Meet the Team

Tellwell Publishing Consultant Apple Bertulfo shares the value of creative control and trusting your publishing team

Lastly, don’t procrastinate. If your dream is to become a published author, then make it happen.

– Apple Bertulfo, Tellwell Publishing Consultant

Tell us about your role at Tellwell.

As a publishing consultant, my role is to provide intuitive guidance and support to all authors who want to publish their books. I cover all the details necessary to turn their manuscript into a professional book. I help authors identify their publishing goals, know what they want for their books and then discuss together the steps toward reaching those goals.

What attracted you to the indie publishing industry?

I love that the indie publishing industry gives authors creative control over their books. Creative authors don’t have to worry about sacrificing their creative visions because they retain full control over their books. For people who want to have complete autonomy in their writing career, I think a self-publishing path is an attractive option.

What do you enjoy most about working with new authors?

I love paying attention to the creative ideas that authors have when writing their books and their inspiration to write the book. Our authors come to us with a different base of ideas and I love that I can take great knowledge from it.

What advice do you have for new authors who are considering self-publishing?

I think if authors want to stay true to their vision of the book, then they should consider self-publishing it. One of the best reasons to self-publish a book is having the opportunity to express your creative side and, at the same time, you are able to keep the proceeds of each book sale. Lastly, don’t procrastinate. If your dream is to become a published author, then make it happen. As a published author, you are able to share your story and have the opportunity to influence others.

What is something that you’d like all authors to know about self-publishing? 

The first thing I would like aspiring authors to know when self-publishing a book is that taking shortcuts is not a wise idea.  Set specific goals and have a clear understanding of the work required to reach them. I think as a publishing consultant, it is my goal to guide them through that process.

Describe your approach to working with authors!

My goal is always to understand the author’s purpose and intention in writing the book. Having said that, I start by asking relevant questions that would be my basis for the insights I built my advice on. Also, I put value in building strong relationships with them. I make sure that there is trust and confidence before we even move forward towards publishing their books.

What is one of your most memorable moments with Tellwell? Have any authors really stuck with you?

As for Tellwell, I think one of the most memorable moments is meeting all the lovely people in the company. We have a talented team that brings ideas to life.

As for my interaction with authors, I have many in mind. One author that really stuck in my mind was a woman who, despite the odds, managed to publish her book and make a wonderful story out of her hardships.

2021 is nearly over – what has been your favourite read so far this year?

This year, I finished Blink: The Power of Thinking without Thinking by Malcolm Gladwell. This book talks about the choices we make in the blink of an eye and how rapid cognitions results can be a lot better than those with long detailed analyses of situations. It is a very interesting book that talks about snap judgments and the existence of our unconscious mind that makes those decisions. I think it is greatly suitable for those people who want to understand the complexities and involvements of the human mind and our ability to use it in making countless decisions.

What do you enjoy doing outside of work?

I enjoy traveling to different places. The feeling I get when I make my first step on a new journey to another place or country is indescribable. Also, the experience I gain from traveling gives me personal benefits like revealing pieces of myself I never knew existed before. Just recently before the pandemic, I was lucky because I was able to visit England and Scotland. The rolling countryside, cities, icy mountain peaks, and charismatic towns all combine to provide an exceptional holiday destination. I also had so much fun in Center Parcs.


We hope you enjoyed learning all about Apple Betulfo! For more Tellwell team features click here.

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