Meet Ashleigh, our in-house book-publishing consultant based in Australia. She previously worked as a book-marketing consultant, offering her strong insight into how books connect with readers and what it takes to position a title successfully in the market.
In her current role as a publishing consultant, Ashleigh introduces authors to the self-publishing process and guides them through the early stages of bringing their book to life. She helps authors understand their publishing options, set clear expectations, and make informed decisions about their project from the very beginning.
With experience across both marketing and publishing, Ashleigh brings a well-rounded perspective to every author she works with, supporting them as they take the first steps in their publishing journey with clarity and confidence.
Read on to learn more about her role at Tellwell.
Can you tell us about your journey at Tellwell and how you got started as a marketing consultant?
Working in publishing has always been a dream of mine, so after finishing my master’s in Writing, Editing and Publishing at the University of Queensland, I began searching for publishing roles in Australia. I’d like to say I walked into a job fresh out of university, but it took six months of searching, all while I continued working at my local bookstore. Finally, I came across Tellwell and began working as a marketing consultant.
What inspired your transition into a book-publishing consultant role for Australia?
I started working at Tellwell as a marketing consultant, and after a year I decided I wanted to learn more about the entire publishing production process, so I moved into the publishing consultant role, where I learned about the various stages of publishing, including the importance of editing, the complexity of design, and the crucial role of distribution.
How has your background in book marketing influenced the way you now guide authors through publishing?
Marketing is the final stage of the publishing process, and from the feedback I’ve received from my authors, it is also the most daunting part of publishing. Many of the authors I’ve spoken with really struggle with how to position themselves and their books in ways that entice readers. Going from helping an author at the end of production to the start means I can guide them through the overall process and plant seeds about how fun (and important!) book marketing can be in our very first conversation.
What does your role as a book-publishing consultant involve on a day-to-day basis?
Each day, I get to meet new authors who come to me with books about every which thing. Some of these authors have been previously published, but most are starting their author journey for the first time and have no idea what to expect. What really matters to me is educating first-time authors about the publishing world while guiding them through the stages and expectations involved.
How do you introduce new authors to the self-publishing process and help them get started?
I find it’s really important to discuss all publishing options with authors, including a comparison of the traditional and self-publishing sectors. What is really important to me is finding the publishing path that best supports an author’s goals, whatever that might be. At the end of the day, self-publishing is more accessible to many first-time authors, with many traditionally published authors having started as independent authors.
How do you guide authors in making the right decisions for their books?
It all starts with a simple conversation. First, I ask for an overview of the book we are discussing. Then, we talk through the five stages of publishing (writing, editing, design, distribution, and marketing). Prompting an author to share their goals for each stage helps me determine the level of support they might need to create their book. From there, I can match them with a package that matches that level of support.
How do you support authors differently now compared to when you were in marketing?
Although my current role is different, I continue to approach both consultations with the same level of care and understanding. The main difference is that I’ve gone from supporting authors at the end of production to supporting them at the start, which means I have a lot more information to cover. Still, I try to make sure that all authors I speak with understand what I explain about publishing, and I always try to encourage them to speak up with any questions they might have.
What are some common questions or concerns authors have when they first explore publishing?
One of the most common questions is, “Will I make my money back?”, and it’s a fair one to ask. Self-publishing can be a significant investment, so it’s important to have a clear understanding of what kind of return you might expect. The reality is that book sales are never guaranteed, and if any publisher does guarantee sales, that’s a major red flag. Outcomes can vary widely depending on several factors.
One of the biggest influences on a book’s success is marketing. Your book may be available through all major online retailers, but if people don’t know it exists, it can be difficult to generate sales. Reaching the right audience and creating awareness is key. As Alex Shultz put it, “Marketing connects your product to people who might want it,” which is why it’s often one of the most important aspects of publishing, right alongside professional editing.
What are some key trends or insights you’re seeing in the Australian publishing landscape?
Genre fiction is performing particularly well in the Australian market right now, with romance and fantasy continuing to rise in popularity.
Another key insight is the ongoing strength of physical book sales. Despite how popular eBooks are, according to NielsenIQ BookData in-store book buying remains very popular, especially among younger Australians who value the tactile and aesthetic experience of owning books.
What do you think sets Tellwell’s self-publishing approach apart for authors?
The combination of honesty, transparency, and genuine support. With Tellwell, you’re working with a team that truly cares about bringing your book to life and guiding you through each step of the process.
What has been the most rewarding part of your transition into this new role so far?
The most rewarding part has been working with authors who are new to the publishing industry and helping guide them toward a path that aligns with their goals and budget. It’s incredibly fulfilling to support someone at the beginning of their journey and provide the clarity and direction they need to move forward with confidence.
What’s one piece of advice you always share with first-time authors?
Take your time and do your research. There’s a lot of information out there, and finding the path that best aligns with your goals as an author is incredibly important.
Market research doesn’t have to be complicated, either. It can be as simple as reading current, trending books in your genre to understand what resonates with readers. It’s also valuable to read widely and follow other authors’ journeys, as you may discover strategies or approaches that could work well for you too.
If you could work on publishing any book (past or present), which one would it be and why?
Any book by Suzanne Collins. Dystopian fiction, particularly written for young adults, has always been a personal favourite of mine, especially when it explores meaningful political themes that reflect real-world issues. Her world-building is exceptional, and I feel like she has a way of developing ideas that are both intense and thought-provoking.
