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Learn why doing an annual editorial business review is a good, professional habit.
Summary of episode 149
Find out more about the following:
Listen to episode 149Get the podcast book series
These five guides (available in print or ebook) capture the essence of our conversations on the podcast covering five core themes: editorial foundations, growth, sustainability, legacy and marketing. Buy now from from Amazon or find out more about the series.
Support The Editing Podcast
Music credit
'Vivacity’ by Kevin MacLeod
About Louise Harnby
Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP) and co-hosts The Editing Podcast.
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Learn about editorial business-owner websites, and when you should start building them.
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Editor Website Essentials: Find out how to craft a visible, loveable editorial website with this 10-step framework that takes you through the essentials of SEO, navigation, structure, visitors, UX, branding, web page copy, home page design, content and analytics. Find out more about the course.
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Blogging for Business Growth: Learn how to create a discoverable, captivating and memorable blog that drives website traffic, increases visibility in the search engines, and generates editing work. Find out more about the course.
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Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
- Get in touch: Louise Harnby | Fiction Editor & Proofreader
- Connect: Twitter at @LouiseHarnby, Facebook and LinkedIn
- Learn: Books and courses
- Discover: Resources for authors and editors
Thinking about writing a book for editors and proofreaders? Find out how Brittany Dowdle and Linda Ruggeri navigated their authorial collaboration.
Summary of Episode 86
In this episode, Louise, Denise and their guests chat about:
- Networking for Freelance Editors: Intended readership
- Challenging assumptions about networking
- Why write a book?
- Writing for editors: The burden of scrutiny
- Co-authorship: Syncing schedules
- Working efficiently and productively
- The power of collaboration
- The importance of trust in a writing partnership
- Book-creation process: Beyond writing
- Tips for editors who want to write a book
Useful links and resources
- Find out more about the book: Networking for Freelance Editors
- The Networking for Freelance Editors website
- FREE downloadable networking worksheets
- Contact Brittany Dowdle
- Contact Linda Ruggeri
Join our Patreon community
If you'd like to support The Editing Podcast, thank you! That means the world to us. There are two tiers to choose from:
- EditPod Tea Pot: Buy us a cuppa and help keep the podcast ad-free and independent.
- EditPod Tea Party: All of the above, plus you get exclusive access to quarterly live Q&As that help you keep your business on track.
Music credit
‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License. http://creativecommons.org/licenses/by/3.0/.
Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
- Get in touch: Louise Harnby | Fiction Editor & Proofreader
- Connect: Twitter at @LouiseHarnby, Facebook and LinkedIn
- Learn: Books and courses
- Discover: Resources for authors and editors
Learn about the power of networking with Brittany Dowdle and Linda Ruggeri, two professional editors who've honed the art of building relationships and exchanging ideas to grow their businesses.
Summary of Episode 84
Brittany Dowdle and Linda Ruggeri chat with Louise and Denise about:
- Networking for Freelance Editors (book)
- Personality types and networking
- Positive outcomes from networking
- Organic vs salesy approaches to networking
- The power of volunteering
- Top tips for networking
Useful links and resources
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Join our Patreon community
If you'd like to support The Editing Podcast, thank you! That means the world to us. There are two tiers to choose from:
- EditPod Tea Pot: Buy us a cuppa and help keep the podcast ad-free and independent.
- EditPod Tea Party: All of the above, plus you get exclusive access to quarterly live Q&As that help you keep your business on track.
Music credit
‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License. http://creativecommons.org/licenses/by/3.0/
Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
- Get in touch: Louise Harnby | Fiction Editor & Proofreader
- Connect: Twitter at @LouiseHarnby, Facebook and LinkedIn
- Learn: Books and courses
- Discover: Resources for authors and editors
Discover 3 actions you can take to improve the design of your editorial website and that can be implemented within only 24 hours.
Summary of Episode 83
Denise and I chat about how editors and proofreaders can improve the user experience on their websites with 3 easy-to-implement actions. Listen to find out more about:
- Navigation buttons
- Paragraph headings
- Short paragraphs
Join our Patreon community
If you'd like to support The Editing Podcast, thank you! That means the world to us. There are two tiers to choose from:
- EditPod Tea Pot: Buy us a cuppa and help keep the podcast ad-free and independent.
- EditPod Tea Party: All of the above, plus you get exclusive access to quarterly live Q&As that help you keep your business on track.
Music credit
‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License. http://creativecommons.org/licenses/by/3.0/
Craft a website that gets you work!
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Want to craft a standout editorial website that makes you visible in the search engines and compels your ideal clients to hire you? Check out Editor Website Essentials, my flagship online training course created just for editors and proofreaders.
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Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
- Get in touch: Louise Harnby | Fiction Editor & Proofreader
- Connect: Twitter at @LouiseHarnby, Facebook and LinkedIn
- Learn: Books and courses
- Discover: Resources for authors and editors
A common stumbling block for editorial business owners is making time for marketing. Here’s why we must make time, and some resources to help you organize your business-promotion schedule.
What’s in this post …
Read on to find out more about:
- Why running a business means finding clients
- Working for others – being an employee
- Working on your business and in your business
- Setting up a business and marketing: The order of play
- Shifting from a no-time mindset to an all-the-time mindset
- Taking a strategic approach to marketing
Why running a business means finding clients
Every time an editor or proofreader says they don’t have time to build and implement a marketing strategy, they’re saying they don’t have time to find work.
None of us can run a business if there’s no business to run. Editing and proofreading work is essential. Otherwise we’re nothing more than a fancy title on a business card.
If marketing isn’t a part of your business model, it’s time either to work for someone else or shift your mindset.
None of us can run a business if there’s no business to run. Editing and proofreading work is essential. Otherwise we’re nothing more than a fancy title on a business card.
If marketing isn’t a part of your business model, it’s time either to work for someone else or shift your mindset.
Working for others – being an employee
There’s nothing wrong with being an employee. For some it’s a more suitable career choice. Unless you apply for a job in the marketing department, it will be someone else’s responsibility to do the company’s promotional work, to pull in the clients.
If you want to do your own thing, however, a commitment to business marketing must be part of the mix. That’s the difference between being self-employed and self-unemployed.
If you want to do your own thing, however, a commitment to business marketing must be part of the mix. That’s the difference between being self-employed and self-unemployed.
Working on your business and in your business
Every independent editorial business owner has two jobs:
There’s no way around this. The approach we use to find work will depend on who our target clients are. Think social media, content marketing, advertising, directory listings, professional membership, a visible website, letters, emails, networking, phone calls, and SEO. All or some of these will be in play.
If a no-time mindset is tripping you up, ask yourself whether you can imagine saying any of the following:
Those statements sound daft, don’t they? Of course we’d make time for editing, invoicing and checking spelling! We’re professionals and we’re business owners – those things are essential.
Finding work is just as important. If we don’t, there’s no editing to do, no invoices to send, no spellings to check.
Since we’re employers (of ourselves), not employees, we must do our own marketing, right from the get-go, and continue to do it for as long as we’re in business.
- The work they do
- And the work they do to get the work they do
There’s no way around this. The approach we use to find work will depend on who our target clients are. Think social media, content marketing, advertising, directory listings, professional membership, a visible website, letters, emails, networking, phone calls, and SEO. All or some of these will be in play.
If a no-time mindset is tripping you up, ask yourself whether you can imagine saying any of the following:
- I don’t have time to do editing.
- I don’t have time to send invoices.
- I don’t have time to check the spelling of a word in a dictionary.
Those statements sound daft, don’t they? Of course we’d make time for editing, invoicing and checking spelling! We’re professionals and we’re business owners – those things are essential.
Finding work is just as important. If we don’t, there’s no editing to do, no invoices to send, no spellings to check.
Since we’re employers (of ourselves), not employees, we must do our own marketing, right from the get-go, and continue to do it for as long as we’re in business.
Setting up a business and marketing: The order of play
Marketing doesn’t come after we’ve set up our business. That’s a misfire. It views marketing as if it’s a separate entity.
If we spend 12 months training to be a professional editor but dedicate no time to our marketing strategy, all we’ll have at the end is a skillset that’s invisible to everyone but us.
I know how to make lasagne, change a tyre, and remove a thorn from a Labrador’s paw, but those skills in themselves don’t mean people are offering me work as a chef, a mechanic or a veterinary nurse. Why would they? No one but me, my husband, my kid and my dog know I can do that stuff. I’ve not promoted those skills or set up a business around them (nor do I plan to, just in case you’re wondering!).
If you’re serious about becoming a professional editor, so much so that you’ve invested your hard-earned cash in a high-quality training course, start working on your marketing strategy at the same time so that you don’t end up as a professional thumb-twiddler!
If we spend 12 months training to be a professional editor but dedicate no time to our marketing strategy, all we’ll have at the end is a skillset that’s invisible to everyone but us.
I know how to make lasagne, change a tyre, and remove a thorn from a Labrador’s paw, but those skills in themselves don’t mean people are offering me work as a chef, a mechanic or a veterinary nurse. Why would they? No one but me, my husband, my kid and my dog know I can do that stuff. I’ve not promoted those skills or set up a business around them (nor do I plan to, just in case you’re wondering!).
If you’re serious about becoming a professional editor, so much so that you’ve invested your hard-earned cash in a high-quality training course, start working on your marketing strategy at the same time so that you don’t end up as a professional thumb-twiddler!
Shifting from a no-time mindset to an all-the-time mindset
Whatever marketing approach(es) you choose, do them regularly so that they’re a normal part of editorial business ownership.
Invoicing and tax returns are my least favourite aspects of running a business but I do them anyway. I have to. We all do.
Same thing with marketing. You don’t have to love marketing. You don’t even have to like it. Just do it anyway, all the time. Dedicate time in your business week to the task.
Every time you’re tempted to use that slot in your schedule to do something else, remind yourself that you don’t want to be self-unemployed, that you do want to earn a living from your editing business, and that when the client cupboard is bare it makes you feel miserable and stressed.
Invoicing and tax returns are my least favourite aspects of running a business but I do them anyway. I have to. We all do.
Same thing with marketing. You don’t have to love marketing. You don’t even have to like it. Just do it anyway, all the time. Dedicate time in your business week to the task.
Every time you’re tempted to use that slot in your schedule to do something else, remind yourself that you don’t want to be self-unemployed, that you do want to earn a living from your editing business, and that when the client cupboard is bare it makes you feel miserable and stressed.
Taking a strategic approach to marketing
Here are three things every editor needs to recognize about strategy:
A long-term marketing strategy is planned, targeted, and implemented continuously. That’s what keeps the cupboard full of good-fit clients, and what gives us the power to decide a project’s not a good fit, the price isn’t right, or the scheduling’s too tight.
- ‘I'd better do a bit of marketing because I’ve got no work lined up next month’ is not a strategy. It’s an emergency.
- ‘Great! I just got some work for next month so I don’t have to do any marketing for a while’ is not a strategy. It’s a recipe for a future emergency.
- ‘I’ll accept that horrible low-paid job because it’s better than nothing’ is not a strategy. It’s a business model that puts others in control.
A long-term marketing strategy is planned, targeted, and implemented continuously. That’s what keeps the cupboard full of good-fit clients, and what gives us the power to decide a project’s not a good fit, the price isn’t right, or the scheduling’s too tight.
Summing up
If you’re already marketing your editing business, fantastic. If you’re not, start now and don’t stop!
You don’t have to do your marketing the way I do my marketing. The foundation of my strategy is content marketing, but that’s because I work exclusively with independent authors in a specialist genre, and want those authors to find me via Google.
Your marketing strategy should reflect the best method of being visible to your ideal clients. That might mean sending emails, making phones calls, engaging in a group or forum, or advertising in a particular space.
And even if you don’t like marketing, make it part of your business practice anyway. Place it alongside the other aspects of your business that you’re obliged to do but would rather not. Why? Because marketing can mean the difference between working and walking away. If you’ve already invested your energy and money in training, that’s a waste of your valuable skills. You deserve more than that.
And who knows? You might even enjoy promoting your business once you start reaping the fruits of your labour!
You don’t have to do your marketing the way I do my marketing. The foundation of my strategy is content marketing, but that’s because I work exclusively with independent authors in a specialist genre, and want those authors to find me via Google.
Your marketing strategy should reflect the best method of being visible to your ideal clients. That might mean sending emails, making phones calls, engaging in a group or forum, or advertising in a particular space.
And even if you don’t like marketing, make it part of your business practice anyway. Place it alongside the other aspects of your business that you’re obliged to do but would rather not. Why? Because marketing can mean the difference between working and walking away. If you’ve already invested your energy and money in training, that’s a waste of your valuable skills. You deserve more than that.
And who knows? You might even enjoy promoting your business once you start reaping the fruits of your labour!
More marketing resources
Check out these additional resources about building a sustainable editorial business:
- Blogging for Business Growth (course)
- Branding for Business Growth (course)
- Business Skills Collection (6 ebooks)
- Marketing resource library (books, booklets and blogs and podcasts)
- Marketing Toolbox for Editors (multimedia course)
- Marketing Your Editing and Proofreading Business (book)
Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
- Get in touch: Louise Harnby | Fiction Editor & Proofreader
- Connect: Twitter at @LouiseHarnby, Facebook and LinkedIn
- Learn: Books and courses
- Discover: Resources for authors and editors
6 months of editorial business marketing: Progress made and lessons learned (by Harriet Power)
16/7/2021
Editor Harriet Power discusses how moving from in-house to freelance editing meant upping her marketing game. Here's what she achieved in 6 months.
In this post
- What kickstarted the marketing focus
- Marketing activity #1: Website
- Marketing activity #2: Blogging
- Marketing activity #3: Creating a Reedsy profile
- Marketing activity #4: Social media
- Marketing activity #5: CIEP meetings
- Marketing activity #6: Emailing former contacts
- Marketing activity #7: Cold emails
- Marketing activity #8: Write Useful Books Slack group
- 6 months later: Has the marketing paid off?
- The plan for the next 6 months
- Lessons learned as a newbie marketer
What kickstarted the marketing focus
I’m not new to freelancing or editing – I spent 8 years working in-house for publishers like OUP and Pearson before going freelance 4 years ago.
However, I am new to marketing, because I spent the first 3 years of my freelance career coasting along on repeat work from a handful of former in-house contacts. That work dropped off in the summer of 2020 thanks to the pandemic.
I was happily distracted for a while by the arrival of our new lockdown puppy, but towards the end of the year I was still limping along on 2 or 3 days’ work a week. That prompted me to get serious for the first time about marketing my business.
At the start of this year I read Louise’s book Marketing Your Editing and Proofreading Business, which I thought was brilliant. Of course I’m hardly going to say otherwise here, but it’s still true; I skimmed through it again this week and although bits of it feel a little dated now (it was published in 2014), it’s packed full of useful advice and ideas.
The case studies and examples are really helpful, and I love the way it moves from overarching principles (‘put yourself in the customer’s shoes’) through to specific activities (‘cold email publishers’). I’d happily recommend it.
Six months ago my immediate goal was simply to get more work. My longer-term goal is to get better-paid work, and also to carve out a niche for myself in prescriptive nonfiction, which is a fairly new area for me.
After reading Louise’s book I ended up with a 5-page list of ideas. Here’s what I’ve achieved so far.
However, I am new to marketing, because I spent the first 3 years of my freelance career coasting along on repeat work from a handful of former in-house contacts. That work dropped off in the summer of 2020 thanks to the pandemic.
I was happily distracted for a while by the arrival of our new lockdown puppy, but towards the end of the year I was still limping along on 2 or 3 days’ work a week. That prompted me to get serious for the first time about marketing my business.
At the start of this year I read Louise’s book Marketing Your Editing and Proofreading Business, which I thought was brilliant. Of course I’m hardly going to say otherwise here, but it’s still true; I skimmed through it again this week and although bits of it feel a little dated now (it was published in 2014), it’s packed full of useful advice and ideas.
The case studies and examples are really helpful, and I love the way it moves from overarching principles (‘put yourself in the customer’s shoes’) through to specific activities (‘cold email publishers’). I’d happily recommend it.
Six months ago my immediate goal was simply to get more work. My longer-term goal is to get better-paid work, and also to carve out a niche for myself in prescriptive nonfiction, which is a fairly new area for me.
After reading Louise’s book I ended up with a 5-page list of ideas. Here’s what I’ve achieved so far.
Marketing activity #1: Website
I did a full revamp of my website at the end of 2019, but after reading Louise’s book I went back and completely redid the Services for authors page in an attempt to make it more useful/persuasive.
There's probably still too much text, but I’m pleased with the ‘editor’s creed’, a summary of the principles that guide my work (in marketing-speak these are my brand values).
I doubt these principles are unique to me, but I think stating them on my website helps fill out who I am as an editor. And at least one author has commented on how they liked my editing philosophy.
There's probably still too much text, but I’m pleased with the ‘editor’s creed’, a summary of the principles that guide my work (in marketing-speak these are my brand values).
I doubt these principles are unique to me, but I think stating them on my website helps fill out who I am as an editor. And at least one author has commented on how they liked my editing philosophy.
Marketing activity #2: Blogging
So far, I’m managing about one blog post a month. Anything more would be too much because blogging is a LOT of work, a point that Louise provides a nice big warning about in her book.
I’ve concentrated on developing two series, both with a target audience of nonfiction writers:
Books that work
Each post focuses on a well-received prescriptive nonfiction book and analyses why it’s done so well. I also invite the author to contribute their thoughts. My aim with this series is twofold:
The first in the series is available here: Books that work #1: Obviously Awesome by April Dunford.
Q&A on the editing process
Each post features an author whom I’ve worked with, but I’m hoping the series will be of interest to writers more generally. You can find the first post here: Q&A on the editing process with Dietmar Sternad.
I’ve concentrated on developing two series, both with a target audience of nonfiction writers:
Books that work
Each post focuses on a well-received prescriptive nonfiction book and analyses why it’s done so well. I also invite the author to contribute their thoughts. My aim with this series is twofold:
- To gradually expand my network of interesting people.
- To hold myself accountable in regard to continuing professional development (CPD)
The first in the series is available here: Books that work #1: Obviously Awesome by April Dunford.
Q&A on the editing process
Each post features an author whom I’ve worked with, but I’m hoping the series will be of interest to writers more generally. You can find the first post here: Q&A on the editing process with Dietmar Sternad.
Marketing activity #3: Creating a Reedsy profile
I was quite leery of Reedsy before I joined, but I’ve come around to it and think it’ll be a useful backstop whenever work quietens down. It’s certainly been a good way to get more work with nonfiction indie authors, particularly while I'm waiting for my website to generate leads.
So far I’ve completed two edits, including one for an author who’s just set up his own publishing company. He's commissioned me to work on two more books.
So far I’ve completed two edits, including one for an author who’s just set up his own publishing company. He's commissioned me to work on two more books.
Marketing activity #4: Social media
I’ve started using social media. I'm here on Twitter; say hello!
I’m also on LinkedIn. I have to admit I struggle with it – it’s very motivational, and a lot of posts (even the more personal ones) are either trying to teach a lesson or sell something. But I’m going to persevere for a bit longer, mainly because I know it’s an excellent place to connect with prescriptive nonfiction (i.e. business and self-help) writers.
I’m also on LinkedIn. I have to admit I struggle with it – it’s very motivational, and a lot of posts (even the more personal ones) are either trying to teach a lesson or sell something. But I’m going to persevere for a bit longer, mainly because I know it’s an excellent place to connect with prescriptive nonfiction (i.e. business and self-help) writers.
Marketing activity #5: CIEP meetings
I’ve also taken part in a few online CIEP meetings. As a complete introvert, I’m not someone who naturally enjoys Zoom meetings with strangers, and I need to make the effort to keep going with these.
However, I do appreciate getting to know fellow editors better because it’s lovely to meet others with the same professional focus as me. Plus, from a marketing perspective, once I’ve earned their trust, they might one day even consider referring work to me.
However, I do appreciate getting to know fellow editors better because it’s lovely to meet others with the same professional focus as me. Plus, from a marketing perspective, once I’ve earned their trust, they might one day even consider referring work to me.
Marketing activity #6: Emailing former contacts
I’ve emailed old in-house contacts (or contacts of contacts). I appreciate that this is a no-go if you’ve never worked in-house, but if you have then it definitely pays off.
Just one email along the lines of ‘Hey, I used to work at OUP for a different team – hopefully they can put in a good word for me. Can I help you at all?’ has led to a considerable amount of work this year.
Just one email along the lines of ‘Hey, I used to work at OUP for a different team – hopefully they can put in a good word for me. Can I help you at all?’ has led to a considerable amount of work this year.
Marketing activity #7: Cold emails
I expected the return on my round of cold emailing to be lower. However, I had nothing to lose so I gave it a try. And just a few months after I’d sent an email to a publisher, a new project landed on my desk.
Marketing activity #8: Write Useful Books Slack group
Write Useful Books is a brilliant craft book by Rob Fitzpatrick on how to write prescriptive nonfiction. The book comes with optional access to a Slack group.
I’ve offered free short beta reads for group members. To date, two writers have taken up my offer, and one of those beta reads has led to paid work.
Plus, it’s interesting to hang out with a bunch of nonfiction writers and see what questions they have about self-publishing.
I’ve offered free short beta reads for group members. To date, two writers have taken up my offer, and one of those beta reads has led to paid work.
Plus, it’s interesting to hang out with a bunch of nonfiction writers and see what questions they have about self-publishing.
6 months later: Has the marketing paid off?
I have to keep reminding myself that some of my marketing activities probably won’t bear fruit for months, maybe longer. I haven’t had a single person contact me through my website, for example.
But I’m now fully booked for the next 3 months, and starting to turn away work – a novel experience for me. And while some of that work is probably down to publishers getting over their initial pandemic jitters, I think the marketing has made a difference.
Where’s this work coming from? A lot is from the two publishers who gave me most of my work pre-Covid, although this workstream currently feels more secure because there are now three teams at OUP who might pass jobs my way, rather than one.
Most of the rest has is coming from Reedsy authors. I’ve also had some work from a new publisher who found me through the CIEP Directory of Editorial Services.
But I’m now fully booked for the next 3 months, and starting to turn away work – a novel experience for me. And while some of that work is probably down to publishers getting over their initial pandemic jitters, I think the marketing has made a difference.
Where’s this work coming from? A lot is from the two publishers who gave me most of my work pre-Covid, although this workstream currently feels more secure because there are now three teams at OUP who might pass jobs my way, rather than one.
Most of the rest has is coming from Reedsy authors. I’ve also had some work from a new publisher who found me through the CIEP Directory of Editorial Services.
The plan for the next 6 months
Here’s what I’d like to achieve over the next 6 months, time permitting:
- Engage more on Twitter and LinkedIn; connect with more writers, rather than just editors.
- Keep blogging, and do more guest blogging.
- Learn more about self-publishing and create content to help indie authors with their publishing journey.
- Set up a monthly mailing list. The main hurdle here is convincing myself that anyone would actually want to read it.
- Add a portfolio/testimonials page to my website. I’ve definitely got better at asking authors for testimonials since reading Louise’s book, and am slowly building up a nice bank of praise.
- Do some market research with nonfiction writers to find out how they go about finding an editor, what they look for in an editor, and what they most want help with.
- Design and create a PDF that I can send out to potential clients. It will include information on the different types of editing and the blog series I’m developing.
- Join an accountability group.
- Make more of an effort to join online meetups.
- Do another round of cold emailing to nonfiction publishers.
Lessons learned as a newbie marketer
Working through the time-sink
Marketing sometimes feels like a never-ending time-sink and it requires a lot of perseverance. There’s always more to do, and that makes it hard to switch off from it.
When it feels overwhelming (and that’s often the case now that I’m busier), it helps to follow Louise and Denise’s advice to think in ones: one blog post at a time, one LinkedIn post at a time, or even one tweet at a time.
I also try to remind myself that my business isn’t going to collapse just because I didn’t go on Twitter for a week.
On the upside, being proactive about strengthening my business is satisfying. And in the long run, I hope it will lead me to a point where I can charge enough to be able to work a little less.
CPD
I’m also enjoying the creative side of marketing. It’s fun coming up with ideas for content, and I’m enjoying the writing.
I’ve found that marketing goes hand in hand with CPD. It’s forced me to do more professional development so that I have something useful to say, and has helped me get over feelings of imposter syndrome.
Specializing
Specializing definitely helps. This is an idea that Louise promotes and I completely agree with it. Focusing my marketing efforts primarily on prescriptive nonfiction indie authors has given me direction and made the marketing more manageable.
Putting yourself in the customer’s shoes.
This is another lesson I learned from Louise’s book. I worked hard on this when tweaking my website, and it’s been a useful guiding principle in deciding what to tweet or post about.
The principle links well to the concept of specializing because you can only put yourself in the customer’s shoes when you’ve identified who that customer is.
Value-based pricing
Another concept from Louise’s book that struck a chord is thinking of how I can add value to my basic service of performing an edit – either in terms of how I market myself or what I can offer to the client.
This approach has helped shift my mindset such that I hope that in the future I’ll garner the confidence to charge more.
Say hi to interesting people
My own humble piece of advice would be to say hi to interesting people that you stumble across, even if this makes you feel a bit uncomfortable, or because it takes time to sit down and write an email, or because it’s just something you’d never normally do. (All of these things apply to me.) You never know where those connections might lead you.
I was very happy to stumble across Rob Fitzpatrick and join his Slack group, for example. Another interesting person I’ve become acquainted with recently is Francis Miller, who’s helping publishers and authors create nonfiction that’s easier to learn from. It’s also been lovely to gradually get to know some fellow editors.
For better or worse, I very much identify at heart with that saying ‘Don’t talk unless you can improve the silence’. This means I struggle with adding to the general noise of social media when much of the time it feels like talking for the sake of talking.
To some extent, it helps to think of the online version of me as a different persona. I try to post things that I believe will be useful or interesting. And, again, the CPD element of this work has helped to mitigate the sense of imposter syndrome.
Marketing sometimes feels like a never-ending time-sink and it requires a lot of perseverance. There’s always more to do, and that makes it hard to switch off from it.
When it feels overwhelming (and that’s often the case now that I’m busier), it helps to follow Louise and Denise’s advice to think in ones: one blog post at a time, one LinkedIn post at a time, or even one tweet at a time.
I also try to remind myself that my business isn’t going to collapse just because I didn’t go on Twitter for a week.
On the upside, being proactive about strengthening my business is satisfying. And in the long run, I hope it will lead me to a point where I can charge enough to be able to work a little less.
CPD
I’m also enjoying the creative side of marketing. It’s fun coming up with ideas for content, and I’m enjoying the writing.
I’ve found that marketing goes hand in hand with CPD. It’s forced me to do more professional development so that I have something useful to say, and has helped me get over feelings of imposter syndrome.
Specializing
Specializing definitely helps. This is an idea that Louise promotes and I completely agree with it. Focusing my marketing efforts primarily on prescriptive nonfiction indie authors has given me direction and made the marketing more manageable.
Putting yourself in the customer’s shoes.
This is another lesson I learned from Louise’s book. I worked hard on this when tweaking my website, and it’s been a useful guiding principle in deciding what to tweet or post about.
The principle links well to the concept of specializing because you can only put yourself in the customer’s shoes when you’ve identified who that customer is.
Value-based pricing
Another concept from Louise’s book that struck a chord is thinking of how I can add value to my basic service of performing an edit – either in terms of how I market myself or what I can offer to the client.
This approach has helped shift my mindset such that I hope that in the future I’ll garner the confidence to charge more.
Say hi to interesting people
My own humble piece of advice would be to say hi to interesting people that you stumble across, even if this makes you feel a bit uncomfortable, or because it takes time to sit down and write an email, or because it’s just something you’d never normally do. (All of these things apply to me.) You never know where those connections might lead you.
I was very happy to stumble across Rob Fitzpatrick and join his Slack group, for example. Another interesting person I’ve become acquainted with recently is Francis Miller, who’s helping publishers and authors create nonfiction that’s easier to learn from. It’s also been lovely to gradually get to know some fellow editors.
For better or worse, I very much identify at heart with that saying ‘Don’t talk unless you can improve the silence’. This means I struggle with adding to the general noise of social media when much of the time it feels like talking for the sake of talking.
To some extent, it helps to think of the online version of me as a different persona. I try to post things that I believe will be useful or interesting. And, again, the CPD element of this work has helped to mitigate the sense of imposter syndrome.
Summing up
If you want more interesting work, or better-paid work, or just more work, it makes sense to take marketing seriously.
Don’t worry about being late to the party – it took me over 3 years, after all. Instead, read Louise’s book. Think long term and keep chipping away at it. And say hello if you’d like to join me on the journey!
Don’t worry about being late to the party – it took me over 3 years, after all. Instead, read Louise’s book. Think long term and keep chipping away at it. And say hello if you’d like to join me on the journey!
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ABOUT HARRIET
Harriet Power edits nonfiction books and educational materials for publishers and indie authors. She spent 8 years working in-house for educational publishers before going freelance in 2017. On the side, she performs in a folk music duo and enjoys walks with the lockdown puppy. |
Find out how to choose a name for your editing or proofreading business with Louise Harnby and Denise Cowle.
Listen to find out more about
- Brainstorming a list of possible business names
- Considering your target clients
- Identifying your core brand values
- Using a business name to tell the client what's on offer
- Checking the name is available
- Does the name reflect your brand identity?
- How findable and SEO-friendly is the name?
- Will the name stand the test of time?
Music credit
‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License. http://creativecommons.org/licenses/by/3.0/
More business-tips resources
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Check out these additional resources that will help you make good decisions for your editorial business.
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Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
- Get in touch: Louise Harnby | Fiction Editor & Proofreader
- Connect: Twitter at @LouiseHarnby, Facebook and LinkedIn
- Learn: Books and courses
- Discover: Resources for authors and editors
Even if you don't specialize in your editorial practice, it's still worth using the language of specialism in your marketing. That's what Louise Harnby and Denise Cowle are chatting about in this episode of The Editing Podcast.
Listen to find out more about ...
- The different ways in which we might specialize
- Helping clients understand how we can help them
- What does the client want to know?
- Why saying we can edit 'everything' is a weak message
- Why the language of specialization is interesting
Music credit
‘Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License. http://creativecommons.org/licenses/by/3.0/
More business-growth tools
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Discover more ways to get noticed by your ideal clients with this toolbox of resources:
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Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
- Get in touch: Louise Harnby | Fiction Editor & Proofreader
- Connect: Twitter at @LouiseHarnby, Facebook and LinkedIn
- Learn: Books and courses
- Discover: Resources for authors and editors
Louise Harnby and Denise Cowle share 3 more tips about how to beat the overwhelm that can come with making your editing and proofreading business visible.
Listen to find out more about ...
- Why everyone has something to shout about, even if they think they don't
- Why some editors appear to do more marketing that is humanly possible, and why that shouldn't deter you
- The tricks those busy editorial marketers have up their sleeve and how you can mimic them
- Managing marketing by thinking in ones
Music Credit
'Vivacity’ Kevin MacLeod (incompetech.com). Licensed under Creative Commons: By Attribution 3.0 License. http://creativecommons.org/licenses/by/3.0/
More help with marketing and being visible
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Marketing can be learned! Here are some of my most popular teaching tools, all created specifically for editors and proofreaders working in a global freelance market.
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Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
- Get in touch: Louise Harnby | Fiction Editor & Proofreader
- Connect: Twitter at @LouiseHarnby, Facebook and LinkedIn
- Learn: Books and courses
- Discover: Resources for authors and editors
‘Show, don’t tell’ isn’t just a writing technique. It’s a principle that works for editorial business marketing too!
Visit the Branding page in my resource library to download this free booklet.
Visit the Branding page in my resource library to download this free booklet.
More marketing resources for editors and proofreaders
If marketing's your Achilles' heel, take a look at the following resources:
- 3 ways to make your editing and proofreading website better – fast! (blog)
- Branding for Business Growth (multimedia course)
- Editor Website Essentials (multimedia course)
- How to do Content Marketing (book)
- Marketing Your Editing and Proofreading Business (book)
- Marketing resource library (books, booklets and blogs and podcasts)
- Overcoming marketing paralysis: How to turn overwhelm into action (blog and booklet)
Your editing website is your shop front. It’s the one online space you control – your land – and so it must work hard for you. Here are 3 things you can do quickly to make it function better.
In this post, I’ll show you 3 things you can do quickly to improve the way a visitor experiences every web page on your site. We’ll look at the following:
> Navigation buttons
> Paragraph headings
> Short paragraphs
> Navigation buttons
> Paragraph headings
> Short paragraphs
Navigation buttons
Being able to navigate a site is key to a good user experience. Buttons signal the delivery of a promise: learn this, go there, download that.
Imagine you’re in a huge, multi-storey department store. Buttons are like the floor plan near the escalator that tells you what’s where.
Make buttons consistent
Check that your buttons are a consistent colour. That way you’re training visitors to understand that there’s something at the end of the click.
A contrasting hover colour signals that the button is active, that it can be engaged with.
Help people find stuff!
Don’t assume your visitors know where to go, or that they’ll go where you want them to go.
Check every page on your website. Can you add buttons that will make your visitor’s journey easier and that tell them what you'd like them to do?
People are busy and might not have time to trawl through text. Buttons stand out, which means they’re scannable. Use them to help the visitor:
> Get to another page
> Get to another section on the same page
> Access a resource
> Get in touch with you
Include a meaningful call to action
A button that’s easy to spot is half the job done. The other half is about meaningful messaging. GO HERE, EMAIL ME, CLICK HERE, GET IN TOUCH aren’t always the best signals for a roving eye, particularly on longer pages with multiple purposes.
Experiment with calls to action that chime with the delivery of a promise I mentioned above. For example: TAKE ME TO THE LIBRARY, TELL ME MORE ABOUT YOUR SERVICES.
Imagine you’re in a huge, multi-storey department store. Buttons are like the floor plan near the escalator that tells you what’s where.
Make buttons consistent
Check that your buttons are a consistent colour. That way you’re training visitors to understand that there’s something at the end of the click.
A contrasting hover colour signals that the button is active, that it can be engaged with.
Help people find stuff!
Don’t assume your visitors know where to go, or that they’ll go where you want them to go.
Check every page on your website. Can you add buttons that will make your visitor’s journey easier and that tell them what you'd like them to do?
People are busy and might not have time to trawl through text. Buttons stand out, which means they’re scannable. Use them to help the visitor:
> Get to another page
> Get to another section on the same page
> Access a resource
> Get in touch with you
Include a meaningful call to action
A button that’s easy to spot is half the job done. The other half is about meaningful messaging. GO HERE, EMAIL ME, CLICK HERE, GET IN TOUCH aren’t always the best signals for a roving eye, particularly on longer pages with multiple purposes.
Experiment with calls to action that chime with the delivery of a promise I mentioned above. For example: TAKE ME TO THE LIBRARY, TELL ME MORE ABOUT YOUR SERVICES.
Paragraph headings
Let’s return to our department store. We’ve found the right floor. Now we need to locate the items. H2 headings are the signs hanging above each aisle that say: This is what you’ll find here.
H2 headings are superb visual indicators because they’re scannable.
Check every page on your website. If there are paragraphs that introduce new information but there’s no summary, add an H2 heading.
Make your headings relevant
Busy visitors who are scanning a web page for clues to how it can help them need indications that they’re in the right place.
Headings should be relevant to the text they’re sitting on top of. They should tell the reader exactly why it’s worth investing time in reading the paragraph.
Don’t assume your busy visitor has a sense of humour! A witty paragraph heading that doesn’t stand alone and explain what’s in the text below it is of no use. Boring trumps funny every day of the week!
Offer solutions or ask questions
To solve the boring problem, create headings that signal specific solutions or ask questions that are likely to match a visitor’s query.
Compare the heading The time frame with How long will editing take? The former requires the visitor to ask themselves: What time frame? The latter pre-empts the question.
Solutions and questions will bring the scanning to a halt. That’s where engagement begins. Now you’ve got their attention.
H2 headings are superb visual indicators because they’re scannable.
Check every page on your website. If there are paragraphs that introduce new information but there’s no summary, add an H2 heading.
Make your headings relevant
Busy visitors who are scanning a web page for clues to how it can help them need indications that they’re in the right place.
Headings should be relevant to the text they’re sitting on top of. They should tell the reader exactly why it’s worth investing time in reading the paragraph.
Don’t assume your busy visitor has a sense of humour! A witty paragraph heading that doesn’t stand alone and explain what’s in the text below it is of no use. Boring trumps funny every day of the week!
Offer solutions or ask questions
To solve the boring problem, create headings that signal specific solutions or ask questions that are likely to match a visitor’s query.
Compare the heading The time frame with How long will editing take? The former requires the visitor to ask themselves: What time frame? The latter pre-empts the question.
Solutions and questions will bring the scanning to a halt. That’s where engagement begins. Now you’ve got their attention.
Short paragraphs
Back to the department store. If the buttons are like the floor plan, and the headings are the aisle signs, then short paragraphs on our web pages are like neatly arranged shelves.
Visitors are more likely to engage with what’s on those shelves when there’s space between each item.
The alternative is rummaging. Busy people want to get their information fast. Short paragraphs help them do that. They’re also far more visually appealing.
Are people accessing your website via mobile?
If walls of text are off-putting on a desktop, they’re impenetrable on a phone.
Do you know how many of your website’s visitors are accessing your site via mobile devices? Google Analytics is free and will give you this information. I can tell you that a third of my visitors use a tablet or phone. A third!
I can also tell you that my mobile engagement has doubled in percentage terms since 2013. Offering a good user experience therefore means attending to mobile users' needs.
With that in mind, do all of your visitors a favour and break up text into visually digestible blocks of no more than 3–4 lines on each of your web pages. It’s one of the fastest and easiest design improvements to implement!
Visitors are more likely to engage with what’s on those shelves when there’s space between each item.
The alternative is rummaging. Busy people want to get their information fast. Short paragraphs help them do that. They’re also far more visually appealing.
Are people accessing your website via mobile?
If walls of text are off-putting on a desktop, they’re impenetrable on a phone.
Do you know how many of your website’s visitors are accessing your site via mobile devices? Google Analytics is free and will give you this information. I can tell you that a third of my visitors use a tablet or phone. A third!
I can also tell you that my mobile engagement has doubled in percentage terms since 2013. Offering a good user experience therefore means attending to mobile users' needs.
With that in mind, do all of your visitors a favour and break up text into visually digestible blocks of no more than 3–4 lines on each of your web pages. It’s one of the fastest and easiest design improvements to implement!
Summing up
Review the buttons, headings and paragraph length on every page of your website.
Each fix can be implemented in under 24 hours, and none require technical know-how.
More important is the impact on your visitors. The better their experience, the more they’re likely to stick around. That means you’re serving them and your business!
Each fix can be implemented in under 24 hours, and none require technical know-how.
More important is the impact on your visitors. The better their experience, the more they’re likely to stick around. That means you’re serving them and your business!
More resources
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Want oodles of tips on how to craft a website that clients love to visit and Google loves to rank? Check out Editor Website Essentials.
Its 10-step framework takes you through the essentials of SEO, navigation, structure, visitors, UX, branding, web page copy, home page design, content marketing, and analytics. |
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By the time you're done, you'll know how to build an effective web presence!
And take a look at these freebies:
> Library of resources for editors
> How to minimize cancellations and non-payment for editing services
> How to create an amazing portfolio
> 8 reasons to create a learning centre
And take a look at these freebies:
> Library of resources for editors
> How to minimize cancellations and non-payment for editing services
> How to create an amazing portfolio
> 8 reasons to create a learning centre
Louise Harnby is a line editor, copyeditor and proofreader who specializes in working with crime, mystery, suspense and thriller writers.
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
FIND OUT MORE
> Get in touch: Louise Harnby | Fiction Editor & Proofreader
> Connect: Twitter at @LouiseHarnby, Facebook and LinkedIn
> Learn: Books and courses
> Discover: Resources for authors and editors
She is an Advanced Professional Member of the Chartered Institute of Editing and Proofreading (CIEP), a member of ACES, a Partner Member of The Alliance of Independent Authors (ALLi), and co-hosts The Editing Podcast.
FIND OUT MORE
> Get in touch: Louise Harnby | Fiction Editor & Proofreader
> Connect: Twitter at @LouiseHarnby, Facebook and LinkedIn
> Learn: Books and courses
> Discover: Resources for authors and editors
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