With a focus on quality and reliability, Joswin plays a key role in helping authors bring their books to life and into the hands of their readers.
Learn more about his role at Tellwell.
Tell us a little about yourself.
I’m Joswin Berdon, and I’m 26 years old. I’m cheerful, easygoing, and fun to be around. My hobbies include reading web novels, hanging out with friends, or simply dozing off in a quiet corner of the house.
What inspired you to get into the publishing industry?
I really love reading web novels. They allow me to experience the lives of the characters I’m following. It’s like living multiple lives in one body—they let you escape the real world, albeit momentarily. Because of this, I’ve been inspired to work in the publishing industry. This would allow me to help people tell their stories, and in return, it would help me experience their lives through their words.
Can you tell us about your role in the book distribution system at Tellwell? What does a typical day look like for you?
After I log in, I usually check our communication channels regarding distribution, such as Slack, Skype, and Zendesk. Depending on the urgency, I prioritize responding to the most pressing concerns first. After addressing inquiries or concerns, I proceed to check our distribution pool to see if there are any pending books while also monitoring for new inquiries in my communication channels. Additionally, I have two check-ins each day to collaborate with other team members, where we discuss the challenges we’ve encountered, processes we can improve on, and share our small wins.
What are some of the biggest challenges you face in the distribution process, and how do you work through them?
I can still remember when I first started working as a distribution specialist. I struggled with the process across different channels. Every time I distributed a book, I would double- and even triple-check to make sure I had filled out all the necessary information correctly. It made me anxious to the point that I would continue worrying about it outside of my shift. To overcome this, I kept practicing and studying the handling of all our distribution channels. Over time I became more confident in my work, and my anxiety magically vanished.
What part of your job do you find the most rewarding when it comes to helping authors distribute their books?
It’s when authors appreciate your help. I’ve had many authors return to thank me because they can now see their books online. They tell me that publishing their book was their biggest dream. Reading those emails makes me euphoric—it feels like I am the one writing and publishing the book. The authors’ happiness is so contagious that it makes me share in their joy and celebrate their wins.
There are a lot of misconceptions about book distribution. What’s the most common one, and how do you explain the reality to authors?
The biggest misconception I’ve encountered so far is that many of our authors believe the distribution team is responsible for selling their books, or they expect us to handle the sales for them. In reality, our role is to help them establish the distribution channels included in their package and ensure their book is listed properly, with no issues. I usually educate them about our role and set proper expectations. I also recommend them to our marketing team, as we have a group of professionals who can assist in promoting their books, which can boost sales.
How do you ensure that an author’s book reaches the right platforms and retailers?
We have a task in our distribution process where, before closing it, we must check if all of the author’s distribution channels are up and running across various platforms. This step ensures that all of the author’s distribution channels are ready to go.
What advice would you give to authors who are new to the distribution process and feeling overwhelmed?
If an author is feeling distressed or overwhelmed by the distribution process, I always reassure them that the distribution team is here to help. We take the time to explain the process patiently, as many times as needed, until they fully understand. We are committed to exhausting all available resources to assist them in achieving their goals. The distribution team is always willing to go the extra mile for our valued authors.
Can you share an example of a challenging distribution issue you’ve encountered and how you solved it?
One common and challenging scenario is when an author wants to list their book with a specific retailer. We always inform our authors that it is ultimately the retailer’s discretion whether they choose to list a given book. However, as a distribution specialist, we never outright say no to our valued authors. Instead, what I typically do is set clear expectations by letting the author know that there is a possibility the retailer may reject their book. At the same time, I make sure to exhaust all available options and explore every possibility to get their book listed with the specific retailer they want.
Many people think that distribution is just about sending books to retailers. What else goes into the process that authors might not know?
I believe one of the most important aspects of the distribution process that authors may not be aware of is the quality checks we perform on their metadata. We ensure that it follows the standard format, double-check the metadata to confirm it matches the print file, and screen the book format to ensure it is suitable for all of our distribution channels. If we identify any issues during our QC process, we resolve them immediately when no intervention is required from the author. However, if the author’s intervention is needed, we flag the issue and explain how they should proceed or outline their options. We then wait for their confirmation before moving forward.
What’s one thing you wish every author understood about the distribution process before starting?
One thing I would like authors to understand about the distribution process is that distributors and retailers, not Tellwell, ultimately have control over how their book appears to customers. Factors such as price, listing location on the website, availability (whether the book is in stock), and shipping costs/times are all beyond Tellwell’s control.
