The Proofreader's Parlour
A blog for editors, proofreaders and writers
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Content marketing gives a lot of editors and proofreaders the willies. Too little time, too much work, don’t have enough ideas, can’t work out what to blog about, don’t even know what it is … those are statements I’ve heard aplenty.
So when John Espirian and I agreed to lead a 2-hour workshop on content marketing at the 2017 Society for Editors and Proofreaders annual conference in Wyboston Lakes, we assumed we’d have our work cut out for us.
How were we going to convince a room full of wordsmiths that content marketing is valuable, doable and enjoyable? To cut a long story short, we asked them to throw their split infinitives, comma splices, dangling modifiers and restrictive clauses out of the window for 120 minutes and have a bit of fun with us. Did they rise to the challenge? You bet! 
The problem with marketing
Every business owner needs to do marketing. And if you love it (like I do, like John does) that’s great. But what if you find it a bore? What if you’re someone who prefers the work you do to the work you do to get the work you do? Still with me? Editors and proofreaders are just as time-poor as anyone else. Marketing takes time and effort. And content marketing requires commitment because you won't see the impact overnight. One of the best things about content marketing, though, is that it’s ripe for playfulness. And that’s the case whether you’re doing it or learning to do it. That playfulness must be on-brand, of course, but creating useful, helpful, valuable content that solves clients’ problems needn’t be a dull process if you keep an open mind. John and I asked our colleagues to open their minds and go a little bonkers. And if you think you can’t do content marketing, perhaps you can try this exercise too. 
The Whacky-business Workshop (or how to develop a content marketing mindset)
We spent the first hour on the why and what of content marketing so that our friends understood the principles that underpin the approach. And just in case you don’t know, content marketing is basically about creating and delivering useful stuff that inspires people to trust you, engage with you, even buy from you. Next, we asked them to get into groups of two or three. Then we handed them a list of businesses and asked them to choose one. And so began the Whacky-business Workshop. There were no businesses related to editing and proofreading, mind you. None of the jobs in that list is something any of us has ever done; some of them aren’t even real, though not many. Instead, we gave them a list of whacky businesses – that way, our delegates would be forced away from their existing editorial business focus, and free to embrace a content marketing mindset. Here’s what they had to play with:
20 minutes to think, 1 minute to present We asked them to think about what problems those companies’ potential customers or colleagues would have – what they might ask before they decided to engage with or buy from one of those businesses – then generate as many content ideas as they could in 20 minutes. There were 2 rules:
Those who made our bellies ache the most would receive a chunk of content marketing goodies – well, books; we are editors, after all – written by industry experts. 
Why does being silly help?
If you can take everything you’ve learned in an hour, apply it in 20 minutes, and generate a framework of solutions in 60 seconds – and with a company and customers you know nothing about – what might you do if:
Believe me, if you can generate 10 questions that a client might ask before hiring a human scarecrow, 3 videos about the benefit of fart-reduction underpants, or 6 reasons to hire a professional mermaid – in the time it takes to bake a cake – coming up with ideas for a year’s worth of content for your editorial blog, vlog or podcast will be a walk in the park. And our session proved it. Our colleagues were amazing. Some were content marketing novices when they walked into the room, others were looking to hone their skills, but all of these perfect punctuators, grand grammarians and artful amenders slipped easily into the shoes of their new businesses … and their audience. Of course, there can only be one winner … well, two in this case: our friends and fellow pro editors Kate Haigh and Kia Thomas. If you’re seriously thinking about setting up as a human scarecrow and you need help with your marketing strategy, just call them. 
Some might think it’s difficult to make straw interesting, but Kate and Kia know different. Here's the content marketing magic they came up with in only 20 minutes:
Company name Outstanding in the Field – Human Scarecrows! Content aim To make our website a valuable resource for other human-scarecrow professionals Content ideas – solving potential clients' and colleagues' problems
Editors are born content marketers
It's true. Editors and proofreaders are problem solvers by nature. We spend our working days finding problems and working out how to fix them … not with blunt force but with elegance, with respect, with our writers in mind. We query kindly, we tweak tenderly, and we never forget that if our clients don’t have problems, we don’t have jobs. And that’s pretty much what content marketing is all about – identifying problems, offering solutions, and doing so in a way that makes the potential client trust you. So if you think you can’t do it, that it will be too hard, will take too much time, that you won’t have enough ideas, that you’re an editor not a marketer, then try being silly. Pick one of those whacky companies and ask yourself what you’d want to know before buying from them. Turn those queries into a list of ideas for blog posts, videos, PDFs, infographics, booklets or podcasts. There are no rules – you’re just having fun. When you’re done, think about your editorial business and your clients. What are their problems? And how might you create and deliver the solutions? No problem is too small, and no question too basic. If you’ve thought of it, chances are there’s a potential client who’s thought of it too. Why not be the one to fix it and have that solution on your website? If you have a question about content marketing for an editorial business, drop me a line or leave a comment. I’ll do my best to help … unless it’s about human scarecrows. In which case, you know who to call.
Louise Harnby is a fiction copyeditor and proofreader. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader & Copyeditor, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
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My friend and colleague Denise Cowle is a specialist non-fiction editor who works with a wide range of businesses, so she understands the pressure to publish better than most. Here's her expert advice on when good enough is acceptable ... and when it's not.
Perfection and the pressure to publish
When you write for your business, is it perfect? Should it be? Small businesses without the benefit of a dedicated marketing department are increasingly recognizing the power that quality content has to raise their profile, connect with their potential clients and ultimately drive sales. However, the focus on publishing content regularly can pile on the pressure to get something – anything – out there, to keep up with the publishing schedule for your blog, or to update your web copy and marketing materials to reflect the latest developments in your field. Does this writing have to be perfect? Should we expect everything that people produce to be error-free? If you pay too much attention to the Grammar Police, you’ll be paralysed with fear that a misplaced apostrophe or misused word will bring your carefully constructed business crashing down around your ears. There’s no excuse for poor grammar, they’ll bellow, caps lock on, from behind the anonymity of their screens. Ignorance of correct spelling is the scourge of society, they’ll mutter, labelling you as feckless, careless and lazy, without knowing anything about you or your business, other than the fact you typed except instead of accept. But as an editor, and advocate of content marketing, I beg to differ. I think there are occasions when it’s OK to put out content with errors. Shock! I know! Am I doing myself out of a job here? Not exactly. 
This is not permission to abandon all standards
Before you go rushing off to dispense with the services of your freelance editor and disable spellchecker, let me explain. I’m not for a minute suggesting that you should take this as permission to abandon all efforts to produce great, error-free copy. I’m working on the assumption here that you’ve taken time to make your copy the best it can possibly be within your time and budgetary constraints. I’m assuming you’ve used the tools and techniques available to you; you’ve run the inbuilt spellchecker or other software, read through your text carefully, and used a dictionary when you’ve been unsure. But sometimes, despite all your efforts, errors remain, either because you’ve missed them or because you don’t actually recognize them as errors in the first place. You go ahead and hit the publish button, and your mistakes are out there for all the world to see. We’ve all done it, but it’s rarely the end of the world. When is it OK to publish content with errors? In my view, it’s forgivable to have the odd mistake in content that:
It comes down to the purpose of the content, the medium you’re using, and the value your audience places on it. Your reputation will survive a typo in a tweet signposting your latest blog (I’ve done it myself and lived to tell the tale). Unless, of course, the typo is so unintentionally funny or rude that it goes viral! And even then, is there such a thing as bad publicity? It depends on your business, and what the error is. If you’ve created a free email course as lead generation I’d expect it to be error-free. However, the odd missing apostrophe or spelling mistake may not be a deal-breaker for your audience if the content is amazing and provides lots of value. 
When is it not OK to publish content with errors?
It’s not OK to publish content with any errors if:
If you’re an editor or proofreader, to my mind this is a no-brainer. Your clients are looking for perfection, or as near as dammit. There is no margin for error here. And don’t think you can get away with proofreading your own writing because, let me say this clearly: You. Will. Miss. Things. Who wants to hire an editor with spelling or grammatical errors in their copy? The answer should be: no one. 
Banish procrastination and publish!
No one wants to see any writing, however fabulous the content, strewn with spelling mistakes and grammatical blunders. But I’d much rather see you sharing your content with the world than keeping it in a draft folder because you’re worried that it might contain errors. Don’t allow fear to prevent you from publishing. Do your due diligence – run spellchecker, follow my tips on how to proofread your own writing – and get it out there! The world doesn’t stop turning because of a couple of typos, and you owe it to yourself and your business to write that copy, making it as good as you can. Should you hire someone to edit/proofread blog posts or other content? Rather than slogging over copy like it’s your overdue English homework, you might recognize that your time is better spent elsewhere and free yourself from the burden. If writing isn’t an enjoyable part of your work, wouldn’t it be better to outsource all or part of the process? Giving yourself permission to do this acknowledges that your time is a commodity in your business, and you have a responsibility to spend it wisely. You should consider this option when:
Is good enough, enough? Not everyone is blessed with the ability to write well and consistently, but I believe that everyone can improve with practice. Learning from mistakes is a crucial part of the process, and that can only happen when you write your web copy or publish your blog and allow other people to read it. Good enough can be enough when it’s on the road to even better.
Denise Cowle is a copy-editor and proofreader for non-fiction. She works with educational materials, reports, marketing copy and blogs. Her blog focuses on helping you to be a better non-fiction writer. Denise is an Advanced Professional Member of the Society for Editors and Proofreaders.
Further reading from Denise
Louise Harnby is a fiction copyeditor and proofreader. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader & Copyeditor, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
Are you fed up with your 404 page? Worried that your clients are too? Broken links are broken conversations. Here’s a wee idea I came up with to fix the disappointment and get you and your visitors talking again … using a chatbot.
What is a 404 page? A 404 page is where your visitor ends up if they’ve clicked on a link to your website and one of the following has occurred:
Google’s recommendations for a high-quality 404 page
404 frustrations
When you hit a 404 page on a website, you feel frustrated. You’ve gone to that site for a reason – you’re trying to solve a problem, or learn something new, perhaps even buy a service or product. And if the page you’re searching for has been moved, or if the link you’ve clicked is incorrect, you end up in a place you don’t want to be. It’s a dead end. If the website’s owner has been thoughtful, there’ll be a search box or menu to help you, perhaps a list of links that might be useful. Still, you’re the one who has to do the work to get back on the right path because, usually, there isn’t is a way of talking to the owner, a way of saying, ‘I wanted X but I’m stuck. Can you help?’ And since you’re already in a grumpy mood, you’re more likely to disengage and leave the site. After all, someone else is probably solving your problem, and maybe if you head back to Google Search, you’ll find a fix rather than a 404. 
A beautiful bot! Introducing Lulu …
I’m a fiction copyeditor and proofreader and I love marketing my business! I regularly publish free booklets, PDFs, checklists and templates for fellow editors and proofreaders, and self-publishing authors. I share news about that content via social media and on my blog. A few weeks ago, I set up a free account with ManyChat. I created Lulu, my Messenger bot. She’s my digital assistant and she’s great – most of the time! We’ve had a few glitches … some digital napping on the job … but in the main she’s successfully helped me deliver my resources to my Facebook network. Instantly. I learned how to build Lulu from my two favourite pro content marketers Andrew and Pete. August was their ‘Build Your Bot Month’ and four in-depth tutorials taught me everything I needed to know to get going. If you want a taster, hop over to YouTube and watch ‘Get Started Using Messenger Bots in Your Marketing with Andrew and Pete’. All well and good. But was there other ways I could use Lulu to help me engage with my community of editors and authors meaningfully? Recently, I was looking for something online. It took a while to find what I wanted, but find it I did. Or nearly. The link looked good but landing was a disappointment – a 404. The site was busy and I had no clue where to start. So I did what a lot of people do online. I gave up and went somewhere more interesting instead. That’s not what I want people doing on my site. I want my authors and colleagues to feel that I’m there for them, ready to help, ready to engage. Could Lulu help? 
The ManyChat webpage widget
I decided to get Lulu on the case of my 404 page. I have a lot of content on my website, and even more external links to that content. I’ve been blogging regularly since 2011, and I’ve changed things around on my site more times than I care to mention. And while I do my best to set up 301 redirects when I make changes, there’s no doubt that there are external broken links about which I can do little. ManyChat has a bunch of growth tools including two embeddable widgets. One is an opt-in box that can be placed anywhere on a website. I’ve used this widget to provide a more interactive experience for my 404 arrivals, one that enables them to make choices with the click of a button, but ultimately to say, ‘Louise, I wanted X but I’m stuck. Can you help?’ Because they’re contacting me via Messenger, they can get in touch instantly. Which means I can help them quickly. And the quicker I help, the less likely they are to get the hump and go somewhere more interesting instead. What’s great about this widget is the customization element. You can choose colours, images and messages that reflect your clients’ needs and your solutions. It matters not whether you're an editor like me, or an author, or another type of business owner ... the widget will work for anyone with a website. 
Case study: the visitor journey on my 404 page
Now that I’ve set up Lulu, the visitor who lands on my 404 page can take a journey, one that involves the ability to interact directly with me quickly. Here’s what it looks like ... This is what the visitor sees when they land: 
Clicking on the button takes them to a new page:
Now the conversation beings in Messenger. First, Lulu introduces herself and asks the visitor to provide some information that will determine how the interaction proceeds:
In this example, the visitor has selected ‘Author’. This generates a new set of choices, including the option to have a conversation with me:
If the visitor chooses to ask for a quote or get some free resources, they’re taken directly to the relevant pages on my website. If they wish to talk to me, Lulu acknowledges the request with a message:
In the Messages section of my Facebook page I receive a notification that someone wishes to chat. Lulu steps aside and the real conversation with me can begin:
Summing up
The ManyChat widget allows us to work with Google’s recommendations: apologetic, friendly language that acknowledges the problem; colours, language and images that are on-brand; clickable links to key pages and core content; and the ability to report the problem directly via an instant conversation. Landing on a 404 page is a negative experience for the visitor. A chatbot turns that negative experience into an opportunity, one that offers a series of calls to action. By including a discussion in the mix, we can offer one-to-one engagement. And it’s fun! We’re putting a smile back on a frustrated client’s face, and that can only be a good thing! Have you used a chatbot for your own 404 page, or as a way of engaging with your clients and colleagues? Let me know in the comments!
Louise Harnby is a fiction copyeditor and proofreader. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader & Copyeditor, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
If you're proofreading final designed page proofs, there's more to look out for than the odd typo or double space. Professional proofreaders identify and find solutions to a range of layout problems too.
Who's this checklist for? This is for anyone checking final designed page proofs, For example:
I've proofread over 500 books for the mainstream publishing industry. The checklist below is based on the house guidelines provided by the publishers I've worked for. The titles I've proofread include social science textbooks, handbooks and monographs, and works of fiction and narrative non-fiction. And while the subject matter has varied, the requirements for checking final page proofs hasn't. Note my use of the term 'final designed page proofs'. This checklist is not for those doing a final quality-control check in a Word document. Rather, we're dealing with a typeset PDF or hardcopy of the book as it will appear when printed or published online. For that reason, the proofreader is tasked with ensuring that the appearance of the book is consistent and correct according to client preference. This PDF provides a summary of the required checks. Click on the image to download your free copy. 
Louise Harnby is a fiction copyeditor and proofreader. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader & Copyeditor, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
Should you invest several hundred pounds in professional proofreading and editing training when there are free online courses available? A reader asked me whether the freebies are worth their salt …
Malika asked:
Hello Louise. Your blog has helped me with a lot of things. However, I am currently doing a BA. I want to learn editing and proofreading side by side. I wanted to ask whether the websites providing free online courses on editing and proofreading are reliable. Thanks for your question, Malika! Foundational English-language skills First, I always recommend that those considering a career in this field focus on their language skills before they embark on professional editorial training. Professional proofreading and editing courses teach the practice of how and when to amend or annotate. They assume an existing above-average knowledge of spelling, punctuation and grammar that accords with English-language convention. Proofreading and copyediting – what do those terms mean? Before I get into the nuts and bolts of your question, I’d like to talk about what’s meant by the terms ‘proofreading’ and ‘editing’. The terminology is often tangled. I define the various stages of editing as follows:
The training we do (whether it’s free or charged for) needs to reflect the skills needed to carry out these levels of editing. At the end of this post I've provided a PDF that offers more detail about the problems proofreaders and editors aim to solve at each stage. Reliability, promises and intention Now to your query. I think that an evaluation of a course’s reliability needs to ask two questions:
EXAMPLE The course:
Your intentions:
The course has been designed to help Purdue students with the thesis-writing process not train proofreaders to professional standards. The course is reliable in the context of its intention. It’s just not a good match for you or anyone else seeking to set up an editorial business. Client perceptions and expectations There’s a marketing issue at stake, too. However ‘reliable’ the free course is, it’s worth asking yourself whether it has the potential to enhance or damage your trustworthiness. Here’s the problem – there are thousands and thousands of editors and proofreaders online. The market is global, too, thanks to the internet. If a client finds you and five others, how will they decide who’s worth getting a quote from? Imagine your home needs rewiring. You’ve already had one small electrical fire and want to avoid a future catastrophe. Who do you hire? The professionally accredited electrician or the spark who did a free tutorial on YouTube? People searching for editorial services are just as discerning. They’re handing over hundreds, even thousands of pounds to a stranger. They want a professional who’s passionate about their business, takes it seriously enough to invest in high-quality training, and knows how to fix what’s wrong to industry-recognized standards. If you can’t demonstrate that you’re that person, you won’t be able to compete effectively. Some client types, publishers for example, expect an editorial pro to have completed courses from specific training providers. Others will focus on your successful completion of a test. To pass the test, you’ll need to know your stuff. If your free course doesn’t provide you with the required knowledge, you’ll come unstuck. Ask colleagues, clients and professional organizations Some years ago, I asked a group of UK publishers about professional training. You can read what they said in ‘Does training matter?’ (see ‘Further reading’ below). If you’re based outside the UK, call a few publishers and find out what professional training they recommend. Your national editorial society will also have guidance. There’s a list of worldwide national editorial societies in the ‘Further reading’ section, too. Practising editors and proofreaders will also have opinions. Ask in online forums about any free course you’re considering, and how it stacks up against paid-for options. Here’s one editor’s opinion: I recommend the Society for Editors and Proofreaders (SfEP) and the Publishing Training Centre (PTC) for UK editorial training. That recommendation is based on my experience (I’ve not done any free editorial training) but it’s an opinion, not the law! My colleagues will have their own preferences, some of which will be based on where they live. Pro training courses – what’s on offer Compare any free course’s syllabus with that of an industry-recognized course. Let’s take a look at the SfEP’s proofreading training: Proofreading 1: Introduction (online £103) Time: 10 hours ‘This course is suitable for beginners contemplating a career as a proofreader and for those who need to proofread as part of their job but have had little formal training. [It] teaches the very basics of proofreading; on its own it does not provide the thorough grounding needed to work as a professional proofreader. Apart from introducing the basics of proofreading, the course is designed as a taster to answer the question “Is proofreading for me?”’ You can see the full syllabus here: Proofreading 1: Introduction; it includes:
Proofreading 2: Headway (online £156) Time: 20–25 hours ‘This course is for people who have some knowledge and experience of proofreading and would like to learn more. It […] builds on the basic skills you already have to improve your concentration, focus and judgement.’ You can see the full syllabus here: Proofreading 2: Headway; it includes:
Proofreading 3: Progress (online £156) Time: 20–25 hours ‘This course guides you through more complex general and specialised material, including texts with illustrations, tables, notes and references.’ You can see the full syllabus here: Proofreading 3: Progress; it includes:
This is staged professional industry-recognized training that aims to make you fit for purpose and ready for market. It’s not cheap, nor should it be given that it’ll take a minimum of 50 hours to complete. No one gives away 50 hours of anything for free! If you find a free online proofreading course and it doesn’t include the content covered by the full staged SfEP syllabus outlined above (or an equivalent professional association’s course in your own country), ask yourself whether the material is sufficient for your learning requirements. When free is great – the springboard That’s not to say that freebies aren’t valuable. However, we need to recognize that, usually, what’s on offer is a glimpse, a taster. That taster might well offer insights, knowledge, tips and tools to start us on our journey. Freebies are a springboard. I use them to my gauge my fit with what’s on offer. I chose to invest in professional marketing coaching earlier this year. But first I signed up for some free stuff to see whether I liked the hosts and their training methods. I provide my own freebies – my website is packed with them … PDFs, ideas, advice, booklets. These are snippets; people have to pay for my substantive books. Many editors offer free sample edits to give clients a taster; the full editorial service costs. And so it is with editorial training. The PTC offers a free taster programme for its flagship distance-learning proofreading course. The SfEP offers a free proofreading test. Will either make your ready to offer proofreading services to clients in the open market? No. Will they act as signposts for what kinds of issues you need to look out for and whether a proofreading career is for you? Definitely. But you get what you pay for! Being a professional Editorial work is no different to accountancy, social work, teaching, graphic design, building, or electrical engineering … you can do it well and to professional standards, or you can do it badly. If you do it well, you’ll be able to give your clients excellent customer service. They’ll use you repeatedly and refer others to you. They’ll give you testimonials that will build your social proof. If you do it badly, you’ll let your clients down. If you’re lucky they’ll only complain and ask for their money back. If you’re not, they’ll tell others how awful your work is – a PR disaster. Any courses that promise miracles for very little to no money and time need to be viewed with caution. Use them to evaluate whether a professional editorial career is right for you. Beyond that, financial investment will be necessary. I hope that helps you, Malika! Further reading
You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a fiction copyeditor and proofreader. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader & Copyeditor, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
Knowing when to intervene and when to leave well enough alone is something most of us struggle with at the start of our editing and proofreading careers. This reader question highlights another dimension, that of concern with damaging authorial style in fiction. Here's my take ...
John says:
I am struggling with repetition versus an author’s style. Is there a section in New Hart’s Rules about this? Is there a golden rule that should always be followed? Is it necessary to point out repetitions if there are only two or three in a text of four pages, or if they’re in different paragraphs or in the same sentence? Thanks for your question, John. Broadly speaking, I think that as soon as something has a negative impact on the reader’s ability to navigate the story, we’re into the territory of finding solutions rather than respecting style. But more on that below. First, a caveat … The difference between voice and style You didn't ask about this, but it's something that beginner fiction writers and editors often struggle with so I decided to provide an overview here. Voice and style are often presented as the same thing in discussions about writing and editing. Actually, it's more complicated because there might be multiple voices in a novel, but one authorial style. Consider the example of a crime novel: Thinking about voice(s) In this example, the story is told through multiple points of view, though only one POV is presented per chapter – so we might follow the action through the eyes of Simon Smith in Chapter 1, and Nicole Jenson in Chapter 2, then back to Simon in Chapter 3. The narrative is written in the third person, so the voice is that of the narrator, though we will also hear Simon's and Nicole's voices through their dialogue. Still, the narrative voice should be consistent in both chapters. Overall, though, there are multiple voices in the novel – the characters’ and the narrator’s. Thinking about style Let's imagine that the author prefers short, choppy sentences to convey drama, tension and fear. Omits pronouns to keep things lean. Sometimes. He often uses contractions (I’m, we’d, you’re) to aid flow and mimic informal, natural speech patterns. And to convey emotion, he leans on dialogue rather than detailed description. All of this is his authorial style. It's present throughout the 10-book series and pulls it together. Readers can identify the books as having been written by the author in part because of the consistency of style. Now that we've made a note of that, let's return to the problem in hand ... Style versus poor writing The fiction editor needs to be aware of the difference between a style choice and a readability problem. Consider the following: 1A: She always named her cats after favourite aunts; this one was called Molly. 1B: She always named her cats after favourite aunts. This one was called Molly. 2A: He looked over his shoulder and almost felt the arrow as it whistled past. 2B: He looked over his shoulder. Almost felt the arrow as it whistled past. 3A: They walked to the end of the long hallway. At the end of the hall there was an open door beyond which lay three more hallways. They chose the left one and continued towards the interrogation room, no one said a thing as they walked. 3B: They walked the length of the hallway in silence. They reached an open door, and took a left towards the interrogation room. In 1A there’s a style choice regarding semi-colon use, and I’d respect this unless the author had specifically asked me to omit semi-colons (in which case I’d amend to 1B). In 2A there’s a style choice regarding sentence length. I’d use my judgement here. I might suggest 2B, explaining in a comment that I felt it conveyed a sense of tension more in keeping with the scene the author’s usual style. Or I might offer two options: 2B and an alternative: He looked over his shoulder, almost felt the arrow as it whistled past. In 3A, there are multiple problems – chiefly repetition, poor flow and a comma-splice. I don’t want to rewrite the book for the author – that’s not my job – but I can’t leave this as it is. I need a sensitive recast but I need to work with what I have. I might suggest something on the lines of 3B. And that’s the difference. In 1A and 2A the readability isn’t impaired. In 3A it is. If an author’s style is to write poorly, the editor must intervene. Readability trumps poor style. Our job when line editing and copyediting is to smooth and correct when things are rough and wrong. To leave as is because ‘it’s the author’s style’ cannot be justified. To do so would render the role of the editor obsolete. We’re hired to sort out problems, and attend to them we must. Golden rules, or lack of them When it comes to line editing fiction, there’s no rule book (New Hart’s or otherwise) that will tell you what you must fix and how you must fix it. Each project's different, each brief’s different, and the style and voice(s) in the text will be different. Above all, it’s intuitive. It takes into account the tension, pace and mood of a scene, and whether the repetition is obvious and makes the writing look amateurish, or whether it’s necessary and key to the novel’s trajectory. You need to feel your way into the story, get under the skin of the writing, and make sure the reader can move forward without stumbling. And how you, John, approach it might not be how I approach it because we're two different people and our impressions are subjective. Furthermore, whether and how you deal with repetition problems will depend on frequency, proximity, what you’ve agreed with the author, and whether the amendments are essential, preferred, or, rather, gentle improvements. Different line editors would handle 3A in different ways. Some would flag the problem; some would flag and explain it; yet others would flag, explain and suggest a solution. My preference is for the latter (unless I'm proofreading). Assuming we need a recast to avoid repetition in 3A, we could do one of the following:
The approach you choose should be based on what you’ve agreed with the author beforehand. I work with some authors whose novels require heavy line editing. To keep costs down, we agree that I’ll amend the text directly rather than commenting excessively. In such cases, the authors have decided they trust me to intervene in a way that’s sensitive to their style and the voice(s) in the book. I have other clients who prefer deeper recasts to be offered in the comments. If you’re not sure how to solve a problem, or you think there are multiple solutions to dealing with repetition, the query trumps the amendment every time. I do have some 'rules'! These are not about the what but the how. Perhaps they’ll help you communicate with your author about the repetition problems in a productive way. The mindful rules of fiction editing
What’s the brief? One thing you didn’t’ mention in your query was what level of editing you’d been commissioned for. It takes time to sort out sentence-level problems such as 3A. Correcting the comma splice is a quick fix and takes a second. Creating a recast that’s emotionally responsive to the author’s style and the voice(s) in the narrative and dialogue is a different kettle of fish. Correcting the comma splice falls within my definition of proofreading – the final quality-control or verification process. The recast absolutely does not; it’s deeper sentence-level editing and has to be priced as such because it takes longer to fix. Frequent repetition problems are usually evident in a sample chapter, so the editor should be able to see whether the level of edit requested is appropriate. If you’ve been commissioned to proofread and you find yourself dealing with a few issues of repetition here and there, it’s unlikely to impact on your hourly rate; just make a gentle note in your handover report. If the file is littered with repetition that renders the work unpublishable, and this wasn’t evident in the sample you were sent, you’ll need an emergency discussion with your author to explain the problem and come to an agreement as to how to proceed. Summing up I hope this has helped. The key is first to focus on the reader’s experience. That will be your best guide as to whether the repetition needs attending to. Then focus on your relationship with the author and let that guide you as to how best to communicate the problem via direct amendment, commenting or a mixture of the two. And don’t forget the mindful rules! Further reading You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a fiction copyeditor and proofreader. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources. Today I'm exploring the differences between fiction and non-fiction editing, and why fiction work isn't for everyone. To keep things tidy, I'm talking in the main about line editing and copyediting because I specialize in sentence-level work, but some of the key principles will apply to developmental fiction editing too. Why fiction editing is a different kind of artistry Have you ever tried something for the first time and found it difficult? Did someone review your initial effort? Did they outline problems before celebrating your achievement? If so, how did you feel? I suspect most of us have encountered this scenario at some time or other. I have, and it feels just awful. A review of anything that focuses only on the negatives – however kindly those negatives are offered – is a poor review. It matters not whether you’re an editor, a business executive, a marketer, or a parent; if you can’t find a single good thing to celebrate in the work in front of your nose, then you’ve not done the job properly. When editing fiction, the ability to celebrate first is critical – more so, I think, than with non-fiction. Note that by non-fiction I’m referring to academic, technical and journalistic works, not narrative non-fiction (sometimes called creative or literary non-fiction) such as memoir or biography, where I think the editing challenges are similar to the fiction specialist’s. In a nutshell, editing criminology requires a different touch to editing crime fiction. 
It’s personal
Every writer’s book is their baby, and most writers will infuse their tomes with their own experiences. But when those experiences concern matters of love, grief, sex or despair, the process of writing – and of being edited – takes on a whole new level of intimacy. I’ve lost count of the number of authors who’ve told me they felt physically sick at the thought of contacting an editor, never mind emailing me the file. Many feel vulnerable, exposed, embarrassed. And why wouldn’t they? Imagine handing over hundreds, even thousands of pounds to a stranger to look at an image of you and suggest how to make it better – not just any image, mind. You’re naked in this one. For many, that’s what it feels like to be edited. And so the fiction editor is charged with a responsibility. And it’s huge. 
Best versus best fit
Put 10 fiction editors in a room and ask them to work on the same 2,000 words. You’ll likely come back with 10 very different samples. That’s because fiction editing is subjective. It’s not that the rules of grammar, spelling and punctuation don’t apply. It’s not even that they apply less rigidly. It’s rather that they apply differently. Just a single change to a punctuation mark can affect tension, pace, mood. One of my regular authors has a mantra: ‘Louise, as always, keep it lean and mean.’ He’s a crime writer. It’s high-octane stuff. Low on adverbs. Low on conjunctions. Short, choppy sentences. The protagonist looks over his shoulder a lot. And if the punctuation is sympathetic, the reader looks with him. Compare this with another recent project. It’s essentially a love story – a woman’s search for her exiled family. The tale is one of heartbreak, abandonment, reconciliation and redemption. The author’s style is more fluid, prosaic. The protagonist isn’t looking over her shoulder but searching her soul. Every change needs to reflect this. How I go about reflecting these authors’ intentions will not necessarily be the same as one of my colleagues. It’s not that one of us is better at editing than the other. Rather, it’s how we interpret those intentions – and seek to mimic them – that’s different. We’re not talking about who’s the best, but who’s the best fit. That’s something the author must decide. And it’s tricky. How does a writer search for best fit on Google, or in an editorial directory, or on social media? How do they find that elusive emotional responsiveness to their writing?
Gauging emotional responsiveness – the sample edit
Fiction editors don’t have a monopoly on sample edits, but there is, I believe, an added dimension here in which samples really come into their own. Physically working on a piece of text helps every editor get a sense of the writing style, where the problems are and whether they’re capable of solving them, how long the job will take and how it should be priced. For the fiction editor, there’s something else, though – the feel of it. It’s our first opportunity to find out whether we can get under the skin of the author. And if we can’t, it might mean walking away. If we can’t respond emotionally to the author’s intentions – feel our way through the words and into the characters and the world they inhabit – the edit could be impaired. You can’t mimic an author seamlessly if you’re unmoved by what you’re reading. There’s a lot of talk about authorial voice in the editing world. In fiction editing, the concept can be a tad limiting.
A sample edit has its limitations, of course, by virtue of size. But it gives the author and the editor a glimpse of whether that emotional responsiveness is present and how it’ll be managed on the page such that the fit feels right. Ultimately, fiction editing is as much about the heart as the head. 
The mindful rules of fiction editing
Once the author and editor have found each other, the mindful rules of fiction editing will come into play ... during the edit, and in the post-edit summary or report. Here are mine:
Fiction is a specialism
Fiction editing isn’t for everyone. If you’re keen to specialize in this kind of work, ask yourself where you lie on the empathy scale. Many specialist fiction editors I know describe themselves as being a little on the oversensitive side. Terms such as introspective or contemplative are never far away. I cry at some adverts, so it’s no surprise to me that I ended up in this line of work! This emotionality can serve the fiction editor well, but it’s not something that can be learned on a training course. That’s not to say that specialist fiction editorial training isn’t worth doing – far from it. But mindfulness is your friend, too – don’t be afraid to embrace it in your editorial practice!
Louise Harnby is a fiction copyeditor and proofreader. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
Ever wondered how a professional book index is created? My colleague Vanessa Wells offers an honest and humorous glimpse into the world of a pro indexer – the challenges and the joys, and the 'sense of having created a beautiful thing'.
Let's take a peek into Vanessa's diary ... 
I attended the Canadian national indexing conference in Montreal, where we – like most conference attendees – go to strengthen connections with colleagues and expand our professional knowledge. Since the indexing community in Canada is very small, this is a valuable investment and full of good people.
As a result of the conference, I’ve received a referral and am being hired by a university professor to write an index for a 220K-word anthology he’s editing with 22 chapters and almost as many contributors. It’s a ‘straightforward’ index of ‘names and titles’ which, of course, means that it’s both a name and subject index in reality. Yikes.
Against my usual policy, I agree to meet the professor in person, as the campus is close by and it would be faster than exchanging several emails. An excellent meeting results in ironing out expectations, discussing needs and agreeing we’re on the same page! It’s due July 26.
I send him my contract to review, and we discuss rates. Rate structure, I find from speaking to other indexers, is variable. Some people will work for $2/page; others charge much more. A figure I often hear is $5/page, but that definitely depends on your market – geographically and by genre, specialization, and timeline. An independent author writing a non-fiction trade book is not going to generate the same fee as a university-paid gig. Some indexers provide other means of calculating their fees, such as a flat project fee. I tell him my academic rate, and he agrees. I submit my invoice for a non-refundable 30% deposit, payable before work begins. 
Proofs are due. They don’t arrive. They’re rescheduled by publisher for the 30th … While publishing timelines are often shifting (there’s a domino effect when a hitch arises), the end deadlines of proofreading and indexing are rarely budged.
So now I have to recalculate the number of hours and pages per day I’ll have to complete to meet the non-budging due date of July 26. Four days lost means Goodbye, weekends! for the duration. 
It’s a long weekend here for #Canada150, our sesquicentenary. I’m so wiped from the previous month of conferences and making a second website for the new arm of my business that I take (most of) the weekend off. I can’t afford to get sick during this project. Self-care and all that.
Forgot I start a weekly course on Tuesday afternoons for the summer, with an appointment this morning. Will have to start tomorrow. Now that I’ve lost another 5 days, I’ll have not only to work weekends but very long days, everyday. My bad.
21 days to go: I begin the pre-read (see above photo) to start gathering my thoughts on how I’ll approach this behemoth. And I need at least 3 days at the end to edit the written index, so really I only have 18 days available.
I note there are A LOT of errors still in the MS. I judiciously email AU to double check that it’s been edited and that no other file is forthcoming. He confirms it has been copyedited … Sigh. 
Re-install my $500USD indexing software on my new PC. Pay $39 for TextExpander, which is an online tool that lets you build a library of ‘snippets’, sort of like hot keys or macros, but it’s much simpler and faster. Using TextExpander for repeated, long index headings is making my life so much easier: it works pretty well with .ucdx files!
I’m already 50 pages behind. Indexing academic books is so much harder because you have to interpret the often-verbose language to get to the ideas (then re-edit them in your mind) and THEN start forming index relationships between the ideas on that and every other page.
Since there are almost two dozen authors in this anthology, I’m doing a lot of mental shifts. Why do I pine for indexes so much when they can be so draining?!? I’m being foiled by the very poor copyediting that was(n’t) done. I email the author-editor several times regarding his preferences for word options that I’m finding in the errata … 
Working on a Saturday is particularly annoying when you hear other people having a great day off. Such is the freelance life.
Here’s how I start an indexing day. Wish I had more than one monitor and can’t believe I used to do this on a 15-inch one!
CINDEX software file open; Google to check MS info, with related sites and academic books on the subject; book PDF marked up with terms needing indexing; and TextExpander to cut down on keyboard strokes. For the time being, I just type the entries into the index; refining connections comes later.
I emailed the author again about the serious issues around the practically non-existent copyediting of this book. It’s causing me to complete about 3pg/hr instead of 5–10pg/hr, never mind that I’m not being paid to correct such things, so again my budgeted time has to be rethought. He’d like errata forwarded to him so he can take the examples to the publisher and complain. (Understandably, he just doesn’t realize how much is involved in corrections before indexing can be done: research, confirm which instance is the error, note error, find other instances of it in MS, return to indexing the term and fixing all related cross-references). Ctl+F is my BFF. Wish I still drank alcohol. And for all you fellow CCLs, here’s what’s behind it all (because this, after all, is what’s important in life, not crying over indexes). 
I had a good phone chat with the author about the terrible editing. (Again breaking the rules; normally I never share my number – learned the hard way with an abusive client once – but there’s too much to discuss via email.)
We’re hatching a plan to shame the publisher into redoing the copyediting or letting me do it. Either way, my schedule is messed up, and he’s sympathetic. What he’s told me about their process with him this far is appalling. 
Email from author: basically, the publisher will redo the copyediting after indexing (!!!). This is a problem because it can affect pagination, thus rendering entries incorrect. I asked that my name not be included due to peer reviews in a trade journal, and I wouldn’t want residual index errors to be ascribed to me. The prof was cool with this; I am not, but that’s life in publishing.
Slogging away, only getting about 35 pages/day done. Have to step it up to get in an extra day for editing the index. I hired a subcontractor to proofread it the day before it’s due. I need an emoji for dollar bills flying away. [Note from Louise: I've obliged.]
Tenth day. Just shoot me.
I’ve put in 12 hours today. I’m starting to wonder if I’m going too deep with this index. Re-evaluating.
Good thing I hate summer weather. I worked smarter today, however, using more automations.
Panic time. I’m only at pg 385 out of 557 and I have less than 4 indexing days left before I start editing.
Trying a new – and, to me, risky – tactic: indexing on the fly, not marking up first. I’ll see how one chapter goes. I’ve got to save time! I’ve subcontracted out a small job (1–2 hrs) due to the copyedit snafu. I need every hour I can get. I figure it’ll be worth the money. 
What happened to yesterday? Feel like I’m getting sick, which would be disastrous. As an editor, I can always subcontract out a project for an emergency, but not only does indexing have a smaller pool of trained professionals, the intricacies of indexing style are so individual that really no one could easily or seamlessly take over. At least, not if the index is to retain its integrity and essence. Sigh.
Yay, I’m not sick! Done the inputting of entries! 6,388 records, which is on par for a book of this size and topic. The hard part is yet to come: finessing the cross-references and making links to interrelated concepts. While the software can help check for bad references and missing locators, there are many variables to consider. Some cross-references will have to be truncated and reworked; others will simply have to go; and yet others will require double posting due to wording.
This is the part that indexers must educate authors and publishers about – explaining that Word’s ‘indexing’ program just cannot replace a trained human brain. Word creates a concordance: that’s like taking the ingredients off a cereal box and listing them in alphabetical order. An index, analogously, takes the main words, interrelates them, looks at their nutrient values and considers how the ingredients work to give us a food product, but we can also just know what’s in there if that’s all we need. In fact, there’s our professional comparison: indexers are the food chemists of the book world – ta da! This stage is exciting and a bit terrifying. I read an article in our UK journal, The Indexer, wherein another indexer (Margie Towery, Ten Characteristics of Quality Indexes) admitted to having two moments of feeling stuck during the process: getting started and this stage. Glad I’m not the only one! 
I’m just doing some basic cleanup so that I can get to the editing described yesterday. Fixing typos deletes erroneously duplicated entries and ensures consistency: now’s the time to go back to the MS and confirm correct spellings; get rid of unnecessary, duplicated or differently phrased duplicate subheadings (the latter because you don’t see repeats in the Draft Format that you might have entered previously); add subheadings for entries that have too many unrelated locators, etc.
It’s 11 a.m. and I’m only at the Cs. As the meteorologist at the beginning of Twister says, ‘This is going to be a long day’… 
Finished cleanup from the Ms to Z; also a lot of double-checking that sufficient entries existed for major and meta topics, as well as the book’s contributors, which the author-editor requested. I’ve planned out the editing for tomorrow before a review by software on Monday.
And to prevent potential meltdowns, I save every 30 minutes or so, and back up to hard drive and Dropbox every 4 hours. That’s because once someone turned off the fuse box, and I lost a huge part of an index I had been working on. Live and learn. 
Sunday morning, so starting late at 10 a.m. I had a good night’s sleep, which is great because today’s to-do list is intimidating … Except my optical mouse isn’t working, so thank god I have a wired spare. Kind of like giving a chef a loaner knife they’re not used to.
The mouse worked after a reboot, but the reboot took about 20 mins, so essentially I’m half an hour behind again. I can’t just Control + F terms in the PDF, type the page numbers in and I’m done: half of them are in citations, references or footnotes, and the latter should usually only be included when they’re substantive (which can take some time to decide). So whittling down the number is time-consuming. Then they have to be organized by thought. Then entered, and without page-number errors. 
Butterflies. I heard a reminder on the radio yesterday talking about how, philosophically, Good Enough should be good enough, i.e. that striving for perfection is not good for us. I don’t think this is the inclination of the indexer (or editor or proofreader for that matter), no matter who says it. But I’m sure Annie Lamott would tell us to be gentler with our sorry-ass selves.
I confirmed that the proofreader is available to complete their part tomorrow. On to my penultimate review … 
Due to other commitments, I had to forget about the index today and trust it would be well proofread by my subcontractor. Not easy to do ...
Bad dreams all night about repeatedly calling said subcontractor because the file was late.
Spent several hours correcting, finessing, re-sorting (getting the locator order right – Roman numerals, ascending page numbers interspersed with those with an i for illustration (sometimes we just put illustrated page numbers in italics), so it would show thus: ix–x, 132, i234, 496), and double-checking things before putting it in a double-columned .rtf file. I’ve heard that before this editing stage, an error rate for page numbers of about 10% can occur, but with the ones my subcontractor found, I was at 0.002% errors: I hope that’s true! Corrected, I hope it’s near-perfect. Even human indexers with software can make mistakes. In a book of 220K words to be considered for indexing, perfection cannot be expected. I’ve clicked Send … 
Anti-climax: the author couldn’t access the file properly (the .rtf was showing up strangely), so he just asked for a new file format. He hadn’t got past the first 10 lines. But he did thank me for my ‘copious explanatory notes’, i.e. my return-file letter, which outlined info about the parameters of the index and changes that had to be used.
The prof is going to read the index this weekend, as he’s travelling. I could have had extra days after all! Waah!
Author got back to me with a few queries and the following: ‘Thanks for the painstaking and thorough job – it’s clear you took a lot of care, and I appreciate that … Thanks again for all of your hard work.’
Hopefully he’ll call me again in the future or refer a colleague to me. But after a few days’ reflection and relaxation, I’m not sure I’ll accept such a long and dense manuscript again – unless it truly is strictly names and titles! And I’ve realized that an index you’ve written is more like your baby than a book edit: there’s the same pride of accomplishment, but there’s more of a sense of having created a beautiful thing. And the labour and delivery stories are way better!
Vanessa Wells is a subtitle, caption and copyeditor, proofreader and indexer, who taught Latin for almost 20 years before becoming a freelance editor. She recently wrote an article summarizing the current state of indexing. When she’s not working, she’s either reading, watching films, or cat-sitting for senior cats with special medical needs. She lives in Toronto, Canada.
www.reelwords.ca www.wellsreadediting.ca
How to get 10 blogs posts from 1 booklet. Stretching exercises for proofreaders and editors7/8/2017
Why marketing is sometimes a struggle Here are two reasons why a lot of proofreaders and editors struggle with marketing:
Here’s an option that will solve both problems. I’m talking about something I bet all of you do rather well, and how you can get some efficiencies from it that will stretch your marketing budget (no Lycra required!).
What do you do really, really well? I’ve not yet met one of my peers who couldn’t have a decent conversation with me about editing and proofreading – whether it be a technical or stylistic issue, or a business-development matter. You're all great at it. And if you can talk about it, you can write about it. And if you can write about it, you can offer that information to colleagues and potential clients. And that’s marketing. So, for those of you sitting in the too-difficult camp, you’ve no excuse! And here’s a tip – solving problems is always good fodder for marketing. If you’ve read Marketing Your Editing & Proofreading Business, you’ll recall my discussion of Kevin Daum’s Differentiation–Empathy–Solution framework. The empathy part of the framework is where you identify the problems. The solution part of the framework is … well, it’s pretty obvious! If you’ve read my Content Marketing Primer for Editors & Proofreaders, you’ll recall that I bang on non-stop about solving customers’ problems. So write about all the problems you’ve ever been asked to solve and you’ll not go far wrong in terms of engaging with the audience who asked the questions in the first place. Now we’ve got that out of the way, let’s look at one way you can save yourself time in the long run … Recycling This year I landed a free ticket for the Summit on Content Marketing via content marketing masters Andrew and Pete. One hundred speakers in twelve days. No, I didn’t listen to all of the webinars. And I was up until 1 a.m. frequently, just to catch what I could. But it was worth it because one of the sessions was by Gordon Graham, aka That White Paper Guy. In ‘One White Paper, Five Ways: Stretch Your Content Marketing Budget by Repurposing’, Graham demonstrated how after creating one large, in-depth piece of writing (which can be used as a marketing tool in its own right) you can create additional promo pieces from it by slicing and dicing. More on that later. Now, Graham specializes in the white paper – ‘A persuasive essay that uses facts and logic to promote a better way to solve a business problem’ – but we editorial pros can take the basic principles and use them to create our own problem-solving materials too. Let’s put aside the term white paper and think in terms of booklets instead – ebooklets specifically, since we can post them on a blog and pages of a website, send them out to our mailing list or blog subscribers, email them to colleagues or clients who are looking for answers contained in that booklet, link to them in our social media posts, upload them to our membership forums, and so on. What makes a great booklet? Graham has some wonderful advice on how to approach a white paper, but I think these points are well worth bearing in mind for booklets too. I’m paraphrasing here but it boils down to this:
We’re editors and proofreaders. That’s mostly nuts-and-bolts stuff that editors are paid to look out for, so I’m confident every one of us can do this. Upside-down thinking In the past, I’ve tended to think of my writing upside down. I might create several blog articles and then wonder whether, because they’re related (say, by topic), I can merge them into something more substantive. My first two books emerged, in part, from that mode of thinking. There’s absolutely nothing wrong with that approach. However, it’s not always the most efficient way of doing things; I tend to limit myself in terms of word count and perhaps omit information that I’d like to explore in more depth but choose not to because I don’t want to overload the reader. And then, when I want to create something more substantive, I have to go back and rewrite large chunks of material to ensure the detail’s there. By switching things round and creating the big piece first, I don’t limit myself or my ideas. I can put everything into the booklet, and then decide how best to slice and dice later. Examples of white papers and booklets Here are five examples of in-depth pieces – three from the publishing industry, and two from my own stable:
The slice and dice – a case study
To show you how the process works, and why I think it’s effective, I’m using How to write great sex scenes as a case study, because it’s something that’s on the go at the moment and the process is fresh in my mind. Why am I writing it? Because I’m asked about it A LOT, and it’s something that many beginner authors struggle with. That means it solves a problem. And when we solve problems we’re more likely to be trusted. There are tens of thousands of people in the world offering editing and proofreading services. For the beginner author, with no prior experience of self-publishing, trying to find help can be terrifying. Is X trustworthy? Does Y know what she’s doing? Is Z worth the money he’s asking? When we show we’re engaged with our clients’ problems, we begin to earn their trust, and they’re more likely to ask us to quote. So I’m not only helping my clients, but also helping my business. What do I get out of it? I’m learning. This is the realm of writer coaching and developmental editing. That I’m neither of those things is neither here nor there. The fact is that lots of my clients choose not to hire developmental editors or writing coaches before they come to me. So if I learn, at least I can articulate what their problems are, how they might solve them in their future writing projects, and direct them to expert guidance that I’ve discovered on my own journey. Why don’t I just refer them to existing articles? Because there’s tons of the stuff. And that doesn’t help a beginner author who’s in the very early stages of developing their novel-craft and navigating the self-publishing process. Like all of you, I pride myself on being helpful and solving authors’ problems rather than creating more for them! Besides, I want that content on my website. I want my authors to see that I’m engaged with their problems rather than just sending them to someone else – someone they’ll think is more helpful than me. How am I handling the research? I’m reading a lot (research like a think tank). The advice is always wise, and sometimes hilarious, so it’s a joy to do. And this way I get to summarize the advice of expert writing coaches who know how to write about sex well, and the resources they’ve created. There are entire books about this stuff, you know! And I’ll cite like a scholar. Well, perhaps I won’t be using the full author–date system (I do, after all, want to write more like a journalist and communicate like a human being) but all my sources will be attributed fully in a reference section at the end. What about the format? It’ll be a PDF, but I’ll create a hardcopy-style booklet image for marketing purposes – a bit like this one for the audio-book primer. 
I like a landscape format for my booklets because they work well on tablets and laptop screens. But, really, it’s a personal choice.
I’ll create the cover image in Canva (using the principles outlined in an excellent and free Canva Copy Special video and template by Andrew and Pete) using my brand colours and fonts. Then I’ll use that to create a 3D booklet picture with BoxShot 3D (there’s a newer version but I prefer the older one; you can still access it though it’s not supported technically). How long will it be and how long will it take to write? I reckon about 10,000 words max. in total – maybe 9 or 10 sections covering different aspects of the problem. I don’t know how long it will take, to be honest. I tend to write my blog posts and booklets in front of the TV. That way, I’m relaxed and don’t feel like it’s cutting into my spare time. Reading time is something I don’t have trouble fitting into my life – it’s just something that happens, and it’s a pleasure, even when I’m learning. My approach to my marketing and writing is: it takes as long as it takes. It’ll be ready when it’s ready. It might take a week, or a month, or more. It depends what else is going on. My only rule is that I make sure I’m ahead of myself by a couple of months so that I can market my business regularly and consistently with my writing. The thing is, once it’s done, I get to kick back and break out the chopping board! The slice-and-dice-stage Once I have the booklet written and the image produced, I can use it as it is – a substantive, useful and compelling resource that will help current and future clients. But I can also chop it up. If I have 10 different sections, and each one’s around 1,000 words, I can easily create a series of 10 blog posts, each with its own core theme. That’s a lot of useful content to offer potential clients, and I can stagger the publication in whatever way suits me best. Does that detract from the value of the booklet? I don’t think so. It’s about visibility and choice. Regarding visibility, different people find answers to problems in different ways. So they might see my tweet about this booklet and think, ‘That’s useful. I’ll download that.’ But they might also place a longer question into Google, such as ‘How long should a sex scene be in a novel?’ My booklet’s unlikely to show up because its title doesn’t answer that question. But a blog post that looks specifically at that question might well end up in the results. It’s certainly far more likely to than the booklet title alone. As for choice, the thing to remember is that not everyone can be bothered to root around on a blog for Parts 1 to whatever. Blog posts work really well when everything’s in one place, but once you start asking people to jump here, there and everywhere there’s a risk they’ll switch off. What I like to do is slice up the content into several posts but give the reader the option of downloading the full booklet at every stage. Graham also suggests using some of the sliced-off articles as guest posts. This is a great idea because, again, you’re putting your resource in front of a new audience that might otherwise not have seen it. Repurpose and relax Any editor or proofreader can stretch their marketing budget using this recycling method. When we create an in-depth, research-based resource, we help our clients and we teach ourselves. That’s a win–win all round. As long as it’s dripping with value, you should feel free to carve it up in whatever way suits you. Your clients aren’t homogeneous when it comes to finding solutions to their problems, which means you don’t have to be homogeneous when it comes to delivering them. When you slice and dice, and deliver according to your audience’s preferences, you increase engagement, build trust and expand the life cycle of the story you’re telling. What’s not to like? – that’s how I rounded up the discussion of how publishers can stretch their marketing budgets on BookMachine’s blog. I think it stands just the same for the freelance editorial pro. Go on! Write yourself a booklet! Also mentioned
Louise Harnby is a professional fiction proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
How does one go about building a written-communications business from scratch? The person who got in touch is looking to break into a sector that I have almost no experience of, so I wondered whether it might stump me.
However, it soon became clear that the problem is not the sector itself but the challenge of being visible in that sector. 
Those of us who started out by targeting the publishing industry know that there’s an advantage – that sector knows who we are, what we do, and why it needs us. But what do you do if your target clients are corporates?
Jo says:
Firstly, thank you so much for your extremely helpful articles. They’re all I seem to read at the moment. Secondly, a question! You kindly offer to help people solve their business problems, so here’s mine. I recently set up a communications business offering copywriting, proofreading, editing and social media services. I have a professional background in science, business and education, but not specifically within the communication arena. My last role, as a communications manager, was my first within this sector. I’ve spent 15 years helping my partner with his communication requirements, from proofreading and editing to copywriting, so I feel as experienced as I can in this field without having any ‘official’ training. Now comes the hard bit! I am spending each and every day at the computer, emailing companies that I hope will be able to utilize my services, and the one question I keep hearing, time after time is ‘Can you please send me examples of your work?’ Herein lies the problem. Even though I have worked for many years with my other half, I haven’t built a portfolio of any kind, let alone kept any of the work I contributed to. I’m stuck in that cycle of no provable experience so no work, but no work so no way of demonstrating what I can do! Tricky! How would you suggest I get around this? Thanks for taking the time to read this, and for your insightful advice!
Hi, Jo, and thanks so much for your question!
Your problem is essentially one of visibility, competition, and the lack of a stand-out brand identity. Your website looks lovely, but that’s no longer enough to get you found or noticed. Written-communications businesses are ten a penny, so you’re operating in a marketplace that’s highly competitive. You’re also up against specialist editors (like me) and specialist copywriters (like my pal John Espirian), and a ton of big-brand agencies who offer service packages to corporates (your target market). Currently, despite your pretty website, you’re basically an unknown supplier writing to companies who’ve never heard of you and have no way of working out why you’re special, why you’re different, why they should pick you over anyone else. And none of that is a reflection of your capability. It’s simply a reflection of the fact that you can’t prove it. The consequence is that, at the moment, your message is all about you. You’re not the first supplier to be in the position of having a small or non-existent portfolio. Many of my colleagues have to sign non-disclosure agreements that preclude them from advertising the fact that they’ve worked for corporates. And while my fiction writers are more than happy to make it known that they’ve hired me, I’d never send another author a sample of the work I’ve done on behalf of a former client. It would be a breach of confidentiality. Becoming visible and standing out So what to do? My view is that you need to commit to a content marketing strategy that will build trust and get attention. The briefest definition of content marketing I can give you is this: Creating useful stuff that solves problems … and giving it away. That’s because when you help people, you get noticed. You know this is true because that’s why you contacted me! Let me quote you; ‘Thank you so much for your extremely helpful articles. They’re all I seem to read at the moment.’ Think about it … you’ve never met me or seen a sample of my editing work, and yet you devoured my blog and sent me a long email outlining your problem in the hope that I could help you. Then you agreed to let me publish your name, your question and my response in a public place. Somewhere along the line, I made you trust me. And that, Jo, is what you need to mimic with your own business. You found me, which means my clients can find me. Now you need to enable people to find you and make them want to engage with you and your written-communications business. We’re already 690 words in and I haven’t even got started on the nuts and bolts of content marketing, and there isn’t room to do it justice here. But here are the basic principles. My basic principles of content marketing 
Copyright Louise Harnby, 2017 (first published in Content Marketing Primer for Editors & Proofreaders)
When you create solutions to people’s problems – based around these principles – you begin a journey that puts you top of mind and top of the search engines. Changing the focus of the message Remember above how I talked about your message being all about you? When you start content marketing, the message becomes all about the client – their problems, their challenges, their business. And when you offer solutions to those problems via your content marketing strategy, you present yourself as the expert you are – someone with 15 years’ experience of working with a corporate. No one will be looking at your sparse testimonials page if they’re too busy drooling over the free resources you’ve offered them. Then, when it comes to the stuff they can’t do themselves, you’ll be ready to help with paying work. It’s hard graft, make no mistake. There are no quick fixes or overnight solutions. The strategy requires commitment. The principles I outlined above are from my Content Marketing Primer for Editors & Proofreaders, which I wrote at the end of 2016 and published in January 2017. I stand by everything I wrote in that ebook, but I’ve learned a whole lot more since, because I decided to get help from the pros. After all, I’m a professional editor not a professional marketer! And if you want to get serious and make inroads as quickly as possible, you might decide to go for the pro option, too. An example of how content marketing worked … on me The story of the pros I chose provides an example of great content marketing in action. I was looking for free online help with branding and design. I came across a couple of guys on Twitter who were creating video tutorials about how to do just that. They were fun, young (younger than me, for sure!), seemed friendly … and their stuff was brilliant … and free. I watched one vlog after another, and signed up for their mailing list so I’d know when something new was out. For about three months, I took all that free guidance and implemented it. And then I bought from them. Just a book at first. It cost about a tenner. And all the time, I kept thinking: if the free stuff is this good, and this cheap book is this good, what must their membership group be like? By the time April had come around, resistance was futile. Like the Borg. And I joined. So, you see what happened? They gave away a load of stuff that I found useful, and it got my attention and persuaded me to trust them. And then I became a client because when it came to making the big decision about whom to choose, they were top of mind. They'd blown everyone else out of the water. So who are they? Regular readers of my blog will be bored rigid of hearing me talk about Andrew and Pete, and their group Atomic, but I won’t apologize because they’ve made a difference to me. What they teach works. If you decide to go down this route though, do your own research first and make your own decisions. Find what’s right for you. An example of a colleague’s content strategy My colleague Natalie Hailey owns a digital marketing agency called Hot Content. And she uses content to drive her marketing strategy, just like I do, just like you can. Natalie has a blog, a vlog and a newsletter through which she’s building an audience of business owners who are interested in her services – her solutions. But she’s not just creating visual and written online content. She’s also delivering those solutions face to face – by speaking at regional events (via her local chamber of commerce) – and by hosting live training sessions and workshops in her area that focus on helping, educating, building relationships and engaging with local businesswomen. She focuses on a core audience and makes sure that the content she creates and delivers speaks to that audience at every touchpoint of her business – from the font she uses for her logo to the colours she chooses for her blog images; from the way she dresses at speaking engagements to the gentle warmth of her voice when she vlogs; from the tone of her blog posts to the way she engages in forums. Those are the things her potential clients focus on. And, ultimately, they choose to engage with her because she makes them want to. And why on earth wouldn’t they? She’s nothing but helpful. 
Back to you ...
I think you can do what I do, what Natalie does, what John does, and what Andrew and Pete do, so that you and your written-communications business stand out. By focusing on your target clients, what their problems are, and how you can solve them, and in a way that’s based purely on being helpful, by making them ‘feel smarter or happier’, as Andrew and Pete put it, you can move out of the catch-22 you find yourself in. That’s because this type of marketing is about relationships rather than résumés, about problem-solving rather than portfolios, about answering with solutions rather than asking for work. It’s not that testimonials, portfolios and experience aren’t great. They are. They’re wonderful. But, as you know only too well, they’re what you get at the arrivals gate. Content marketing is the departure point. Do it yourself, do it with books, or do it with pros. But do it. (Gawd, I sound like a Nike advert!). Then you'll be irresistible too. Like the Borg. Good luck! You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a fiction copyeditor and proofreader. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
How to organize your best proofreading and editing resources so that they're visible and usable ...
Content hubs for proofreaders and editors
The ‘self-publishers’ page on my site is a content hub. I call it Louise's Writing Library. It’s where potential author clients can find lots of resources to make their lives easier. Each resource has a picture. Clicking on that picture takes the visitor to a blog post, a Word file or a PDF booklet (though it could just as easily link to a video, podcast or Excel spreadsheet). All of that stuff is on my blog too, so why did I create a dedicated page to curate it? Here are 8 reasons why: 1. Hubs help your visitors find your useful stuff It's much easier for a visitor to navigate from one resource to another when you offer clearly titled images in one place than it is to find what you want in a search bar or blog archive. And if they get distracted, it’s easy to start the content review process all over again back in the hub. That might not be so easy if they’re on a 7-year-old blog with several hundred articles on it, especially if the ones they want to read appear in different subject- or month-archives. Your visitor can also bookmark a hub page on your site. They can’t do that with a list of results generated by your search bar. They can probably bookmark an archive, but that will only show the first article or two on your blog, not a chunk of your core resources at a glance. 2. Hubs keeps your visitors on your site for longer because there’s more to engage with The more goodies you offer visitors, the greater their engagement. That’s good for obvious reasons – you’re helping your clients, showing them you’re engaged with their problems and are willing and able to solve them. But there’s another important reason. The longer someone sticks around on your site, the more likely they are to hire your editorial services. It’s no surprise, really – I don’t stick around in a high-street shop, desperately trying to find that one thing I want, if the overall feel of the place and the products it’s selling don’t feel like me. But if I keep finding things that grab my attention, I’m much more likely to walk out of the door with a bag full of something nice. Editorial websites are no different. If your hub makes potential clients drool because you’re offering them a lot of free, helpful, valuable content, if it makes them feel that you get them, and that you’re a good fit for each other, you have a much higher chance of persuading that person to ask for a quote or a sample edit/proofread. 3. Hubs reinforce your brand Content hubs are perfect for reinforcing your brand identity because you can create a uniform look and feel by theming your images with consistent colourways, fonts, and design. Include a few lines of text at the top to explain who your resources are for, and what problems they’ll solve – your mission, so to speak. Here’s a partial sample of the images in my own content hub: 
Content hub for self-publishing authors (Louise Harnby)
My brand identity is premised on a passionate support for the independent author’s right to write, and my empathy with their self-publishing journey (having done it myself). I hope my smiling headshots give them an inkling of my friendliness and supportive nature. I hope that the colours are soft and gentle enough to inspire reassurance. But just in case, I include the following text to explain what my aim is with this hub:
Welcome to the library
And here's a partial shot of John Espirian's Learning Zone. John's hub has a very different feel to it, and so it should. His brand identity is built around a different set of skills, services and target clients.
Content hub for businesses (John Espirian)
4. Hubs demonstrate your expertise and arouse clients’ emotions With a hub you can offer a chunk of accessible information that solves multiple problems. That presents you as an expert who sees the big picture. It’s not a labyrinthine process of discovery that involves extensive scrolling or putting the right keywords into a search box. Rather, you hit them in the heart with a message that you’re on their side and have their backs. It’s about arousing powerful emotions. In episode 3 of Content Mavericks, pro content marketers Andrew and Pete argue that high-arousal messages like awe, excitement, relief, and love are much more likely to generate engagement than lower-arousal messages like contentment. ‘When we care we share … Figure out a way to make people care about your message or your offering.’ If your hub can generate excitement in your potential client – make them feel that they’ve found an editor or proofreader who’s completely on their wavelength, someone who’s demonstrably in touch with their struggles, and is offering resolution – that’s a powerful message. And it’s one that’s more likely to get your visitors telling others about who you are and what you’re up to, and have them clicking the Contact button. 5. Eye candy I cherish my blog, The Proofreader’s Parlour. I’ve lovingly filled it with articles on a weekly (mostly) basis since 2011. But things can get messy. There’s a sidebar with a subscription button, an RSS button, a search box, an archive by subject area, an archive by date, some links to my book, and more. Plus, I love to write meaty posts. Most of my articles are at least 1,500 words long. And while I do include images and header stamps that summarize what’s included in each post, there’s an awful lot of text. That’s not all. There’s a lot of scrolling to do if someone wants to glimpse what’s available on one page of the blog. A content hub is much easier on the eye and allows my author visitors to see at a glance what’s on offer. 6. Segmentation Back in the day when I worked exclusively for publishers, my blog posts were aimed at my colleagues. These days I work pretty much exclusively for indie authors, and now I’m creating content for them, too. So I have two audiences, and two types of content. It’s about a 50–50 split. Creating resource hubs helps me to segment my website so that the right people can find the relevant content. This is particularly important for my author audience because most of them don’t yet know me. They’re less likely to bounce around in my blog, diving from one archive to another in a bid to find what they need. Many of my colleague visitors do know me, at least in an online capacity. And so they have a little more patience because I’ve already built a trusting relationship with them. They’re more likely to spend time rooting around the Parlour for what they want. I do have a Resources page for them, but it houses fewer pieces of content than the author content hub. 7. You can show off what you’ve got planned This is one of the biggest pulls for me. I want potential author clients to see what I’m already offering them, of course, but I have a tonne of great stuff in my head or listed on my content-audit spreadsheet, in production, out with the proofreader, or already scheduled for publication sometime in the next few months. And that’s not visible on my blog. My blog only tells people about what’s available. What’s coming might be equally appealing to a client. They might be more likely to sign up for membership to Louise’s Writing Library (my author newsletter) if they can see there are some exciting things in the pipeline. Furthermore, I encourage library members to tell me what’s missing from the hub. If I’m asked for something, but I know it’s going to take me a few weeks to produce that new resource, I want to have a way of indicating that it’s on its way and that I haven’t ignored the request. 
Showing off what's coming up
8. Hubs encourage ‘you’re worth it’ moments
Certainly, a great content hub will increase the likelihood that your visitor will hit the contact button, but not everyone will be ready to make that commitment. That’s why building a mailing list is a great way to keep in touch with potential clients who are thinking, ‘I’m interested in you and like what you’re doing, but I’m not quite at the point where I’m ready to hire you as my editor or proofreader.’ Still, it seems like everyone and their aunt has a mailing list or newsletter these days. And if you’re going to persuade someone to allow yet another email into their already crowded inbox, and make them want to actually open it, displaying a hub of gorgeous resources might just be the tipping point – the thing that makes them think you’re worth it. Make sure your hub includes a way of signing up to your mailing list, and a clear call to action that tells the visitor what you want them to do, and why. Here’s what mine looks like: 
Louise Harnby: newsletter sign-up
Summing up
Make your wonderful editorial content easy to access. Whether it’s a blog, a vlog, a podcast, or something else, help your potential clients navigate their way around your resources and show them all the marvellous stuff on offer. Tell them who and what it’s for – how it helps, which problems it solves. Explain whether it’s available instantly or whether some sort of access sign-up is required. Finally, make sure it’s designed uniformly (Canva is your free friend – trust me!) so that each resource looks like it’s part of a stable. That way it’s not a hotchpotch of stuff; it’s valuable, client-focused content that represents you, your editorial business, your professional values, and your mission – your brand identity. Resources
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
Another email from a Parlour reader ... the answer will be of interest to anyone with similar manual dexterity issues and who is considering a career as an proofreader ...
Rachel asks:
‘I am looking into a career in proofreading. I have multiple sclerosis and need to work from home. I was wondering if you know whether any of the online courses cover the use of things such as Track Changes. Unfortunately, I have lost almost all manual dexterity and am unable to mark up on hard copy. I am, however, able to use a keyboard and mouse comfortably.’ Thanks so much for your question, Rachel. So the good news is that because you can use a keyboard and mouse, and you therefore prefer to work onscreen, professional proofreading is certainly a viable option for you (assuming your spelling, grammar, and punctuation are up to scratch, and you're ready to market your business effectively). Furthermore, there are industry-recognized training courses and resources that will support your onscreen learning. One thing we need to look at is how different client types’ expectations of what proofreading entails present challenges for you. It’s important to me that you’re forewarned about this so that you can target your clients appropriately, and communicate your service offering in a way that makes it clear what you will and won’t do. I’ll tackle that issue first and then move on to the training options available. Proofreading – expectations and possible challenges So, you’ve told me that your MS affects your manual dexterity, but my first thought was whether it also leads to fatigue. You didn’t mention this in your email, but I think it’s worth discussing for reasons that I hope will become clear. In my first decade of proofreading practice, almost all of my clients were mainstream publishers. Now I work exclusively with self-publishers (a few businesses but primarily writers of fiction). What’s clear from my experience is that the expectations of what has to be done and how it has to be done often differ depending on client type. Furthermore, how much will be done by the proofreader is often (though not always) quite different. What and how much does a proofreader do? Traditional publishers When working for traditional publishers, a proofreader is usually annotating designed page proofs. These are the pages (either paper or digital) that are almost identical to what readers would see if they pulled a book off the shelf. It’s a quality-control check of a book that’s been through developmental-, line- and copy-editing. The author has reviewed the files at each stage. Once the team is happy that the book’s ready to be laid out, an interior designer or typesetter will format the book to professional, industry-recognized standards. The proofreader’s job is to find anything missed during an extensive copy-edit, that no errors have been introduced at design stage, and that the various elements of the book are rendered consistently, correctly, and according to the design brief. In this case, the proofreader is looking at more than just spelling, punctuation and grammar. She’s also spotting problems with page numbering, chapter headings, line spacing, paragraph indentation, running heads, image captions, table and figure numbering, widows and orphans, page depth, prelims and end matter, and more. In my experience, because most of the problems in the text have already been attended to during previous rounds of editing, there might be only a few changes that warrant querying or marking up on each page. Of course, there are always exceptions to the rule, but, on the whole, most of a proofreader’s time is spent carefully reading and checking rather than marking up. That’s important for you because while your hand movement is somewhat impaired, your vision isn’t. And because you wouldn’t have to make thousands of changes, the strain on your hands wouldn’t be excessive or challenging. What and how much does a proofreader do? Non-publishers Outside of the mainstream publishing industry, things become a little more tangled. The role of the proofreader is not nearly so well defined. It’s not unusual for clients to ask for a service they call ‘proofreading’ but that a traditional publisher would call ‘copy-editing or even ‘line editing’. Here the raw text is amended (or suggested recasts to the text are made using Word’s commenting tool). Furthermore, it’s not unusual for the so-called proofreader to be the first professional to work on the text. And that means that the changes made might well run into the thousands. We’re not talking about a few amendments on each page, but hundreds per chapter, perhaps even per several pages. Of course, it does vary, but every change, every query, requires the use of one’s hands. So you need to be aware of the potential impact of this kind of work on your health, and think carefully about how it will affect your hands and your fatigue levels. I’m not saying that working for non-publishers isn’t an option for you. Rather, you’ll need to take your speed and fatigue levels into account and factor them into the time you assign to complete projects. If you're working in Word, I suspect that =2K–10K-word business documents, Master’s dissertations, journal articles, short stories, brochures and newsletters won't present you with the same challenges as book-length work of 80K–100K words will. How does a proofreader mark up? Traditional publishers Because the proofreader is usually providing a pre-publication quality-control check on designed page proofs, most publishers like the annotations to take the form of industry-recognized proof-correction marks. In the UK, these are BS 5261C:2005. Any decent professional training course will teach you how to use these appropriately. Traditionally, these annotations were made on paper but publishers are increasingly providing PDF proofs. This affords you an opportunity because you can use a keyboard and mouse to annotate the page proofs in a way that mirrors a paper markup. There are a few options, but many proofreaders use a combination of a PDF editor’s (e.g. Adobe Reader DC, Acrobat Pro, or PDF-XChange) onboard comment and markup tools and digital proofreading symbols (custom stamps). I supply free files of stamps that proofreaders can download and install in the stamp palettes of their PDF editors. These stamps conform to BS 5261C:2005. How does a proofreader mark up? Non-publishers Because many non-publishers supply Word files, you’ll be working directly in Word and using Track Changes. You’ll also be able to take advantage of several macro suites and find/replace strings that will improve your efficiency and reduce the strain on your wrists and fingers. That’s good news for all of us – with or without MS or other manual-dexterity issues – in terms of time, quality and consistency. Summary of what, how, and how much So, all in all, it’s worth your taking the time to think about the types of clients you’ll work for, how many changes you might be required to make, how those client types will expect you to mark up, what length the projects will be, how long it will take you to complete the different project types, and how all of those things fit in with your specific health condition. Professional training My two recommended online proofreading training providers in the UK are the Society for Editors and Proofreaders and The Publishing Training Centre. The SfEP has practical online courses on the technical aspects of professional proofreading, a grammar brush-up course, and editing in Word. Of the latter, the SfEP says, ‘It includes chapters on styles and templates, find & replace and wildcards, and macros. Guest chapters have been written by Paul Beverley on FRedit, Daniel Heuman on PerfectIt and Jack Lyon on The Editorium. All chapters contain downloadable study notes, exercises and model answers.’ The PTC offers a grammar course, and its flagship Basic Proofreading course. Before you sign up, I’d recommend you have a conversation with either or both organizations in order to assure yourself that the course materials are usable in a way that suits your needs. Additionally, there are numerous free online tutorials and screencasts on how to use Word’s Track Changes, so Google will be your friend here. Search for one that matches your own version of Word. The most important issue for any professional proofreader is understanding first what to change, and making sure that she and the client are on the same page, figuratively speaking, about what degree of intervention is expected and how it will be rendered. Online books and resources Here are some resources that should help you on your journey:
I hope this helps you move forward, Rachel, and wish you all the very best in your search for a career that will work for you alongside your MS rather than in opposition to it. Good luck! Further reading
You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
This question is from Alison, who’s new to proofreading and still completing her professional training with one of the UK's industry-recognized bodies.
‘I would be very interested to hear your thoughts on the iPad Pro 12.9" with a stylus as a proofreading tool. I am currently using my MacBook Air.’
That’s a great question, Alison. Here’s my take on the situation: Broadly speaking, I wouldn’t recommend a tablet as a primary professional proofreading tool because I think you’ll struggle to match the functionality available on a laptop or desktop computer. That doesn’t mean you can’t use it in your home office to increase your screen real estate – perhaps for fact checking, referring to an onscreen style guide, displaying your online dictionary, or checking emails. Overall, though, I think there are too many limitations for the pro proofreader. Here are some thoughts … Proofreading and tangled terminology Your professional training will distinguish between proofreading (annotating designed pages – page proofs) and copyediting (correcting the raw text). This distinction will match the expectations of many traditional publishing houses, though not all. I’ve worked for two publishers in my career whose ‘proofreading’ required me to edit raw text. We might call it a light edit, or a proofedit, or just stop beating about the bush and use the term copyedit! What we’re talking about here is a quality-control check prior to publication. And it’s done in Word. In this case, you’ll not be scribbling hieroglyphics on your tablet with your stylus; you’ll be directly amending the file. iPads and Word files I have an iPad Air. I love it for email, search, messaging, reading, listening to music and audiobooks, social media and gaming. I also like it for writing – drafting anyway. But I wouldn’t use it as a professional proofreading tool if you paid me (unless you paid me a lot to compensate for how much slower I’m going to be!). The screen size is still too small for one thing. Now, it’s not necessary to have two mammoth screens, but I like mine! I’m happy to work on my 15” laptop when required, but that’s as low as I’ll go. The more I can fit on a screen the less I have to scroll. And that reduces the strain on my wrist. There is a lot of functionality in the app, but I just don’t think it’s anywhere near as quick or accessible as when one’s working on a laptop or desktop. Making a decent living from professional proofreading means taking advantage of complementary efficiency and productivity tools wherever possible. Basics like find/replace, wildcard searches, keyboard shortcuts, and the styles palette should speed you up, not slow you down. But the biggest downside is what you’ll lose from not being able to run a whole suite of gorgeous macros that will make your life easier and improve the quality of your proofread.
You get the point! So, for me, the iPad is not a contender for working in Word. Not for the professional, anyway, for whom quality and efficiency are key. iPads and PDFs Whom you’re working for will affect things here. If you proofread for publishers, you’ll likely be asked to work on designed-for-print page proofs. This presents a number of challenges on a tablet. Even on a larger tablet like the one you’re considering, you won’t get a clear view of a facing recto and verso. And that means you won’t be able to check quickly for unequal page depths. Then there are the comment and mark-up tools to consider. A stylus is great if you want to use industry-standard proofreading marks, though it’ll need to be a high-quality stylus with a fine nib if your marks are to conform to BSI 5621C. I’ve experimented with a stylus and it wasn’t as easy as I’d hoped to annotate a PDF to professional standards. I wasted time ensuring each symbol was clear and neat, whereas if I’d been working on paper or on a laptop using digital BSI stamps, I’d have already moved on to the next annotation. Just something to bear in mind – practice will be essential if you experiment with tablet/stylus markup. Talking of stamps, you can mark up a PDF on a laptop or desktop (Mac or PC) using digital symbols. I provide a free set (see More Resources below). I want to mention the search function, too. One of the things I like best about marking up a PDF is the ability to do global searches for repeated errors. And while the search tool is quite neat on a tablet, it doesn’t have the range of functionality that you’d find on a laptop or desktop, particularly if you’re using pro versions of Acrobat or PDF-XChange. And, yes, the comment and markup tools, and the bookmarking are there in the app, and again quite neat if you’re working on a basic file with very little text for a non-publisher client. But for an 80,000-word book in which you might have to make hundreds of changes, I think you’ll struggle. Overall, the issue is one of speed. There’s a lot you can do on an iPad but I don’t think tablets in general are designed to let you move efficiently around a designed book page in the way a professional proofreader needs to. I want to be able to see a double-page spread at a glance. Yes, I’ll need to inspect the text word by word, line by line, but I also want to be able to view the page as a whole, including its running heads, its margin and line spacing, the position of all of the various elements and whether they’re aesthetically pleasing. I want to be able to bounce around on one page, and back and forth between pages via bookmarks, without keyboards and windows popping up all over the place while I’m working! That just slows me down, and in an age when many mainstream publishers are feeling the pinch and increasing their freelance editing rates only marginally each year, smart proofreading is essential. The more efficient you are, the better the hourly rate you’ll earn. I recommend you stick with your MacBook Air. My friend and colleague John Espirian concurs: 'My iPad is a wonderful writing platform but I wouldn't use it for editing or proofreading in any professional capacity. A MacBook is going to win hands down on that score. I write all of my blog drafts in Byword on my iPad. I use Apple's Smart Keyboard (see More Resources for a review). And unless you're location-independent and need to carry as little as possible, treat yourself to a second screen. I wish you good luck with your training, Alison! More resources
You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
[Note from Louise: the typos in the title are a little joke by A&P! No emails, please!]
Please direct any hate mail about this article to: Andrew and Pete, Bluff House, Middle-of-Nowhere Lane, Fakeshire, FK3 QQX
When Louise asked us to write a guest blog for proofreaders, we thought to ourselves: ‘Proofreaders, they love words, right? Hmm ... we know ... why don’t we write a blog about why they should all stop writing stuff and start creating videos instead?’ WHAT. A. GREAT. IDEA. Deep breath ... ... here we go. Should you all start video marketing? Excusing the dramatics at the start of this article, let’s talk seriously for a moment about why video marketing can’t be ignored when it comes to marketing your proofreading business. We aren’t saying stop writing, period. We do think blogging should be a key part of your marketing mix, but our aim in this article is to make the case for bringing some elements of video into your content marketing strategy. Remember, you may like to write, but that doesn’t necessarily mean that’s how all your customers want to consume their content. Reason number 1: Consumers are switching to video content With faster internet connection both at home and on mobile, video content has been opened up to the masses, and more and more people are turning to video content over written blogs. This may be the case for you, too! Think about how many videos you’ve watched online in the past 7 days compared to the amount of blogs you’ve read. Chances are the former is higher; and if it’s not, you’re in the minority here. Why is this happening? Well, other than the tech allowing it in the modern world, people are becoming highly trained multi-taskers. We’re used to triple or quadruple screening with our devices – watching TV while checking our phones, scrolling through Facebook on our tablets, and maybe even taking a fourth glance at the smart watches on our wrists. A lot of the content we’re consuming is video because, actually, it’s less effort. Reading generally requires our full focus on 1 screen. In fact – especially on social – video is being watched with the sound off more often than with it on! Crazy, right? (Rev.com is your best friend for subtitling, btw.) So, if we want to get people’s attention, if we want to educate them, entertain them, or even SELL to them, video is the best way to get that all-important attention. At least today, anyway.
Reason number 2: Video builds trust, something that’s lacking
Once we have the attention, the next thing we need is trust. In 2015, we attended talk by our marketing hero Seth Godin, who painted the picture of the modern business landscape. He argued that the businesses that are going to win are the ones with attention and trust. 
Trust is lacking nowadays. It’s never been easier to start a business – the internet has allowed for that.
We’re sure you’re running a legitimate business, but there’s no denying the number of charlatans out there as well as the people who – let’s be honest – have no clue what they’re doing. But all you need is a website and BOOM! you’re in business. Because of this, trust is falling … fast. People don’t really know if you’re an experienced proofreader, if this is your first time at the rodeo, if you’re doing this to put yourself through an English degree, or even whether English is your first language. We have to earn that trust before somebody parts with their cash. Yes – nice websites can do this, as can client testimonials, a nice logo and an about page that says you’ve been doing this since Andrew and Pete were in diapers. But if you want to go from being a stranger, or a faceless logo, to earning trust to the extent that somebody will actually hire you, video wins the day. Why? Because people still trust a friendly face. Add a face to your brand and you’re getting somewhere. Add a talking face and you’ve hit the money. Let’s be honest – we need to know, like and trust our proofreader. If we don’t, we might as well check our own stuff. But if you can show your expertise and let people get to know you through video, you speed up that know–like–trust factor tenfold. Reason number 3: It can be a more effective way to communicate Marketing is basically communication. Whether we’re looking at blogs, home pages, print, sales copy – whatever – we want to communicate a message in the most efficient way possible, and in a way that people remember. Video allows for that. Studies have shown that on average people remember 20% of what they see; or 30% of what they hear, BUT A WHOPPING 70% of what they see and hear! It seems a lot but it makes sense when you think about. Reason number 4: Social media marketing and video are a match made in heaven Being a proofreader, you can work from wherever you like, at whatever time you like – whether that’s the cupboard under your stairs or a beach in the Seychelles. Because of that, you can’t ignore using social media to find clients and network with people all over the world. The majority of the social networks are pushing users towards video, and because of this they’re giving preference to it in feeds. You’ll see a significant increase in reach online when using video content natively on a platform, compared to links or plain-text updates. Side note: ‘natively’ means uploading the video direct to that platform, rather than linking to, say, a YouTube video or similar. The only exception is the classically late-to-the-party LinkedIn, where video can’t be uploaded natively, yet (for the general user at least). We’d place bets on them catching up soon. Video comes in different formats depending on the platform. Whichever platform you’re focusing on, try adding video into the mix. Reason number 5: Stand out from the crowd and show your brand personality
Everybody wants their businesses to stand out from the competition, but only a few are willing to take the action to do something different. Video probably isn’t the norm for proofreaders, so it’s therefore a great way to stand out from the crowd and show your brand personality.
We’ve talked about trust and attention already, and this increases tenfold if you show some personality in your business. We aren’t saying you have to be funny, or crazy, or unprofessional, but rather know what your brand personality is. By the way, if you aren’t sure what we mean by brand personality, check out Creating a Brand Identity, a video we created ;) Once you know your brand personality, you have to show it! Yes, you can do this with the written word (we’d like to think this article gets across some of our personality), but oftentimes this can be much easier with video. So don’t go with the flow. Be different and you’ll get attention.
Using video in your marketing
Okay, hopefully we’ve set the scene for incorporating some video into your marketing. The next thing is getting going with it. The first thing people tend to jump to is the sales video – the videos for your home page, services page, about page, etc. This is cool – you can create these to help people through the buying process – but we also want you to use video for content marketing. Just like you might write blogs to educate, inspire or entertain, make videos for the same purpose. And, importantly, be consistent so that you build your brand awareness over time and max out the 5 reasons we covered earlier in this article. Remember, just because you’re creating video it doesn’t mean that you can’t write as well. Feel free to embed your videos on your blog and write, too, like we do on the Andew and Pete blog. Here are 3 main styles of video you could implement:
Final thoughts Thank for reading this article. We hope it’s got you thinking twice about using video. Our own marketing efforts improved significantly when we switched to video. Our only regret was not doing it sooner! Let us know how you get on, and if you need any help don’t hesitate to ask. Extra resources (if you want to get started with video)
Written by Andrew and Pete 
Andrew and Pete: Photo by Laura Pearman
Andrew and Pete run an award-winning content marketing company called Andrew and Pete, where they help small businesses create share-worthy content that builds brands people love.
They have been featured on Social Media Examiner, Huffington Post and Entrepreneur on Fire, and are the authors of the hit book The Hippo Campus and Content Mavericks, launching Autumn 2017. You can find out more about them at www.andrewandpete.com.
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources.
Here's another reader question about proofreading and editing ethics ...
This recent question was submitted by a colleague who wishes to remain anonymous. I’m calling him Johnny. He says:
I'm just starting my freelance copyediting and proofreading business, working with authors. My client has a publishing contract with a small independent press. He’s published three novels with them to date. My client said: ‘I always like to have an external person read my work before I submit it [to my publisher], so perhaps you could let me know what it would cost.’ The pre-submission editing work in the past was carried out by writer friends rather than an editorial professional. We’ve agreed on a price and what should be included. The price is more of a token payment because this is my first client and he's writing a series. Is this the right way to go? Why pay me to copyedit and proofread his work to make it as error-free as possible before he sends it off to his publisher? Surely they’ll want to go through a batch of revisions for which he’ll need to pay. Much as I'd like the work, should I tell him that the publisher will handle it and that he should save his money? Or am I making assumptions about the small-press publishing process that I shouldn't be? Louise, I want to do this right – he’s already agreed to introduce me to his publisher as a freelancer, whether I do the work for him or not. However, if I do a good job, his recommendation will be more qualified. So, I'm wondering what your thoughts are and what you would advise in this situation.
Thanks for your question, Johnny! It’s not unusual for an editor or proofreader to be confronted with this conundrum. Here’s my take on your situation ...
There’s quite a bit going on so I’m going to consider the following, just so you get a sense of the big picture:
The client’s preferences, motivation and knowledge One of the things that stood out when I read your email is that your client was explicit about his preference for commissioning third-party editorial work prior to manuscript submission. True, he hasn't paid for this work in the past because he's used writers rather than a professional editor. You and I both know that being a good writer does not a professional proofreader or copyeditor make! What pleases me is that he recognizes this too. I think he’s willing to pay because he believes you’ll bring additional value to the table. I think he also recognizes he’s getting a good deal here. And he is. I’ll talk about this in more detail under ‘Your token fee – precedent versus leverage’. For now, let’s accept that while this is costing him more than if he’d tapped a writer pal on the shoulder, it’s not costing him anywhere near what he’d have to pay if you’d offered him your standard fee. And that’s a motivation for him to work with you. He knows you’re new to the business and he might well have figured that he’s going to get a pro service for an amateur price. And while you're worrying about whether you’re exploiting him, he might be thinking that this is nothing short of a win for him. I’d be inclined to agree! He’s also not new to the publishing process. He has three novels under his belt with this press, so he understands how they work and what they’ll do for him. You, however, are in the dark. Which leads us nicely on to ... Editorial processes in small presses – who pays, and for what? You’re right to question your assumptions about small presses, indeed any press. Mainstream production flows tend to follow a model that looks something like this:
The larger press usually (but not always) pays for all of these levels of editorial work. Smaller presses don’t have the same economies of scale. Any of the following might happen:
No doubt there are other models, but these four give you a flavour what’s on offer. In your case, you don’t know what the deal is. Which leads us on to ... The press’s expectations Here’s a scenario (A) that would make sense in your author’s situation: The two people who run the press have worked with your author before. They know that he tends to submit files that are in good shape.
The point is that they expect to have a decent manuscript submitted. Anything else would change the terms; his publishing contract is based on an understanding that most of the work has been done prior to submission. Here’s another scenario (B) that I think is less likely but still possible, and it’s the one you’re worried about.
However, because you don’t know what the agreement is between the author and the publisher, you can’t know for sure whether it’s a good or a poor decision for him to hire you. My proposed ethical solution To give yourself peace of mind, I’d advise the following:
If he walks, you’ve still got the introduction with the publisher, you’ve upheld the terms of your professional code of conduct, and you’ve demonstrated to him that you’re trustworthy. If at some stage he decides to self-publish, or if one of his writer friends needs an editor, guess who’ll get the call? Honestly, even if you are facing scenario B, I don’t think he’ll walk because you’re a winner in his eyes – recall my comment above about offering a professional service for an amateur price! A quick word on that … Your token fee – precedent versus leverage I want to talk about this because some readers’ hackles will rise in response to your offer of a ‘token payment’. My view is that your decision is fine as long as your eyes are open, and your author’s are too.
You want to be able to leverage this lower-paid work at every opportunity so that the value you extract from it lies well beyond a number on an accounting spreadsheet or lump sum in your bank account. Publishers and indie authors value training, of course, but experience should never be underestimated. Getting that first break is one of the biggest challenges a new entrant to the editorial field faces. This could well be yours. I have no problem with a bargain being offered as long as the following apply:
If you use this book (and the series, should you get it) as a foundation for acquiring more and better-paying clients, you can view the exercise as a strategic marketing activity that will serve you well into the future. I wish you the very best of luck! You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. If you're an author, you might like to join Louise’s Writing Library. Members receive monthly updates featuring self-publishing news and resources. 
What if …? Learning from non-editors
My fellow editors and proofreaders are brilliant at giving me ideas and inspiration for how I can grow my business. Sometimes, though, it can help to step out of one’s known zone and see what people in other industries are doing. That doesn’t mean that everything on offer will be relevant, but delving into other business owners’ worlds can inspire us to spend a valuable half hour asking simply, ‘What if … ?’ So here’s one what-if experience from recent months … something offered by a non-editor that made me take a step back and think about my proofreading and copyediting business from a different angle. First of all, though, I offer an overview of my most-often used approach. Measuring value in terms of time At the base level, I approach pricing in terms of what my time’s worth to me. The questions I ask are:
Don’t get me wrong – I’m not at all unhappy with that approach. It provides me with an effective hourly rate that meets my needs and desires, and it allows for flexibility. Not all my hours are of equal value.
What if, though, one approaches pricing from a different angle? What if we set a fee based not just on the value of our time but also on the risk the client attaches to not hiring us? I’m not saying that this is a better way, just that it’s useful to at least think about it, perhaps in relation to some of the clients we work with. 
What if …? Measuring value in terms of risk
In ‘Part Three/Money Talk: Pricing Design’,* Chris Do, founder of Blind, a brand strategy design consultancy in Santa Monica, discusses pricing the client (or more specifically, their perceived risk) rather than the job. He asks a group of logo designers, ‘What does it touch?’ The video is 30 minutes long but it’s well worth watching. The nub of it is this: a bad logo on one niche website, 10 booklets and 50 promo flyers is a different problem to a bad logo on 40 aeroplanes, 20 helicopters, 14,000 vending machines and a million mailshots. The cost of rectifying the problem is different in those two scenarios, and so the cost of ameliorating the risk of it happening in the first place is different. So the questions editors might ask themselves are:
Those editors with relatively homogeneous client types are less likely to find this approach useful; generalists, however, might well consider testing it. These days, I specialize in proofreading and copyediting for independent and self-publishing authors. That’s a homogeneous client base in terms of client-perceived risk so my rates are based on time to do the job. But if I were working with a lot of corporates, Chris Do’s approach would be food for thought. How about you? Do you have what-if lessons from non-editors that made you step back and ask whether there are other approaches to thinking about your editorial business practice? I’d love to hear about them! *Thanks to my pal Averill Buchanan for alerting me to this link and thinking I’d find it interesting. She was right!
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn.
Abigail is based in the UK and has been proofreading and editing for around five years. Most of her work thus far has come via existing contacts, personal referrals, and a third-party site.
Until recently, that was sufficient. Consequently, she hasn’t spent any time thinking about a website, marketing, or other forms of outreach. Furthermore, the third-party site has changed the service-fee structure so that the work is no longer as lucrative.
She asks: ‘At the moment, I do a lot of academic work, which I love and would like to continue; I just want to secure it privately rather than through third-party sites. In addition, I would like to move away from website copy, blog posts and more generalised proofreading, and start working with publishers on longer and more interesting projects. However, I don’t know where to start, what’s required, or how to approach them. Many thanks for any guidance you can provide!’ Thanks for your question, Abigail! So, something else you mentioned in your email to me is that you’re undergoing professional training. I was really pleased to hear this because I think it’s an essential element in the mainstream publishing market. So, I’m going to focus on the following:
Why targeting publishers is such a good step Publishers are still the preferred client group for many editorial freelancers. There are several reasons for this:
A quick note on earnings and work stream There’s a lot of talk in the online international editorial community about publishers and low fees. The situation is not straightforward. There is no universal fee for copyediting or proofreading. I rarely work for publishers these days, but when I did I was offered proofreading fees from academic presses that worked out as low as £10 per hour and as high as £40 per hour. It depends on the complexity of the project, the press, the brief, the length, the number of authors, and a ton of other things. After you’ve done a few projects for a publisher, you’ll start to get a sense of how things work and what you can expect to earn on average. Some publishers will offer you a fee of £X per hour, and a guideline for the number of hours they expect the project to be completed in. Some will offer a flat fee for the job. Some of my colleagues (like Liz Jones: see her excellent post in Further reading, below) have successfully negotiated fees when they encountered scope creep. With some presses, I found that I could counter what seemed initially to be a less favourable fee by being as efficient as possible. You’ll also speed up as you become more familiar with a press – their house style, the format of their books, and their preferred professional style manuals and reference systems. Regardless of their fee structure, they do all the project-acquisition work for you, which means you can sit back and focus on the proofreading and editing rather than worrying that your Google Search rankings aren’t as high as you’d like! Here are three supplementary booklets: Proofreading for Publishers: Do They Always Pay ‘Low’ Fees?, Editorial Efficiency: Rates, Data Tracking and Digital Tools, and Untangling Proofreading.
Training for academic publishers – what you need to know
In order to ensure you’re fit for purpose with publishers, ask them which style guides and reference systems they prefer, and take time to familiarize yourself with these manuals. Most presses will provide you with a summary of their preferences. Your training course should draw attention to the importance of following a brief. Publishers are usually rigid when it comes to scope, and going beyond the brief without querying first could have detrimental consequences. For example, if you’re training to proofread, you’ll need to practise when to change, when to query and when to leave well enough alone – no in-house editor will thank you for recasting sentences to improve the flow in a proofread. That’s because: it’s expensive to make extensive changes on page proofs; the pagination could be affected; cross-references might be impacted; and the index could be damaged if it’s being created simultaneously. Also check that the training course you’re doing is recognized by the UK publishing industry. You won’t go wrong with the following organizations, though they’re by no means the only ones to consider: Certainly, if you want to proofread for publishers, you’ll need to be familiar with the industry-recognized proof-correction markup language (BS 5261C: 2005). Even if a publisher asks you to proofread on PDF, you might be required (or find it efficient) to use digital versions of these marks. Where academic publishers search Some publishers do search for editors and proofreaders. The SfEP’s Directory of Editorial Services is one port of call. Some also attend the SfEP’s annual conference and the London Book Fair, so those two events are worthy networking opportunities to put yourself on the radar of academic presses. Recently, I was contacted by a publisher via Reedsy. It’s the first time I’ve received a request to quote from a press via this platform, and it was for a fiction title, so I’m not convinced that this would necessarily be a primary channel for you if you want to acquire academic work, but I’m mentioning it just as food for thought. Why going direct is still your best bet My top tip for getting in front of publishers is to contact them direct, by email, phone or letter. The reason why many don’t search online for editorial freelancers is simply because they don’t need to. Build a list of UK academic publishers, then find out the name of the person in charge of hiring – it’s probably someone in the production department – and get in touch with them. You already have lots of experience, and you’ll have a top-notch training course under your belt. I recommend customizing your CV and cover letter/email for each press so that your portfolio of projects sells you as a perfect fit. Read Philip Stirups’ article for more top tips (see Further reading). Don’t put all your eggs in one basket I recommend you build a bank of around ten publishers. If you stick to one or two you could end up in deep water further down the road. If one of those clients were to merge with another, you might fall off the freelance list during the transition. If your other client were to go bust, you’d be scuppered. Having a larger bank of publishers means you have a safety net. It’s likely your publisher client base will grow exponentially; each time you acquire a new client you’ll be more likely to impress another. It’s a small world, and many of the in-house staff know each other. That will work in your favour. Taking academic publishers’ tests Some publishers will ask you to take a test. There are two articles in the Further reading section that offer excellent overviews of how to approach these: ‘The Business of Editing: Editing Tests’ by Rich Adin, and ‘Test Taking Tips For Editors’ by Cassie Armstrong. Asking for testimonials and building a portfolio Are you able to ask current academic clients for testimonials? If so, do so – however embarrassing you find it! This kind of social proof won’t on its own get you work, but it’s one way of demonstrating that you’re capable of fulfilling a client’s brief. I mentioned your portfolio above. If you’ve been in business for five years, chances are you have an amazing project portfolio. Make sure your CV, LinkedIn profile and website reflect your body of completed works. Publishers love to see experience! I hope that brings you a little clarity, Abigail. Good luck with building your new client base! Further reading
You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. Q&A with Louise: Can a teacher get work as a proofreader, even with no publishing experience?22/6/2017 
Amanda is a UK-based primary-school teacher.
She says: ‘I have zero experience in publishing. However, I have a first-class degree in Education Studies and enjoy reading and grammar. I've been reading your blog recently and have thought of qualifying as a proofreader but appreciate how competitive it is. What is the likelihood of me obtaining work based on my background?’ Many thanks for your question, Amanda! So, the short answer is, there’s a strong likelihood if you get your marketing head on. Because, essentially, this is a marketing issue. Here’s my current favourite mantra: We have two jobs: the work we do, and the work we do to get the work we do. In your email to me you talked in terms of ‘qualifying’ so you’re clearly prepared to embark on professional training – a wise decision. It tells me you’re prepared to make yourself fit for practice – the work we do. Now let’s look at what you could do to get that work. 1st-stage marketing (pre-qualification)
These are the basics, but they’re enough to give you a solid set of standard online profiles that represent you and your proofreading business, and that will enable you to connect with like-minded professionals – old hands and new. In reality, your potential client base is rather wide, but I believe that in the start-up phase, when you’re building a proofreading business, it makes sense to target publishers. That’s because:
2nd-stage marketing (post-qualification) So why would a publisher be interested in you, Amanda? Here are some reasons:
And who are those education publishers? Google is your friend here, but here’s a short list of publishers in the UK who have education lists or imprints. In your position, I’d start by getting in touch with every single publisher you can find in the UK who publishes education content.
My bet is that most (many, certainly) academic or scholarly publishers in the UK will have books, journals and electronic products in the field of education at some level. Find out who’s in charge of hiring editorial freelancers. Email or post a cover letter and CV. Be sure to emphasize your training, background, society membership and subject specialisms. In the early stages, education will be your core specialism but, honestly, if you can proofread an educational research book, you can proofread a politics book or a social theory book, so you might decide to expand your list of interests to education, social sciences and humanities. Or you might talk in terms of education teaching, theory, practice, governance, and research, and other key related terms. It’s something to think about. When you start looking at what else all those publishers with education books are putting out to market, you’ll get a sense of how you might customize each contact letter/email so that you really engage with each press’s list. 3rd-stage marketing As you build up your publisher list, your portfolio of completed works, and your testimonials from all those satisfied in-house production editors, you can really start to make your online presence stand out. Perhaps you now meet the criteria to advertise in the SfEP’s online Directory of Editorial Services. This is one way of making yourself visible to clients outside the publishing industry – I’m thinking here of master’s and PhD students preparing dissertations and theses in the field of education and beyond; academics (particularly those whose first language isn’t English) preparing articles for journal submission); independent non-fiction authors, and so on. For a broader look at different marketing approaches, check out the Marketing archive here on the Parlour, or my book Marketing Your Editing & Proofreading Business. If accessing a market outside the mainstream publishing industry is something you’re serious about, start your content marketing as soon as possible. I have a wee primer that will give you the basics. If you want to get serious, visit the Andrew and Pete website. I bang on about these two all the time, but they know their stuff. I wish I’d known them 10 years ago. Unfortunately for me, they’re a fair bit younger so were probably doing their GCSEs when I started my editorial business! But I’m using them now to help me get the very best I can from my marketing. Summing up So, yes, I think you can obtain work if you are practice-fit and ready to plant a big marketing hat on your head and really commit to it! The fact is, it’s noisy out here, and getting noisier. But the market is bigger too – global, in fact – so there’s more competition, but more opportunities too. Another mantra – be interesting and be discoverable.
Get your training and your marketing licked and there’s no reason why you can’t create a successful proofreading business. It will take time and hard graft, but it’s perfectly doable for those with the right mindset. Hope that helps! If you have additional questions, just pop them in the comments below. You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn.
Georgia got in touch with a training query. She’s asked to remain anonymous in order to not jeopardize her existing client relationships. I’ve therefore changed her name and removed all the details from her email that might enable colleagues or clients to identify her.
She’s based outside the UK. She has only two clients, both of which I believe are exploiting her. One pays months late on a regular basis, though it expects its freelancers to meet its tight deadlines; the other (more recent) expects her to wear far too many editorial hats given what she’s being paid for each project.
Although Georgia has several years’ copyediting experience, she has no formal training and feels that scope creep has exposed gaps in her professional knowledge. These are proving to be a challenge in her current roles. Georgia’s budget is limited (not a surprise given that she’s not being paid in a timely manner). She asks: ‘Could you suggest further steps for me? Are there any reputable online training courses you would recommend that would advance my skills and that would not be too expensive?’ So, what should she do? Training and beyond So, Georgia, first of all, I’m really impressed that you’ve focused on upskilling rather than complaining. Few editors and proofreaders know everything about everything; there’s always more to learn! Of particular interest to me, though, was the fact that you framed your query purely in terms of skills gaps and training solutions. Actually, I think there’s a bigger issue at stake: your limited choice. Your current clients expect you to be able to carry out more levels of editing than you feel capable of. And yet there are plenty of clients in the world who would benefit from – and be glad to hire you for – your existing capabilities. However, they can’t find you. With that in mind, I’m going to break down my answer into several parts:
And if that sounds like I’m looking for an excuse to bang my marketing drum yet again, I won’t apologize! The fact is that the work we do and the work we do to get the work we do are connected. Having appropriate skills is of course the foundation of good practice, but it’s next to useless if we’re still rendered vulnerable to clients who expect the earth, and believe they can ask us for it, because we have nowhere else to turn. But let’s deal with the training issue first, since that’s what you asked me to address ... Online training So the bottom line is that, as far as I’m aware, there are no ‘cheap’ distance-learning courses that will provide you with the baseline skills that mainstream publishing houses and university presses will expect from a copyeditor or proofreader. You get what you pay for when it comes to professional training. Of course, what’s cheap to you might seem pricey to me, or vice versa. Given that the pound is rather weak as I write in June 2017, perhaps some of the UK online training courses I’m about to recommend might be well within your budget today even if they wouldn’t have been three years ago! The two institutions I’ve worked with, and so can vouch for with confidence, are as follows: Bear in mind that if you decide to do proofreading training, the proof-correction markup language taught (BS 5261C: 2005) on UK distance-learning courses will differ a little from that used where you live, so there’ll be some tweaking to do when you apply the training to your practice. Below, in the comments, my colleague Corina Koch MacLeod kindly posted some additional links to online courses (see Professional Studies at Queen's University, Canada). They're open to anyone, anywhere.
Books Online proofreading and copyediting courses are superb options because of the flexibility they offer and, in some cases, the available feedback from a tutor (that's one of the reasons why they're not the lowest-cost option). Given that you’re on a budget, though, you might want to consider books, too. Here are seven to think about:
These books most definitely aren't up-to-date in terms of technology (the on-what issue), but the best-practice elements are still spot on.
The fourth edition of Butcher's is also pricey. Second-hand versions of the third edition are going for a song on Amazon, though. If you find that some of these books are out of print, ask in editorial forums if anyone has copies they’d be happy to pass on. Mentoring: formal and informal Another option is to seek either formal or informal mentoring. I don’t think you should feel embarrassed about explaining to colleagues in editorial forums that you’re looking to raise your skills to meet publishing-industry standards, and asking whether anyone would be prepared to mentor you. I'm impressed when even the most experienced editor or proofreader asks about CPD. Some may expect a fee, others will do it for free, though there might well be a wait list. Moving beyond mainstream publishers Mainstream publishers, as you know, tend to have rather rigid definitions of what a copyediting or proofreading job entails. Editorial freelancers who specialize in working for these clients do have a smoother ride if they’ve formally trained because that training accords with industry expectations. Things take a different (though not always easier!) turn when working with independent authors, students, businesses, and so on. I would not be at all surprised if the experience you’ve already acquired with your two mainstream clients means that you're more than capable of working with many non-publishers effectively. So let’s say you offer copyediting. While a publisher might expect you to edit the index or the bibliography as standard, you could decide to exclude these from your service for non-publishers. And perhaps you won’t be surprised to hear that many non-publisher clients come to me, and thousands of my colleagues, looking for so-called proofreading services. What they’re actually asking for frequently falls under the rubric of what we'd call copyediting (correcting the raw-text files) rather than annotating final page proofs. You're in a position to support this market given that you’ve already demonstrated your capabilities with several years of successful practice. See the following for more on the tangled world of non-publisher proofreading and copyediting:
A key issue for you to consider is therefore how you are going to make yourself discoverable to those types of clients. Make sure your website, social media profiles and directory entries are bang up to date and presenting you as a compelling prospect for potential clients. If you’re not advertising in the key industry directories, then that’s something you can fix immediately (whereas making your website visible is a more complex and slower-burn solution). Think internationally. If you can access key industry directories, do so. You’re not a member of the SfEP, so you wouldn’t qualify for entry in its Directory of Editorial Services, but you might be eligible for other national societies listings (see this list of national editorial societies). Then there’s findaproofreader.com, which is very reasonable. Consider other online business directories in your region, too. If their advertising rates are affordable, test them for a fixed period so you can evaluate whether they’re working for you. One channel is rarely enough for any of us. Make yourself visible on multiple platforms so you can see what drives clients your way most effectively. To make your editorial more visible to clients searching online, I’d recommended a content-marketing strategy. This requires consistency, creativity and commitment, but it is an effective strategy if you're prepared to work hard at it. I won’t use this Q&A session to delve into the issue because there’s far too much to say. If you want a taster, read my Content Marketing Primer for Editors and Proofreaders. (I also have a more general book on marketing an editorial business that might be of interest: Marketing Your Editing & Proofreading Business.) But, first, head over to the Andrew and Pete blog (they’re my content-marketing coaches, and my top recommendation for anyone wanting to dig deep and do it properly) and watch this short video: WHAT IS CONTENT MARKETING? (IN 15 GIFS). Honestly, no one makes the task as fun as these two do! 
Summing up
So, Georgia, there you have it – 2 online proofreading and copyediting training options, 7 paperback alternatives, 1 brief mention of mentoring, and my thoughts on promoting yourself into a position whereby you get to define the scope of your services rather than being forced into wearing hats that aren’t made to measure! Good luck with the next steps! Louise You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. 
In 'When one client isn’t enough – emergency marketing for editors and proofreaders', I offered an emergency marketing plan for proofreaders and editors who’d either lost their sole source of income or ended up in a situation where they were reliant on one client.
The first stage of the marketing plan asked for a commitment to active marketing. If you’re simply waiting for a solution to present itself, you’re merely involved. And that’s a very different proposition from being committed. I love this quotation from Martina Navratilova: The difference between involvement and commitment is like ham and eggs. The chicken is involved; the pig is committed.
Editorial freelancers, especially new starters, need to be the ham. Committing to marketing as soon as we set up our businesses ensures that we’ll never be client-reliant or, worse, lose our sole source of income.
Acquiring work: commitment versus involvement Involved: being passive Most experienced editorial freelancers take advantage of passively acquired work. I have a number of repeat clients who fill some of my schedule. If you’re highly visible, experienced, trusted and respected, this strategy could well be effective for you. For the new entrant to the field, though, it’s a non-starter. That’s because these opportunities are a consequence of active marketing. Passively acquired work might come through a variety of channels. Here, for simplicity, I’ve focused on three:
Committed: being active Active marketing is the work you do to generate these passive opportunities. Here, again, I’ve focused on three: A. Networking with colleagues and clients (e.g. on editing forums, at conferences, professional society meetings, social media platforms). This kind of marketing leads to an awareness of what your specialist skills are. If a colleague needs to direct a client or prospect to someone with skills or availability that he or she doesn’t have, you’ll be in the running (see 1, above). B. Cold-calling and writing letters/emails to target clients (e.g. publishers, packagers, businesses, marketing agencies). This is direct marketing and if you do it extensively you can quickly build a solid list of similar client types. If the clients are satisfied with the work, they’ll rehire you, which leads to repeat work (see 2, above). C. Just creating online profiles in itself is not enough to make you discoverable. Action that maximizes the visibility of those profiles in the search engines is key. This is where content marketing comes to the fore – creating and distributing (via your online platforms) advice, knowledge, tools and resources that your colleagues and clients will find useful, valuable. Examples include blogs, booklets, video tutorials, checklists and cheat sheets. High-quality content offers solutions to problems and makes your online profiles more findable (see 3, above). In a nutshell, being active enables you to reap passive rewards later (if your office buddy will give you the space, that is). 
Charlie, my Labrador, enjoying the passive approach to life.
Why word of mouth (WOM) is often misunderstood
‘But my colleague said that all her work is via word of mouth.’ I don’t doubt it. But if she’s been running her business for 20 years and has a portfolio and client list as long as your arm, she’s not in the same position as the new entrant to the field. She’s benefiting from 1, 2 and 3 because she invested in A, B and C. New starters should indeed commit to WOM marketing. What they shouldn’t do is assume that it’s a passive approach that requires no effort. Nor will there be short-term results. Top-notch WOM marketing requires an intense level of commitment to action and an acceptance of slow-burn impact. Awareness and trust aren’t built overnight, especially in our field. Editorial freelancers aren’t selling a product that promises something that swathes of people have wanted forever – an anti-aging cream, a painless leg-waxing treatment, a broadband connection that never, ever buffers even if you live out in the sticks and there’s more chance of getting a wi-fi signal on Mars. Our services have to prove their worth. For the editorial business owner, WOM marketing is like creating a garden from scratch. If you’re proactive, it will take many months to knock it into shape. If you hold back, it’ll take years. If you’re passive, the garden will remain barren. WOM and colleagues There are a lot of us, and many have already developed niche networks of friends and colleagues to whom we refer work. When an editor or proofreader ends up on my radar, it’s because they’ve instilled trust in me.
WOM and clients As for client A telling client B about you, you’ll need a lot of mouths to share the good news if you want to have a full schedule! That’s not where you’ll be if you’re a new entrant to the field, not because you’re not an effective editor or proofreader but because you don’t yet have a large enough bank of clients. Effective WOM Find out which networks (online and offline) your clients and colleagues recommend and join in the discussion. There’s nothing wrong with asking questions but be prepared to offer solutions too. Even new editorial freelancers have specialist skills and background experience that are relevant and valuable to the debate. In 'Why word of mouth marketing is the most important social media', Kimberly A. Whitler, Assistant Professor at the University of Virginia's Darden School of Business, breaks down WOM marketing into the three Es:
Action first, passivity later Clients can come via active and passive marketing strategies. It’s not a case of the right strategy but the right order. If you’re a new starter, make active editorial business promotion a standard part of your working life, just like copyediting or proofreading, invoicing and updating your software. Assign space for it every week so that it becomes commonplace rather than a chore or, worse, something to be feared. Be active. Be committed. Be the ham! Once your business is established, you’ll be able to take advantage of the passive benefits that result from your effort. Just take care not to hand over the chill space to your Labrador!
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. In my latest guest article for the BookMachine blog, I take a look at how publishing professionals, from the freelance editor to the mainstream publishing house, can stretch their marketing budgets by repurposing one in-depth piece of amazing content. The fabulous Gordon Graham, otherwise known as That White Paper Guy, was my inspiration, and I'd recommend you take a look at his guidance on ways to create brilliant resources to make your clients' lives easier. Click on the stretchy guy to read the article in full!  Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders. Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn.
Maya has a PhD in social anthropology, and is an experienced editor and proofreader. She’s in the process of expanding her editorial business while continuing to publish academic research.
To date, she’s focused on acquiring work through a freelancing website, but the work flow is unpredictable and she’s not convinced it will supply her with a viable income stream in the long term.
She’s created a website but recognizes that it’ll take time to become visible to potential clients, and to earn their trust. She asks: ‘There are a couple of other freelancing websites that look promising, as well as academic editing agencies. Does it make sense to try to sign up to those as well, or is it better to focus on one thing at a time? I'm planning to blog and make YouTube videos about academic writing on top of these things. But is this a case of "less is more" or "more is more"? I’m an experienced editor but completely new to marketing!’ Great questions, Maya. Two things to consider There are two different elements to your strategy here:
Both approaches are important in the editorial industry, so hats off to you for recognizing that even though you’re new to marketing. You’re doing brilliantly! The reason why both approaches are important is because directories and agencies have already done the online visibility work on your behalf. By using them to make your business visible now, you’re freeing up your marketing hours to focus on the longer-burn stuff – your blog and videos. Broadly speaking,
I’ll explain why further down, but first I wanted to ask you whether you’ve considered approaching publishers too. You didn’t mention it in your email so I think it’s worth my taking the time to discuss it here. Publishers and freelance editors – a gift Directories, agencies and content creation are all great ways to acquire clients, albeit over different time frames. The biggest problem the editor faces, however, is getting the client to raise their hand in the first place. ‘I’m interested in you, Maya!’ is what your directory entry, agency listing, blog article or YouTube video needs to make your audience member feel compelled to say. That means working hard to create stand-out information that sets you apart from the competition surrounding you. Furthermore, in the directory and agency fields, there will always be a group of clients looking for cheap rather than brilliant. And in the marketplace more generally, there are potential clients who don’t even realize they need you, or, if they do, which of the different levels of service will be the most appropriate. But here come the publishers! (Sing it, like the Boots ad!) We’re in a rather privileged field of having a core client group who understands exactly what we do, why we’re necessary, and the value we bring to the table. We don’t have to get them to raise their hands; their hands are already in the air! Some publishers will take the time to scour the SfEP’s Directory of Editorial Services, but to my knowledge the single best way to get noticed by a production manager is still to go direct. Email, letter, phone call – whatever you prefer. I worked almost exclusively for publishers for the first half of my freelance career. I had about 10 publisher clients who kept my schedule as full as I needed it to be. Feast and famine? Nope, just feast. Like you, I have a background in the social sciences, so that’s where I focused my initial wave of inquiries. You mentioned in your original email that you’d 'bought my marketing books', so you’ll find more information on how to tackle that in Marketing Your Editing & Proofreading Business. Take a look, too, at the SOS Marketing Strategy PDF below. You’re not in an emergency situation but the basic principles about how to proceed still stand. Publishers, like agencies, will give you regular work, and that means you can focus all your marketing juice on creating compelling blog posts and irresistible YouTube vids. Publishers are a bit of a gift like that – while their rates aren’t always top-notch, the time they free up for you by handing you a steady supply of work certainly is. And creating valuable, usable, accessible content does take time. Directories and agencies: more is more Perhaps that’s a bit of an exaggeration! By more is more, I’m not saying you should sign up with 20 directories and agencies; you’ll spend more time being busy creating the entries than you will being productive finding the work! I do think, though, that you needn’t limit oneself to one. If you identify a group of, say, four or five that are used by your core clients to find people like you, I’d recommend you sign up. More is more, as long as you’re selective. There are SEO benefits, too. For certain medium-tail keyword searches, I rank first on page one of Google – but it’s not my website showing up. It’s my SfEP directory entry. And, anyway, you’re in control. You get to accept work, or decline it – whatever suits your needs. The key thing to remember is that if you get too many requests to quote from the directories and agencies, you can always trim and focus on those that deliver the best-quality clients to you. Plus, you’ll never know what’s working if you don’t test in the first place. Testing is something else you’ll see me bang on about in my books, but only because it’s the foundation of any solid marketing strategy. It doesn’t matter if you try something, and that something doesn’t work. You’ll still have learned something, and having learned it you can make an informed decision about what to do next. Otherwise your marketing is just guesswork – which is exhausting at best! So, yes, go ahead. Sign up for a few more and find out what works for you. Evaluate in a few months’ time. Then leave behind the ones that don’t work out and try something else instead. Now let’s deal with the content strategy. Creating delectable content! Less is more (sort of) When I say less is more, I’m talking about platforms, not the actual content itself. This isn’t just me banging my drum. The professionals emphasize this. My own content marketing coaches Andrew and Pete recommend focusing on one or two platforms, and really honing them. Plus, I’m halfway through the online conference Summit on Content Marketing, and speakers Rand Fishkin, Ilise Benun, Dave Jackson, and Stoney deGeyter agree: concentrate on what your core clients are using – in other words, choose the platforms your customers prefer, rather than the ones you prefer. So, you’re planning to use a blog and YouTube to deliver your advice on academic writing. If those are platforms that your core clients like using, then go ahead. And stick to those two – really craft them into something special, something compelling. Some quick tips (you might know the following already but other readers might not, so bear with me!) … Quality Make sure your content is really useful so that it offers solutions for your potential clients. Don’t sell – just solve. I used to call content marketing ‘value-added marketing’ (see the marketing book you’ve bought). Seriously, I didn’t know ‘content’ marketing was a thing until a year ago! I still think it’s an oddly bland name for such an exciting strategy. Anyway, I don’t get to make the rules, so content marketing it is! Focus on value above all else. Value trumps everything (unless your great writing is so blurred as to be unreadable, or the audio quality of your video so poor as to make it unwatchable). If you create a beautiful video, or a blog post with loads of fancy pictures, but the story you’re telling your viewers or readers is of no use to them and doesn’t help them, you won’t grow that audience. But if your video is a little flawed, or your blog post a little ugly, you’ll still grow your audience and build trust and relationships if you’ve made someone’s life easier. It’s no different to friendship. I don’t pick my mates because they look gorgeous – it’s all about the relationship and how we make each other feel. Content marketing’s no different. I’ve tried hard to make my blog look prettier this year. But you know what? Some of my most popular posts are still those I wrote years ago – posts with really long paragraphs of dense narrative – 1,500 words of me telling people what publishers think about proofreading training courses, and another 1,500 of me on how to upload custom stamps of PDF markup symbols. No pictures. No clever SEO titles. Just loads of text. But it’s text that answers the questions that (some) people are asking. Consistency Be consistent with how often you deliver your blogs and videos. The expert view is this: whether you post twice a week, once a week or once a month is less important than choosing one of those and committing to it. That way your readers and viewers get into the routine of engaging with you. Furthermore, if you commit to once a week, but you don’t have enough content to fill that schedule, you’re more likely to feel deflated and stop. Which would be a huge shame! It's better to excite an audience by raising your game than disappointing them by going backwards. Quantity If you write great blogs that are 400 words long, perfect. If you need 2,000 words, perfect. If your videos need to be 5 minutes long to solve your client’s problems, make them 5 minutes long. If they need to be longer, and that’s what your audience wants, make them longer. Just make sure that every word and every minute is full of value. I know I’m a right old rambler so I struggle to make every word count. Let’s just call me chatty! Delivery Think about how you’ll direct people to your blog and YT channel. I post to Facebook and Twitter, LinkedIn and Google+ to make editors and writers aware of what’s new on my blog. I’ve also recently created a mailing list for writers to enable me to alert them when new self-publishing resources are available. And, these days, Google Search is working wonders for me. In time, it’ll work for you to if you commit to creating all that delicious stuff for your potential clients! If academic writers are also using Twitter, FB and LI to get their updates, those are the channels you should use to direct them to your blog and video platforms. If they’re using some other channel to get their news, that’s where you should be. Again, it’s about what your listeners and readers want, rather than your own preferences. (I really, really hope authors aren’t big Snapchatters! If they are, I might just have to break my own rule and say, ‘Stuff what my clients are doing!’) If one of the books you told me you’d bought was my content marketing primer, you’ll get a good overview of the basic principles. You can always post another question if you want to dig deeper. Hope that’s helped, Maya. Thanks so much for asking two great questions. I hope my response has told you what you wanted to know. Cheers! Louise P.S. Click on the image below to access the PDF. 
You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn.
One of the Parlour’s UK readers contacted me with some questions. I’m answering them here because they’re the kinds of things that are often asked by those who are thinking entering the field of editorial freelancing
Out of respect for my reader's privacy, I’ve masked his identity. Let’s call him Charlie (after my Labrador!).
So what did Charlie want to know?
Phew! That’s a lot of questions, Charlie, so I’ll only be able to scratch the surface, but I’m confident I can point you in the right direction. First things – going deeper Here are four resources that dig deeper into all your queries , though you’ll have to cough up a few quid for them!
They’ll tell you pretty much everything you need to know about starting out and keeping going. Might I also suggest you join the Society for Editors and Proofreaders (SfEP), the UK’s national editorial society? The forums provide a warm and supportive environment for old hands and newbies alike. How will clients pay me? A better question might be how would you like to be paid? For example, I accept cheques (reluctantly!), PayPal (convenient for international clients), and direct bank transfer (easy-peasy). Other options include Stripe and CurrencyFair. I send an invoice as soon as a project’s complete, but some of my colleagues prefer to do all their invoicing for the month in one fell swoop. It’s a matter of personal choice and what works for each business owner in terms of efficiency. You can download an invoice template from my Other Resources page. How do I register with HMRC and what do I need to tell them? Quite honestly, the easiest way to deal with HMRC is to give them a call. I found them incredibly helpful when I first started my editorial business. Believe me, they’ll put your mind at rest. Sue’s book (mentioned above) has lots of information about dealing with HMRC. My primary piece of advice is to keep a record of what you spend and what you earn in relation to your business. There’s an accounting template on the Other Resources page that shows you what I record for each project. How do I keep track of the hours I spend working? I record my hours in the accounting template. That way, everything’s in one place. I keep track of time the old-fashioned way – with a pen and a piece of paper! Other colleagues use various time-tracking tools and widgets, e.g. Toggl. Keeping track of how much time you spend on a project is important for gauging how efficient you are. Bear in mind, though, that not all clients will be prepared to pay you for the hours you work. Rather, they’ll pay you for the hours they think the job should take you. This is often the case with publishers and packagers. When you’re in control of the setting the price of a project (e.g. with independent writers, students, businesses etc.), you’ll need to assess how long the project will take and how much you want to earn from it. This comes with experience; it’s likely you won’t hit the mark in the start-up phase of your proofreading business. Don’t fret about this, though. You’ll get better at estimating over time. And by tracking how long each project takes to complete, and what you earned, you’ll get a sense of what’s possible in an hour or per 1,000 words. How much should I charge? Take a look at the following articles here on the Proofreader’s Parlour:
What you charge will be determined by your particular needs, your ability to access clients who’ll meet those needs, whom you’re working for, and what you’re doing. If you work for publishers and packagers, they’ll control the price – you’ll be a price-accepter. If you work for businesses, independent authors, academics, and students, you’ll offer a price in the hope that they’ll accept – you’ll be a price-setter. If the second option sounds a better financial option, bear in mind that, even if it is, it’s harder work! Publishers and packagers do all the client-acquisition work on your behalf, while acquiring clients for whom you’re a price setter means you need to actively promote your business on a regular basis so that you’re interesting and discoverable to clients across the platforms they’re using to find people like us (e.g. Google). How do I acquire assignments? My line on this is: when you set up your own business you’ll have two jobs:
I’ve shared all my experience of editorial business promotion in these three resources:
What I’ll say here is that there’s no single way to go about it, not least because different client types use different platforms to find their proofreaders and editors. For example, content marketing is not the most efficient way to go about acquiring publisher clients – honestly, just get on the phone or write a letter/email instead. If you want to work for independent authors, though, it’s one of the most powerful methods of being discoverable. Conversely, phone calls to publishers will reap results (if you make enough of them), but for indie authors this method will take you into Ghostbusters territory – who you gonna call?! My advice is to put yourself in your customer’s shoes and ask:
Can I use my prior career experience? Absolutely – it will be one of your unique selling points. For example, I’d worked for a social science publisher for many years prior to starting my business, This, along with my politics degree, helped to make me an interesting prospect for social science publishers with politics lists. Wordsmith Janet MacMillan is a former lawyer – now her client base includes legal publishers, legal students, academics and law firms. Both of us understand the language our respective disciplines, and that means we’re more likely to spot errors in related texts than someone with, say, a nursing background. My advice to new starters is: always specialize first in what you know. Later, if you wish, you can diversify, or transition to another specialism (I’m now a fiction copyeditor and proofreader). So, in the start-up phase, use your career experience to help you determine which core clients you’re going to target. Then think about how you'll communicate with them in a way that makes them want to consider you as their proofreader. Here are two resources to help you think about how to create a stand-out brand identity using a client-centric approach:
Do you accept volunteers or offer apprenticeships? I don’t, Charlie – sorry. I’m a one-woman show. That’s critical to my business model. My clients hire me and only me to work on their books. That doesn’t mean that mentoring programs aren’t a superb option. Time to think about training! I’d strongly recommend you do some professional proofreading training to prepare yourself for market. It’ll show you where your strengths are, and help you fix your weaknesses. Training has three core benefits:
The SfEP and The Publishing Training Centre are my recommendations … purely because I have personal experience of their courses on which to base an opinion. There are other options available, though. The SfEP runs a mentoring programme, too, though you must have completed some initial training beforehand. Last things That’s it, Charlie – a whirlwind tour of how to set up a proofreading business! I hope you find the guidance useful. I realize there’s a lot to think about. If you decide to join the club, you’ll find a supportive community awaiting you, one that stretches well beyond the geographical boundaries of the UK. Good luck! You ask. I'll answer
I'm more than happy to tackle questions, especially from beginners. If there's something you want advice about, drop me a line and I'll post a solution to your problem here. The more focused your question, the more in-depth my answer will be! And if you want me to mask your identity, no problem.
Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn.
If you’re at the beginning stages of your writing career, you’ll still be navigating your way through the world of publishing. And you probably have a ton of questions. One of those will likely be: What kind of editor do I need to help me get my book ready? The natural follow-up to that is: How do I find that person?
I offered guidance on what kind of editor to hire and when in ‘The different levels of editing. Proofreading and beyond’. Today, I’m focusing on how you should source that person.
So as not to muddy the waters, I’m assuming you’ve already decided what kind of help you want: developmental, copy/line editing or final prepublication proofreading. If you’re still not sure, I’ve included a PDF that summarizes the different levels of editing at the bottom of this article. Now let’s look at how to find the right person. My recommendations fall into two categories:
Search (1): Professional associations
Your national editorial society is a great place to start, for four reasons:
The UK’s professional editorial association is the Society for Editors and Proofreaders and there’s a global list here: Professional societies and associations. A limitation of national professional editorial societies is that they’re national. There’s absolutely no reason why you should source editorial help from someone in your own backyard. Many editorial pros work with clients from all over the world. Search (2): The internet The internet is the biggest and most amazing directory on the planet so it’s a brilliant place to search. Your perfect-fit editorial pro is out there, just waiting for you to touch base. There’s a problem, though: the internet is the biggest and most amazing directory on the planet so it’s a terrible place to search. Your perfect-fit editorial pro is buried, waiting for you to dig her out. Go too broad with your keywords and you might miss her. Go too narrow and … yep, you might miss her. Of course, you might find her, too. As Google sometimes prompts us: are you feeling lucky? And there’s something else to bear in mind – and I say this as someone with page-one Google rankings for the term ‘proofreader’, so it’s not a case of sour grapes – being high up in Google doesn’t mean the proofreader or editor is necessarily the best fit for you; it means they’re an effective marketer. And, conversely, just because someone’s website is ranked highly for niche long-tail keyword searches doesn’t mean that another person who didn’t pepper their website with those particular terms isn’t worth considering, too. That means you need to do a lot of Google legwork to find the best fit and to get a really good batch of potential people to work with. I’m not saying don’t use the internet. Its global nature is an appealing feature, one that the national editorial societies can’t compete with. I’m saying recognize its limitations. It’s amazing but it’s crowded, so you’ll need to invest some time to make it work for you. And that’s why I’ve given professional associations the number-one slot in this list of search options. Search (3): Your network If you’ve developed a solid network of fellow writers, that could be a super resource from which to get recommendations. Bear in mind, however, that the best fit for your writer pal is not necessarily the best fit for you. It’s a small resource given the size of the decision. You might be writing in a different genre, or you might need help with a different level of editing. Some professional editors specialize in one or two levels (e.g. proofreading and copyediting; or developmental editing and manuscript evaluation). Others offer all of the levels but still feel most comfortable in one or two. So tap your network for advice, but back it up with other searches. Search (4): Social media Social media platforms can be useful. They’re global but they have their limitations:
Here's a summary of the tools you might use to search for an editor or proofreader: 
Now let’s take a look at how you might refine your initial searches.
You’ve found 37 developmental editors or copyeditors or proofreaders … whatever you need. All of them look great – they all have experience; can spell properly; are well educated and professional; and have a keen eye for detail and the appropriate training and qualifications. How are you going to narrow that down to something manageable? Refine (1): Genre experience One way is to look at their portfolios, which tell you whether they’re used to working with books in your genre.
Refine (2): Best versus best fit – samples Best versus best fit is worth considering when it comes to choosing third-party editorial help. At proofreading stage, you need precision; it’s all about quality control. At the earlier stages of editing (e.g. copy/line) emotional engagement will come into play. It’s therefore a good idea to ask for a sample (either free or paid for). A sample will allow you to see who ‘gets’ your writing. Sentence-level tweaking is subjective to a degree (when it comes to suggesting minor recasts, for example) and it may be that five editors all spot the same typos and grammar errors but handle the wordiness rather differently. It’s not about right or wrong, but rather about responsiveness. Refine (3): Endorsements A third narrowing-down technique is to look at what other writers say about a proofreader or editor. Take a look at their testimonials. Have other writers been prepared to publicly endorse the editorial pro? Have mainstream publishers stuck their necks out and praised the work? Testimonials aren’t a foolproof way of determining excellence; like portfolios, they give you a glimpse of what the editors have done, whom they’ve worked with and the impressions they’ve made. They’re just one way of evaluating what’s on offer. So that’s it – a potted guide to finding a proofreader, copyeditor or developmental editor. I wish you luck with your search and with your writing journey! Here’s the information on the different levels of editing I promised. Just click on the image to download. 
For more self-publishing resources, visit the library on my Self-publishers page. Or join the library to get monthly updates.
Louise Harnby is a fiction copyeditor and proofreader. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders.
Visit her business website at Louise Harnby | Proofreader & Copyeditor, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. How do mainstream publishers produce books? And should you mimic them? Help for self-publishers15/5/2017
A lot of my self-publishing clients tell me they don’t understand what happens in the mainstream publishing industry’s editorial process. So when I advise them that – if they have the budget – they should do their best to mimic it, they’re in the dark.
How do mainstream publishers produce books?
Today’s post aims to switch on the lights by offering you an overview of the editorial production chain. It should give you a sense of why books take so long to get to market and what some of the costs are (to the publisher and even to the author!). Every press’s editorial production chain is slightly different but the broad principles apply. A note on scheduling … and marketing In the mainstream publishing industry, books are commissioned and scheduled for publication often up to a year and a half in advance, sometimes longer! That time frame isn’t down to the publisher being busy with other stuff; rather, it’s about giving the relevant team members the necessary time to take the book through a rigorous editing process and carry out a staged prepublication marketing campaign. TOP TIP: When self-publishing, instead of promoting your book at the eleventh hour, plan and implement your marketing campaign well ahead of launch. That way, you can create a fan base and generate excitement about your novel before it goes to market, even pulling in some pre-order sales.
3. Design #1 When the key members have agreed that the correction stage is complete, the raw-text files are handed over to a typesetter (if the book is to be printed). This is where the first proofs are created. The typesetter formats the book so that the layout conforms to the agreed house style and is designed so that maximum use of the page space is made. Printing is very expensive so minimizing wasted white space is a key factor in the process. The typesetter needs to balance costs against aesthetics.
This is the FIRST PROOF stage. The first proofs are essentially a first draft of what the finished product will look like when it’s picked off the shelves in a bookshop. The completed first proofs are delivered back to the production manager.
KEY MEMBERS: Author, production manager, typesetter 4. Proofreading The production manager sends the first proofs (perhaps a chunk of paper but increasingly a PDF) to the author and the proofreader (usually a freelancer). Both will check them carefully. The proofreader may be asked to proofread blind or against the original raw-text files worked on by the copyeditor (the latter is much slower). The proofreader’s job is not to make extensive changes, but rather to draw attention to any final spelling, punctuation, grammar, consistency or logic problems missed at earlier rounds of editing or introduced during the typesetting stage. Every change the proofreader makes or suggests needs to be handled carefully in case it has a knock-on effect on the design, the page count and, consequently, the printing costs. It’s demanding work that requires experience and judgement about when to change and when to leave well enough alone. Some publishers even pass some of these costs back to the author – eek!
This is the QUALITY CONTROL or CHECKING stage. The proofreader does not amend the raw text but annotates the paper or digital pages, often using proof-correction markup language (a kind of shorthand that looks like hieroglyphics to the untrained eye!).
KEY MEMBERS: Author, production manager, proofreader, typesetter 5. Final revision: Design #2 Now the proofreader’s corrected file and the author’s version go back to the production manager, who has to collate all the final amendments and instruct the typesetter to make the necessary corrections. The typesetter creates a revised file and returns it to the production manager for sign-off.
This the SECOND PROOF stage. We’re nearly there!
KEY MEMBERS: Author, production manager, typesetter 6. File creation and distribution (print, digital or both) The final countdown! The production manager works with the typesetter and printer to create the final print book that will be delivered to the relevant distribution channels. In the case of e-books, the production manager will commission a digital formatter to create e-Pub files that are compatible with the market’s major e-readers and other digital devices.
This is the PUBLISHING stage. The book is delivered to market!
KEY MEMBERS: Production manager, digital formatter, typesetter, printer The elusive publishing deal and the editorial process As you can see, there are a lot of stages and a lot of people involved. And that’s why it takes so long and why it’s so expensive to publish. It also explains, in part, why writers can find it so hard to get a mainstream publishing deal; if the book bombs, there’s no return on all that investment. For publishers, novels that need a lot of work, or that don’t fit neatly into an obvious and currently popular genre, are difficult to sell (the high-street bookshops don’t know where to place them to grab readers’ attention). Should you mimic the mainstream publishing industry's editorial process? Mimicry will bring you quality – there’s no doubt about that. It’ll also require a major investment in time and money. We all have to make difficult choices about what we do to make the things we create the best they can be. But there are limitations. I’m passionate about the independent author’s right to write, and I know that your pockets aren’t bottomless. I hope this has shed some light on the mainstream publishing process! Until next time …
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I'm an Advanced Professional Member of the UK's national editorial society.
 All text on this blog, The Proofreader's Parlour, and on the other pages of this website (unless indicated otherwise) is in copyright © 2011–17 Louise Harnby. Please do not copy or reproduce any of the content, in whole or part, in any form, unless you ask first.
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 Author Member of The Alliance of Independent Authors (ALLi). I abide by its Code of Standards in regard to my status as an independent writer.
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Advanced Professional Member of the Society for Editors and Proofreaders (SfEP). I'm a signatory to its code of practice as a professional editor.
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Featured in The Book Designer's Carnival of the Indies: Joel Friedlander's collection of 'outstanding articles recently posted to blogs'.
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