I'm delighted to announce the forthcoming publication of a PDF omnibus edition of Business Planning for Editorial Freelancers and Marketing Your Editing & Proofreading Business.
Due for launch in late summer/early autumn, the Omnibus will also include a whopping 42 additional chapters of editorial marketing and business-related content that complement the original volumes and that I've published online in the past couple of years.
You can read a little more about the Omnibus here: Omnibus: Editorial Business Planning & Marketing Plus.
Louise Harnby is a professional proofreader and the curator of The Proofreader's Parlour. She is also the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn
The Proofreader’s Corner: Offering Additional Services to Existing Clients — Up-/Cross-Selling (Part I)
In this two-part essay, I consider how offering relevant additional services to existing clients can increase the editorial freelancer’s income-per-client in a framework of high-quality customer care.
Part I defines up-selling and cross-selling, discusses the why these strategies are key to an effective marketing strategy, and tackles freelancer fears of appearing sleazy when offering add-on services that haven’t been directly requested.
In Part II, I’ll consider how the editorial freelancer might create relevant up-/cross-selling bundles that are “wins” for both parties. I’ll also offer a short case study on how I up-sold my proofreading service to an existing client — a bundle that was affordable and valuable to him, and profitable for me.
To read the article in full, head over to Rich Adin's An American Editor blog: The Proofreader’s Corner: Offering Additional Services to Existing Clients — Up-/Cross-Selling (Part I)
Louise Harnby is a professional proofreader, the curator of The Proofreader's Parlour, and the author of Business Planning for Editorial Freelancers and Marketing Your Editing & Proofreading Business. She is an Advanced Professional Member of the Society for Editors and Proofreaders (SfEP). Visit her business website at Louise Harnby | Proofreader, follow her on Twitter at @LouiseHarnby, or find her on LinkedIn.
In this article, I take a look at working with self-publishers, and the conundrum that can arise when the author hasn't invested in previous rounds of editing.
If you’re a proofreader, it’s likely that you’ve been asked to proofread for a self-publishing author who hasn’t had their work taken through professional substantive, line and copy-editing. I certainly have.
This situation may have arisen for one of several reasons:
Says the Society for Editors and Proofreaders (SfEP), “After material has been copy-edited, the publisher sends it to a designer or typesetter. Their work is then displayed or printed, and that is the proof – proof that it is ready for publication. Proofreading is the quality check and tidy-up” (“FAQs: What is proofreading”, SfEP). Of note is the fact that the proofreader is not directly editing the files; rather, we are annotating them (this applies to both paper proofs and PDFs). See “Not all proofreading is the same: Part I – Working with page proofs” (Proofreader’s Parlour) for a more comprehensive discussion of the process of traditional proofreading.
However, these days, many clients such as academics, businesses and independent, self-publishing authors want something rather different. Often, they’ll supply raw-text files and want the proofreader to directly amend the text. They may ask the proofreader to format the various text elements, make the majority of style decisions, even tweak awkward sentences. This is referred to as proof-editing in some professional editorial circles. In such cases, “[t]he proofreader has to explore what is required and negotiate a budget and schedule that allow for more editorial decisions and intervention” (“FAQs: What is proofreading”, SfEP).
Client understandings and usage
Those of us who own our own editorial businesses recognize that the professional terminology we use to communicate how we can solve a client’s problems doesn’t always match the client's understanding and usage. Consider the following:
In contrast, when publishers contact me about proofreading work, I know I’m usually going to be working with page proofs and that my brief will, broadly speaking, require me to carry out the kinds of pre-publication checks that proofreading, traditionally defined, demands.
Should the proofreader accept or decline non-edited proofreading work?
My view is that this is the wrong question. Rather, the questions should be:
Offering a professional service
Offering a professional editorial service involves:
Listening and talking to the client
If the author has commissioned a structural editor and copy-editor before hiring the proofreader, is the text in better shape? Assuming these editors were competent professionals, I think that in almost all cases the answer is yes. However, that isn’t always what the client wants (and, occasionally, dare I say it, it may not even be what the client needs, though that is beyond the scope of this article).
Here’s a fictive example, but one that I’m sure will chime with many of us in real-world practice.
What do I do?
What does she do?
Me? I’m delighted to have secured a new client, and to work with her in the only way I’m able to – as a proofreader. I’ve done my best to provide guidance so that she’s better informed next time around, and I’ve respected her choices this time around. It’s a win–win.
This isn't always the outcome, of course. There will be times when the proofreader, after an assessment of the sample provided by the author, feels so overwhelmed by the task in hand that there is no option other than to decline the work. In this case, it is not in the best interests of either the proofreader or the client to proceed.
Cost-effective client education for the editorial business owner
One of the problems editorial professionals face is the cost-effectiveness of educating inexperienced authors. Time is money, and I’m running a business, not a charity. If I spend an hour providing one-on-one detailed guidance to a potential client, that time is unbillable. And if that detailed guidance involves encouraging them to commission other editorial professionals who have the appropriate skillsets, and I’m successful in my recommendations, in effect I’m paying for a colleague to be hired. That’s great for the author, and great for the colleague, but for me it’s like throwing money out of the window – I could have used that hour to do paying work.
If that’s a problem you find yourself running into, consider creating generic resources that explain the issues at stake, and then refer your potential clients to them. This will enable you to reduce the amount of unbillable time that you spend on education. Placing those resources on your website will also reflect your willingness provide accessible value-added content that demonstrates professional expertise and the desire to help. Examples might include:
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn.
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I am an Advanced Professional Member of the UK's national editorial society. Visit the SfEP website for more information.
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