Building a Book Like a Startup: Ali Kriegsman’s Playbook for Self-Publishing Success

Welcome, writers and book lovers. The Bleeders is a podcast about book writing and publishing. Make sure you subscribe to the companion Substack: https://thebleeders.substack.com/welcome

Today’s guest is author and entrepreneur Ali Kriegsman, joining The Bleeders to talk candidly about her path through traditional publishing, burnout, rejection—and ultimately choosing to self-publish her debut novel "The Raise" on her own terms.

In this episode, Ali breaks down what it really took to launch a book without a traditional publisher: owning 100% of her rights, deciding not to invest in PR, building a highly visual TikTok-driven campaign, and treating herself as the CEO of her own book launch—and it WORKED. Ali even earned the Reese's Book Club stamp of approval!

Ali opens up about the ego hit of not selling her novel on submission, the mindset shift required to embrace self-publishing, and how redefining success helped her rebuild confidence in her creative work. We also dig into the realities of book marketing, the trade-offs between traditional and self-publishing, genre confusion, rights ownership, audiobook decisions, and why writers have to decide what they’re optimizing for—whether that’s bestseller lists, longevity, or adaptation potential.

Subscribe to Ali’s Substack New Motives, follow her on Instagram @alikriegs, and buy your copy of The Raise on Bookshop.org, Amazon, or wherever books are sold!

The Bleeders is hosted by Courtney Kocak. Follow her on Instagram @courtneykocak and Bluesky @courtneykocak.bsky.social. For more, check out her website courtneykocak.com.

Courtney is teaching some upcoming workshops you might be interested in:

• How to Make 2026 Your Best Writing Year Yet: Manifest Your Writing Goals: https://writingworkshops.com/products/how-to-make-2026-your-best-writing-year-yet-manifest-your-writing-goals-zoom-seminar-with-courtney-kocak
• New Year’s Newsletter & Pitch Party Extravaganza (use code BLEEDERS for $100 off): https://www.courtneykocak.com/store/new-years-newsletter-pitch-party-extravaganza-2026
• How to Build a “Platform” for Writers Who Shudder at the Thought: https://writingworkshops.com/products/how-to-build-a-platform-for-writers-who-shudder-at-the-thought-zoom-seminar
• Start a Newsletter to Supercharge Your Platform, Network and Business: https://writingworkshops.com/products/start-a-newsletter-to-supercharge-your-platform-network-business-zoom-seminar
• Land Big Bylines by Writing for Columns: https://writingworkshops.com/products/land-big-bylines-by-writing-for-columns-zoom-seminar
• So You Want to Start a Podcast?: https://writingworkshops.com/products/start-podcast-workshop-courtney-kocak
• Edit & Elevate: Revision Intensive: https://writingworkshops.com/products/edit-elevate-revision-intensive-zoom-seminar-with-courtney-kocak