Tolulope Popoola is a creative writer, author, writing coach and publishing consultant. She holds a BA in Accounting and Business Economics from London Metropolitan University, and a Masters’ degree in Finance and Investment from the University of Nottingham. She worked as an Administrator and then as an Accountant before she left her career in Accounting in 2008 to pursue a different path in writing and publishing. She has since written and published several short stories, flash fiction, poems, magazine articles and nonfiction guides.
Tolulope is the author of Nothing Comes Close, a novel, and three flash fiction collections: Memoirs of a Lagos Wedding Planner, Fertile Imagination and Looking for Something, all of which have been well received by readers and critics alike.
Tolulope Popoola, Writing Coach and Publishing Consultant
Please tell us about you and your life, so we can get to know you better.
I was born in Lagos, Nigeria and I grew up in a house full of books, where reading was encouraged. I always had a book to read, and I was that bookworm kid who preferred reading to socialising. The books I read fuelled my imagination, and I started writing my own stories by the time I was six years old. I got teased in school for it, so I thought it was uncool, and I stopped writing. Thankfully, I never stopped reading. A little later, in secondary school, I started writing again, but this time, I was journalling my thoughts and reflections in my diaries. Writing was my therapy, and it helped me to process a lot of the teenage angst during those years. In class, I also enjoyed writing essays, and I used to win prizes for English and Literature. But again, I stopped writing when my friends found my diary and teased me about the stuff I had written.
I moved to the UK when I was 17, for my university education. I studied Business, Economics and Accounting for my first degree, then a Masters in Finance and Investment. I graduated and started working as an Accountant and was following that path. Until I discovered blogging in 2006, and thought – oh wow, here’s something interesting! So, I started a blog, and I used to look forward to coming home from work and writing my thoughts down. Then I started another blog where I wrote short stories and flash fiction. Then I started a fiction blog series with a group of seven other writers, and eventually realised that writing was what I wanted to do with my life (and not Accounting!).
Tell us about a pivotal moment in your life that brought you to where you are today.
The moment I realised that I wasn’t meant to be an Accountant, and I needed to find something else I was passionate about. This was in 2006, when I had started blogging, but I wasn’t thinking it would lead anywhere, it was just a hobby. I was working as a Junior Accountant in a law firm in the City of London and taking the CIMA course. It was a good job, and the company was a great place to work, but I was feeling bored, unfulfilled and restless. One Saturday morning, I went to visit some family members. While I was there, a lady also came to visit, but she brought her laptop with her, and she was glued to it. I got into a conversation with her about what she was doing, and she started talking about the finance projects she was working on. It sounded very dull to me, but I could see her passion and excitement. She said, “I love Accounting, I love Finance!” And then it struck me that I was in the wrong job because I certainly did not love Accounting and Finance the way she did. That began my quest to find what I loved and could do all day every day and be so passionate about. Then I rediscovered my love for words, my love for reading and writing. I took a writing class, started to experiment with writing short stories and flash fiction, and eventually wrote some longer stories and a novel.
What inspired you to start Accomplish Press, and how has your vision for the company evolved since its inception?
If I continue from my answer above, I started Accomplish Press after I finished working on my novel, and I tried to get it published traditionally with mainstream publishers. I kept getting rejections, not because my writing wasn’t good, but because they felt there wasn’t a market for it. I remember one publisher’s reply was, “we are not looking for ethnic fiction at this time” and I thought to myself, “what the heck is ethnic fiction?”
Anyway, after a few more rejections, I thought, why am I waiting for someone to choose me? I can choose myself. So, I researched the publishing industry, and in 2012 I decided to set up my own publishing company. The goal was to give myself and other writers like me an avenue to publish our work, reach our audience and tell stories that would otherwise be ignored by the mainstream publishers. I’ve since published some of my books and ebooks, which you can find on Amazon, and many others. The company has evolved since then, as I now include coaching services for writers of all ages, who also need help with the writing process.
How do you juggle being a writer and a publisher at the same time? Also being a coach for aspiring authors?
It’s interesting actually. I enjoy all aspects of my work. When I’m a writer, I’m being creative, exploring my imagination, creating worlds, characters, stories, experimenting and having fun. I focus on the craft, I allow myself to fully immerse in the creative process without thinking about sales or marketing, or any of that stuff. Then when I’m done, I switch hats and look at what I’ve created through the eye of a publisher and approach it as a business project. Now I think about the audience, how to package the story in what format, how to market it and how to distribute it.
It’s important to be able to separate the emotional investment in my writing from the business side of publishing. As a writer, I can get attached to the stories I’ve written, but as a publisher, I need to remove sentiment and be objective.
I bring both sides to a client project when I’m coaching. I have empathy for them as a writer, and I can relate with the struggles, I can help them with feedback, positive encouragement, breaking through creative blocks, and the frustrations with the whole writing and editorial process. Then I can also be objective as a publisher when they need me to think about the business side of their work.
What services does Accomplish Press offer?
I offer one-to-one coaching, publishing and consulting services for aspiring authors. Most people come to me when they have an idea for a book, but they are stuck and need help with the writing and editing process. Or they have finished their book and need help with the next steps to publish it. I guide them through each process, so that we have a finished published book at the end.
I run a weekly Creative Writing Club for Kids and Teenagers where I teach them the concepts of creative writing, and we practice these in the class. I work with them to improve their creative writing skills through weekly writing exercises, both fiction and nonfiction. The club also provides young writers to have a safe, supportive space to express themselves and their creativity, so they don’t think they are weird, like I did when I was a child.
I create resources for aspiring authors, such as ebook guides and courses. I have a Creative Writing Course for Beginners, a Self-Publishing Course, and a mini-course for Crafting a Plot, all of which are available on my Creative Writing Academy on Teachable.
Can you share some success stories or testimonials from authors who have published with Accomplish Press? What impact have these stories had on your business?
Sure. I have helped many authors get started on their writing and publishing journey. One of my first clients was Amaka Azie, a renowned romance author. We worked together on publishing her first book, and she has now gone on to write and publish so many more! I have also worked with one of my youngest clients, Olachi Okoroafor, who was ten years old when we wrote and published her children’s book. I have worked with both fiction and nonfiction writers, even including poetry and a book about proverbs. I have also coached many students in my writing workshops, who have gone on to write scripts that have been accepted by directors, given TEDtalks, started a blog, and launched a magazine.
Some more testimonials that I’ve received include:
My daughter attends weekly creative writing classes with Tolu and the quality of her writing has improved a lot since she started. She had an interest in writing so I went in search of someone who would help her develop that passion. One benefit of her approach is that you get to do both fiction and non fiction write ups and she gives the students a lot of writing prompts. I would certainly recommend her. – Amaka Ezuruike, Parent
We contacted Tolulope Popoola for a book coaching service. Tolulope is someone who knows the whole writing-to-publishing process and has a way with children. My daughter instantly took a liking to her, and this motivated my daughter to stay through each coaching session. My daughter liked the fact that Tolu could spur ideas in her and never shut down her own suggestions. I appreciated the professionalism Tolulope displayed throughout the coaching session, and always keeping us abreast with next steps.” – Rita, Parent of Book Coaching Client.
I wanted to learn more about getting published and the path to do so. Tolulope explained it perfectly. I learned some stuff I did not realise I needed to know. The scheduling of the Consultation was well set up. I loved the ease of the scheduling process, and it was on time when it happened. It is awesome that she is doing this and is willing to follow up with me when I am ready to publish, I look forward to that appointment. – William Rought – Consulting Client
I strongly recommend Tolulope Popoola as a writing coach. She is such a great teacher and is very good with children. I have the opportunity to listen in during some lessons and I hear how she asks the children the right questions that make them think and participate. She has a way of engaging them and making them feel confident in their own ideas. She challenges them to write short stories in different genres and listens patiently to each person during the lessons. My daughter enjoys the lessons and actually went on to publish her first book at 12 years. She still loves writing. – Njideka Chika Orji – Parent
I worked with Tolulope to publish my book. I was hesitant at first because I was worried about transparency and reliability with most online publishers. I did not have those problems with Tolulope. She was very professional, effective and efficient and we had a good publisher-client relationship. I’m happy to recommend her services to other aspiring authors. – Chibuzo Obimdike – Publishing Client
These testimonials give me encouragement and inspiration that what I do matters and makes a difference to people. I get to be a part of their journey and bringing their dreams to life. They make a difference to my business as it gives other people assurance that I am genuine, and I will deliver on my promises to get them the results they are looking for.
How do you ensure that the books published by Accomplish Press stand out in a competitive market, particularly in terms of marketing and distribution?
I always tell my clients not to rush the process. Many first-time authors are very excited about the idea of finally seeing their book published, so they want to do everything as fast as possible. But I remind my clients that they only have one chance to make a first impression on a reader. If their book is not as good as it needs to be, whether in the packaging or in the content, then they have already lost a sale. So, we go through the process slowly and carefully – through several rounds of editing to make sure the manuscript is polished, and it shines, then we move on to the cover design, again, making sure that the cover is attractive and fits the theme of the book, and what the audience will resonate with. Then we work on the blurb, the title, and so on, ensuring that the book has the best chance of doing well and competing in the market. Then finally we come up with a marketing strategy, where we discuss and outline how we are going to reach the target audience for the book, and what formats the book will be in. Only then do we publish the book. Having these all done professionally gives each book the best chance to stand out in the market and shows that the author should be taken seriously.
Online distribution is a lot easier now than it was when I was first getting started, so a book we publish can be sold anywhere in the world. We leverage all the major platforms, and distribution channels. I also usually advice my clients to publish in multiple formats, not just one. Giving readers the option of whether they want to read your book in print or digital formats (ebook and audiobook) is important. Bookstore distribution can still be a bit tricky, but again it is not impossible, and we work very hard to ensure that our client’s books are made and shipped to wherever they are needed. We also organise press releases and book tours to keep the book visible on several platforms.
What advice would you give to aspiring authors who are considering self-publishing through Accomplish Press? Are there specific qualities or steps that lead to a successful publishing experience?
Self-publishing gives you full control over your creative work, but it also requires commitment, planning, effort, and patience. It’s not a get-rich-quick scheme or an easy short-cut to getting your work published. You still have to approach it strategically, research your options, and align them with your goals. For example, if you want to publish a one-off book that tells your life story, you will think differently from someone who wants to publish a lot of books and make a living from their writing. Make sure you know what you want and why, and then commit to it, in terms of time, effort and money. Yes, it will cost you some money because you should not skimp on good quality editing and cover design. So, plan for how much you will need to spend to bring your work to life. You will also need to be patient to build an audience that resonates with your work and will be happy to buy from you. Ideally start building your audience even before you publish your book.
Looking ahead, what are your future plans for Accomplish Press? Are there any new services or initiatives that you’re particularly excited about?
Yes, I am working on putting my knowledge of writing and self-publishing into courses that people can study on their own. Currently, I mostly work with clients one-to-one which is great, but it is also limiting because of scheduling issues. I can’t take on too many clients at the same time.
In contrast, the self-study courses are available all the time, so my clients and students can access the content of the courses and learn what they need, whenever they want to. That way, they would only need to work with me in person for a shorter duration, mostly just for feedback and accountability. So, I’m really excited about that. I have already published some of my resources and courses on my Creative Writing Academy on Teachable, and people can go there to access them.
Tell us about your greatest career achievement so far.
It’s hard to narrow it down to just one, because the journey has been so interesting and filled with highs and lows. Every time I see a client’s book go live on Amazon and the other publishing platforms, I smile and do a happy dance, because that is their dream come true!
One thing that stands out was when I was chosen to be one of the faces of Lancôme for their beauty campaign to launch a new foundation. They had found me because of my work and felt that I represented a woman their target audience could relate with. (See link here and here) That was really cool! Also, getting recognition and awards for my work is an added bonus.
What unique challenges does the publishing industry face today? And what is Accomplish Press doing to help authors navigate these?
There are a few unique challenges facing publishers today. One of them is the change in reading habits, especially with the rise of short-form content, social media, and on-demand entertainment like streaming services. It seems increasingly rare to see people reading books nowadays. Instead, people now prefer quick, bite-sized content which they consume on their phone, which competes with the long-form nature of books. This shift in culture makes it more difficult to capture the attention of potential readers, especially younger audiences. As writers and publishers, we must adapt by finding ways to market books that fit into the fast-paced digital landscape.
Piracy is another challenge that we face these days. The rise of digital platforms has made it easier for books to be pirated and distributed without permission. E-books are more vulnerable to piracy, as they can be shared so easily via email, social media and WhatsApp within minutes. This can severely impact an author’s earnings and revenue.
If you could change one thing about your industry, what would it be and why?
If I could change one thing about the publishing industry, it would be to increase accessibility and support for emerging, diverse voices. Despite efforts to promote inclusivity, many writers from underrepresented backgrounds still face significant barriers to entry, whether due to systemic bias, financial limitations, or a lack of connections within the industry. There needs to be a shift from the bias that people will not read stories of characters that look different from them or have had experiences different from them. The whole point of reading stories is to put ourselves in other’s shoes and learn something new. So, we need new stories from different voices.
How do you maintain a healthy work-life balance?
It’s a constant juggling act. As a mother and business owner, working, “Mummying” and still trying to find time for myself, and my relationships is hard. But there are some things I prioritise. I don’t work on Sundays, as I need that time to rest and prepare for the coming week. I try to sleep at least seven hours a day – not always possible, but I try. I set aside time to meditate every morning – even if it’s just ten minutes, and I do a gratitude journal every evening. When I have some child-free time, I indulge in getting massages, facials and mani-pedi treatments regularly. I also set time aside to read for pleasure, listen to music, and connect with my family and friends that are my support network. And I love travelling! I think it is very important to be intentional about taking care of myself because I have to be okay to be able to look after everyone else – whether it’s my child, my friend or my client.
What’s your purpose, mission, and driving force for all the work you do?
The quest for better. I believe that there is always something to learn (or unlearn). I believe that change is a good thing. I believe that things can always be improved. I believe that every problem has a solution, and nothing is insurmountable. I also believe that I should bring value into every relationship or interaction I have with people. So, in all aspects of my life, I should leave a positive mark, whether that’s being a mother, sister, friend, colleague, teacher, neighbour, etc.
What would you say to someone who dreams of writing and publishing a book “one day”?
If you have always thought about writing a book, then you should! There are no barriers to becoming an author these days. No matter how old you are, whether you think you are not “creative enough” or think you are too busy, I can assure you that there is someone out there who has faced those obstacles, but they still made it happen. There’s no time like the present. If you really want to become an author, take this as your sign to commit to doing it now. Once you have made the commitment, everything else you need will fall into place. And who knows, next year, you too could be proudly talking about your book.
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