Marketing Strategies for Small Business (Lessons from a First-Time Author! 📚)

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My friend Sam Vander Wielen just released her very first book — When I Start My Business, I’ll Be Happy: A Practical No-BS Guide to Successful Online Entrepreneurship. And let me tell you… she absolutely nailed the marketing. It was truly a masterclass in how to launch something right.

In this post, I’m breaking down the exact strategies she used — so you can get inspired and apply them to your next launch, no matter what you’re selling.

But first, let me say: Sam is not just an author. She’s a business owner who’s built a multi 7-figure brand, and this book is packed with honest, practical advice. If you’re serious about growing your business, I highly recommend grabbing a copy.

Hit play or read the post below:

Lesson 1: Document the Journey from the Start

One of the smartest things Sam did? She didn’t wait until the book was ready to sell.

She brought people along for the ride — from the moment she got her publishing deal, through writing the first draft, designing the cover, and even unboxing it for the first time.

That kind of behind-the-scenes content builds real anticipation. It makes your audience feel part of the journey, not just the end result. When launch day comes, it’s not just about making sales — it’s a shared celebration.

Your takeaway:

Start documenting and sharing your process early. Don’t wait until everything’s perfect. Let your audience in.

Lesson 2: Think in Campaigns, Not One-Off Posts

Sam didn’t throw together last-minute Instagram posts and call it a day. She strategically mapped out a full marketing campaign — with momentum-building phases and thoughtful incentives along the way.

As a student in my Uplevel with Asana program, Sam used Asana to plan every part of her launch — and it clearly paid off.

Here’s how her campaign was structured:

• Pre-sale Phase: Early buyers received her bonus course, The Ultimate Email List Growth Toolkit

• Launch Phase: Buyers got access to the No BS Book Club — four live 90-minute calls to dive deeper into the book

Your takeaway:

Plan your campaign in phases. Add deadlines. Create incentives. Give people a reason to buy now, not “someday.”

Lesson 3: Don’t Do It Alone — Leverage Other Audiences

Another powerful move? Sam didn’t try to carry the whole launch by herself.

She got featured on podcasts, partnered with others, and had people sharing the book for her — before and during the launch. She tapped into new audiences and created buzz that extended far beyond her own following.

Your takeaway:

Start building relationships now — so when the time comes to promote, you’re not sending cold emails. You’ve already built trust and connection with people who want to help you succeed.

Lesson 4: Keep Showing Up (Even When It Feels Repetitive)

Sam showed up every single day, even when it probably felt like she’d said the same thing a hundred times.

Here’s the truth:

Most people don’t see every post. It takes multiple touchpoints before someone takes action. And yes, it takes way more marketing than most new entrepreneurs expect.

Your takeaway:

Be consistent. Be repetitive. Keep showing up. That’s how you stay top of mind and drive real results.

Lesson 5: Make It Fun and Creative

What made Sam’s campaign stand out wasn’t just the structure — it was the vibe. Her marketing was fresh, fun, and full of personality.

She experimented with creative hooks, clever reels, and playful visuals — all while staying on message.

Your takeaway:

Marketing doesn’t have to feel like a chore. Play with different formats. Try new angles. Inject your personality and creativity into every piece.

Final Thoughts: Steal These Strategies for Your Next Launch

Whether you’re launching a course, a digital product, or even your own book — I hope Sam’s launch gives you the confidence to show up in a bigger way.

Here’s a quick recap:

✅ Document the journey

✅ Think in campaigns

✅ Leverage other people’s audiences

✅ Keep showing up

✅ Get creative and have fun!

And one last thing…

On page 260 of her book, Sam gave a special shoutout to Tim’s Club — our non-profit here in Panama that supports individuals with intellectual disabilities.

Sam, thank you for supporting this dream from day one. 💛

📘 → Grab Sam’s book here

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