Marketing Consultant Ben St. James has worked with hundreds of authors since joining Tellwell just over two years ago. While he can’t read every manuscript in its entirety, he enjoys engaging with the stories and previewing numerous books.
His debut picture book, Guinea Pig Power, has received multiple accolades, including Bronze in the Early Readers (6–8) category of the Reader Views Literary Award, Silver for Juvenile Bedtime Stories, and Bronze for Cover Illustration at the L.A. BookFest, and an Honourable Mention (4th place) in the Readers’ Favorite Book Awards for General Picture Books, among others.
Can you tell us about your role as a book-marketing consultant at Tellwell? What does a typical day look like for you?
I share ideas and coach authors on how to make the most of their books. We work with people from all walks of life, and it’s never a one-size-fits-all conversation. Every day is different. While I try to block out my time so that certain days are more focused on design and content creation, as requests come in they need to be handled, so it’s always changing.
You’re not only a marketing expert but an author! How has being an author influenced your approach to marketing books?
It’s important to share what works. There are a lot of tips and tricks online, often oversimplified, and not all of them are effective. My experience as an author who has published independently and with a small press allows me to share anecdotes about how to seek out and land opportunities.
What’s the most rewarding part of working with authors on their marketing strategies?
Getting to share in the process of helping them tell their unique stories is incredibly rewarding. Independent publishing allows for unvetted memoirs, messages, and lessons that might otherwise be diluted or dulled through a commercial publisher. Of course, there are some limitations to what we can say and how, but at the core of it our authors get to tell their stories, not the stories they are told to tell, and I believe there is something special about that.
In your experience, what are the key challenges authors face when trying to market their books, especially in the self-publishing world?
In most cases, authors tell me the hardest parts are maintaining excitement and having clear direction. I’m always happy when someone says they were dreading marketing, and after speaking with me they’re actually looking forward to it. There’s a lot of competition out there, but also plenty of opportunity. Fortune favours those who take the first step, and often knowing where to direct energy and effort is crucial for authors to take that initial step.
How do you envision your brand evolving in the future, both for your writing and consulting work?
Building a stronger reputation and hopefully expanding the scope of services and offerings. It’s been a while since I developed a mobile game back in 2017, something I haven’t revisited since, but I would very much like to pursue that again in the future.
What inspired you to write, and how has your journey with Tellwell been?
Previously, I had done ghostwriting and illustrations for a small press but never took the step to release a book of my own, even though they certainly encouraged me to. I got to collaborate and step into other people’s lives and imaginations, which can be a lot of fun.
For my own work, inspiration is most certainly related to new opportunities, locations, and people in my life. My content varies greatly depending on where I am and who I’m around, even if I’m using the same tools to create it. Relocating to North Hollywood inspired Guinea Pig Power. I initially put it together as a bit of a joke, but everyone around me insisted I finish it. So, I challenged myself to complete the book during November 2023 and had it published by December 4 of that year. The book ended up performing well in competitions, garnering many positive reviews, and reaching #1 in three different categories on Amazon’s bestseller lists. That proved to me that it’s okay to be a bit impulsive.
Working with Tellwell has allowed me to explore new ways of doing things, meet many people, and make great connections. I also feel it has contributed to a sense of accountability, motivating me to make the most of my campaign, which is currently at its halfway mark.
What advice would you give to self-published authors looking to build their brand and audience?
Find out what works for you. It’s good to have role models, but you can’t just copy someone else’s homework and expect the same results. Also, remember that production creates demand. A lot of people want to wait for demand to occur and then respond, but I’ve seen it work the other way around so many times that I feel like I should have put two and two together sooner. I finally had that lightbulb moment while listening to a podcast.
How do you balance your roles as both a marketing consultant and an author? Do you find there’s a lot of crossover between the two?
I block out my time at work and afterwards. This isn’t me saying that I don’t ever sit and do nothing or relax—I do. However, if I start feeling like it’s time to get up and go, I look at my to-do list and prioritize based on that.
Any author who has worked with me knows I schedule my posts on social media, so having plans and content ready ahead of time definitely helps make my time more efficient.
Do you have any upcoming projects, either as a marketing consultant or an author, that you’re excited about?
Promotion for Guinea Pig Power is continuing into next year, but I am dropping Cowboy Cooper and the Ghost Town, which is a story inspired by my friends and relatives who are passionate about preserving America’s historical sites, such as trails and national parks. I’ve also visited a few ghost towns here and there. I’m looking forward to sharing more about that book in the future.
Finally, what do you enjoy doing when you’re not busy marketing or writing books?
I enjoy sushi and sometimes BBQing while listening to a lot of podcasts about writing and business. One of our authors got me interested in Grant Cardone—he’s entertaining—and that led me down a rabbit hole of discovering more great entrepreneurs and interviews.
