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:

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

  
  


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  The biggest challenges authors face in selling books after publishing

  
  


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  The evolution and current state of Amazon ads for book marketing

  
  


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  Leveraging podcasts as a powerful business development and networking tool

  
  


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

  
  


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

  
  


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  The importance of audiobooks and trends in book consumption

  
  


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

  
  

Top 3 Takeaways

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   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.

   
   


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   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.

   
   


3. 
   

   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

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  "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?'"

  
  


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  "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."

  
  


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  "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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