In this A Week in the Life of a Book Coach post, we asked Scott Allan, Ali Tugwell, and Ramy Vance, three of our most prolific coaches from Self-Publishing School and our sister site selfpublishing.com, to share what they do from week to week. They have collectively published nearly 150 books of their own and spend their time helping others do the same.
Writing a book can be exciting, especially a novel. There’s nothing quite like escaping into another world and sharing your story through the eyes of your characters. Unfortunately, while the story in your head can play out in Technicolor like The Wizard of Oz movie, writing it can feel more like a big empty canvas with a couple of stick figures, a house, and maybe a little yellow sun up in the corner.
If you’ve ever struggled with the “messy middle,” flat characters, pacing, or grounding your reader, a book coach may be the answer.
A qualified book coach has the insight and expertise to push you through the sticky areas of your story while also being the cheerleader you need in your corner to help you when you hit rough patches.
What you’ll learn
What does a typical week look like for you as a book coach?
Scott
I have calls from 7-11 am, then email and admin from 12-2 pm.
Ali
I always start my day with a coffee and a report that shares details about all of the authors I meet with that day. I bring up key notes about their conversations with other team members and what their goals and timelines are, always looking at what their last action item was from our last touchpoint.
I update notes and check Asana for any tasks from teammates that need attention, notably around my authors going through book production and seeing where they are.
Ramy
I block my calls to be back-to-back but find that after 3-4 hours of coaching, my brain is mush, so I try to keep it under that.
How do you tailor your coaching approach to meet individual authors’ needs?
Scott
I tailor my coaching by always learning from other mentors and platforms.
Ali
I try and tune in to the energy of my authors in the moment and assess what they need.
I’ll also experiment and try out different tactics for supporting them in overcoming blocks. Whenever I’m stuck, I’m honest. I ask, “What would be supportive for us to focus on right now?”
Ramy
It’s really important to get to know the student—who they are, what they want. Build a relationship, and then the tailoring just kind of happens. So often, coaches don’t want to put in that time. Whereas that’s effective in the short run, it negatively affects the student (and their results) in the long run.
What was one success story that sticks out to you, where your coaching significantly impacted an author’s progress?
Scott
An author landed a TedX talk, had a bestselling book, and is building out a platform.
Ali
Ashley Dudek nearly failed english and came to my first two writing workshops and greatly improved her stories in her book. She shared how much more confident she is in her writing abilities after the tweaks she made.
Ramy
A student of mine is in his mid-70s. He has about 15+ books done now (he started with zero), and he was talking to me about how this could be an inheritable asset for his kids.
What common obstacles do writers face, and how do you help them overcome these challenges?
Scott
Starting and continuing the process.
Ali
A question that gets brought up and that gets stuck in authors’ heads a lot is, “Why would anyone want to read this?” I often have them picture a younger version of themselves and ask why they would deprive someone going through a similar journey from getting the lessons they got sooner.
Ramy
They have a bad writing day and think they suck. No, it was just a bad day. That day should not predict other days.
How do you stay current with industry developments to provide relevant guidance?
Scott
I continue learning from relevant mentors in the space and active content creators.
Ali
Great question–I pay attention to the resources that authors go to outside of selfpublishing.com to get guidance and support, but I would love to invest more time and energy into being more proactive about this.
Ramy
I regularly publish new books and series.
What motivates you in your work as a book coach?
Scott
Helping others achieve dreams and creating products that serve the market (aka solve problems).
Ali
A few things … selfishly, I am surprised by how easy it is for me to give guidance about how to improve authors’ writing and see it evolve in real time.
I love sharing what has worked in mine and others’ lives and encourage authors to experiment with their words and work through trainings and workshops.
I’m naturally a cheerleader and an extrovert and truly believe in the wisdom and courage our authors have. I love holding this belief for them when they need acknowledgment and validation for stepping into their truth and sharing it in a way that will resonate and help others.
Ramy
My own book business. I need to do both. It grounds me, reminds me of how hard this can be, and helps me stay on point for what they need.
How do you assist authors in finding and refining their unique voice?
Scott
I encourage them to write and read a lot.
Ali
I encourage them to read and consume content that they love in all forms. What sparks ideas? What do you want to reply to with your own comments? What’s unique and special about your journey and expertise that gives you a vantage point that no one else has?
Ramy
I encourage them to write, write, write. You can’t find the treasure unless you keep digging.
How do you differentiate between when an author needs encouragement versus constructive criticism?
Scott
It depends on a few key factors. Here’s how I decide:
1. Assess their confidence level
If the author is doubting their abilities, feeling stuck, or struggling with imposter syndrome, they likely need encouragement to keep going. If they seem eager for feedback and confident in their skills but want to refine their work, they are likely ready for constructive criticism.
2. Consider the writing stage
With early drafts, encouragement helps keep momentum. With later drafts, I use constructive criticism to help them polish their work.
3. Observe their response to feedback
If they react defensively, I use positive reinforcement. If they actively ask for specific improvements, they are likely open to constructive critique.
4. Balance both approaches
Even when giving constructive criticism, I start with encouragement to highlight what’s working, then introduce areas for improvement in a way that feels actionable and motivating.
Ali
I pay attention to their body language and the words they use in our calls. Often, it takes a bit of time to learn what works with authors and how they like to be met when challenges arise. And if I don’t know, I ask! I change my coaching style based on what my authors need.
Ramy
Constructive criticism should always be encouragement (at least when it’s done right). It shows you how to improve while giving you hope/fuel that you can do it.
What’s one piece of advice you find yourself giving most frequently to authors?
Scott
One piece of advice I find myself giving most frequently to authors is:
“Done is better than perfect.”
Too many writers get stuck in the cycle of endless revisions, self-doubt, and over-polishing before even finishing a draft. But a book can’t be revised, marketed, or sold if it’s never completed.
Why This Matters:
Momentum is everything—if you lose it, finishing becomes much harder.
You can’t edit a blank page—perfectionism often leads to procrastination.
Readers connect with great stories, not just perfect prose—polish comes later.
Ali
I encourage them to try out the path we recommend, pay attention to what works, and then keep doing more of that.
Ramy
Focus on the task at hand. So often, they’re so focused on marketing when the rough draft isn’t done yet!
What other advice do you have for writers seeking guidance?
Scott
1. Finish first, perfect later
Get the first draft done before worrying about perfection.
Writing and editing are two different processes—don’t mix them up.
2. Write like a reader, not a writer
Think about what keeps YOU hooked in a book—fast pacing, compelling stories, high stakes?
Cut anything that slows the story down or doesn’t add tension, intrigue, or emotional depth.
3. Consistency beats inspiration
Writing when you “feel like it” leads to inconsistency.
Build a writing routine—even if it’s just 500 words a day.
4. Start with a hook. End with impact
Every chapter should make the reader want to turn the page.
5. Your first draft is allowed to suck
The real magic happens in revisions, not the first draft.
Just get the content on the page, then worry about refining it.
Ali
Don’t stay quiet if things get hard. Reach out for support and take advantage of the resources you have access to with this program.
Ramy
Just do it. lol
Anything else you’d like to add?
Scott
1. Stop waiting for permission
No one is going to “give you the green light” to be a writer.
You become a writer by writing—not by waiting for validation.
2. Your voice is your superpower
Don’t try to sound like someone else—lean into your unique style.
Readers connect with authenticity, not imitation.
3. Writing is a long game
If you want a career in writing, think beyond one book.
Momentum matters—keep building your catalog.
Takeaways
While every book coach has a unique approach to working with authors, giving writers the tools they need to succeed is a priority. Whether you are writing your first book or fiftieth, having someone in your corner who can see your manuscript objectively and offer valuable insight is invaluable.
Are you ready for extra support in your corner? Talk to one of our coaches to see if they are a good fit for your needs.
