Self-Publishing Author, Sally Cochran

Sally Cochran, author of Teaching Horseback Riding Lessons: A Practical Training Manual For Instructors, owns and operates Equine Kingdom Riding Academy in Greensboro, NC. Along with her husband Matt, she serves over 100 people each week through various opportunities – lessons, camp, boarding, leasing, parties, and more. She holds a Level 2 Certification through the American Riding Instructor’s Association (ARIA) in Recreational Riding and Hunt Seat on the Flat, and is also certified through the Professional Association of Therapeutic Horsemanship (PATH) for teaching riders with disabilities. Equine Kingdom has become one of the most popular riding instruction schools in the area in just a few short years, and Sally decided to write about her success to share with other horse professionals.

Sally holds degrees in Business Administration and Global Logistics. She teaches many different styles of riding and enjoys reading, working on her farm, and writing, as well as one of her favorite pastimes, martial arts – she holds a 1st degree black belt in Tae Kwon Do and is testing for her 3rd Degree black belt in San Shin Kai in November 2013. She is currently working on publishing her next book, 501 Riding Lesson Ideas, which should be out in late 2013 available for purchase, and she will be introducing many more books for the riding instruction field.

Her books can be reviewed and purchased on and on the website at

Thanks for joining us Sally,

Sally Cochran image

Real Answer Real Authors: Why did you decide to publish?

Sally:  Publishing my book was a decision made born out of a desire to provide the equestrian world with a great book on riding instruction – a book that fills a need for riding instructors everywhere. There are a lot of books on the market for riding lessons and instructors, but Teaching Horseback Riding Lessons is a niche all its own – it is a book for instructors that are just starting out, or those that want to break into the market of riding lessons but don’t know where to begin. Having been an instructor that had a difficult time starting out due to a lack of guidance and assistance, I wanted to publish a book that would help other instructors in ways that I never received.

RARA: What titles have you published to date?

Sally:  I recently published my first title, Teaching Horseback Riding Lessons: A Practical Training Manual for Instructors, in September 2012. We have two other books coming out soon – 501 Riding Lesson Ideas and 52 Weeks of Lesson Plans for Beginning Riders.

Sally Cochran book cover

RARA: How are you currently marketing your book and what has given you the best results?

Sally:  My main method of marketing thus far has been through contacting farms and riding instructors with information about the book and how it can help them, as well as sending article excerpts to magazines and online publishing venues. We have advertised in several places as well. Due to working around the clock running my business teaching riding lessons to able-bodied and riders with disabilities, I have not had the time to market the book as much as I would like.

RARA: Are there any books or websites that you have found the most useful?

Sally:  My favorite resource thus far has been “The Complete Guide to Self-Publishing” by Marilyn Ross and Sue Collier. It has been wonderful, packed full of ideas for marketing, writing, and promoting your own self-published book.

RARA: What has been your greatest challenge in self publishing?

Sally:  The biggest challenge in self publishing is marketing my book – if I don’t spend time promoting it, it doesn’t sell well. I notice a huge difference in when I actually have time to promote it, versus when I am so busy running the rest of my business that marketing falls to the wayside. 

RARA: What is the best advice or tip you can give a new and aspiring author?

Sally:  Don’t let anything hold you back! If you had the inspiration and drive to write the book, then you must believe in why it’s important that the world get to have a part of it. Get it out there, do the best you can, and then BELIEVE IN IT. Believe that the world NEEDS your book, and promote it that way!!

Thanks for taking a break and reading about one of our authors.  If you would like to be included in the series, please contact me at


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Filed under Book Layout, Book Marketing, Self Publishing Author

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