Meet John Henrick Abella, better known to us as JH, our sales manager at Tellwell! He leads our book-publishing consulting team, guiding authors and connecting them with the right services to bring their publishing goals to life. As part of our self-publishing model, JH plays an important role in guiding authors on their journey with Tellwell.
Get to know more about JH and his role at Tellwell.
Getting to Know You
Can you share a bit about your background and what led you to join Tellwell Publishing?
I started out in medical sales, which taught me the discipline and consistency needed to hit tough targets. After that I moved into publishing sales, and that’s where I really found my passion for working with authors and helping them bring their books to life. I’ve now been in the publishing industry for eight years, the last six at Tellwell. I started here as a publishing consultant and grew into the role of sales manager. What drew me to Tellwell, and what keeps me here, is how the company aims to be a true platform for author empowerment. That vision really resonates with me.
What excites you most about working in the self-publishing industry?
For me, number one is being an indispensable part of an author’s journey. There’s nothing more rewarding than helping someone bring their story to life and celebrating with them when their book is published. Number two is having the opportunity to re-shape how authors think and feel about self-publishing. By practicing Tellwell’s core values every day, I get to show aspiring writers that self-publishing can be a supportive and empowering experience, and that they can find a trusted partner in this journey.
What does a typical day look like for you as Tellwell’s sales manager?
Well, there are the usual tasks like tracking and reporting results, checking emails, voicemails, and duplicate inquiries, but no two days are ever the same. A big part of my day is really about supporting our publishing consultants across four markets and three countries. That can be anything from lead reassignments, appointment confirmations, invoice setups, troubleshooting issues with tools and systems, to discount and special offer approvals. I also do call listenings and coaching sessions, and help the team work through challenging clients. When I get some support downtime, I work on quarterly initiatives to improve our processes and systems, making sure the team has what they need to succeed. But for me, the most important part of my day is keeping everyone motivated, driven, and committed to our goals.
Connecting with Authors
How do you and your team approach building relationships with authors who are considering self-publishing?
For us, it always starts with listening. Every author has a unique story and a reason they want to publish, so we make sure to understand that first. From there it’s about being transparent, setting clear expectations, and showing them that they’ll have a team with them every step of the way. We don’t just present services, we offer real solutions to their publishing needs. Part of that is earning their trust and helping them see that what we bring to the table is worth their time and investment.
In your experience, what’s the most important thing to understand about an author before guiding them through the publishing process?
The most important thing is their motivation. Why do they want to publish? Is it to inspire others, leave a legacy, or build a career as an author? Once we understand what drives them, it’s easier to guide them in a way that really fits their goals. Their “why” sets the tone for the entire journey and helps us understand how we come into the picture, what kind of support, solutions, and guidance will make the biggest difference for them.
What advice do you give to authors who might feel overwhelmed or unsure about taking the self-publishing route?
I usually tell them that it’s completely normal to feel that way. Publishing a book is a big step. My advice is to take it one stage at a time and trust that there’s a process in place to guide them through it. At Tellwell, they’re not doing it alone, they’ll have a team behind them to make sure each step is clear and doable. Once they focus on small milestones, the big picture becomes less overwhelming.
How do you help authors see the potential in their work and feel confident about sharing it with the world?
I remind them that their story has value. Sometimes authors underestimate the impact their words can have, but I like to point out that there’s always someone out there who needs to hear exactly what they’ve written. By connecting their work back to that bigger purpose, whether that’s inspiring, educating, or encouraging others, they start to see the potential in it. Pair that with the professional support we provide and they gain the confidence to finally share it with the world.
Supporting and Encouraging Authors
What’s one of your favourite success stories from an author you’ve worked with?
There are a lot of success stories from my authors that I could share, and definitely lots of favorites. One of them is Elaine Alec, who has been getting a lot of attention with the two books she published with us. But perhaps my most favourite is David Scott from Australia. He published his autobiography with us some years ago, and his journey taught me that success comes in many different forms. For David, success was simply seeing his life’s work bound between covers and shared with others. When he got his copies, he immediately organized book signings in local shops and would send me photos from every event. In those photos, you could see a proud and accomplished man who genuinely enjoyed sharing his story. I’ll never forget one of his emails, where he said, “Nobody bought a copy today, but that’s all right. Selling is a bonus, them knowing about my book was my true goal. Still another successful day!” For me, that really captured what publishing is all about.
How do you keep your team motivated to provide personalized support to each author?
I always remind the team that every author is a human being with unique experiences, perspectives, and stories to tell. Each interaction is different, which means every conversation offers something new to learn. We do regular call listening and Q&A sessions with more experienced members of the team, which help keep communication open and allow everyone to learn from real situations. Teamwork is very important because when we share insights and approaches, we can support authors more personally and effectively. And we also worked with our pioneering publishing consultant, Mitchel, to build author personas, which gave us an even deeper understanding of the psychology behind why writers want to publish and how to approach them effectively.
What do you think makes Tellwell’s approach to working with authors unique?
We’re not just offering publishing services, we’re creating a partnership. We focus on empowering authors by giving them ownership of their publishing journey while providing the professional guidance and support they need along the way. It’s that balance of empowerment and expertise that really sets us apart, and above all we truly and sincerely care about our authors.
Managerial Insight
How do you train and mentor your team of book publishing consultants to connect effectively with authors?
Training starts with listening. I always emphasize that, before anything else, we need to understand the author’s story and motivation. We do call listenings and calibrations, mock calls, and Q&A sessions where newer consultants can learn from real conversations and from the experience of more seasoned team members. I also encourage open communication, so consultants can share insights and approaches with each other. A big part of mentoring is teaching them to ask the right questions so they can really uncover what matters most to each author. For me, it isn’t just about teaching techniques, it’s about building the right mindset to connect with authors sincerely and make them feel supported throughout the journey.
What qualities do you think are essential for someone working directly with authors in the publishing space?
For me, the first one is empathy. Authors are sharing something very personal, so being able to really listen and care about their story is important. Second is patience, because every author is in a different stage of their journey and they all move at their own pace. Third is adaptability, since no two conversations are ever the same and every author brings a different perspective. Fourth is consistency, because authors need to feel that they can always count on us to guide them with professionalism and respect throughout the process. And lastly, I think it helps to have the ability to encourage authors to take that next step. Sometimes giving them the confidence to see that now is the right time is what makes their dream of publishing finally happen.
How do you measure success, not just in numbers, but in the impact you and your team have on authors’ publishing journeys?
We look at the numbers to track performance, but I also remind my team that real success comes from consistently showing up each day and building meaningful conversations with authors. Another measure of success I’m very proud of is the feedback we receive from our client surveys. Authors may spend months in production after their first conversation with a publishing consultant, so when they still remember that initial experience and leave positive feedback, it shows that our team made a lasting impact. That kind of feedback is what I always highlight in meetings, because it reflects the true value of the work we do.
Fun and Personal Touch
If you could self-publish a book yourself, what would it be about?
Stories of resilience and personal journeys, the kind of real-life experiences that remind us how much strength people can find in themselves when faced with challenges. I’ve always believed that stories like these connect us, inspire us, and give hope to others who may be going through something similar.
What’s a quote or mantra you live by that you also share with authors?
One mantra I live by is: “You are blessed, be a blessing.” I actually borrowed this from a community organization I helped build as a founding member, and it has stayed with me ever since. It reminds me to always be grateful for what I have and to pay it forward. That can take many forms, like sharing advice that once helped me, being a listening ear for someone going through a tough time, or offering a story of hope and inspiration to encourage others. I think the same applies to authors: the stories they share can be a blessing to someone who needs to hear exactly those words at the right moment.
