Smart Author

In this episode, Chris sits down with Lauren Tickner, founder of Scale Systems, to dive into the world of organic marketing and her experience with self-liquidating funnels. Lauren shares her journey of building a strong personal brand and how simplifying messaging and leveraging authority in content can drive significant sales results. The conversation also explores Lauren's plans to write a book, which she intends to use as a key component of her marketing strategy to enhance her funnels and scale her business further. Packed with actionable insights and practical advice, this episode is perfect for anyone seeking to grow their lead generation efforts and boost sales through organic or paid strategies. Episode Highlights: 00:00 – Welcome, Smart Authors! 00:18 – Reconnecting with Lauren Chris shares how he and Lauren first connected in 2017 during her fitness journey and early funnel experiments. 02:01 – The Evolution of Organic Marketing Lauren discusses her transition from fitness to helping businesses leverage organic marketing effectively. 05:44 – Why Authority Intros Matter The importance of establishing credibility in content to build trust and attract the right audience. 07:50 – The Power of Proving Expertise Lauren explains how showcasing evidence and storytelling enhances authority with prospects. 11:22 – Simplifying Messaging for Sales Why overcomplicated offers fail and how direct, clear messaging can drive better results. 19:08 – Mastering a Niche for Business Success Lauren emphasizes the importance of specialization and mastering one area for scaling effectively. 20:44 – The Magic of Low-Ticket Funnels Exploring the scalability, profitability, and potential of self-liquidating offers. 24:30 – A Scientific Approach to Book Funnels Lauren’s plan for testing topics and titles before committing to a book project. 29:34 – Books as High-Quality Lead Generators How books attract action-oriented, high-quality leads and outshine other marketing assets. 35:51 – The Future of Marketing Assets Combining organic, paid, and low-ticket offers to create a powerful multi-channel strategy. 42:14 – Evaluating Ad Spend and ROI Tips for scaling ad spend while mitigating risks like refunds and low-quality leads. 49:06 – Thank you for listening If you enjoyed this episode, be sure to subscribe and share! Connect with Lauren: - https://www.facebook.com/@lauren.tickner Resources: - Smart Author Media: https://smartauthormedia.com - Book your free book marketing chat with Chris here: https://smartauthormedia.com/chat Subscribe: - Subscribe on YouTube: https://links.smartauthormedia.com/youtube - Subscribe on Apple Podcasts: https://links.smartauthormedia.com/apple Connect with Smart Author Media: - Get notified when new episodes release: https://smartauthormedia.com/podcast See omnystudio.com/listener for privacy information.

In this episode of The Smart Author Podcast, Chris is joined by Leah Paulos, founder of Press Shop PR and Book Publicity School. Leah shares her journey from journalism to becoming a leading book publicist and provides invaluable insights on leveraging PR for your book. Learn how to craft compelling pitches, build effective media lists, and secure media coverage for your book—without breaking the bank. Discover actionable strategies for promoting your book pre- and post-publication and explore how Book Publicity School empowers authors to navigate the complex world of media and publishing. Whether you're new to PR or looking to amplify your book's reach, this episode is packed with practical advice. Episode Highlights: 00:00 – Welcome, Smart Authors! 01:13 – Meet Leah Paulos Leah discusses her background in PR, running both Press Shop PR and Book Publicity School. 01:38 – Leah’s Journey to PR From journalism to PR: Leah’s career evolution and how it shaped her expertise in publicity. 02:19 – The Journalist’s Perspective How Leah’s experience as a magazine editor helped her understand and excel in PR. 03:13 – Starting Press Shop PR Leah shares the story of transitioning from consulting to founding her own PR agency. 04:11 – Breaking Into Book Publicity Leah’s first author client and how it led her to specialize in book publicity. 06:20 – Demystifying Publicity for Authors Why Leah focused on making PR accessible and jargon-free for authors through her website. 07:05 – The Birth of Book Publicity School How Book Publicity School was created to help authors access affordable, effective PR resources. 08:17 – The Changing Role of Publishers Why modern authors need to take charge of their own publicity efforts. 09:30 – Navigating Media and Publishing How Book Publicity School equips authors to manage these often opaque industries. 11:19 – The Core of Book Publicity School Leah explains the key elements of the school, including crafting pitches and building media lists. 13:09 – Tailored PR Strategies for Authors How Leah helps authors refine their messaging and target the right audiences. 15:14 – Building Feasible and Effective Campaigns The importance of balancing ambitious goals with realistic outreach strategies. 17:00 – Leveraging Media Placements Using initial media wins to snowball into larger opportunities. 19:27 – The Book as a Long-Term Product Why authors should view their book as a long-term investment, not a short-term project. 20:26 – Big Name Campaigns Leah reflects on high-profile projects, including Neil deGrasse Tyson and Representative John Lewis. 23:16 – The Puzzle of Book Publicity Why Leah finds working with lesser-known authors and books especially rewarding. 24:15 – Giving Journalists a Story How crafting compelling angles for journalists leads to media coverage. 27:13 – A Unique Approach to Publicity Why Book Publicity School fills a gap in the market with practical, campaign-based workshops. 28:03 – Where to Find Leah and Her Resources Details on accessing Book Publicity School, Press Shop PR, and Leah’s monthly free workshops. 30:05 – Thank you for listening If you enjoyed this episode, be sure to subscribe and share! Connect with Leah: Book Publicity School - https://www.bookpublicityschool.com/ Press Shop - https://www.pressshoppr.com/ LinkedIn: - https://www.linkedin.com/in/leahpaulos/ Resources: - Smart Author Media: https://smartauthormedia.com - Book your free book marketing chat with Chris here: https://smartauthormedia.com/chat Subscribe: - Subscribe on YouTube: https://links.smartauthormedia.com/youtube - Subscribe on Apple Podcasts: https://links.smartauthormedia.com/apple Connect with Smart Author Media: - Get notified when new episodes release: https://smartauthormedia.com/podcast See omnystudio.com/listener for privacy information.

Join Chris in this episode of The Smart Author Podcast as he sits down with Stephen Diaz of The Rainmaker Family. Stephen shares his incredible journey from wedding photography to building an 8-figure coaching business that helps moms create financial freedom through Amazon businesses. The conversation dives deep into marketing strategies, including the power of live and evergreen challenges, how to turn those into books, and the systems behind scaling a successful coaching program. Stephen also reveals how his team tracks milestones, ensures client success, and continues to innovate. Whether you’re looking for marketing insights or inspiration to scale your business, this episode is packed with actionable advice and valuable lessons. Episode Highlights: 00:00 – Welcome, Smart Authors! 01:42 – From Wedding Photographer to $10M+ Business Owner Stephen shares his background and how he went from shooting weddings to building a coaching empire helping moms create online businesses. 05:27 – The Bigger the Problem You Solve, the More Money You Make How solving high-impact problems leads to bigger financial rewards and why Rainmaker Family became more profitable than Amazon selling itself. 12:14 – The Shift After the Pandemic Hit How COVID-19 accelerated Rainmaker Family’s growth as more people looked to start online businesses. 14:20 – Challenges Catapulted the Business Stephen explains how running challenges helped Rainmaker Family scale quickly and why they outperformed traditional webinars. 19:40 – Leveraging Assets That Work for the Audience How Stephen and his team turned their successful challenge into an Evergreen funnel and a book to maximize reach. 21:32 – Moms Hit Six Figures Every 14 Days Stephen reveals the impressive success rates of Rainmaker Family members and how they track milestones to optimize results. 24:07 – Challenge to Client Conversion Rates Breakdown of conversion rates from live vs. Evergreen challenges and insights into why challenges continue to be a powerful marketing tool. 29:35 – Why Market Awareness in Marketing Is Important The importance of understanding market awareness levels and how to adjust messaging for different types of buyers. 34:01 – Where to Find Stephen Stephen shares where listeners can connect with him and learn more about The Rainmaker Family. 34:49 – Thank You for Listening If you enjoyed this episode, be sure to subscribe and share! Connect with Stephen: - https://rainmakerfamily.com/ - https://www.instagram.com/steezdiaz/ Resources: - Smart Author Media: https://smartauthormedia.com - Book your free book marketing chat with Chris here: https://smartauthormedia.com/chat Subscribe: - Subscribe on YouTube: https://links.smartauthormedia.com/youtube - Subscribe on Apple Podcasts: https://links.smartauthormedia.com/apple Connect with Smart Author Media: - Get notified when new episodes release: https://smartauthormedia.com/podcast See omnystudio.com/listener for privacy information.

In this episode, Chris welcomes Alex Strathdee, founder of Shelf Life and host of the Before the Bestseller podcast, to dive deep into the world of Amazon ads and book marketing. With over $4 million in ad spend under management, Alex shares insights on what makes Amazon ads effective, how to determine if they’re right for your book, and the common pitfalls authors face when entering the platform. He also discusses grassroots marketing tactics, navigating the creative limitations of Amazon ads, and setting clear goals for book marketing success. Whether you're a first-time author or looking to scale your book sales, this episode is packed with actionable advice. Episode Highlights: 00:00 – Welcome, Smart Authors! 00:02 – Meet Alex Strathdee Introduction to Alex Strathdee, Amazon ad expert managing $4 million+/ year in ad spend. 00:23 – The Power of Amazon Ads Diving into the success stories and key strategies behind Amazon book advertising. 00:40 – Why This Episode Matters Why authors should tune in for actionable marketing lessons. 01:15 – Alex’s Background and Journey How Alex went from starting in 2019 to managing over 120 accounts and $1M in yearly ad spend. 02:50 – Navigating the Changing Amazon Landscape Why book marketing is more competitive than ever and how Alex has adapted. 03:45 – From Software Sales to Free Flights Alex’s leap from software sales to travelling the world—and finding his passion for book marketing. 04:38 – Solving the Marketing Problem for Authors How Alex identified the gap in book marketing and built his business to fill it. 05:49 – Building a Global Team The growth of Shelf Life: from a solo venture to a 14-person powerhouse. 07:26 – Are Amazon Ads Right for You? Who should (and shouldn’t) invest in Amazon advertising. 08:44 – Breaking Down Amazon Ad Goals Understanding the three types of authors leveraging Amazon ads: passion projects, break-even campaigns, and lead generators. 10:19 – The Holistic Marketing Approach Why Amazon ads are only one part of a successful book marketing strategy. 11:46 – The Unicorn Book Phenomenon Why some books thrive on Amazon while others struggle—and what to do about it. 12:39 – The Cost of Testing and Learning How to dip your toes into Amazon ads without breaking the bank. 16:08 – Free vs. Paid Resources Alex’s take on leveraging free courses and avoiding overpriced scams. 19:07 – The Creative Challenge on Amazon How to overcome title and subtitle limitations in ad visibility. 23:34 – Strategies for Vague Titles How to navigate marketing when your book title lacks clarity. 27:06 – Setting Clear Goals for Your Book The importance of defining success before launching a marketing campaign. 30:06 – Scaling with Systems and Teams Why authors shouldn’t try to do it all themselves—and how to hire effectively. 33:06 – Avoiding Comparisonitis The danger of comparing yourself to high-budget creators like Alex Hormozi. 35:13 – Grassroots Book Marketing Lessons Alex’s experience in grassroots marketing and why persistence matters. 39:11 – The Truth About Bestseller Campaigns The reality behind Amazon and Wall Street Journal bestseller strategies. 41:15 – Beware of Collaboration Book Scams Why contributing to compilation books may not deliver on promised business growth. 42:23 – Final Book Marketing Advice Alex shares his best tips for authors looking to thrive in the competitive publishing world. 43:36 – Where to Find Alex Links to Alex’s free course and resources for Amazon advertising. 44:55 – Thank you for listening If you enjoyed this episode, be sure to subscribe and share! Connect with Alex: - https://www.advancedamazonads.com/ Resources: - Smart Author Media: https://smartauthormedia.com - Book your free book marketing chat with Chris here: https://smartauthormedia.com/chat Subscribe: - Subscribe on YouTube: https://links.smartauthormedia.com/youtube - Subscribe on Apple Podcasts: https://links.smartauthormedia.com/apple Connect with Smart Author Media: - Get notified when new episodes release: https://smartauthormedia.com/podcast See omnystudio.com/listener for privacy information.

Episode Highlights: 00:00 Intro 02:18 Launch and long-term approach to marketing Get Scalable 07:39 Ryan's giving away 10,000 FREE copies of Get Scalable 11:48 Books vs tools for front-end marketing 16:07 Your book helps someone self-identify with your solution 19:30 You need to get your audiobook out ASAP 21:33 Pillar content shortens the lead to client cycle 29:34 The ascension model (as we know it) is dead 33:07 Where to get your free copy of Get Scalable 35:06 Thank you for listening If you enjoyed this episode, be sure to subscribe and share! Get your FREE copy of Get Scalable: - https://www.getscalable.com/free/ Watch Ryan's Pillar Content video: - https://youtu.be/nSJL_q5PSE0?si=jklv9iZtmgv4lDsy Watch my breakdown of Ryan's Pillar Content: - https://youtu.be/6BdCxMYV-mQ?si=WtIvYRvB0OHbKtmj Resources: - Smart Author Media: https://smartauthormedia.com - Book your free book marketing chat with Chris here: https://smartauthormedia.com/chat Subscribe: - Subscribe on YouTube: https://links.smartauthormedia.com/youtube - Subscribe on Apple Podcasts: https://links.smartauthormedia.com/apple Connect with Smart Author Media: - Get notified when new episodes release: https://smartauthormedia.com/podcast See omnystudio.com/listener for privacy information.