Want to write great editorial reports, demonstrate excellence, and make your authors happy? How to Write the Perfect Fiction Editorial Report is for you.

Fiction editing isn't just about amending a book file or suggesting changes in comments boxes. It's also about communicating the why of our editing practice.

A high-quality, accessible report is as important as the book edit itself. Join me to find out how to do it.

And if you're already a member of my Facebook group, check out the notification there for your exclusive group-member discount.

Every professional editor is a business owner, and that role requires us to track the health of our businesses from one year to the next. Managing and analysing all that data can be a burden, especially if you’re more interested in words than numbers!

Fellow editor and Excel authority Maya Berger has created a tool that will make life easy. It’s called The Editor's Affairs (TEA).

All the data in one place
When it comes to keeping an eye on the health of my business, simple has always been my goal. I’m an editor, not an accountant.

Essentially, I want as much as possible in one place:

• Project schedule
• Project data
• Business income
• Business expenses

And when it’s time to submit a tax return to (in my case) HMRC and evaluate how things are going, I don’t want to be faffing around with several different apps and spreadsheets.

Instead, I want to see the core data at a glance … data that will tell me the following:

On a project basis:

• Hourly rate
• Start and end dates
• Fees – quotes, paid, pending and overdue
• Baselines data – word count, hours worked
• Client name, project title, how they found me

On a business-health basis:

• Which clients I earn the most money from
• The worth of each client as a percentage of my total income
• Which months are the most lucrative
• Average hourly rates
• Average speeds
• Comparison of data with the previous year
• Income to declare
• Allowable expenses to offset

I don’t want to spend ages collecting and collating this data so it’s easy to access. I want summaries that give me a number – automatically generated by the data I’ve inputted throughout the financial year.

Then, when it’s time to review my business and submit my return to the tax authorities, the numbers are ready and waiting for me.

I’ve been tracking my data for years, and while I’m fairly proficient with Excel, I’ve been aware that there’s more I could do to fine-tune my process. However, like many editors, I have neither the time nor the will. So when Maya asked me to take a look at TEA, I jumped at the chance.

The Editor's Affairs (TEA)
So what is TEA? It’s a one-stop-shop Excel spreadsheet with lots of built-in jiggery-pokery that does all the tricky formula work for you. All you need to do is input the project (and expenses) data as it comes in.

Below are examples of some of the project data an editor can input, and the received data from TEA.

Examples of data the editor can input

• Invoice number
• Start date
• Finish date
• Date of completion
• Payment due
• Payment date
• Client name
• Notes about the job
• How the client found me
• Total word count
• Estimated words per hour
• Desired hourly rate
• Actual number of hours worked
• Amount invoiced
• Amount received

Examples of received data from TEA

• A status alert if the invoice is overdue
• An estimate of actual words/hr
• An estimate of how many hours I’d have to work to achieve my desired hourly rate
• My actual rate per hour
• My actual speed
• My actual rate per 1,000 words
• The amount I need to quote to achieve my desired hourly rate

5 reasons why TEA is worth it
So why is it worth investing in TEA? I identified 5 standout features that I believe make this a must-have tool.

NOTE: The numbers and client information below are for the purposes of illustration only. I made them up because my business affairs are of no concern to anyone but me!

1. Making informed decisions when quoting
TEA allows you to see the impact of the data you’re inputting on your business, and make informed decisions about how you should quote. Let’s take an example:

John Smith asks me to line edit a 100K-word novel. I estimate I can edit at a speed of 1,750 words per hour, so I input that information along with the word count.

• TEA tells me I’ll need to set aside just over 57 hours for the project.

I decide I want to earn £40 per hour. I add that data to the row.

• TEA tells me my estimated rate per 1,000 words will be £22.86.

Now I can build my quote. I type 57 into the hours-worked cell.

• TEA tells me I need to quote £2,285.71.

For argument’s sake, let’s say I know that my client’s budget is £2,000. I can temporarily add this to the amount-received cell.

• TEA tells me my rate per hour would be £35.09.

If I’m happy to work for £35.09 rather than £40 per hour, I’m good to go. If I don’t, I can negotiate with the client. The point is, I can play with the data I’m inputting and see the impact. And that means there are no surprises. I’m making informed decisions.

2. Collecting data for the future
Less experienced editors might not yet have enough older data to know how long a particular type of editing will take, or whether Client A’s work tends to be speedier to complete than Client B’s. TEA helps us build that knowledge via accrued data that we can use later on. Another example …

In April 2019, Jackie Jones asks me to proofread her 30,000-word novella. I have no clue how long it will take so I estimate a speed of 5,000 words an hour. I’m grateful for the opportunity because my business is new. I decide I’ll be happy earning anything over £20 per hour.

TEA tells me my rate per 1,000 words will be £4 and it’ll take 6 hours, so I bill for £120. I get the gig and do the work. In fact, it takes me 10 hours. I input the new data.

• TEA tells me I’ve actually achieved only 3,000 words per hour and that my hourly rate was £12, not £20.

But I’ve learned something. And when Jackie comes back to me three months later with another job with the same word count, this time I can input more accurate data, meaning I’ll earn my desired rate of £20 per 1,000 words.

3. Saving time and protecting the data
At no time am I messing around with a calculator. All I do is input the raw data and review what TEA’s analysis cells tell me.

That saves me time because TEA’s doing the maths for me.

Plus, I can’t break the spreadsheet! TEA’s analysis cells are locked so I won’t inadvertently alter the complex formulae within.

4. Client analysis
Some editors work for repeat clients – an agency or publisher, for example. In those cases, we’re not always in control of the price, and yet those clients can still be valuable because of the amount of repeat work they send us and the percentage of our overall income their business accounts for.

Knowing who our most valuable clients are is essential if we’re to avoid knee-jerk reactions to rates of pay.

If Publisher A pays me an hourly rate half that of Agency A but gives me five times as much work, I’ll want to think very carefully before canning that client because I don’t like their pricing structure.

TEA’s Client Summaries Table does what is says on the tin. It’s here that we can see a list of our clients, the percentage their business contributes to our overall income, the number of hours’ work we’ve done for them and the total income received.

Time for another example …

Let’s say I’m scowling at the row on the Income sheet because I’ve yet to crack £15 per hour from Romance Fiction Press. Just above is an entry for John Smith, the indie author from whom I earned £40 per hour.

Terrible rates, I think. Exploitative, disrespectful, unfair. I’m about to head off to a Facebook group with 10,000 editor members and have a bit of a rant. Then I’m going to tell that press where to stick it.

But hang on a mo! What does TEA have to say?

I nip onto the Summaries sheet and take a look at the Client Summaries Table.

• TEA tells me that work from Romance Fiction Press earned me £11,000, which accounts for 54% of my annual income.
• John Smith is responsible for £2,285.71, or 11% of my annual income.

Yes, John Smith is a more valuable client on a project-by-project basis but he’s not giving me anywhere near the same volume of work as Romance Fiction Press.

Instead of ranting on Facebook, I need to use that time to plan a strategy that will bring in more John Smiths or better-paying publishers and agencies. Once done, I can phase out Romance Fiction Press. That might take a couple of years of intensive marketing. Until then, the press will stay.

Perhaps I can negotiate a raise with them. Maybe there are efficiency tools I can introduce to increase my speed when I’m editing for them. And they pay on time, are pleasant to work with, and have given me loads of fodder for my portfolio that I can leverage on my website and in future marketing.

The work is regular, too, and lands on my lap without my having to promote myself to get it. And that time saved is worth something.

5. Making tracking and tax less taxing
There are two additional and extremely useful summary tables in TEA:

• The Monthly Summaries Table shows income, hours worked, expenses and charitable donations compiled from basic data the editor places in the onboard income and expenses sheets. You can see which months are most lucrative. TEA gives you a sense of the degree to which your work is seasonal, and that helps you to plan ahead and promote your business appropriately if you want to fill some gaps.
• The Allowable Expenses Table has an itemized breakdown of what you can offset against your income.

The totals are the figures you’ll report to the tax office. They’re right there in front of you – no hunting around in different apps and other spreadsheets. All the data filters through from easy-to-fill-in Income and Expenses sheets accessible via TEA’s tabs.

How do I find out more about TEA?
Isn’t the name adorable? Using TEA is like having a cuppa! And it’s all about the editor’s affairs – our business affairs.

The data the editor has to input is basic stuff that all of us have access to or can estimate with every new job or expense that comes in.

The data TEA gives takes the stress out of scheduling, accounting and analysis. 

Every editor needs to understand the health of their business so that they can make informed decisions about who they work with, how much they charge and where the value lies. 

When accessing that data becomes burdensome, the temptation is to wing it. TEA means you don’t have to.

Maya will be making TEA available for purchase in May 2020. For introductory rates or to learn more about customized versions for more complex accounting and analysis, check out whatimeantosay.com/tea.

***
NOTE: I have no commercial stake in TEA, though I was given a free copy to experiment with in return for feeding back my experience of using it.

Every editorial report we write for our authors should achieve 7 goals. Some benefit us, some benefit our clients, but they’re all connected. If you feel your report-writing skills could do with a boost, use this goal-based framework to pep things up.

Let's look at the goals in brief; then we'll dig deeper.

Goals that benefit the editor

• Create the report efficiently
• Demonstrate editorial excellence
• Build trust
• Compel future commissions and recommendations

Goals that benefit the client

• Offer a comprehensive learning tool
• Take a mindful approach
• Provide a solution-based critical review

Efficiency means achieving the three goals that benefit the client without compromising on one iota of quality and without damaging our productivity. We are in business, after all.
​
Creating detailed editorial reports can eat into an editor’s hourly rate. It’s easy – even for experienced sentence-level editors – to omit the time for report-writing when creating a quote; I’ve done it myself. We focus on the number of words per hour we edit, based perhaps on a sample.
​
Or perhaps we have included the report-writing component in our calculations but the author wants to negotiate on price. Every efficiency we incorporate allows us greater choice about whether to accept or reject a client’s proposal.

Our second goal is to demonstrate editorial excellence. Those of you who are members of a national editorial society might well be bound by a code of practice that demands this.

That’s the case for members of the Chartered Institute of Editing and Proofreading (CIEP), which says in its CoP: ‘Good communication between client/employer and freelance/employee is essential.’

Editorial excellence isn’t just about being an expert in typo hunting, grammar correction and stylistic revision. 

Neither does it end with clarity on the project brief or issues of privacy, confidentiality and security. ​

​It’s also about communicating the why of our edits. Comprehensive editorial reports are the perfect communication tool, and the reason why we shouldn’t skimp.

When we communicate the why of our decisions, we build trust.

If a client is anxious about how we’ve edited their work because they don’t understand the changes we’ve made and/or because we’re new to them, trust is low.
​
Part of our job is to earn it. A comprehensive editorial report that demonstrates a deep knowledge of our craft creates author confidence. And that’s the key to a healthy business relationship.

​A client with a detailed editorial report that demonstrates excellence and builds confidence in your ability is more likely to do the following:
​

• Come back to you with their next project
• Wait for you if your schedule is full
• Accept your price
• Recommended you to their friends, family and colleagues

Now let's look at the benefits for the author. 

​Our fifth goal is to provide our authors with an outstanding learning tool, rich in problem/solution-focused detail, which they can use to hone their writing craft. 

The independent-author market is huge, and many in the community lack experience – they’re right at the beginning of their writing journey. They might well have talent by the bucket load but the line work we do is nevertheless extensive.

An editorial report gives us the chance to offer our guidance in a format that’s accessible and clear. And because it’s separate from their book file, they can refer to it time and again.

A comprehensive learning tool includes strengths, too. Writers can learn as much from knowing what they’re doing well – and should continue doing – ​as from knowing how they can up their game.

Our penultimate goal is to show mindfulness. As editors, we can never forget that every one of our author clients has a choice – and they chose us. They also have a passion – their book. 

It takes commitment to write a story, and sometimes not a little courage to place it in the hands of a professional editor, particularly one they haven't worked with before. That decision comes with risk.

For the editor, being selected is a privilege rather than an entitlement. We must respect that choice, the risk taken, and their investment (time and money).

Yes, we should report on weaknesses; that’s how they’ll improve their sentence-level craft. But we must do so gently and respectfully, and complement that analysis with reflection on their strengths.

Many indie-author book files end up in our editing studios without having been evaluated by a developmental editor, a critiquing editor, an experienced beta reader or even a colleague or friend in a writing group.

Our reports need to offer a critical review that explores the book’s sentence-level strengths and weaknesses.

What’s essential is that we offer solutions to any weaknesses we identify. Without those, we risk creating a shopping list of what was good and what wasn’t. That kind of analysis won’t help the author grow as a writer. Neither will it reflect our editorial excellence.

Want to learn how to do it, and love it?
If you’re a sentence-level editor and think your reporting skills could do with a boost, or a new editor who wants to nail it from the start, take a look at my new course, How to Write the Perfect Fiction Editorial Report. The course will be available in April 2020. 

Been asked to quote for editing or proofreading services? There are steps you can take to maximize your chances of securing the work. In this booklet, you'll find out how to add value to quotations and move the conversation beyond price.

Editorial training is critical. However, when it comes to attracting the attention of indie authors, we need to add value beyond the baseline. This free booklet shows you why it's worth investing time in standing out.

In this episode of The Editing Podcast, Denise and Louise talk with linguist Rob Drummond about grammar pedantry, peevery, youth language, and non-standard language in context.

​Click to listen to Season 3, Episode 2

• RATE AND REVIEW

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Or check out the show via your favourite podcast platform.

Listen to find out more about ...

• Correct or conventional – a linguist’s perspective
• Better versus standard
• Zombie rules, and what we can ditch
• Youth language – dumbing down English or enriching it?
• Young people's language in relation to identity and language change
• Varieties of English in written communication: globalization, national and cultural identities
• The internet’s impact on pedantry and peevery
• The relationship between knowledge and pedantry
• The difference between preferences and judgements
• Recognizing our own pedantry and respecting contextually appropriate style
• Stepping outside our linguistic comfort zones

Mentioned in the show

• Radical Copyeditor blog
• ‘The Business of Being a Writer, with Jane Friedman’
• Rob Drummond Linguistics
• TED Talk: 'John McWhorter: Txtng is killing language. JK!!!'
• Rob's graph: Linguistic knowledge versus linguistic pedantry

Ask us a question
The easiest way to ping us a question is via Facebook Messenger: Visit the podcast's Facebook page and click on the SEND MESSAGE button.

Music credit
‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License.

Does your editorial conference budget include provision for travelling abroad? If it doesn’t, here's why you might want to consider it and what you need to factor in to make it viable.

I’m a Brit who’s been to three editorial conferences in the past 12 months. Two of them required me to pack my passport.

First up was the one day mini-conference hosted by the Society for Editors and Proofreaders Toronto Group. I travelled to Canada in early November. I bought a new winter coat for the occasion because Toronto in November is cold cold cold. The weather foxed me – it was balmy – but the conference was everything I expected. Brilliant.

Nine months later, I headed for Chicago, this time for the Editorial Freelancers Association meeting. The sunshine came as promised, not just on the lake shore but in the Swissôtel, too, where the conference took place. I received a lovely welcome and had a ball.

Three weeks after that, I was learning again, but this time in the UK. The annual Society for Editors and Proofreaders conference took place at Aston Business School. Rain threatened but never arrived, and the meeting was smashing.

Three different conferences. Three different countries. And one thing in common ...

The delegates were international.

And that’s the thing about the editorial community – we’re from everywhere, and our conferences reflect that.
​
Still, attending conventions, especially those abroad, means an investment in money and time for the professional editor, so why bother? 

Being an editor isn't a national occupation
Our clients don’t all live where we live.

Take me. I’m a Brit but I’m not an editor of British novels. I’m an editor of novels written in English ... or I should say, Englishes.

And as all pro editors know, there is more than one English. And while those Englishes come with variances in spelling, punctuation, grammar conventions and idiom, all of that can be learned and understood.

And that's one of the pulls of international conferences. What better way to hone your craft than by spending time in the places where those Englishes are spoken and written, and hanging out with the people who speak and write them?

Other factors to help you decide
Here are some ideas to help you decide whether to cross the border for your editorial training:

 1. Look at the conference programme
Are there sessions on aspects of editing, or the business of editorial work, that you can’t access elsewhere?

For example, take a look at the 2019 Toronto SfEP mini-conference programme (Wednesday, 6 November). You can learn how to identify the missing parts in a fiction narrative, how to use macros, how to master templates, how to edit indexes, and how to tackle fast-turnaround editing. There’s also an optional pre-conference workshop on raising rates.

2. Who's speaking?
Are the presenters offering learning opportunities that will be easier to learn face to face? Or perhaps there are keynoters or after-dinner speakers you’d be unlikely to meet otherwise.

At the 2019 SfEP conference in Aston, bestselling crime-fiction author  Chris Brookmyre , linguist Rob Drummond, and broadcaster/writer David Crystal were all on the schedule. We learned hard ... and laughed harder because all three make what they teach memorable through humour.

3. Can you leverage being an international speaker?
Think about whether speaking at editorial events beyond your borders is something you can leverage professionally and that will pay back your investment in the long run.

Some of our potential clients value knowing we have international speaking experience because it reflects a global trust in our specialist knowledge.

4. Is an honorarium available?
If you’re prepared to speak on a specialist topic, you might qualify for financial support.

Of course, this depends on the organizer’s budget and the value they think you’ll bring to the conference, but editorial societies are increasingly recognizing the benefits of international speakers in view of the global nature of our community. Don't assume that assistance isn’t available.

Even a contribution to flight, accommodation or meals might be the tipping point for your saying yay rather than nay.

5. Can you buddy up to reduce costs?
If a flight’s involved, you’ll have to bite the bullet. If you can drive across the border, however, you can share the cost of travel. 

And how about sharing a room? I did this with my podcast pal Denise Cowle at the 2018 ATOMICON marketing conference. We halved our costs. And neither of us snored. Promise.

We’re talking about doing ACES in a couple of years. Being Airbnb buddies will be one way we’ll make it viable.

6. Find out who else is going
Face-to-face networking is powerful. Spending time with international colleagues could lead to referrals that will earn you a return on investment further down the line.

And if you have books, courses or other training materials relevant to your editorial colleagues, you could reach new markets when you take the time to put yourself in front of your audience and speak at an international event.

We’re much more likely to buy from those we trust, and while online networking is great, and the online editorial community is vibrant and generous, nothing beats getting in front of people, talking with them face to face, when it comes to building relationships and trust. 

7. Cost it out and save up
Work out what it’s going to cost. It’s all very well my talking about the benefits of international networking and learning, but I’m not going to pretend there isn’t hard cash on the line here! 

Costing it out is the first step to creating a savings plan. That way you can prepare ... if not for this year’s meetup then for one a year or two down the road. Start with the basics:

• The journey: get some ballparks for petrol, the flight, or car hire. Share where you can.
• Accommodation costs: the conference hotel isn’t necessarily the cheapest option. A motel or Airbnb might suit you better. And with a pal on board, you can save even more.
• Meals: not all conferences include meals in the price. If you’ll need to feed yourself, check out what’s available outside the hotel. In-room dining and hotel restaurants are the quickest ways to drain your budget.
• Bar money: you’ll be socializing. A glass or two might be included in the main conference dinner or reception, but otherwise you’ll be paying for your own plonk.
• Time away from work: budget for the days (including jet-lag recovery) you won't be available for paid editing work. Budgeting sensibly is as much about knowing what we can earn as knowing when we can't.

Summing up
International conferences require more planning and a bigger investment of time and money, but if you’re canny about your preparation, think in the long term, and use them as opportunities to speak, they’re hugely beneficial.

​Where will you go next? Maybe I'll see you there!

What do people say about your editing and proofreading business when you’re not in the room? Whatever it is, that’s your brand. Here’s what happens when you show who you are by talking about the problems you solve for others. 

You’ve got work coming in but your analytics make you wonder whether you should be getting more requests to quote, given the volume of traffic.

Or perhaps you’re a new entrant to the field and have just begun to think about who you want to work with and what your message is.
​
Do yourself a favour and take a look at your branding. Is it on track?

Brand blurriness
I spent the first five years of my freelance career specializing in proofreading for publishers, first in the social sciences, then in fiction.

Over time, my client base began to shift. Now, I do sentence-level editing exclusively for indie fiction authors.

Here’s the thing, though. For a long time, my website and directory entries didn’t reflect this shift. And while the content on my blog began to reflect my passion for supporting self-publishers, especially beginner writers, you wouldn’t have known this from the way I communicated my business mission in the rest of my marketing materials.

I was playing safe. I was nervous. I was getting a lot of visitors to my website and a lot of requests to quote. However, only about 25% of those requests were from my target audience – the indie authors. And while the other 75% was work I always referred elsewhere, I felt safe having that as an option.

If it ain’t broke, don’t fix it. That was my mantra. I had enough work that I wanted to do, and plenty of offers to quote for work that I didn’t want to do.

Still, I spent a lot of time sending work elsewhere. And I couldn’t quite shake the feeling that a lot of effort was going into marketing that ended up as jobs in other people’s hands. Why not just make things leaner? 

Discovering the problem
I found my courage and decided to make some changes. I amended the lead text on my page to make it clear that I was a fiction specialist.

And I readied myself for losing the 75% – those requests to quote that had made me feel all warm, cosy and safe for so long. Over the next three weeks the numbers plummeted. Most of those students, businesses and academics stopped getting in contact. 

But things were leaner. I was spending less time sending work elsewhere that I didn’t want to do anyway. I became more efficient, more productive, more focused. I was using my time wisely. I was streamlining my business. I felt great, right? 
Honestly? I’d lost my safety net. And I didn’t feel great at all. 

I reminded myself that I’d been fully booked for the past two years without having to dip into that 75%, so I should just relax. As you were – that was my new mantra. It’ll be fine – that was my other new mantra. Stop overthinking things – yet another new mantra. Louise Harnby | Mantra Queen is what I should have changed my business name to.

I took a look at my home page, my directory entries, my business cards, and I noticed something. All the passion I felt about championing my target clients was missing. 

My branding was off.

Making the message about the client
I completely overhauled my home page, resources page, my SfEP directory entry, my Reedsy profile, even my blog, so that everything started to work together in harmony.

Now I’m telling my target client group about what makes me tick but in a way that focuses on solutions to their problems. It’s all about them, not about me.

Here’s what I learned. Even if you’re findable, when your message doesn’t make your client feel like you get them, then you’re doing a lot of marketing work for a poor return.

And even if that return is enough to keep your schedule full, it’s not giving you as much choice as you could have if your message was on point.

Getting in the right gear
Being findable but having a weak brand is like driving along a motorway at 70 miles an hour in second gear. The car has to work really hard to get you where you want to go! Getting the branding right is like slipping into cruise-control.

Here’s what happened when I rebranded:
​

• Within days, requests to quote started coming in thicker. I now have a 90%/10% split, but the indie authors are the larger percentage. That means more choice for me and a stronger pricing strategy.
• Authors say nice things when they ask for a quote – like ‘I love your website. I’d been nervous about finding an editor and you took that feeling away.’ That tells me I’m on the right track.
• A higher proportion of clients are prepared to wait up to a year for me than was the case before I rebranded because my brand identity talks to them. 

Sorting out our branding is the most powerful gift we can give our businesses. If we don’t understand our own brand values, we can’t expect potential clients to. Make sure yours are evident at every touchpoint of your editorial business.

Denise and Louise talk to Beth Hamer, a professional proofreader and the Society of Editors and Proofreaders’ conference director. Beth chats about how to organize a successful editorial conference.

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Summary
Find out more about:

• Responding to feedback
• Refining the delegate experience 
• Benefits of attending the annual SfEP conference
• Choosing a venue
• Choosing speakers 
• Programming sessions

Related links and resources

• Beth Hamer, Freelance Proofreader
• Society for Editors and Proofreaders
• SfEP annual conference
• SfEP 2019 speaker: Chris Brookmyre, crime/thriller author, speaker
• SfEP 2019 speaker: Rob Drummond, linguist, writer, lecturer
• SfEP 2019 speaker: David Crystal, linguist, writer, editor, lecturer and broadcaster
  

​
Music credit
‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License http://creativecommons.org/licenses/by/3.0/

In this episode, Louise and Denise discuss writing and editing for the web with guest Erin Brenner

​Click to listen to Season 2, Episode 9

Other ways to listen

Listen to find out more about:

• Why working with web content is different from writing for the page
• In which programs should we create content for the web?
• Pre-upload checks on the writing
• Pre-upload checks on metadata links, and alt-text
• Quality control: self-editing versus third-party professional help
• How many editing passes?
• Fact-checking and authenticity
• The order of play for editing web content
• Style sheets and web content
• Language choice and style for web content

Editing bites

• Erin Brenner’s Web Style Checklist
• They Ask, You Answer by Marcus Sheridan

Other resources

• Erin Brenner, Right Touch Editing
• ‘Customer service: A cautionary tale of red flags and safety nets’ by Vanessa Plaister on the SfEP blog
• The AP Stylebook (Associated Press)

Ask us a question
The easiest way to ping us a question is via Facebook Messenger: Visit the podcast's Facebook page and click on the SEND MESSAGE button.

Denise and Louise

• Denise Cowle Editorial Services
• Louise Harnby | Fiction Editor

Music credit
‘‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License.

In this episode of The Editing Podcast, Denise and Louise talk with Daniel Heuman, founder of Intelligent Editing and developer of PerfectIt – consistency-checking and style-enforcing software for editors and writers.

​Click to listen to Season 2, Episode 3

​​Can we ask a favour of you? Would you rate and review us on iTunes, please? It would mean a lot to us. Thank you!

Summary
Listen to find out more about:

• What PerfectIt does
• Who uses PerfectIt
• What’s new with PerfectIt 4
• Using the onboard styles
• The PerfectIt 4 interface
• How to access PerfectIt on PC and Mac
• How much a subscription costs and what’s included
• Where to download PerfectIt​

​Ask us a question
The easiest way to ping us a question is via Facebook Messenger: Visit the podcast's Facebook page and click on the SEND MESSAGE button

Denise and Louise

• Denise Cowle Editorial Services (non-fiction)
• Louise Harnby | Proofreader & Copyeditor (fiction)

Music credit
‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License http://creativecommons.org/licenses/by/3.0/

In this episode of The Editing Podcast, Denise and Louise discuss the order of play for the different levels of editing, and some ideas about how you can keep costs down.

Click to listen to Episode 9

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Download transcript
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Summary of Episode 9
Listen to find out more about:

• The different levels of editing
• The order of play – when to do what
• Who else can help – beyond the pro editor
• Planning ahead
• Getting comparative quotations for the job
• Honing story craft
• Manuscript critiques or evaluations
• Learning through example – commissioning mini edits
• Word’s onboard tools, macros and add-ins
• Style sheets

​
Editing bites

• PerfectIt (consistency-checking software)
• Proofreading checklist (free PDF booklet)
• Ask A Book Editor (Facebook group)

Other resources

• A nifty little proofreading and editing macro: ProperNounAlyse (blog post)
• Creating your own style sheet (scroll to bottom of blog post)
• Free downloadable style-sheet template (scroll to bottom of blog post)
• How do I find spelling inconsistencies when proofreading and editing? TextSTAT (blog post)
• How Not to Write a Novel (Howard Mittelmark and Sandra Newman)
• Self-editing your fiction in Word: How to use styles (video tutorial)
• Should a writer hire a freelance editor before submitting to an agent? And should editors accept the work? (blog post)
• The different levels of editing: Proofreading and beyond (blog post)
• The Magic of Fiction (Beth Hill)
• Using proofreading macros: Highlighting confusables with CompareWordList (blog post)
• Write to be Published (Nicola Morgan)

  
Ask us a question
The easiest way to ping us a question is via Facebook Messenger: Visit the podcast's Facebook page and click on the SEND MESSAGE button.

Denise and Louise

• Denise Cowle Editorial Services (non-fiction)
• Louise Harnby | Proofreader & Copyeditor (fiction)

Music credit
‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License: http://creativecommons.org/licenses/by/3.0/

In this episode of The Editing Podcast, Denise and Louise talk about style sheets, and how they’ll help you keep track of the key themes in your book, and ensure consistency along the way.

Click to listen to Episode 7

Can we ask a favour of you? Would you rate and review us on iTunes, please? It would mean a lot to us. Thank you!

Download transcript
Prefer to read rather than listen? No problem. You can download the transcript from the show by clicking on the button below.

Summary of Episode 7 ...
Listen to find out more about:

• Style sheets – what they are and why they’re useful
• What to include in your style sheet
• Which types of written content benefit from a style sheet
• Style sheets for authors and editors
• Two industry-recognized style guides

Editing bites

• Free downloadable style-sheet template (scroll to bottom of blog post)
• Creating your own style sheet (scroll to bottom of blog post)

Episode transcripts
You can access transcripts of this episode via Denise and Louise's websites:

• Denise Cowle
• Louise Harnby

Ask us a question
The easiest way to ping us a question is via Facebook Messenger: Visit the podcast's Facebook page and click on the SEND MESSAGE button.

Other ways to get in touch

• The Editing Podcast on Facebook
• The Editing Podcast on Libsyn
• The Editing Podcast on YouTube

Denise and Louise

• Denise Cowle Editorial Services (non-fiction)
• Louise Harnby | Proofreader & Copyeditor (fiction)

Music credit
‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License: http://creativecommons.org/licenses/by/3.0/

In this post, I outline the start of the author–editor relationship – from first contact, to initial discussion, to booking confirmation. My process is personal to my business but it gives you an idea of what to expect.

1. The author makes contact
Clients are welcome to contact me via email, social media, telephone or my contact form. Most use the latter.

My contact form is basic because I want authors to be able to start a conversation with me as easily as possible. The biggest stumbling block is usually the time frame because I’m booked up months in advance. Establishing when they’d like the editing or proofreading carried out is therefore essential, as is the word count. It’s those two pieces of information that will guide me on best fit at this point.

I include a dropdown menu so that authors can quickly choose the service they’re looking for: a full line and copyedit, a mini line critique or a proofread.

I ask for a little information about the project, too. This is where an author can tell me about the genre of their novel and provide a brief summary of the project.

I also ask for a name and email address – nothing more in terms of personal details. An underpinning principle of GPDR compliance requires business owners to collect only necessary data. For me, the name and email is enough to enable me to reply to the query. 

2. The project discussion
Now the author and I begin to talk. The focus at this stage tends to be on time frame, the type of editing required, and the price (subject to seeing a sample). There might be a little back and forth as we get to know each other and agree the terms of the editing project.

If the author sent a sample with their email, I’ll review it before responding. This is the perfect opportunity for me to check that the service they’ve asked for is a good fit for what I think the text requires. It also gives me a chance to get a feel for the writing style ... to see whether I can get under the skin of the novel and give the story the sentence-level pop the author’s seeking.

A sample helps me work out how long the editing will take too. With that information, I can determine the fee. If you want more information about samples, Denise Cowle and I cover this topic in Episode 6 of The Editing Podcast.

I sometimes include links to useful resources on my website if I think they'll help the author decide whether I’m a good fit for them.

You can access everything on offer via my Writing Resources page but the 3 tools I most often refer to during this discussion phase are:

1. Submitting to agents and working with editors (blog post and booklet)
2. How to prepare your book file for a fiction editor (blog post and video)
3. Which level of editing do you need? (booklet)

3. Booking the editing project
Once the author and I have decided we want to work together, and agreed a price and completion date, it’s time to confirm the booking.

​I ask them to read my terms and conditions (which are designed to protect us both), then fill in the booking-confirmation form (scroll to the bottom of the T&Cs web page if you want to have a look at it).

Receipt of that form triggers me to send an invoice for the booking fee that will secure the author’s slot in my schedule.

4. Preparing for the edit: styles and files
There’s an Author Style Preferences form next to the booking-confirmation form in which clients can register any decisions they’d like me to adhere to during the editing or proofreading process. These aren’t set in stone and can be changed at any time before the editing begins.

Authors are welcome to send me their book file at any time once the booking has been confirmed. My only stipulation is that it arrives 24 hours before editing begins. This gives me time to check that the file can be opened and edited.
​
I hold the files securely in my Dropbox account, which is protected via two-factor authentication.

5. Reminding the author about the start date
I like to give my authors a little nudge at least a week before the start date. Editing will usually have been booked many months earlier and I might not be top of mind if the client is busy with other commitments. A nudge costs nothing and is invariably appreciated by time-poor authors.

If I’ve already received the book file, the reminder is simply a courtesy to let them know I’m about to start working on their project, and to check that the file hasn’t been revised in the meantime. Otherwise, it’s a reminder of the date by which the author needs to deliver the file.

Summing up
Editors work in a variety of ways. The process I’ve outlined here might look very different to my colleagues’. Still, it gives you an idea of what to expect when you get in touch with me. 

If you have any questions, feel free to drop me a line. In the meantime, help yourself to the freebies. You don’t even have to hand over your email address to access them – just click and grab.

If you're a new proofreader or editor, having a global mindset in regard to choosing reference resources is essential for maximizing editorial business opportunities.

Like many of my fellow editorial business owners, I’m often approached by potential new entrants to the field who want advice about getting started. One of the most oft-asked questions ​is: ‘Which reference resources – style guides, dictionaries and the like – do I need?'

Bear in mind that anyone you seek guidance from in regard to best-fit resources must respect the fact that you might not be from the same place as them, speak like them, have the same potential clients as them, and spell colour/color like they do, or as a client brief asks them to.
​
Centrism, whether from the United Kingdom, the United States, or elsewhere in the world, is useless to you as a new entrant because it’s based on false assumptions about you and your potential clients.

Social science ‘styles’ from an international perspective
Here’s a wee case fictive case study. Imagine a new entrant to the editing profession tells me the following:

• They're from California.
• They have a degree in public administration.
• They have work experience in the field of policy research and implementation for a public-services organization.
• They're prepared to use their educational qualifications and work experience as an editing specialism.

Based on this, I suggest that social science publishers and academics would be good initial target markets.

Does my new starter’s location affect their choice of potential publishers clients? It’s not clear cut.

The online world has knocked down those geographical boundaries; you don’t have to spend a fortune to send page proofs to someone hundreds of miles away; you can email them to someone thousands of miles away for the price of an Internet connection.

And how does my new starter’s location in the United States more broadly affect what they need to learn in terms of styles and language preferences? Again, it’s not clear cut.

I see The Chicago Manual of Style (CMOS) recommended as the sole must-have resource so often in online discussions about editorial work that I worry that new entrants may fall into the trap of thinking that this ‘bible’ alone will tell them everything they need to know.

Super though it is (I love chunks of it for fiction editing), CMOS is not the be all and end all of style guides, because it depends on what a client wants, the subject matter and country-specific language preferences.

The California-based publisher SAGE Publications asks that its copyeditors have a thorough knowledge of both the CMOS and the Publication Manual of the American Psychological Association (APA).

But note that these are core requirements for SAGE’s US book division. If you want to freelance for the US journal division, you’ll need to add the AMA Manual of Style and The CSE Manual for Authors, Editors, and Publishers to your reading list. (Bear in mind, too, that not all publishers want us to use the most current version of these manuals.)

But why stop there? If my new starter can get work with SAGE in California, might it not be sensible to tap its sister office in London? But in that case, our newbie will also need familiarity with New Hart’s Rules, The Oxford Dictionary for Writers and Editors, and Butcher’s Copyediting.

Or what if our new starter decides to target social science academics who are based in the US? They'll need to ask:
​

• Will those academics all be writing books for US publishers?
• Will they submit articles only to American journals?

Actually, it’s just as likely that an eminent Boston-based scholar will submit to the European Journal of Political Research as to the American Political Science Review, Scandinavian Political Studies, or the Canadian Journal of Political Science.
This will impact on what our newbie needs to know. For example:
​

• Will it be ‘behavior’ or ‘behaviour’?
• Will a comma in a sentence come before a closing quotation, or after?
• Will ‘decision-making’ lose its hyphen?
• ‘Organize’ or ‘organise’?
• Spaced parenthetical en dashes or closed-up em dashes?

Location doesn’t determine readership
Where our clients live doesn’t determine where they publish or the location of their intended readership.

Given that the editorial freelancing market is competitive, it makes sense to exploit the most obvious opportunities.

In the Internet Age, the physical barriers are gone. The only barrier to exploring an international work stream is an inability to appreciate that language conventions and preferences differ according to client (whether that be a particular publisher, a particular independent author, a particular journal), not according to one, and only one, globally recognized set of rules.

Honestly – such a thing doesn’t exist; it doesn’t even exist within many countries.

Diversity of geography, language, and preferences
It’s not so much about where we live, but where our clients live and what preferences they have.

• I live in the UK. I’ve worked with a Swedish fantasy author who wanted to use American terminology but UK spelling with –ize suffixes.
• I've copyedited indie fiction for UK-based authors who wanted to use American spelling.
• I’ve proofread for academic publishers who asked me for US spelling and ‘style’ for one project, and then, two weeks later, sent a brief for a new project that asked for something completely different.
• I’ve proofread law books that used Oxford Standard for Citation of Legal Authorities (OSCOLA), sociology books that used Harvard, and industrial relations journals that used Vancouver.
• I’ve worked on research-methods books that were styled according to CMOS, linguistics books that asked for APA, and politics reports that used The Economist style guide.
• I’ve proofread philosophy books where the style was … let’s just call it ‘go with the flow’.
• Many of the publishers I've worked for have a ‘house’ style.

If you're a new entrant to the field and are wondering what you need to know, instead of listening to my preferences, familiarize yourself with a number of appropriate resources depending on what your clients want.

Perhaps it’s CMOS; perhaps it’s not. And even if it is, ONLY knowing this could mean you're seriously restricting the base of clients for whom you can work, the types of material you can work on, and the geographical locations you can explore.

So try the following:

• Think about which particular client groups you’re most suited to.
• Do some research that will tell you what those clients require.
• Use that information to inform the decision about which resources to invest in.

If your world revolves around CMOS, it’s possibly a smaller world than it needs to be. And if your world is smaller than it needs to be, so are the opportunities you're exploring in a market that’s already very competitive.

One other item to note. CMOS, CSE, APA, AMA, and the like are style guides; they give you guidance on whether, for example, to close up or hyphenate a compound adjective. They won't necessarily give you extensive guidance on how a word is being used, and whether that usage is considered standard, and in which community.
​
Usage manuals, which give that kind of information, are as important as style guides. Using a style guide or a usage manual alone is an invitation to disaster.

Out with borders and in with flexibility
When you’re the owner of an editorial business you need to learn what your clients want you to learn, whether it’s a manual published by Chicago or Oxford, a house brief designed by a team of publisher project managers, a detailed set of guidelines issued by a European NGO, or a short brief issued by an independent author of fiction.

I encourage you to think broadly, globally, and flexibly. If someone tries to guide to towards only one set of ‘rules’, at best their advice will restrict you; at worst it will be just plain wrong or inappropriate.

There is, alas, no simple answer to the question of which resources are best. Instead, careful thought and planning centred around client- and skill-focused research is a good first step. That way, you’ll learn for yourself what resources, tools, and knowledge bases are suitable for you, your potential market, and your particular business model.
​
Language usage, styles, and preferences differ – and that’s okay. Don’t let anyone tell you that’s not the case!

Here are 5 things you can do in the year ahead to put a shine on the way you run your editing and proofreading business,

1. Be the editor who says, ‘It’s down to me’
Editors who work in-house edit. As for the other stuff, someone else does that for them – marketing, accounting, branding, heating the building, providing a good-quality office chair ... all of it.

Employee editors can say, ‘It’s not my job.’ Independent editors can’t. Most indie editors don’t have assistants, in-house accountants, IT managers, marketing departments or ready-made brand strategies. 

All of those things are down to us. If we don’t make them part of our job, we risk not being able to put food on the table, not paying our bills, breaching our legal responsibilities, working in an environment that’s physically unfit for purpose and, worst of all, having no clients. And we have to buy our own chairs.

Chairs aside, having no clients means we’re not independent business owners. It means we’re unemployed.

There are bits of my job I’d rather not do. You’re probably the same. I happen to love the marketing side of things but I have friends who loathe it. One of my editor pals gets a kick from using gadgets and spreadsheets that help her manage her invoicing; I find it a bore. That’s fine – we’re different. However, we both must find clients and track our financials, whether we struggle with these tasks or relish the challenge.

Being an editor is not enough. Being an editor is the work we do. Everything else is the work we do to get the work we do and operate in a professional manner.
​
Editing is only one part of being an editorial business owner. For our businesses to thrive, we must do all the parts. We can’t afford to say, ‘But I don’t like marketing’, ‘I’m not good with spreadsheets’, ‘I’m not interested in the business end of things’, or ‘I don’t have time to learn how to do those things’, because we’re not employees.

​We have to say, ‘It’s down to me.’

2. Make changes
No one gets it perfect right from the get-go. Running a business is about testing and tracking so that we discover what works and what doesn’t. If things aren’t going as we hoped, we need to be ready to invest in change.

• If our schedules have lots of gaps in them, our marketing needs work.
• If we’re not attracting the clients we want to work with, our branding needs attention.
• If we’re not earning enough to make ends meet, we need to find new clients or tweak our fee structure.
• If we’re attracting clients who let us down, we need to tweak our contracts and terms.
• If our scheduling is muddled, our time management needs fixing.

​Easy to say, harder to do, I know. But change we must. The responsibility lies with us.

3. Don't measure your own success against other people’s raw data
Track your own data and use it to assess the health of your editing business. Your colleagues’ metrics don’t matter because those relate to their businesses, not yours.

And there’s another problem – it’s often like comparing apples and oranges. Here are two examples:

• The data picked up by Google Analytics varies from website host to host. That means any comparison of my Weebly site with a colleague’s Wordpress or Wix site is pretty much meaningless.
• Even when you look at your own data, you’ll get different figures depending on the analytics program you’re using. I access analytics data using StatCounter, Google Analytics and Weebly. None of the numbers are the same, and I don't mean a little bit not the same; I mean a lot not the same. It’s not that two of those programs are wrong but that all three are recording different things.

Does that mean you shouldn’t look at analytics? Not at all. But instead of looking at just the raw numbers, think about longer-term patterns in the data and outcomes (bookings/sales).

​How does this financial quarter compare with the previous one, or this year with the previous one? Have you made changes either on your website or elsewhere that might have influenced your analytics?

We must keep our attention on the end goal. Visitors, page views, shares, likes, follows, comments, connections etc. are only starting-point visibility indicators.

To be meaningful, they need to be considered over time and evaluated within the context of, and measured against, business goals: e.g. requests to quote, confirmed bookings, quality of clients, income, and the length of your wait-list. Otherwise, they’re nothing more than vanity metrics.

As for other people’s raw stats, they tell you nothing about your own business’s needs and goals. Don't spend valuable time worrying about them.

4. Track, plan and schedule
Like all sole traders, independent editors have to do everything themselves, unless they contract out services to, say, a VA, a marketer or an accountant, any of which will incur costs.

We can find ourselves being asked to carry out impossible feats of juggling – too many activities and not enough time to do what must be done. The solution could lie in improved scheduling:
​
​(1) Track how much time you spend on social media during work hours and check that all of it is relevant to your business. Be strict with your social engagement – schedule it, and stick to that plan. You’ll save time and be more productive.

(2) Schedule all tasks, not just editing. Invoicing, marketing, replying to requests to quote, and dealing with queries can cause problems when they’re not scheduled. If you have 7 hours a day available for work, allot some of that time to stuff that enables you to run your business.

​That might mean you only have 5 hours a day available for editing, not 7, which means you’ll need to assign a longer period of time to complete each project. If you need to shift things around, fine – there’s a big difference between drinking your tea at a different time and forgetting to switch the kettle on.

5. Create templates and information resources
Templates make life easier and help editors work faster. They can be customized, of course, but the underlying framework is in place, meaning we can focus on tweaking the nitty-gritty so that what we’re creating is specific to the recipient. The following all lend themselves to templating:

• Style sheets
• Editorial reports
• Replies to requests for information
• Invoices

When we find ourselves explaining the same problem to different clients, it’s time to create a resource that we can use indefinitely.

For example, if you’re a developmental editor you might have written numerous reports and queries in which you describe the fundamentals of narrative point of view. Instead of repeating yourself, create a document that outlines the principles in detail.

The initial work will take you time, but once done you can use it over and over.
You can also place that information on your website and use it as a promotional tool. 

Summing up
If you’re looking for ways to make your business life run more smoothly in the next 12 months, perhaps some or all of these 5 tips will help you to save time, increase productivity, and take action.

There are some free templates and other resources in the Further Reading section below. Help yourself.

Happy New Year!
 
Further reading

• How to become a better editor while secretly promoting your business (blog post)
• How to increase your productivity ... the AIR way (blog post)
• How to minimize cancellations and non-payment for editing and proofreading services (blog post)
• Invoicing: Excel template (free: scroll through the resource gallery)
• Overcoming marketing paralysis: How to turn overwhelm into action (blog post)
• Free scheduling template
• Free style sheet template
• Marketing and branding courses and books for editors

If you’re struggling to decide what to call your new editing or proofreading business, here’s a 6-step framework to set you on the right path.

Deciding what to call your editing or proofreading business is part of the BRANDING process and needs careful consideration. Follow these steps to work out what’s right for you.

Step 1: Brainstorm a list of possible business names
Let your imagination fly. Put your silly hat on. Then your serious one. Then your smarty-pants one. Anything goes at this point. This is all about you and what floats your boat. There’s no wrong or right – just ideas.

For demonstration, let’s imagine a new proofreader called Basil Rhoueny. Basil is trying to decide on a business name and comes up with the following ideas:

1. Basil Rhoueny | Academic Proofreading Services
2. Basil Rhoueny Editorial
3. Bulletproof Editorial
4. Comma Sutra
5. Full-proof Editorial Services
6. Norfolk Editorial
7. Perfect Prose
​8. Responsible Editing

Step 2: Identify target clients
The next step is for Basil to identify his target clients. If he doesn’t know who he wants to work for, he can’t create a message that compels them – via his business name, his mission statement, his elevator pitch, his web copy, or any other marketing materials.

And if he doesn’t have a compelling message, why would anyone choose him over any one of the tens of thousands of colleagues who are also offer editing services? ‘I’ll edit and proofread anything for anyone’ isn’t a standout proposition. Basil needs to do better.

Even if an editor is prepared to be something of a generalist, I recommend talking like a specialist when communicating with different client groups. On our websites, that means giving visitors signals so that they can navigate to specialist messaging on different pages that focus on solving group-specific problems.
​
Some people know who they want to work for right from the get-go. Some have no clue. Some think they do, but seven years ahead find that they’ve completely shifted their client base. We’ll deal with that issue in Step 6.

For now, let’s imagine that Basil thinks his editorial training, educational background and former career make him best suited to the following client groups:

• academic publishers
• students
• independent academics

Identifying these groups will help him with Steps 3 and 4.

Step 3: Identify core brand values
A brand can be loosely defined as what others think about us – external perceptions. A brand identity is the distinctive business persona we present that nudges target clients to notice the things that we want them to notice. It’s what allows us to influence those external perceptions.

Brand values are the essence of our brand identity. They represent the kind of editorial pro we want to be seen as – the things we stand for, what we’re passionate about, what makes us tick, why we’re different.

Our business name, photographs, colour palette, web copy and marketing materials should reflect our brand values so that the clients we’d most love to work with will most love to work with us.

It’s no small thing to develop a brand identity. If you need help, I have an online course called Branding for Business Growth that can help you develop an emotion-based business brand identity.

Let’s imagine that Basil has identified the following brand values that he wishes to convey at every touchpoint of his business:

• The Editorial Professor – this reflects his desire to proofread knowledgeably and respectfully
• The Green Editor – this reflects his commitment to environmental sustainability and socially responsible, ethical business practice
• The Globalist – this reflects his passion for working with people whose first language isn’t English

Identifying these brand values will help him with Step 5.

Step 4: Serving the client
In this step, Basil revisits his list of business-name ideas and considers whether they’re appropriate for his target client groups: academic publishers, students and independent academics.

1. Basil Rhoueny | Academic Proofreading Services
2. Basil Rhoueny Editorial
3. Bulletproof Editorial
4. Comma Sutra
5. Full-proof Editorial Services
6. Norfolk Editorial
7. Perfect Prose
8. Responsible Editing

He asks himself the following questions:

• Do the business names tell the target client what he’s offering? If people find him online, they’ll likely be deciding in seconds whether he can solve their problems, and therefore whether he’s worth investigating further.
• Is the name available? If existing services exist, clients might become confused about who’s who. Basil’s competitors will be less confused than furious that this newbie is diluting their carefully developed brand identity.
• Will the name be findable by clients who are searching online for someone who can solve their problems?

Names (1) , (2) and (8) best reflect exactly what he’s offering.

Names (3), (5) and (6) are next in line, though they’re less specific.

Name (4) alludes to sentence-level editing work, and some will think it amusing.
However, Basil wonders whether some of his non-native English-speaking clients will get the joke and bypass him.

Name (5) is a problem – there’s an existing established business called Full Proof | Professional Proofreading Solutions.

Names (4) and (7) give him cause for concern regarding their searchability. It’s likely that the words ‘proofreading’ or ‘editing’ or ‘editorial’ will be searched for by potential clients. It’s far less likely that someone will search for ‘comma sutra’ or ‘perfect prose’ if they need proofreading assistance, though they are distinctive.

Name (6), however, might be great for being found in the search engines by local clients.

Basil decides to remove Comma Sutra, Full-proof Editorial Services, and Perfect Prose from the list of contenders.
​
Now he turns to the branding issue.

Step 5: Serving the brand
In this step, Basil revisits his list of business-name ideas and considers whether they’re good brand practice. His remaining names are:

1. Basil Rhoueny | Academic Proofreading Services
2. Basil Rhoueny Editorial
3. Bulletproof Editorial
6. Norfolk Editorial
​8. Responsible Editing

He asks himself the following questions:

• Are the remaining business names distinctive? After all, branding is about showing potential clients those things that set us apart from other editors, not what will make us look like every other editor.
• Do they reflect his brand values (BVs): Editorial Professor, Green Editor, and Globalist?

Basil has an unusual name. If he’d been called John Smith, he might have been easy to confuse with other editors called John Smith, at least in the West. However, either of his remaining business names would work.

There is, however, a good chance that his name might be misspelled. Is this something he needs to worry about if people are searching for him by name? This could be an issue if he’s referring someone to his website by phone, or if a word-of-mouth lead is trying to find him.

Here’s a test. Type ‘louise harby editor’ or ‘louis hornby proofreader’ into the search engines. Can you find me? I can find me! I’m not convinced that tricky-to-spell names are as problematic as we might think.

Back to Basil. Name (3) is at odds with the sentiment of BV-Green Editor. This brand value seeks to nudge potential clients towards thinking of Basil as compassionate, respectful, broad-minded, ethical, warm … someone who can see the bigger picture. The word ‘bullet’ might bring to mind thoughts of violence, death, harm and brutality.
It’s potentially a negative nudge rather than one that evokes positivity.

Name (6), while potentially clickbaity for local searches, doesn’t sit so well with BV-Globalist. Basil would be happy to work with local clients, but he’s not sure he can build a sustainable business on this alone.

Name (8) has a definite though subtle nod to BV-Green Editor.
​
He elects to remove Bulletproof Editorial and Norfolk Editorial from the list of contenders.

Step 6: Think ahead but don’t get bogged down
Can any of us be absolutely sure that what we want to do now is what we will want to do in the years ahead? Choosing a business name requires us to think ahead, but also to be true to who we are and what we’re offering in the present time.

In case you didn’t spot it, Basil’s name is an anagram of mine. When I set up my business in 2005, I was a dedicated proofreader who specialized in working for social-science publishers. If you’d told me back then that by 2016 I’d be specializing in line- and copyediting for indie fiction authors, I’d have been a tad surprised.

But that’s exactly what happened. My original business name was Louise Harnby | Proofreader. My URL was and still is: www.louiseharnbyproofreader.com. My business name now is Louise Harnby | Proofreader & Copyeditor.

It wasn’t actually a big deal to add an ampersand and the word ‘copyeditor’ into my business name and didn’t affect my findability in the search engines. Would it have if I’d changed it to Louise Harnby | Fiction Editor, or Fabulous Fiction Editing, or something else?

Possibly, but Google Search is a tricky beast to master and shifts the goalposts often in a bid to thwart those who’d use black-hat SEO techniques rather than genuine attempts to be interesting and discoverable online.
​
Basil is left with choosing between the following:

• Basil Rhoueny | Academic Proofreading Services
• Basil Rhoueny Editorial
• Responsible Editing

​There are good arguments for the SEO-friendliness of the first two, and the flexibility of the third. My view is that any would work because they are true to his business’s brand identity in different ways.

What’s right for you?
Basil’s brand identity and your brand identity will not be the same because you and Basil are individuals, each with your own businesses, ideal clients, goals, hopes, dreams and passions. The decisions you make will therefore be different to the one Basil makes. That’s fine.

Will there be a perfect solution? Unlikely. There will be choices to be made.

• You might decide it would be to your advantage to have a short name rather than a long one.
• You might choose a little SEO clickbait over humour.
• You might choose a punny name over a more straightforward business name.
• You might opt for flexibility over specificity.
• You might choose memorability at the expense of spellability.
• You might elect to incorporate the essence of your political or social values.

What’s important is that you choose a business name that you feel comfortable with: one that reflects your brand identity and nudges your ideal clients towards an awareness of the kind of editor you are and why you’ll be a great fit with them; one that alludes to what you do.

Here are just a few of my favourites:

• A Novel Edit: Beth Hill specializes in helping authors prepare for submission to agents and publishers. The gentle and humorous play on words in her business name evokes a sense of freshness and vision.
  
• Enigma Editorial: Cally Worden specializes in editing mystery, crime and thrillers. Her business name tells us what she's passionate about. It's also short and snappy, and avoids cliche.
  
• Denise Cowle Editorial: Denise specializes in editing non-fiction for businesses and publishers. Her surname is unusual, and her business name capitalizes on this. We know immediately who we're dealing with, and that makes it personal.
  
• Le Mot Juste: Sarah Patey specializes in non-fiction editing and translation. The business name reflects her language skills and her commitment to detail and accuracy.
  
• Liminal Pages: Sophie Playle specializes in editing speculative fiction. Her business name reflects the pushing of boundaries that exists within the novels she works on. It's also sounds elegant to my ear.
  
• Radical Copyediting: Alex Kapitan specializes in helping authors and publishers use equitable and inclusive language. The business name reflects Alex's values and includes some SEO functionality.
  
• Wordstitch Editorial: Hazel Bird specializes in non-fiction editing and editorial project management. Her business name embodies a sense of editing as a craft, and evokes a strong sense of her commitment to detail and precision.
  

It’s likely your choice will not be clear cut. Try not to get bogged down by that. Business names alone will not make you visible or discoverable. The compromises you make can be offset by other business-promotion activities that strengthen your online presence.

Happy naming!

If you’ve made yourself visible enough to be asked to quote, that quotation needs to sparkle with value. A poor response is just poor marketing. Here are some ideas about how to offer compelling quotes that go beyond the fee.

Why quoting is a part of marketing
1. You’re not alone
It’s never been easier or quicker to find an editor and get a quotation. That’s great news because any one of us can make ourselves visible. That’s just the first step, though.

Your author has probably asked more than one editor to quote. And so they should have. They’re trying to find the best-fit editor – someone with the right skills, experience, availability, fee structure, and personality.

And just because you’ve made the final three, five, ten (or whatever) doesn’t mean any of you will get the gig. If none of you float the client’s boat, they’ll head back to the search engines and directories in a jiffy. There are plenty more editing fish in the sea.

Never forget the competition when you’re quoting. You’re not alone; you’re one among thousands. Standing out is essential.

​2. Is the author really just asking for a quote?
Most of us have been interviewed at some time. Questions are asked and we respond. But we’re not assessed just on the words that come out of our mouths.

The interviewer(s) will also be influenced (even unintentionally) by how we smile; what we’re wearing; whether we seem friendly, confident and engaged; whether we arrive in a timely manner; and the degree to which the answers we deliver reflect the CV we submitted.

It’s the same when we respond to quotation requests. Our authors, too, will be influenced by the engagement we show, the speed of our response, the tone we use, and whether that matches what they were expecting.

Imagine you and I have just sat down in a restaurant. You ask me what my favourite chocolate is. My response is one of the following:

1. ‘Lindt.’
2. ‘I absolutely love Lindt. It’s delicious. Just thinking about it brings to mind Christmas when I was a kid.’
3. ‘Lindt is my top choice. That company sources high-quality beans from sustainable cocoa-farming programmes.’

If all you want to know is what my favourite chocolate is, then (1) answers the question. But if we’re chatting over dinner, I’m not exactly helping the conversation along. You might think me rather dull. You might be texting Uber. You might already have your coat on.

The other two responses tell you something more about me. Answer (2) might evoke a sense of warmth and openness. Answer (3) might evoke a sense of my political and environmental values. Either way, both show that I’m interested in your question, that I’m prepared to give thought to it.

And maybe I can hold off your Uber text for just a little longer.

Our responses to requests to quote need to demonstrate engagement and thoughtfulness too. Getting a cab with Uber is quick. Deleting an email is quicker.

3. You might be able to change their mind
Perhaps the author’s done their editor search with the intention of sourcing three hundred quid’s worth of proofreading within the next month. Based on the sample you’ve assessed, you think it needs seven hundred pounds’ worth of copyediting. Plus, you’ve got a wait list of six months.

You don’t know what the author’s budget is but that’s not what matters. What matters is that they do, and it’s way lower than what’s in the email you’ve just sent them. And the time frame is just wrong.

When you add value, you might be able to change their mind. Maybe they’ll say:

‘I’d planned to have this turned around within the next few weeks, but you’ve blown me away. You’re worth waiting for.’

Or:

‘I’ll be honest – that’s a lot more than I’d budgeted for. However, you’ve really nailed what I’m struggling with, and I think you’re worth it.’

4. Or they might become your champion
Sometimes you won’t be able to change the author’s mind because the budget or the timing just isn’t right. But that doesn’t mean you won’t stay top of mind. Perhaps they’ll say:

‘I really, really need to get this out now, so I’m going to walk away. But I want you to know that I would have loved you to edit my book. Here’s a testimonial.’

Or:

‘I’m really sad that I can’t afford you. You’re worth every penny. Next time I’ll plan ahead and save up.’

And even though they haven’t hired you, they’ll still be your champion. Perhaps they’ll tell another writer about you, or maybe they will plan ahead with the next book and save up for you.

When you add value, you’re not just quoting for this job, you’re quoting for future jobs too.

5. You’re dealing with people who don’t know you
If you’ve been contacted by someone who’s never met you before, trust issues are already in play. For the less experienced author, sourcing editing can feel like a high-risk venture.

Unlike doctors or electricians, there’s nothing to stop anyone entering professional practice. Editors can’t be struck off.

Here’s what an author recently told me:

‘My problem is one that's all too common across all aspects of the indie publishing landscape. The barriers to entry are few (a website) and the options available to a customer to confirm or verify quality are limited and poor, short of taking a test drive.’

We need to help potential clients confirm or verify quality. Adding value is part of that process.

6. Your brand is at stake
Responses to quotation requests need to be on-brand. Branding is not just about having an eye-catching logo. It’s about conveying the essence of what you stand for at every touchpoint of your business – from your website and business cards to your emails and invoices.

There’s little point in having a compelling website if your quotation responses are forgettable or off-putting.
​
Whether your passion lies in editing for students, academics, corporates, or novelists, your quotations need to reflect that passion. Offering value – something beyond ‘This is what it will cost and when I can do it’ – is one way of reinforcing that brand identity and moving away from an any-old-editor mentality.

How to add value to the quote
1. Include a digital swag bag of relevant hero resources
Let’s imagine your evaluation of the sample indicates problems with dialogue tagging and viewpoint.

What if, in addition to telling the author your price and availability, you gave them two free booklets that offer guidance on how they might rectify those problems in the book you’re quoting for or their future writing.

Even if those booklets are on your website, don’t assume the author has downloaded them. Maybe they didn’t get round to it, or perhaps they found you through a different platform.

Hero content adds value in multiple ways:
​

• It demonstrates engagement and thoughtfulness – you’re showing you understand what the client’s problems are, and are providing solutions.
• It offers proof of expertise – you have the knowledge, and that helps to build trust.
• It stands out – most editors don’t offer free booklets or free resources.

2. Do a small sample, even if you haven’t been asked to
Even if you usually charge for sample line/copyedits or proofreads of a thousand or so words, consider doing a short one for free. This delivers value in the form of:

• Engagement and thoughtfulness – you’re giving the author something valuable that they can measure or use for comparative purposes.
• Expertise – you’re demonstrating your abilities; showing the difference it would make if the client were to choose you.
• Acknowledgement of subjectivity – you’re helping the author assess whether your style of editing fits their expectations.

3. Provide a teeny critique
Another option is to offer a mini critique of the sample they’ve sent. I’m not suggesting a five-page report, but rather a few paragraphs that summarize the main problems as you see them, illustrated with a few examples.

As with the free short sample edit, it’s something they can use, and it demonstrates your knowledge of and engagement with their craft.

This is an opportunity to show not only how you’d get under the skin of the writing, but also how working with you would push the author’s project forward.

​4. Be a little personal
How about including a personal snippet that responds to something in their enquiry that truly resonated with you?

• Perhaps they mentioned being inspired by a love of a particular author’s published works. If you’re a fan, too, tell them.
• Maybe they told you this is their first novel. If you’re an editor who’s written fiction, tell them so, and include a few words to show that you understand what it’s like to start out on the writing journey.
• Did something about the premise of their novel really stand out for you in the sample? Maybe you’ve visited a place they mentioned, or have a personal fascination with an aspect of the life/culture/society/history etc. that their story touches on.
• If they’ve expressed concerns about anything – fear of being edited, confidentiality, new-author nerves, then express your empathy and address those issues with solutions.

Whatever you choose to communicate, remember that it’s a small personal connector that says, ‘I get you.’

Don’t make it up. It must be genuine ... the thing that excites you and reflects your desire to invest in the book. When we feel that itch, we’re starting on a journey too, one that compels us to do a standout job. Communicating this in some small way can help you to earn the author’s trust.

5. Show your enthusiasm
Don’t forget to make sure that you sound like you want the job! ‘This is what is will cost and when I can do it’ won’t inspire confidence in any author who’s even slightly nervous about working with an editor … not on its own.

If, like me, you love your job, and think it’s a privilege to get paid for doing something you love, use language that conveys that passion. Tell your potential clients that you want to work with them, that you’d relish the chance help them with their writing journey.

Talk to them about the price and your availability, of course. That’s what was asked for and it must be front and centre.

That’s where you should start … because when it comes to the fee you’re offering, it’s not enough to think, I’m worth that. Worth has to be proved. And in a noisy, global online market, that takes effort.

If that effort helps you secure the opportunities to work for your ideal clients, it’ll be time well spent. An editor with no work is not running a business; they’re unemployed. Every minute we spend adding value to our quotations is an investment in employment and business ownership.

Let me know what you do to add value when you quote for work!

***
​With thanks to my fellow editors Cally Worden and Lesley Jones for their inspiring comments and suggestions.

This free booklet offers one example of how an editor or proofreader might approach testing which pricing model works best for their editing and proofreading business.

I discuss how and why I collect data, and the macro and micro insights I've gained that have helped me to grow my editorial income stream.

Hope you find it useful!

Click on the image above to download your copy.

Does standing up in front of a room full of editors terrify you? I know that feeling. Still, I learned how to love it, which rather took me by surprise. In this post I show you how I did it.

Let’s talk about nerves
I haven’t conquered my nerves about speaking at editing conferences, but that’s okay. Nerves are normal, even for presentations experts like my friend Simon Raybould.

More on him later, but for now it’s enough to say that feeling nervous is not the same as suffering from a level of anxiety that renders you unable to step out of your comfort zone and try something that could push your editing business forward.

Pushing your business forward
Speaking at editing conferences will push your business forward. You’ll get yourself seen and heard. People will understand more about who you are, what you specialize in, and what you stand for (your brand).

That will lead to opportunities: work referrals, awareness about courses or books that you offer, discounts on the conference registration price (even payment for some gigs), and invitations to speak at other conferences taking place in cities that require a little more effort to get to.

Take me. I live in Norfolk (the UK one). On 7 November, I’ll be speaking at the Society for Editors and Proofreader’s mini-conference in Toronto (register here if you want to join me – it’s now open to non-SfEP members). It’s a massive honour to be invited. I get to talk about my two editorial passions – fiction and marketing!

In 2016, I’d probably have shied away from doing this, despite the opportunity to hang out with my favourite Canadians (and a few of my favourite Americans). The words ‘I’m busy’ would have flown from my mouth just in time to curb the nausea.

In 2017, I might have agreed to do it as long as I was sharing the spotlight with a pal, though the thought would still have made me queasy.

But it’s 2018 and, to my surprise, I’m more than happy to fly solo.

​One way to learn to love it
Loathing turned to love because I changed one thing: I dumped the script.

This is where I get to talk about Simon again, because he’s the person responsible for making me love speaking at editing conferences. In May 2018, he wrote a blog post for me called 6 tips to help you speak in public with confidence. Tip 4 asks us not to use a script.

I was gobsmacked. There was no way in hell I’d dare stand up in front of a group of my peers without having every word of my presentation memorized!

We had a long chat about it over Skype, and by the end of that conversation he’d convinced me it was worth testing.

And so when the SfEP’s conference director, Beth Hamer, asked me to do a two-hour session, on my own, at the annual conference in Lancaster, I promised her I would. And I promised myself I’d do it without a script.

3 snags with scripts
Scripts are inherently problematic.

Snag 1:  They take time to learn, especially if you’re going to be talking for an hour. Unless you have a brilliant memory. Which I don’t.

Snag 2: They’re hard to remember. If they were easy to remember, more of us would be on the stage. Which I’m not.

Snag 3: They’re difficult to deliver well. If they were easy to deliver well, more of us would have Oscars and BAFTAs. Which I don’t.

No wonder so many of us cringe at the thought of speaking at editing conferences.

Even if we manage to learn the damn script, what are the chances that we’ll remember it, given how nervous we are? And if we’re uptight about remembering, what are the chances that we’re going to deliver our script in a way that’s engaging and informative?

This is the kind of stuff that’s always been in my head when I think about presenting. All of which can be summed up as follows: at what point will I fail?

Going scriptless
You can’t fluff a script that doesn’t exist. That in itself gets rid of snags (1) and (2). All you can do is talk about the thing you’ve agreed to talk about.

We’re not in the pub or having lunch with our mates, so we still need a structure.

I am not a perfect presenter, not by any stretch. But I have embraced an approach that means I will present, and I will enjoy it.

This is how I do it:
​

• Create a list of every learning point my audience needs to know by the time they walk out of the lecture room.
• Create a slide with an image that illustrates that learning point – that’s my trigger to explain it.
• Glance at the slide for the trigger, then face my audience and talk about that learning point.
• Click to the next slide. Glance at it, then face my audience and talk.
• Repeat until I’m done.

Because you’re talking rather than delivering a script, you’ll sound more natural. And because you can’t forget any of the key learning points, you’ll feel more relaxed. That’s snag (3) dealt with.
​
There are caveats, of course. You must know your stuff. And you should rehearse. Each rehearsal will be different because you don’t have a script, but you will prove to yourself that you can talk through every one of the key learning points.

Being imperfect – audience expectations
Will you stumble if you’re scriptless? Maybe. Probably. I stumbled several times in Lancaster. But I loved every minute of that workshop. I felt relaxed, and as I talked I was in the moment, not tuned into the next thing I needed to remember.

And the delegates gave me some amazing feedback. That they enjoyed it is the most important thing of all. I’m sold on scriptlessness!

Plus, having a script doesn’t mean you won’t stumble. You’re human, after all. The difference is that when you’re scriptless, you get to stumble just because you stumbled, not because you forgot anything important or because you were distracted by the pressure of having to remember what’s up next.

Here’s something Simon told me during our Skype chat:

Your audience will forgive you if you trip up over a word.

Your audience will forgive you if you stammer.

Your audience will forgive you if you fluff a line and have to restart the sentence and explain something in a different way.

Your audience will forgive you for just being an editor rather than a TED Talk speaker.

What your audience will not forgive is your failing to deliver the key learning points that you promised you would ... for wasting their time.

At the larger editing conferences, delegates have to choose which sessions to attend. So I know that when someone chooses to come to mine, they’re probably missing at least two workshops they’d have learned something valuable from. That I don’t teach them what I promised is unacceptable. And that is the only way I can fail.

When will I see you again?
If you can get to Toronto on 7 November 2018, please come and listen to me talking about how to build a knockout home page, getting fiction editing work, and marketing an editing business.

Will I fluff my words? More than likely. Will I fail? No. I’ve already created slides for my key learning points and rehearsed what I’ll chat about.

I might well stumble and stammer, but I will smile at you as I do so, and I will deliver what I've promised!

Every professional editor and proofreader wants to attract best-fit clients who are prepared to commit to a contract of editorial services. For the most part, bookings go smoothly – cancellations, delays, and failures to pay are unusual. Still, editorial business owners need to protect themselves ... just in case.

This article doesn’t seek to offer you a model contract or set of terms and conditions (T&Cs), though you’re welcome to look at mine for inspiration: Terms and conditions.

Instead, I want to explore some ideas about how to develop your spidey sense, and use language and tools that will repel those who’d let you down.

What does ‘delay’ mean to you?
The concept of the delay is nonsense to an editorial business owner.

If a client asks you to proofread a book, tells you the proofs will arrive with you on 10 May, and requests return of the marked-up proofs a week later, and you agree to take on the job, those are the terms: proofread to start 10 May; delivery 7 days later.

You’ll schedule the project accordingly, and will decline to work for anyone else from 10–17 May. If two weeks ahead of the start date you’re told ‘there’ll be a delay’, you’ll likely have no work for 10–17 May unless you can fill that space at the last minute. Moreover, you will be booked for another project during the period when the project will become available.

To my mind, that’s not a delay. You can’t magic additional hours out of thin air. That’s a cancellation of the project terms that were agreed to by both parties.

Make sure your T&Cs reflect this. Don’t use the language of delay if it means nothing to you. Have a cancellation policy and make it clear that confirmed bookings are for an agreed time frame, and that failure to meet the agreed date will invoke that cancellation policy.

You might decide not to invoke it as a courtesy, but having it could reduce the likelihood of having to make the decision.

Is ‘deposit’ a strong enough term?
The word ‘deposit’ should be strong enough as long as the refund terms are clear. Still, you might want to couch your language along the lines of what editor and book coach Lisa Poisso calls ‘real money’.
​
I don’t refer to deposits in my terms and conditions. I call them booking fees. A fee is a payment. It’s the language of money. ‘Deposit’ as a noun has a broader mass-of-material meaning; as a verb it means to place something somewhere. Maybe, for some people, it has a softer feel to it.

Of course, anyone required to pay a deposit knows full well that the financial definition is being referred to. Nevertheless, using the language of money – a fee – might well encourage time-wasters to think twice.

The following might also work for you:

• down payment
• advance payment
• prepayment

What you charge upfront is up to you. Some editors charge a 50% booking fee rather than a flat rate. Some require one third to secure the booking, another third just before editing starts, and the remaining third upon completion of the project. You can define your own model.

Do you have a booking form?
You and a client can agree to your providing editorial services via email, and emails count contractually. But how about requiring a specific additional action, one that reinforces a sense of commitment?

Asking someone to fill in a booking form that confirms they have read, understood and agreed to your terms and conditions, including your booking fee and your cancellation policy, means they have to make a proactive decision to commit.

When it comes to filling in a form and ticking boxes, a non-committed client is less likely to feel comfortable than a good-fit one because it feels more formal.
​
You can create a PDF booking form that you’ll email manually, or create the form on your website. My choice is the latter. I include it below my T&Cs. That way, the booking and the terms are closely linked.

Here’s a screenshot of mine. Notice the boxes that must be checked in order to confirm the booking.

Is ‘booking form’ a strong enough term?
Even if someone is prepared to fill in a form and check some boxes, agreeing to a contract might make them think twice. That has a more legally binding feel about it; it’s more formal. And it might be the thing that repels someone who’s going to let you down.
​
My T&Cs state that the booking-confirmation form is an agreement to the contract of services between me and the client, and the phrase ‘Contract of Services Agreement’ sits under the under the title of my booking form.

Are your terms and conditions detailed enough?
In the main, your website should be client-focused. It should make the client feel that you understand their problems, are able to deliver solutions, and understand what the impact of your solutions will be.

Your brand voice should sing out loud. In my case, for example, that means using a gentle, nurturing tone.

However, when it comes to your terms and conditions, forget all the touchy-feely stuff – this is where you and the client get down to business. It’s in everyone’s interests to know what’s what.

That might mean that your T&Cs are rather dull and boring. No matter. It’s the one place on your website where you’re allowed to be dull and boring!

I feel like chewing my own arm off when I read my T&Cs but I don’t want any of my clients in doubt about what I’m offering and what they’re getting.

Think about the following:

• How much do you charge for a booking fee or advance payment?
• What are the penalties for cancellation and when do they kick in?
• Is final payment required before the edited project is delivered to the client?
• If you’ll deliver first, will payment be required immediately? Within 7 days? Within 30 days?
• Are there penalties for late payment of the final invoice?
• Does your booking form require confirmation that your terms have been read, understood and agreed to?

A non-committed client will be repelled if your terms put them at risk. A good-fit client will feel reassured that they’re dealing with a fellow professional who takes the editing work as seriously as they do.

Are the basics front and centre?
Many editors place links to the detailed contractual stuff in their website’s footer, which means the T&Cs are almost invisible. Even a good-fit client probably won’t see or read your T&Cs during their initial search for editorial services.

That’s the case on my website. If it’s the same for you, consider placing the basics front and centre.

I’ve created a box on my contact page that spells out the non-refundable £250 booking fee I charge.

Will it put off some potential clients? Absolutely. But if someone can’t afford that booking fee or doesn’t dare take the risk of making a payment because they’re unsure whether they’ll honour the contract, they’re not the right client for me.

Spotting red flags
Developing your spidey sense can reduce the likelihood of becoming entangled with those who’ll back out of confirmed bookings or fail to pay.

Though there’s no foolproof way to protect yourself from non-committed clients, there are red flags you can look out for:

• The person tells you they want to go ahead and hire you for a specific time frame but doesn’t fill in the booking form, or you have to nudge them several times. This could indicate that they’re not yet committed to working with you.
• The person fills in the booking form but fails to pay your booking fee. This is a strong indicator that the funds are not in place, and might never be.
• The person fills in a booking form and pays the fee but seeks to change the terms they booked under. This is a strong indicator that they’re not in the right mindset to commit to your editing services.
• The person is consistently slow to respond to emails during the initial discussion phase, and needs frequent nudging about the state of play. This might indicate that they don’t take your business offering seriously.
• The person gives you conflicting information about what’s required, or repeats questions about money and dates that you’ve already answered. This indicates they’ve not read your correspondence properly, which could lead to problems later.
• The person hasn’t begun the writing process, or has but isn’t sure when they’ll finish. If you don’t keep in regular touch with the client to check the project’s on track – which is time-consuming – the project could go off the rails and you’ll be none the wiser.

Summing up
I hope these tips help you avoid non-committed clients and safeguard your business. Even if you implement some of my ideas, there are no guarantees unless you ask for 100% of your fee upfront. However, rest assured that most clients are honest, committed and trustworthy individuals who are a pleasure to work with.

As for those who blow you out, a few are scoundrels. Others aren’t but are thoughtless and haven’t taken the time to understand the emotional and financial impact of cancellations and non-payment. Others have got cold feet. And some have been struck by unusual or extraordinary circumstances like bereavement. Most don’t mean to cause distress or place editors in financial hardship, even though those are two very real potential outcomes.
​
By using real-money language and action-driving tools, we can build stronger bonds of trust with those who are serious about working with us, and repel most of those who aren’t.

I'm delighted to announce my new online course, Branding for Business Growth, due for release in late summer/early autumn 2018!

This course is especially for editors and proofreaders who want to differentiate themselves. You'll learn how to build an emotion-based brand identity that’s rich in the flavour of you, and compelling to the people you'd love to work with.
​
There's more information on the course page, and a special pre-launch offer. 

​The course will include:

• ​a recorded webinar 
• an ebook (circa 25K words)
• a branding kickstarter toolkit (ebook and templates)
• a branding journal (the course workbook)
• exclusive video tutorials from the Craft Your Editorial Fingerprint series
• ​quick-access links to related materials

You'll get lifetime access and live support via my Facebook group when you need it.

​Any questions, just ask me!

Here are 10 tips to help you prepare the way for editing and proofreading fiction for independent authors and self-publishers.

If your editorial business is relatively new and you’re keen to specialize in fiction editing, there are some core issues that are worth considering. Some of these certainly apply to other specialisms, but fiction does bring its own joys and challenges.

You'll need to be sensitive to the fact that your clients may not be familiar with conventional editorial workflows or the terms we use to describe them!

​Clarify what the client expects, especially when using terms like ‘proofreading’ and 'editing'.

• Most authors who ask for proofreading actually want what editorial pros would traditionally call copyediting – checking and correcting the raw text files in Word (usually using Track Changes).
• Editorial pros themselves don’t use universal terminology. One editor’s copyediting could include developmental work, while another's could be strictly sentence-level editing.
• Offer advice on the different levels of editing, and be honest about which ones you’re capable of supplying.

​

​Clarify the extent of revision required before you agree a price.

• A final quality-control check for spelling, punctuation, grammar and consistency errors may be the least of what’s required.
• Deeper problems may exist that ideally would have been attended to at an earlier editing stage – for example, problems with clarity, plot holes or inconsistencies, repetitive words and phrases, mangled sentence structure, dangling modifying clauses – all of which disfigure the text.
• Your copyediting could well include line editing – that takes longer and has to be factored into the budget.

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​Find out how many stages of professional editing the file has already been through.

• If you’re the first, it’s more than likely that you’ll make thousands of amendments.
• Perfection, while aimed for, will be impossible unless you have superpowers!
• Make it clear that one pass is not enough to ensure that every literal and contextual error is attended to.
• Be honest about what’s possible within the available budget.
  

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​What’s required according to the editorial pro and what’s desired by the client (owing to budget or some other factor) could well be two very different things.

• You’re entitled to decline the work if you feel you can’t do what the client wants, given what hasn’t gone before.
• The client is also entitled to not take their book through four stages of professional revision if they choose. If they want your help and you think you can help, and you’re both clear about how far that help can go, then by all means work with the author. If you prefer to wave goodbye, then that’s fine too.

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​The authors we’re working with are at different stages of writing-craft development.

Some are complete beginners, some are emerging, others are developing and yet others are seasoned artists. If they’re in discussion with us, it’s because they think we can help.

• Even the beginner and emerging writers I’ve worked with have many strengths. Perhaps the sentences are awkward and repetitive, and yet the story they support and the characters who live within the narrative are amazing.
• An editorial report that summarizes strengths and weaknesses can help the author to develop their craft. I don’t provide professional manuscript evaluations/critiques or development/structural editing. That doesn’t mean I can’t tell the client what I liked, what I think they can work on, and where they might go to develop their skills.
• My editorial summaries range from a few paragraphs to a couple of A4 pages depending on what I find. They don’t take long to produce because I jot down notes as I work through the books – short reminders to myself about the points I want to make.

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​Sometimes the author and the editor are simply not a good fit for each other. In the case of fiction, this can be because the editor's can't emotionally connect with the story.

• If, for example, deeper line editing is required, the editor will need to ‘get’ the author, be able to feel their way into the soul of the text so that they can polish without stripping out the author’s voice or style of writing.
• Repeating the mantra ‘It’s not my book’ can help but the ability to mimic the author is often intuitive more than anything else.
• If you don’t feel that intuition kicking in when you see the initial sample of the book – if it’s not grabbing you – it might well be necessary to walk away unless you’re being hired for micro correction work that focuses on spelling, grammar, punctuation and consistency.

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​There are challenges and benefits to fiction editing and proofreading.

• On the one hand, fiction lends itself to flexibility with regard to strict adherence to pedantry, especially when that pedantry does more harm than good.
• Editing and proofreading fiction is in some ways nowhere near as technically demanding as an academic project with a book-length style guide attached to it and a reference list of a similar length.
• On the other hand, however, that very flexibility makes fiction work trickier too. Improving prose so that it meets publishing-industry standards while retaining authenticity of voice, flow, mood and style requires not a little artistry.
  
• If you've been hired to copyedit or proofread, you might not expect to have to deal with viewpoint problems. Still, they arise often enough with self-publishers that it's worth understanding how POV works so that you can query or fix. This post is how I explain it to beginner crime-writing authors but the principles apply across genres: A beginner's guide to narrative point of view in crime writing.
• Being emotionally responsive to the text is essential. That's a difficult thing to learn on a course. 
• Every change or suggestion needs to be carried out gently and elegantly so that the editor’s input is invisible to the reader. Some editors and proofreaders steer well clear of fiction; for others, it’s the best job in the world! There’s no shame in deciding it’s not for you.

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​Unless you’ve previously worked with the author, work on a short sample so that you know what you’re letting yourself in for.

• Sometimes it’s only by actually working on a piece, rather than just reading it through, that you get a sense of where the problems are and whether you’re capable of solving them within the asked-for brief.
• This will help you to get the fee spot on, too, because you’ll be able to extrapolate how long it should take to complete the project.

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​All querying requires diplomacy, but fiction needs a particularly gentle touch.

• Your authors have poured their hearts and souls into their novels. When you’re highlighting problems or suggesting recasts, it’s essential to get the tone right so that you don’t come across as critical.
• If it sounds like I’m stating the obvious, bear in mind that when you’re drawing attention to dangling modifier number 87 and you’re only on Chapter 5, it’s easy for notes of frustration to creep into your comments! I know this because one of my regular authors joked with me that she’d sensed this in my commenting in one of her books. Eeek! That made me pull my socks up.

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Some of our self-publishing clients are pulled a thousand-and-one ways every day. And, yet, they’ve found the time and energy to write a book. We must salute them.

Some are right at the beginning of the journey. There’s still a lot to learn and they’re on a budget; they’ve not taken their book through all the levels of professional editing that they might have liked to if things had been different.

Some haven't attended writer workshops and taken courses, and they probably never will – there’s barely enough time in the day to deal with living a normal life, never mind writing classes. They’re doing the best they can.

With that in mind, respect the journey.

• We're professionals and we're hired to fix problems. If your author has struggled with a sentence and made an error that you think is amusing, fix it or suggest a recast, and move on.
• Don't share that error in an editing Facebook group (regardless of that group's privacy settings) so that you and your colleagues can have a giggle about it. Our clients are the people who pay our mortgages and food bills. None of us is perfect. We all make mistakes. We're hired to sort out these problems, not use them as fodder for relaxation and networking.
• Those 'closed' online groups can feel like private, intimate spaces where we can chat and let off steam with a select group of editor friends, but that's not what's happening in reality. What goes online, stays online. If you're sharing a head-desk moment, it can be seen by hundreds, perhaps even thousands of other editors, most of whom don't know you (though they might just know your author).
• If you're in doubt about whether you're oversharing, ask yourself how you would feel if you were the author. If the words 'hurt', 'offended' or 'disrespected' come to mind, you know what to do (or not to do).
• That the author's name hasn't been mentioned isn't an excuse. We are being paid to edit the words, not share unintentional blunders with 500+ colleagues. At best it's rude and unprofessional. At worst, it's a breach of privacy.
• If you need guidance from colleagues on how to recast or make sense of a piece of writing, create a fresh example that illustrates the problem and ask them for advice on that, not the original.
• Plus, if authors never made mistakes, we'd be redundant. And there's nothing funny about being an unemployed editor.

​We must always, always respect the writer and their writing, and acknowledge the privilege of having been selected to edit for them.

Those are my 10 tips for working with indie fiction writers! I hope you find them useful as you begin your own fiction-editing journey!

And drop me a note in the comments if you think I've missed anything out!

Here’s how to build a knockout editing portfolio page even if you’re relatively new to the field.

Deciding what to include, what to omit, and how to lay it out so that it grabs a potential client’s attention can be tricky. If your business is new you might not have a lot to shout about. If you’re established, you might have too much.

One thing’s for sure, though – an editing site without a visible portfolio is at a disadvantage. It’s the next best thing to the social proof of a testimonial because it demonstrates that you practise what you preach.

Using stories is a method every editor can use to bring their portfolio page to life.

Moving from mechanics to emotions
Stories are lovely additions to any portfolio page because they give us the opportunity to take our potential clients behind the scenes ... to show them how we helped and how the project made us feel.

That’s important because it shifts the attention away from mechanics and towards emotion.

Those of us who work with non-publisher clients such as independent authors, academics, businesses and students are asking our clients to take a big leap ... to put their project in the hands of someone they’ve never met, and pay for the privilege.
It’s a huge ask and takes not a little courage for some. Think about it from the client’s point of view:

• An indie author has put their heart and soul into a work of fiction. It’s personal. They’ve used their own experiences to give life and depth to their characters.
• An agency has developed a series of advertisements for a big-name corporation. It’s not just the agency’s rep on the line. There’s a global brand at stake.
• An academic whose first language isn’t English is submitting their research to a peer-reviewed journal. Getting published could be career-changing for them.

These clients will be looking for an editor they can trust, someone who gets them, understands what their problems are and can solve them without making a song and dance about it.

Trust is something that is usually earned over time – think about your friendships and partnerships. Editors and their clients don’t always have the luxury of time. What’s needed is something that will fast-track the growth of trust.
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Word-of-mouth recommendations are fantastic for this. Testimonials from named clients are also excellent social proof. Portfolios work in the same way. The problem is, they can be boring.

A partial screenshot of my boring but useful list!

The list: boring but powerful
I’m not going to suggest you dump your long lists. Boring though they may be, I believe there’s power in them, and for two reasons:
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• Keyword juice: Book and article titles, and author names can be good for SEO. Some years ago, I secured a proofreading job with an academic who’d come across my website while searching for information about a social theorist. One of the theorist’s books was included in a bullet list in my academic portfolio, and the page popped up in Google’s search results.
• Demonstration of experience: Lists of completed projects can pack a punch because they show at a glance that you can do what you say on your editing tin.

So, if you want to keep your long lists, do so. I have. Make them more accessible and aesthetically pleasing by breaking them into subjects or genres.

Add thumbnails of book jackets, journal covers or client logos (subject to securing permission from the client).

Use a carousel or slideshow plug-in to show off multiple images without cluttering up the page.

Adding pizzazz with stories
​Now it’s time to add the wow factor. Stories take the portfolio one stage further. They’re basically case studies of editing and proofreading in practice. Can you recognize yourself in the following list?

• The established editor: You have a long, boring list but you want to keep your visitors awake.
• The NDA-bound editor: You’re prevented from publishing a long, boring list because of the non-disclosure agreements you’ve signed.
• The new editor: You’d love to have a long, boring list but that’s not yet your problem. Filling space is.

Stories work for all three groups of editors:
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• The established editor: You can focus on two or three projects and talk about what the client was looking for, how you helped, what you loved and what you learned.
• The NDA-bound editor: You can omit brand names and concentrate on the client’s problems, how you solved them, and what the outcomes were.
• The new editor: Even if you’ve completed only 4 projects, you can make your portfolio page sing by going deeper into the story behind the editing project.

What to include
It’s up to you what you include but consider the following:
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• The ideal client: What kind of voice will be most compelling to them? What’s worrying them, and how might you fix that? How do you want them to feel when they’re on your website?
• Your brand values: What do you stand for? What makes you tick? What excites you about your job?
• Problems and solutions: What challenges have you faced, how did you overcome them and what was the result?

 
​Crafting stories about relationships
​If your home page is all about the client, the portfolio page can be all about relationships. By crafting stories for our portfolios, we can invite potential clients onto the stage and let them experience – if only fleetingly – editing in action.
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And because the case studies are real, they’re a powerful tool for knocking down barriers to trust. They show a client how we might help them, just as we’ve helped others.

Three questions for you:

1. Do you hate marketing, or at least dislike it?
2. How about editing or proofreading. That’s your job. Do you like it?
3. What about learning how to do your job better? Those courses you take, books you read, and conferences you attend – do you enjoy those?

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​If the answer to all three is yes, you’re in marketing heaven!

I’m not kidding you. If you love learning about how to do your job better, and are prepared to make time in your business schedule for this continued professional development (CPD), you have at your fingertips all the marketing tools you need.

Here’s another question:

Do you think there comes a point when you’ve learned all there is to learn about being a better editor?

If you answered no to that, you’re in even better shape from a marketing point of view because you will never run out of ideas to connect with your target client.

And here’s another question:

Do you think you have no time in your schedule to learn how to become a better editor?

If you answered yes, you need to make time. Every editor needs to continue learning. Our business isn’t static. New tools, resources and methods of working are a feature of our business landscape. Language use changes as society’s values shift. Markets expand and retract, which requires a response from us in terms of how we make ourselves visible.
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If you answered no, that’s great news because it means you have time for marketing. I know – you don’t like marketing. But that’s fine because we’re not calling it marketing. We’re calling it CPD, which you do like!

Making time for business
Everyone who knows me knows I love marketing my editing business. Lucky me – it’s much easier to do something necessary when you enjoy it.

What a lot of people don’t get is how I make time for it and how I get myself in the mindset to devote that time to it.

I don’t have a problem with calling it marketing. But the truth is that so much of the marketing I do is not about marketing; it’s about communicating what I’ve researched and learned.

I love line and copyediting crime fiction. I think I’m really good at it. But I don’t think I’ve learned everything there is to learn. Not for a single minute.

That leaves me with stuff to do. I have to learn.

So off I go to various national editorial societies’ websites. I head for their training pages. I look for courses that will teach me how to be a better crime-fiction editor.
There aren’t any.

I turn to Google. Plenty of help for writers, but not specifically for editors. That’s fine.
And so here’s what I’ve done: read books about crime writing, and attended workshops, author readings, and crime-writing festivals (I live a stone’s throw away from the National Centre for Writing and the annual Noirwich festival). And I’ve continued to read a ton of crime fiction.

And to help me digest what I’ve learned, I’ve taken notes along the way. It’s what I’ve done all my life when I’m learning – O levels (as they were called in my day), A levels, my degree … notes, notes and more notes.
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How much time has it taken? Honestly, I don’t know. I’ve been having too much fun. I love reading; I don’t count the hours I spend doing it. How long did the author event last? I’ve no clue. My husband and I had dinner afterwards though, so it was like a date. And it would have been rude to look at my watch.

Is it a blog post?
I wrote a blog post recently about planning when writing crime. I couldn’t churn out 2,000 words just like that; I’m not the world’s authority on the subject.

So I referred to my notes from the event with a famous crime writer (the one where I had a dinner date with hubby). Turns out the guy talked about planning, and told us about his and a fellow crime writer’s approach to the matter. I reread a chapter from a book on how to write crime and found additional insights there. More notes. I read 14 online articles about plotting and pantsing too. Yet more notes.

And then I put all those notes together, which really helped me to order my thoughts. I created a draft. Redrafted. Edited it. And sent it to my proofreader. Soon I'll publish it and share it in various online spaces.

It’ll be on my blog and on the dedicated crime writing page of my website. Some people might call it content marketing. And it is, sort of, because it helps beginner self-publishers work out when they will attend to the structure of their crime fiction – either before they start writing, or after.

From that point of view, it is useful, shareable, problem-solving content, which is a perfectly reasonable definition of content marketing.

Or is it CPD?
But look at it another way. I learned a lot of things I didn’t know before. I can use that knowledge to make me a better editor.

I took notes and drafted those notes into an article. This is no different to what I did at least once a week at university. I wasn’t marketing then; I was learning.
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What is different is that no one but my professor was interested in my article. That’s not the case for my planning piece. That article will help some self-publishers on their writing journey. A few might just decide to hire me to line or copyedit for them.
It’s happened before. Maybe it will happen again tomorrow, or next month, or next year. I don’t know. It doesn’t matter – the article will stay on my site for as long as it’s relevant.

Change your language
If the idea of marketing your business leaves you feeling overwhelmed, rethink the language you use to describe what’s required.

You probably don’t consider attending an editorial conference a marketing activity, even though it might lead to referrals. It’s more likely you think of it as a business development and networking opportunity.

You probably don’t consider a training course to be marketing. It’s more likely you think of it as editorial education.

You probably don’t consider reading a book about the craft of writing to be marketing. It’s more likely you consider it knowledge acquisition.
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So how about this?

• Pick up a book, attend a course, watch a webinar, complete a tutorial – whatever you think will teach you how to be a better editor and do a better job for your clients. This is training.
• Make notes based on that research. This is embedding knowledge.
• Turn those notes into something readable, just like when you were at school or uni. This is writing an essay.
• Place that essay somewhere other than your teacher’s in-tray. Like a blog or somewhere on your website where a potential client might learn from it too. This is publishing research.
• Now use social media to drive awareness about that essay. It’s a kind of open-access thing … just like the academics do. This is sharing subject knowledge.

Training, embedding knowledge, writing essays, publishing research, sharing subject knowledge. Smashing stuff. Nicely done.

And between you and me, it’s great content marketing too. But, shh, let’s keep that quiet. I know you don’t like marketing.

Make your marketing about your editing
If you don’t like marketing, maybe that’s because the kind of marketing you’re doing isn’t likeable. In that case, think about what you do like about running your business, and make those things the pivot for your marketing. [Click to tweet]

In other words, it doesn’t need to be about choosing between marketing your editing business and learning to be a better editor, but about the former being a consequence of the latter. Two birds. One stone.

Me? I’m off to read the latest Poirot. Just for fun, mind you!