limitations: Authors should not rely solely on publishers for marketing; proactive strategies are essential.

• Set Clear Goals: Define a specific number of copies to seed, tailored to your book’s niche and objectives.

• Quality vs. Marketing: A well-marketed book can outperform a better-written one lacking in promotion.

• Leverage AI: Utilize AI tools to streamline marketing tasks and enhance efficiency.

• Structured Systems: Implement robust systems and consider outsourcing to manage marketing efforts effectively.

• Engage Directly: Personal interactions and creative marketing materials can significantly boost book visibility and sales.

Resources

• Alex Strathd’s Website: getshelfLife.com
• Book Mentioned: Before the Bestseller by Alex Strathd
• Podcast Host: John Jantsch

This episode serves as a comprehensive guide for authors navigating the complexities of book marketing, providing actionable strategies and inspiring success stories to help achieve bestseller status.