As an author, you may already be aware that the hard work of writing a great book is just the beginning, and promoting it effectively can be quite a real challenge.
This is where Lesley Morrison, a book-marketing consultant for Tellwell, can help you! With years of experience working with authors, Lesley knows how to develop marketing strategies that work and can assist you in standing out in a competitive market. In this meet-the-team interview, we will chat with Lesley about the art of book marketing and how you can use her expertise to promote your book.
Can you tell us a bit about yourself and your background? How did you become interested in book-marketing consulting?
As a published author, I realized the importance of knowing how to market a book in a saturated and competitive market. Having some insider knowledge prompted me to find ways I could help others on the same literary journey and overcome the same challenges I faced.
What does a typical day in the life of a book-marketing consultant look like? Can you walk us through your daily routine?
My day always starts with emails! I like to ensure no one is left hanging for answers. Typically I prioritize tasks that will have the greatest impact for authors in getting marketing underway. I keep close communication with my authors to let them know where things are at, and to get feedback on services I am working on if necessary. I save the most creative tasking (like promotional material design) for the evening when I do my best visual work.
Welcome to the world of Zar, one of Tellwell’s gifted in-house illustrators. As one of our newest team members, Zar has quickly become a top choice among authors looking to bring their stories to life. From his unique approach to working with authors to his expert insights on what to look for when selecting an illustrator for your book, this post is your chance to get to know Zar and discover how his talents can elevate your storytelling.
Tell us about yourself.
Hi, I am Eleazar Daligdig, also known as Zar and @zaroncanvas on IG, Twitter & Facebook. I am a visual artist & illustrator, the CEO of Zar on Canvas, an art director/illustrator of Dungeon Diaries, and a former art teacher at Artissimo Arthouse.
‘Tis the season to be jolly indeed! Meet Tellwell design-team member Gerardo Basilio. Read on to hear about his approach to book-cover and interior designs and how he adds whimsical or colourful touches to them!
Tell us about yourself.
I am Gerardo Basilio “GB” Faelnar. I have lived in Zamboanga City for almost 20 years and decided to become independent by going to Cebu after working in a startup in Zamboanga for a year. I graduated from Ateneo de Zamboanga University, where I was given a basic introduction to InDesign. The IT courses were more about web design and computer animation, so I put my feet in deep water when I applied and got hired by Tellwell.
I am really thankful to the design team for giving useful tips on solving certain obstacles I encountered since day one. Also, just throwing this out here, I have a twin!
What did you do before joining the Tellwell team?
I was an in-house web designer for a US-based company before joining Tellwell. Every design my employer needed was done by me, but no books. My first book-designing experience was with Tellwell, and I still find it fascinating to read the unique ideas that authors want to incorporate into their designs. I look forward to reading more creative briefs with out-of-this-world ideas.
What do you enjoy most about your role?
I enjoy creating cover designs and hitting the right expectations as requested by the author. I also enjoy creating creatures or characters for illustrations that are not common (putting life into something that is not yet discovered, imaginatively speaking).
I enjoy the times when an author asks me to if they can put my name on the book cover or interior. But most importantly, I enjoy making authors happy.
Where do you draw creative inspiration from?
When I go out on errands or buy groceries, I try to find time to go to bookstores and look at the trending books. I browse through the internet to look for inspirations, too. I visit Pinterest, Dribbble, and Canva, and search for the top cover designs of a specific year/style. Also, re-reading the book description and author biography gives me outside-of-the-box ideas.
What type of book covers do you absolutely love doing?
I am still looking for a genre to focus on, but I keep in mind that using only one specific hat will hinder me from growing. By adapting to other genres I am able to create a variety of covers, which is a must-have skill for any designer. This skill can be applied to other mediums as well.
So, to answer the question specifically, I like doing photo-manipulated covers, as it helps sharpen my Photoshop skills.
Why is it important for an author to take their time to consider and review the interior of their book?
Even though the interior may look perfect now, there will always be a tiny error (it may be an extra period or space, or a missing comma) that the designer or editor might have missed. Taking your time at every step of the process will definitely be worthwhile, as you learn new things about book publishing and in return help Tellwell staff better understand the story behind your book.
What advice do you have for authors working with a book designer?
Keep instructions/description short and concise
Expect colours to be different from your original file submission
If you have a detailed costume for a character on your cover with a specific pose, a creature that no one has seen yet and so on, then its an illustrated cover
Properly plot corrections/instructions on revision PDFs
How does interior design help elevate a book?
A well laid out interior can help readers understand the content of a book better. Even small details when added on plain text, like an image or icon, will greatly help readers visualize an object or character better. Using different font sizes and styles will give hierarchy and help with flow for the readers. The striking effect that the author wants to exhibit will still be there even if there are no pictures.
What are some of the favourite projects you have worked on?
Premium covers: I can create my own designs while honouring the author’s requests, so hopefully they’ll like my idea better than the original concept.
Illustrations projects, especially my first illustrated book, entitled Cheeky Dog Duke.
Our book-marketing team is made up of skilled professionals who are passionate about helping authors showcase their projects through a variety of personalized services, ranging from bespoke marketing strategies and attention-grabbing press releases to engaging social media content and graphic-design assistance. We chatted with Ben St. James to learn more about how he serves his authors and what he enjoys most about the work he produces.
What inspired you to join the Tellwell team as a book marketer?
It seemed like a great fit. I had been working with indie artists and authors and wanted to do more of that! The timing was incredible, as I had just returned to Canada and finished up a contract that required similar competencies.
What do you enjoy the most about your work with Tellwell?
I enjoy the variety of activities I get to be involved in. It’s rewarding working with such a great group of people and collaborating on projects for the blog and newsletter, certain marketing activities that require a team effort, and one-on-one work with our talented authors. Because we work with so many unique authors, no duties are ever quite the same—it’s always new.
Authors rely on publishing consultants to advise, inform, and set expectations through the production process. Josephine Cataluña has dedicated herself to ensuring authors access the right services to achieve their goals and bring their dreams to life. In addition to her passion for literary projects, Josephine also finds inspiration from music and nature.
Tell us a bit about yourself.
I am a peaceful person who wants to enjoy life with my favourite people. I love animals and nature, especially white sand beaches. Summer is my favourite season. I do yoga and sing a lot. I was a bit of an introvert, especially during my younger years. I just hang out and open to a couple of friends. People who have high self-confidence who get to speak or perform in front of a huge crowd amazed me, maybe because I was not as confident then as I am now. I also enjoy learning about different cultures, cuisines, and fashion styles. I am a fan of romantic-comedy novels and movies.
What do you enjoy most about your role?
What I enjoy most about my role is being able to talk with different people from different walks of life and hearing about their life experiences and inspirations for writing their books. I get to understand things from their perspective, and I gain wisdom with each encounter, because more often than not I resonate with the stories they share. And when the book project is already done, it gives me a different fulfillment knowing I have helped an author figure their way forward in terms of publishing.
What does a typical week look like for you at Tellwell?
It gets quite busy at the start of the week with all the booked appointments and inquiries (by phone or email), talking with different authors, all at a different stage on their publishing journeys. Then I spend the middle part of the week towards Friday negotiating contracts while keeping in mind their service needs and what solution I could bring to each author.
What is a question you get asked the most by authors? How do you answer it?
The question I get asked the most is “How much does it cost to publish?” and I answer it with full transparency, making sure that they understand the value of each service they will be paying for.
Do you have an achievement that you are most proud of? What inspires you to succeed?
I am proud of my Sales Rookie 2022 award, because it means a lot of authors trust me and my consulting. I might be a neophyte at book publishing, but I am very passionate at delivering quality service and genuine advice. I understand the value that each author brings to the world.
If you authored a book, what would it be about?
If I were to publish a book, it would probably be about love in general and how it impacts a person’s transformation in becoming the best version of themselves.
What do you enjoy doing most outside work?
Singing and spending quality time with the people I love.
Do you have any good books or content to recommend?
I do have a short list of romance novels that I would love to get a hold of by the end of the year. A couple of them would be the latest releases by Nicholas Sparks.
What inspires you?
Ambition, happiness, and doing new things. Seeing someone achieve their dreams, seeing someone’s smile, doing adventures and thinking about happy moments with my daughter, family and friends—these are what inspire me. The beauty of nature, too!
Printing manager and project manager Jun Mark began working at Tellwell in 2020, and authors looking to order books in bulk will likely cross paths with him. He is a patient, kind, calm, and hard-working team member. Get to know Jun Mark and his love of cats, and read the touching story of his recent reunion with his biological mother.
Tell us about yourself.
I am a fur-parent of 19 cats and recently built a cat house to ensure their wellbeing, and to earn their recognition of me as a truly responsible human. I love nature and like to travel to the countryside. I’ve been in the publishing industry since 2015 and really enjoy working with authors.
What do you enjoy most about your role?
I enjoy having a great degree of control and freedom within my job and department. I work full-time across three departments and the management trusts me to produce high-quality work and results. I get to be creative at work and it’s something that I intend to maintain, which keeps me engaged and excited, but at the same time I love that my job enables me to love and enjoy my other passions in life.
What does a typical week look like for you at Tellwell?
During a typical work week, one of my important tasks is checking in on the print jobs and looking into the progress on various book projects.
I like to meet with the team first thing on Mondays to share our good news, discuss our priorities for the week, address print-job matters in real-time, and to share knowledge and resources with team members. Keeping myself informed on the global-market status and the supply-chain situation is also part of my typical work week to ensure the business operates efficiently.
Since we work at home, we meet daily via video call, which gives us the opportunity to check in with each other on the progress of our projects. Part of the aspects of the printing business that I manage is to maintain our positive relationship with our print partners in Canada, the USA, the UK, Australia, and China.
Advice from Tellwell’s in-house illustrator Veronika Hipolito
Veronika Hipolito is Tellwell’s in-house illustrator. She is known for creating whimsical children’s book illustrations and beautiful cover designs. Her illustration style is magical, expressive, and free-flowing. Read on to hear her approach to working with authors as well as what authors should look for when choosing an illustrator for their children’s book.
Tell us about yourself. I’m an illustrator and a painter. My concoction of surreal, detailed elements, dominantly on a blue colour palette accentuated with gold foils and ink, make the imagery stand out. This is also how I express my passion for merging culture and nature in every possible way.
What did you do before joining the Tellwell team? I was a graphic artist and illustrator at a local newspaper. I’m also an art-event organizer who caters to both local and international creatives. I’m an active artist in the arts community participating in exhibits, art and literary conventions, and competitions.
Meet Tellwell’s new president, Jason Farris! A jack of all trades, Jason has worked in the marine world, the banking industry, the software industry, and the NHL before joining us here at Tellwell. Read on to learn about what attracted Jason to the self-publishing industry, and what he wants authors to know about publishing with Tellwell.
Tell us about your role at Tellwell.
I am the president of Tellwell, working closely with our founder to take the wonderful things that have already been built and find ways to take those capabilities and services to new authors. We’re just starting to expand outside of North America, and there’s a whole world out there of authors we can connect with to continue to support creativity and contribute to a broader cultural enrichment, helping to grow the opportunities for new authors, and providing top-notch arts-based jobs.
What did you do beforehand?
Before this, I was in the electric marine world, helping bring to market a 50-horsepower electric outboard motor. We developed a world-leading product, began delivering to our large list of pre-order customers and brought in General Motors as a 25% partner in the business.
Prior to that, I was chief operating officer of the Dallas Stars hockey club, helping bring them out of bankruptcy as part of the management team that rebuilt the franchise in an important market in the US for the National Hockey League.
I’ve had the benefit of working in a variety of industries before that as well, including banking and software. So, coupled with being a self-published author myself, I’ve had a range of experiences that give me the ability to connect with our authors about what they do and want to accomplish, but also enable me to share my company-building experiences with our employees to help them grow and develop as Tellwell grows.
Meet Tellwell’s interior book designer and quality assurance specialist, Michael! Read on to learn about the importance of a good book interior and how you can best prepare for this crucial step in your publishing journey.
What inspired you to work in publishing? My passion in design inspired me to pursue a career in publishing. I am really happy to be able to get to continue to challenge myself in designing more interesting books.
How do you define your role at Tellwell? Being a QA (quality assurance specialist) is a huge responsibility to carry on your shoulders. One mistake can potentially affect our relationship with the author or can affect our company’s reputation. I am very keen on details to make sure we can deliver the best results. At the end of the day, it is fun, challenging, and fulfilling at the same time.
Where do you draw creative inspiration from?
Internet and social media. I also check other designers’ work whom I admire the
most.
Why is it important for an author to take their time to consider and review the interior of their book? A successful book is more than just a manuscript thrown between a cover. One of the key elements to success is a professional interior design that adheres to industry standards, and to mimic what readers, retailers, and reviewers expect. So, it’s really important for the author to take the time to consider and review the book and for us to generate an aesthetically pleasing interior.
Everyone thinks design is just about the cover but it’s so much more. How does interior design help elevate a book? Interior design helps elevate the book through these key elements; space, line, forms, light, color, texture, and pattern; creative-interesting design and keeping them balanced is the key to creating an aesthetically pleasing interior.
Also, a well laid out interior plays a crucial role in the overall reading experience, and can even impact your ability to get a bookseller’s attention.
Australian publishing consultant Despina Maclaren dispels the most common myth about self-publishing
Tell us about your role at Tellwell.
My role at Tellwell is to help authors navigate the publishing landscape, so they are able to make informed and educated decisions about the options available to them, and to guide them on what is best for their needs as well as their budget. I adore assisting authors, the day-to-day diversity of my role, and [discovering the] reasons and motivation behind what makes an author want to publish their book. It is a joy to assist them in understanding the process and expectations, offering them advice from my own years of experience in the book trade.
Tell us about your previous publishing experience.
I’ve been in the book industry for thirty-five years, and started out working as a bookseller at Angus & Robertsons’ flagship store in Melbourne on Elizabeth Street. I moved on to work as a bookseller across Melbourne and later became the rep there for Penguin Books. I decided to move to the UK, and worked for Penguin UK and other global and independent publishers, selling all kinds of genres, from mass-market fiction to non-fiction to children’s, education, academic, and professional books.
