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Our Advisors

ALLi Advisors are publishing and self-publishing experts who offer trusted advice to our members.

Joanna Penn: Author Enterprise Advisor

“Indie author-publishing is empowerment for your creativity and expression.”

Joanna Penn is the New York Times and USA Today bestselling author of the ARKANE thriller series and the London Psychic series under J. F. Penn as well as inspirational non-fiction. Joanna is also an international speaker and entrepreneur, voted as one of The Guardian UK Top 100 creative professionals 2013. She has published a series of self-publishing guides to help indie authors achieve their self-publishing goals, which includes the invaluable “How to Market a Book“.

Website: The Creative Penn | Twitter: @thecreativepenn

Joanna On Self-Publishing:

“Indie author-publishing is empowerment for your creativity and expression.”

Joanna’s Top Tip:

“Spend time getting to know yourself, your goals for your book, your author brand and your target audience so you can make the right decisions about publishing and marketing.”

Joanna hosts our monthly Advanced Self-publishing Salon broadcast and podcast with Orna Ross

Mark Coker: Distribution Advisor

Mark Coker

Mark founded Smashwords in 2008 to change the way books are published, marketed and sold. Smashwords has grown to become the leading ebook distributor serving indie authors, small presses and literary agents and The Wall Street Journal has named Mark one of the “Stars of Self-Publishing.” Mark is co-author along with his wife, Lesleyann, of Boob Tube, a novel that explores the behind-the-scenes world of daytime television soap operas.

It was Mark’s experience trying to get Boob Tube published that inspired him to start Smashwords. Mark is a long time angel investor and advisor to technology and media startups and a contributing columnist for the Huffington Post, where he writes about ebooks and the future of publishing.

Website: | Twitter: @markcoker

Mark On Self-Publishing:

“The big publisher gatekeeper-as-curator is being replaced by readers, as it should be.

Mark’s Top Tip:

Authors should distribute their books to as many retailers as possible.”

Joel Friedlander: Design Advisor

Joel Friedlander

Joel is an award-winning book designer, a blogger, and the author of A Self-Publisher’s Companion: Expert Advice for Authors Who Want to Publish. Joel is the proprietor of Marin Bookworks in San Rafael, California, a publishing services company where he’s helped launch many self-publishers since 1994.

He also writes a popular blog on book design, book marketing and the future of the book at and is the creator of the new online training course, The Self-Publishing Roadmap.

Website: | Twitter: @JFBookman

Joel On Self-Publishing:

“Self-publishing gives you an opportunity to change the world, one reader at a time, but you have to treat your work with the respect it deserves.

Joel’s Top Tip:

Keep learning and don’t give up, book publishing is a marathon, not a sprint.”

Jane Friedman: Publishing Advisor

Jane Friedman

Jane is a former publishing & media exec who now teaches e-media full-time at the University of Cincinnati. She has spoken on writing, publishing, and the future of media at more than 200 events since 2001, including South by Southwest, BookExpo America, and the Association of Writers and Writing Programs.

Jane has 20 years of experience in the publishing industry, with expertise in digital media strategy for authors and publishers. She’s the co-founder of The Hot Sheet, an essential publishing industry newsletter for authors

Website: | Twitter: @janefriedman

Jane On Self-Publishing:

“Self-publishing is for those with entrepreneurial spirit.”

Jane’s Top Tip:

“You’re ready to go indie if you understand that it’s like embarking on a new business venture.”

Jim Kukral: Book Marketing Advisor

Jim Kukral

Jim Kukral is a 18-year Internet marketing professional who was named by Dun & Bradstreet as one of “The Most Influential Small Business People on Twitter.” Jim also serves as a Program Faculty Member for the University of San Francisco’s Internet Marketing Program where he teaches classes to students around the globe on the topics of Internet marketing, entrepreneurship and social media. In addition, chose Jim as one of 100 top small business influencers online.

Jim is also the founder, a popular community that provides book marketing tools and training for authors.

Website: | Twitter: @jimkukral

Jim On Self-Publishing:

“Self-publishing is freedom and opportunity for anyone who chooses to share their content and stories with the world.”

Jim On ALLi:

“ALLi understands the opportunity for independent authors in today’s new publishing world.”

Mark McGuinness: Productivity Advisor


“Self-publishing is just getting started.”

Mark is a poet and coach for writers and other creative professionals.

He is the author of Resilience: Facing Down Rejection and Criticism on the Road to Success and Motivation for Creative People (forthcoming in 2015), and a co-author of the 99U books Manage Your Day-to-Day and Maximize Your Potential.

Website: | Twitter: @markmcguinness

Mark On Self-Publishing:

“Self-Publishing is just getting started.”

Mark’s Top Tip:

“Accept that promoting your work is part of the job. And bring your creativity to that part as much as to writing your books.”

Karen Inglis: Children’s Publishing Advisor

Karen Inglis

“There’s so much to learn with self-publishing, and it’s a process that is naturally empowering”

Karen Inglis is the author of The Secret Lake (8-11yrs), Eeek! The Runaway Alien (7-10 yrs), Henry Haynes and the Great Escape (6-8 yrs) and Ferdinand Fox’s Big Sleep (3-5 yrs). Ferdinand Fox’s Big Sleep is also available as an interactive book app and an enhanced eBook. Since first self-publishing in 2011 Karen has sold around 8,000 books – around a half in print. Her titles are stocked in independent bookshops and branches of Waterstones in southwest London. She regularly visits schools and has appeared as a speaker at a number of self-publishing events. If you’re a writer, also see her blog at

Website: Karen Inglis | Twitter: @kareninglis

Karen On Self-Publishing

“There’s so much to learn with self-publishing, and it’s a process that is naturally empowering”

Karen On ALLi

“ALLi is the go-to organisation for any self-publisher”

Helen Sedwick: Legal Advisor



When Helen Sedwick self-published her historical novel Coyote Winds, she found no legal guide to assist independent authors navigate the legal side of self-publishing.

So she used her 30 years of legal experience to cut through the legalese and write Self-Publisher’s Legal Handbook. Her goal is to keep writers out of court and at their desks.

Website: Helen Sedwick | Twitter: @HelenSedwick

Helen on Self-Publishing:

“Self-publishing has made it possible for writers to control their work from inspiration to publication and beyond. Writers should take the time to understand licensing, the currency of the publishing industry. Any writer capable of mastering plot, characterization and story structure can learn the legalese to protect their rights and their wallets.”

Helen On ALLi

“ALLi has assembled a formidable team of the leaders in independent publishing. I am excited by the opportunity to be one of them.”

Andrew Bromley: Academic Publishing Advisor

Andrew Bromley Academic Advisor for ALLi

Andy Bromley is the Marketing Manager at Ingram Content Group, the world’s largest distributor of physical and digitally published content. He has experience in Higher Education publishing, previously working for Pearson Education and Academic publishing with Cambridge University Press, whilst also having experience in schools and tertiary education when working as the Resource Development Manager for the exam board OCR, part of Cambridge Assessment. Andy has particular interests in the types of publishing that supports learning, both professional development and formal education.

Andrew On Self-Publishing:

“Independent publishing, whether developed by the individual author or via a collective, has the ability to revolutionise learning, breaking down the knowledge barriers of entry and bringing the educator closer to the learning as never before.”

Andrew on ALLi:

“The best thing about being a part of ALLi is their unique ability to share intelligence from the smartest minds in the industry. There isn’t a day that goes by where I do not learn something new from reading a blog post, a news thread or having a direct conversation with an ALLi member.”

Ben Galley: Crowdfunding

Ben Galley

Ben Galley is a young indie author and purveyor of dark fantasy from rainy old England, who isn’t shy about admitting that he still believes in dragons.

As well as being the author of the epic and gritty Emaneska Series, Ben also works hard as a self-publishing consultant, sharing his passion for writing and publishing with upcoming authors. His newest book: Shelf Help – The Pocket Guide to Self-Publishing, can tell you all you need to know about self-publishing. Ben is also the proud co-founder and director of indie-only eBook store Libiro, which can be found at

When he’s not causing mischief for the local populace, Ben can be found being loquacious and attempting to be witty on Twitter, or at his website.

Website: | Twitter: @BenGalley

Ben On Self-Publishing

“Self-Publishing is the best thing to happen to this industry since the printing press.”

Ben On ALLi

“The best thing about being part of ALLi is the close-knit, friendly and helpful community of authors.”

Seth Dellon: Publishing Rights

Seth Dellon

Seth Dellon is Associate Publisher at Foreword Reviews and co-founder of the online rights platform, PubMatch (a joint venture between Publishers Weekly and Combined Book Exhibit), where he helped it grow from simple communication network to a complete platform for those in the rights arena.

He holds a degree in creative writing from Hofstra University.

Website: Pubmatch | Twitter: @pubmatchnetwork

Seth On Self-Publishing:

“Self-publishing is empowering!”

Seth on ALLi:

“I like working with ALLi because ALLi puts its members first!”

CJ Lyons: US Advisor

New York Times and USA Today bestselling author of twenty-seven novels, former pediatric ER doctor CJ Lyons has lived the life she writes about in her cutting edge Thrillers with Heart. Winner of the International Thriller Writers’ coveted Thriller Award, CJ has been called a “master within the genre” (Pittsburgh Magazine) and her work has been praised as “breathtakingly fast-paced” and “riveting” (Publishers Weekly) with “characters with beating hearts and three dimensions” (Newsday).

Learn more about CJ’s Thrillers with Heart at and everything she knows about becoming a bestseller and selling a million books at NoRulesJustWRITE.

Website: No Rules Just Write | Twitter: @cjlyonswriter

CJ On Self-Publishing:

“Self-publishing is…exciting, challenging, and one of the best ways possible to take control of your writing career.”

CJ on ALLi:

“ALLi represent the future of publishing, filled with forward thinking, innovative ideas, and comradeship.”

David Vandagriff | Legal

David Vandagriff

David Vandagriff is an intellectual property attorney who works with contracts – negotiating them, writing them, analyzing them and helping clients understand them. He has experience, including litigation experience, with a wide variety of contracts, including contracts with some of the largest technology companies and financial institutions in the world.

Currently, in addition to software licensing and general business contracts, David has a particular interest in the types of contracts authors have signed and may be asked to sign, including contracts with publishers and agents. David blogs about book contracts and other topics of interest to authors on The Passive Voice.


David On Self-Publishing:

“Self-publishing is like the Emancipation Proclamation for authors so long as they watch out for those people and organizations who take advantage of the unwary.”

David’s Top Tip:

“Don’t sign anything you haven’t read and understood because whenever someone asks for your signature, they’re asking you to make a legally-binding commitment.”