Alright – so today we’ve got the honor of introducing you to Elona Washington. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Elona, thanks for joining us today. Alright, let’s jump into one of the most exciting parts of starting a new firm – how did you get your first client who was not a friend or family?

I was attending the Traffic, Sales, and Profit (TSP) Live annual conference in Atlanta, GA, where they used the Whova app for attendee engagement. One of the attendees posted that she was traveling from Arizona and this was her first time at the conference. I responded that she didn’t have to go it alone and met her at the hotel door entrance.

The attendee was Myeisha Thompson. During our lunch break, we got acquainted, and as she told me her story, I blurted out, “Why don’t you have a book!”

She laughed, leaned over, and pulled out a folder full of notes. She mentioned that she’s been writing a book for years and just couldn’t find the time to finish.

I knew this was my moment. I had recently pivoted from providing small business marketing services to launching my indie publishing company, The Author’s Journey (TAJ). To prepare for this new venture, I’d created a presentation, made t-shirts with my TAJ logo, and even included a QR code on the back where people could scan it to could learn more.

So I grabbed my phone, pushed my quinoa bowl to the side, and went into my presentation at the hotel bar. About midway through, though, she said she didn’t need to hear anymore. Thinking I blew it, I looked at her for an explanation and she casually said, “I was already going to do it. I didn’t need to see the presentation.”

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

In 2016, I published my memoir, never expecting it—wanting it—to gain widespread attention. My target audience was the survivor community, but a few months later, #MeToo went viral, and I was thrust into the spotlight. My story caught the attention of USA TODAY and other major outlets, including the Canadian Broadcasting Company and syndicated news networks.

At the time, I had over 15 years of corporate marketing experience and realized I enjoyed book marketing more than anything else. Friends and family began asking me to help self-publish their books, and it quickly became my side hustle.

Shortly after COVID, I landed my dream job at a traditional publishing house, which confirmed a suspicion I’d long held: all authors—self-published or traditionally published—struggle with marketing. I eventually resigned and opened a boutique marketing firm. However, my true passion remained book marketing, so I pivoted to create The Author’s Journey.

At The Author’s Journey, we not only provide self- and hybrid-publishing services, but we also help authors maximize their brand and financial potential by:

Monetizing their content beyond book sales
Leveraging their book to attract prospects
Defining their personal brand strategy

This approach sets us apart and is something I’m incredibly proud of. The average self-published author only sells 250 books in their lifetime. Several of my first-time authors sell over 100 books within a month, many exceed 1,000 copies, and they all understand how their title can grow their speaking and consulting careers.

How’d you build such a strong reputation within your market?

I believe my reputation has been built on an unwavering commitment to excellence. From the moment I take on a project, I focus on every detail of the manuscript, ensuring that it aligns with both the author’s vision and the expectations of their target audience. My process always begins with the end in mind—crafting a book that not only resonates with readers but also achieves the author’s larger goals, whether that’s building their brand, sharing their expertise, or inspiring change.

One of my core beliefs is that self-publishing should never mean compromising on quality. I am adamant that authors who choose to self-publish deserve a book that stands shoulder-to-shoulder with traditionally published works. Every element—from the cover design and interior layout to the marketing strategy—is crafted to convey professionalism and credibility.

By prioritizing audience engagement, impeccable design, and strategic positioning, I help authors create books that not only reflect their best work but also open doors to new opportunities, whether in speaking, consulting, or expanding their personal brand. This commitment to excellence is what sets my work apart and is the foundation of the trust I’ve built with the authors I serve.

What’s worked well for you in terms of a source for new clients?

LinkedIn has consistently been my best source for new clients. When I released my memoir, I discovered that the LinkedIn audience deeply resonated with my message and the services I offered. Marketing has always been my first love, and I had long shared insights about the field on the platform. So, when I pivoted to publishing and offering book marketing services, it was a natural fit that spoke directly to my connections.

To expand my reach and provide ongoing value, I host LinkedIn Lives and publish a monthly newsletter packed with actionable publishing and marketing advice. These efforts not only help me grow my network but also position me as a trusted resource for authors and professionals looking to elevate their books and brands.

Contact Info:

• Website: https://theauthorsjourney.co/
• Linkedin: https://www.linkedin.com/in/elonawashington/
• Other: https://www.tiktok.com/@elonawashington