Meet Toni Serofin, Book Designer

Toni Serofin and I were introduced through a mutual LinkedIn connection, Kathleen Blease Becker. (Read the interview with Kathleen.) I really enjoyed chatting with Toni on the phone and getting to know her better. Toni Serofin headshot

A bit about Toni’s business

I work with self-publishing non-fiction authors to provide cover and interior design, formatting and project management. I prefer longer projects which is satisfied by non-fiction book design with its more complex page layouts, tables, callouts and diagrams.

My clients are industry experts and educators, many of whom use their book as a calling card to promote their business.

Over the years, I’ve seen too many clients waste their time and money which is why I encourage all types of inquiries related to design and printing. I love to help and pointing a client in the right direction is satisfying. If can’t take on a project, I will make a referral to someone who can.

My depth of experience uniquely qualifies me to take on a variety of projects for book clients such as designing work books, trade show banners, posters and social media templates.

In addition, I’m especially interested in commemorative book design and formatting (retirement, corporate and family histories, etc.) having worked with a historian and a museum society a few years ago.

Toni’s ideal client

I enjoy working with clients who understand that working with an experienced book designer is an investment. My ideal client is a female C-suite leader who is publishing a memoir, self-help, personal growth or self-promotion non-fiction book.

Authors who have no experience with a book designer or have a very low budget are not a good fit for me. I work “with” my clients rather than “for” them. It’s an important distinction.

How did things change for you in 2020 and how did you manage to weather through the year during the pandemic?

In some ways, very little changed for my business. I’ve been working from home for 14 years so I already had a studio and dedicated work space.

After finishing 2019 on a financial high note, I felt optimistic about new opportunities in 2020. In March 2020 as I was wrapping up a large project, the Covid lockdown forced my client to put a hold on the job. They are a real estate corporation and no one was looking at houses. I was paid in full but the piece I designed never made it onto the press.

Like most businesses, for the first 3 months of the pandemic in North America, I watched the news and wondered what was next. Retirement was an option but I wasn’t ready.

I’d spent 2019 learning how to use LinkedIn more effectively and had greatly increased my visibility. Several free trainings taught me the value of showing up regularly and writing good content for my ideal clients. In the first six months of 2020 I had nothing but time so I continued my LinkedIn visibility work. It was one of the best things I did last year because I met many new people and made some really good connections.

I’ve carried my moment right into 2021 and I feel it’s going to be a great year for my business.

What is your favourite tip for using social media?

This is what I’ve learned: Whichever platform you use to promote your business and connect with your ideal client: be consistent, be engaging be yourself and offer value in your content.

What are your goals for 2021?

This year my goals are to work with 10 new non-fiction book design clients and to increase my LinkedIn followers to 5,000.

Authors can find Toni here:

To book a 20 min chat, email me:


In 2006, at the age of 51, Toni Serofin involuntarily left her position as a graphic production artist in the commercial printing industry. It was a blessing in disguise.

Toni is a sole proprietor operating under the name “Sanserofin Studio.” Fourteen years into the freelance thing, she feels like she’s finally hitting her stride.

Since 2011, Toni has worked with self-publishing authors providing project management, design and formatting services. With her decades of experience and background in printing Toni believes she is uniquely qualified as a book designer.

Toni’s mission is to help non-fiction authors sell books so they can impact the lives of readers with their words. She does her work with care and integrity because every author deserves a professionally designed book.


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