The Proofreader's Parlour
A blog for editors, proofreaders and writers
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The Begin Self-Publishing Podcast is dedicated to sharing tools, tips, advice and ideas about self-publishing from industry specialists.
The BSP host, Tim Lewis, kindly invited me onto the show to talk about fiction editing. Tim and I discuss the following:
You can listen to the full episode here: Fiction Editing with Louise Harnby Previous episodes have addressed non-fiction editing (with my friend and colleague Denise Cowle), business tips, marketing advice, social media promotion, cover design, interior formatting and publishing services. For more information, or to subscribe, go to the Begin Self-Publishing Podcast.
Louise Harnby is a fiction copyeditor and proofreader. She curates The Proofreader's Parlour (subscribe here) 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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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.
This is the first in a series of guest posts by my colleague Steve Allen, a soldier-turned-editor who specializes in firearms and military-particulars editing.
Today we're looking at applying caution when loading up your hero with high-tech kit. Is he or she tactical, tacti-fool or tacti-cool? Over to Steve ...
I’m a specialist freelance editor of firearm and military-related particulars. I see gun-related writer mistakes all too frequently. Many simple firearm mistakes can be avoided without problems.
Unfortunately, many of the firearm mistakes I see are not simple, nor are they so easily fixed. Insignificant firearms mistakes inflame the nitpickers and have them shitting on your reviews. Savvy readers catch even the smallest of mistakes. After a mistake, readers question your writing, wondering what other mistakes you’ve made. Make too many and your story falls apart. Basic firearm mistakes cause you to lose credibility. Even in fiction, you must maintain credibility. What follows in this series are the frequent firearm mistakes that I see in fiction manuscripts and some advice on how to avoid them. Tactical, tacti-cool and tacti-fool Give your characters a good weapons load-out and good gear. Know the difference between tactical, tacti-cool and tacti-fool. Arming your characters reasonably takes some practice and restraint.
Unless writing satire, parody, comedy, etc., avoid giving your characters tacti-cool gear. Loading a character with tacti-cool gear, and having him learn the hard way the value of quality gear is a good use of tacti-cool stuff – just don’t overdo it. This is what tacti-cool looks like:
Oooh, shiny! I cringe every time an author tells me, ‘But it looks cool.’ Don’t give your characters ridiculous and worthless gear based on looks. Movies are incredibly influential, which is why I mention them so often in this series. Looking cool is great in the movies; it can get you killed in the field. Avoid gear such as:
Low-cost, mass-produced tactical gear is designed to empty the tacti-fool’s wallet, not actually to be used in combat. A simple rule of thumb to follow is: if the elite troops don’t carry it, avoid arming your character with it. A caveat is: if the weapon fits the character’s back story, then it might be okay. For example, if your character studied Silat (Indonesian martial art) and carries a kerambit it fits the story. If your character learned Eskrima (also known as Doce Pares; Filipino martial art) while living in Cebu, then arming her with fighting sticks fits the story.
If you enjoyed this, there's a PDF summary of the key points here. Just click on the image to download.
You can access the full 45-page ebook now by joining Louise's Writing Library. If you'd prefer not to sign up, that's fine. Instead, watch out for forthcoming posts in The Art of Firearms in Fiction series here on The Proofreader's Parlour.
Steve Allen is a retired soldier living north of Seattle, WA, with his lovely wife and daughters, a neurotic terrier and a goofy black Labrador.
When not editing, Steve wanders the Pacific Northwest on roads less travelled, searching for good books and very cold beer. Email: stevenwordsmith67@gmail.com
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.
‘A good design should be almost invisible. It should support your words, deliver them to the reader, not get in the way.’
Rebecca Brown, Design for Writers 
I'm delighted to welcome Rebecca Brown of Design for Writers to the Proofreader's Parlour. Design for Writers is the team I refer my authors to when they ask for help with book formatting and design.
In this post, Rebecca offers her expert advice on how to get the best from your book interior ...
Congratulations! Having shed blood, sweat and tears, and arrived at a finished manuscript, you’ve decided to take the plunge and self-publish.
As part of the process of finding the best people to help you do that, one of your priorities will be making your book look as professional as possible. Everyone’s heard the saying ‘Don’t judge a book by its cover’. Yet most people do just that. And they judge it by how it looks inside, too. The cover will get people to pick your book off the shelf; the interior will help make it a pleasure to read. Why is interior design important? Your words have been carefully edited and chosen to hook your readers, but the best opening lines may never even be read if they’re set in a font that’s difficult to read, the margins are so small that you need to crack the spine just to read the start of each line, or the overall design looks rushed and unprofessional. Many self-published authors rely on online sales of both print books and ebooks though, so, okay, a badly designed book might not necessarily put off all prospective buyers. But do you want your readers to leave reviews saying, ‘I don’t know if this book was any good because it was horrible to read’? It does happen, just as readers will leave reviews that criticize poor editing or a weak story line. And those readers are less likely to return for Book Two. What does a well-designed book look like? The best way of answering that is to look at some professionally published books. This is what you’ll find. Text: The text is large enough to read – usually around 11 or 12 point – but not too large (unless it’s a large-print edition) of course; the point is that the text size is appropriate for the target audience. Margins: There’s plenty of space around the text. You don’t want tiny margins; you need to be able to see the text as it goes in towards the spine, and you need to be able to hold it around the edges without your thumb obscuring the words. Some titles will have bigger margins, like children’s books. Again, it’s about an appropriate design for your readership. Typeface: The most obvious and striking feature is the chosen typeface. It should be a serif font (like Garamond, or Times) not a sans-serif font (like Arial) for the body text. Serif fonts are easier on the eyes for long format, physical text. Sans-serif fonts are easier for on-screen reading on a computer. However, this itself can depend on the type of book – many people prefer a sans-serif for some kinds of non-fiction. For fiction, though, choose a traditional serif font. That way, if you need to make part of the text stand out – for example, if your protagonists exchange text messages, it’ll be more obvious that you’ve made a deliberate style choice, and have a more professional impact. When it comes to print books, small details like embellishments and display fonts for titles all add to the pleasure of reading, and to the sense of your book as a beautiful piece of work. That doesn’t mean you should try to mimic the same experience in your ebook, though …
Print and digital books are different animals Authors often hugely underestimate just how different ebooks and print are. Don’t aim for a duplicate of your print book – it’s a different reading experience. A stand-out feature of ebooks is the extent to which the reader can set up the reading experience to fit their personal preferences (for example, text size, font, and spacing). If you try to force a replica of your print book, you’re doing your book a disservice and making things more difficult for your reader. For example, every ebook device is slightly different, so if you have many different embellishments and beautiful fonts, you’re increasing the risk of the book not displaying as you intended, perhaps not working properly at all. Doing it yourself Authors can, and often do, carry out the work themselves. There are many good guides to setting out your text, and if you bear certain guidelines in mind, such as those mentioned above, you’ll be able to produce a decent book. If your budget is limited, this can be a good option. Bear in mind the following:
Ebook
Hiring a professional
While you can do it yourself, there is a risk that you'll miss out those extra design elements that make your book stand out. Hiring pro interior designers ensures that your files are absolutely guaranteed to work with the major retailers, and that your book will offer your readers the best reading experience possible, regardless of format (e.g. paperback, hardback, ereader). So what should you look for? Price is always a consideration of course. This can be an expensive endeavour, but sometimes you do get what you pay for, and cheaper is not necessarily better. Look for what’s included in the package:
For print, at least, the designer’s use of InDesign demonstrates a level of skill and commitment to using professional tools. Ask to see examples of your prospective formatter work. Find out what books they’ve worked on (from their website or social media, for example) and take a look at the ‘Look Inside’ feature on Amazon, noting the following:
Evaluating the professional designer’s process It’s important to understand how your designer works if you’re to get the best value for your investment. If they’re not interested in getting to know your book and your style, that should be a red flag. Ask them how they would like your manuscript to be sent to them. Most will want final, fully edited text in a common format (such as a Microsoft Word document), but often they’ll allow a ‘reasonable’ number of small changes after proof stage. That’s because designers are human, too! We realize that seeing your work laid out for the first time can alert you to small typos and errors, no matter how carefully you’ve checked it. However, multiple rounds of editing once the text is laid out can have a bigger impact than you might think, so get it as close to finished as you possibly can, and make sure you understand what levels of revision are included by your formatter. Finally, and this goes for any book-publication service, think about your initial contact with them. What are they like to work with? There’ll be quite a lot of back-and-forth. Discussion is important because this is such a personal, important project for you. Having a great rapport with your designer is essential. Good luck! Rebecca’s top tip
Whether you’re doing it yourself or paying someone, keep it simple! Your text is what the reader’s bought, so a good design should be almost invisible. It should support your words, deliver them to the reader, not get in the way.
Design for Writers
For drama-free book design, contact Rebecca or Andrew at hello@designforwriters.com or www.designforwriters.com
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.
[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 more from professional narrator Ray Greenley on how to create an audio book.
The following article is an excerpt from a 26-page booklet in which Ray offers his experience and advice. At the bottom of the post there's information on how to access Audio-book production: A primer for indie authors from an audio-book producer.
In this post, he focuses on evaluating the quality of a professional voice artist, and offers advice on an alternative form of contract that shifts some of the risk. 
‘I don’t know anything about audio books. How can I tell if a producer will do a good job on my book?’
That’s a tough question with few solid answers, but I can offer some tips. 1. Take some time to listen to some good, well-produced audio books. You are usually safe with most stuff from the larger publishing houses and big-name authors. Try to listen to not just the narration but also to how the narration SOUNDS. Then compare that to the auditions you’ve received. 2. How loud is the recording in the pauses between sentences? There shouldn’t be a lot of background noise, but neither should it sound like the recording drops off a cliff in between sentences. 3. Are there ANY extraneous sounds in the background, like a barking dog or a car driving by? Those sorts of sounds should NEVER be in the recording and I would consider them an instant red flag. 4. Can you hear a lot of ‘mouth noise’? Strange clicks, smacking lips, that sort of thing. This is a challenge for almost all narrators, and if you catch a little, it’s not a cause for major concern. But if you find yourself distracted by the sounds, be careful. See, the thing is that a Producer on ACX really does have to be more than just a narrator. They have to be a narrator, a director, an editor, and an engineer. There are a lot of skills involved and not everyone is equally good at all the facets of each job. This is why you need to listen to more than just the performance when evaluating auditions. Note that no one is perfect and you can get a good audio book from someone who has at least a base level of competency in some the various skills while excelling in a few others. Again, it’s up to you to determine if a producer is capable enough to do a good job with your book. Also, when evaluating any producer, be sure you look them up to see what other books they’ve done. Do they have a bunch of books already out there?
Note that some producers publish under a pseudonym, so if you can’t find anything on your own, ask. If they’re really brand new and have absolutely no history to go by, don’t be afraid to ask about what sort of training they have that can give you confidence that they’ll do the job. In short, do your homework on your potential producer, or you’ll only have yourself to blame if things don’t work out!
‘Is there some other option besides making a big up-front investment for a seasoned professional or rolling the dice on an unknown talent?’
Yes, there actually is another option. How astute of you to ask! So if you think about it, the bottom line for a Pay for Production contract is that the risk is entirely on the rights holder. You put up all the cash and hope the audio book sells enough to make that money back and more, while the producer gets paid and moves on to the next project. Meanwhile, the bottom line for a Royalty Share contract is that the risk is entirely on the producer. We do all the work involved in getting the audio book recorded and don’t see any return on our time until it starts selling, while the rights holder doesn’t have to put up a dime. The third option is a split between those two, known as either a ‘Hybrid’ or ‘Stipend’ contract (the name ‘Stipend’ comes from an incentive program offered by ACX; just be aware that that program is something different than what I’m describing here). A Hybrid contract is ostensibly a Royalty Share contract, but the rights holder offers a modest Pay for Production payment in addition to the Royalty Share. The producer gets enough up front to cover some of their production costs, while the rights holder can attract a higher tier of talent to their project. Exactly how much a producer will be willing to take for their payment as part of a Hybrid contract depends on the producer, but I’d venture that most would be happy with $100 PFH. That can still add up to a fair amount of money. However, at one half to one third of what you’d expect to pay an experienced pro, it’s much more affordable. The key is that you’re going to want to be able to at least cover the post-production costs for the producer. Remember when I talked about all the things a producer needs to be good at in order to do a good job on your book? Well, most producers would really rather focus on the narration side of things, so they look for editing and mastering professionals to handle that stuff for them. They end up as better narrators, and the post-production is higher quality because they’re working with people who dedicate themselves to that aspect of the production. It’s a win–win, but it does cost the producer money. Few producers will be willing to put up that cash on a Royalty Share project with uncertain prospects. It’s bad enough to produce a book and not make any money on it. It’s even worse to produce a book and LOSE money on it! One tricky part with the Hybrid contract is that it’s not officially supported by ACX. To do one, you’ll need to set up the contract in ACX as Royalty Share and then handle the additional payment on the side. Next time, we'll look at yet another alternative: doing it yourself! Until then, thanks for reading! Resources
Contact Ray Greenley Website | Facebook | Twitter 
Audio-book production: A primer for indie authors from an audio-book producer
This 26-page primer includes over 5,000 words of guidance from Ray, a professional voice artist, on the following:
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. 
Online writing courses
Just a quickie ... a member of Louise's Writing Library asked me if I'd put together a list of online writing courses. It's a work in progress and I'll be adding new resources as I become aware of them. If you think I've missed something, drop me a line at louise@louiseharnbyproofreader.com. You can access the current list via the Self-publishers page on my site, where all the library resources live. Just look for Online Tutoring for Self-Publishers: Writing Courses and click on the image to download the free PDF. Until next time ... 
For instant access to more self-publishing and indie-author resources, visit 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.
I'm so, so grateful to Ray Greenley for taking the time to write a comprehensive primer on audio-book creation for me! It's absolutely brilliant.
Ray's a professional voice artist (he's the narrator behind, among other audio books, Philip K Dick's The Unreconstructed M and Other Stories) but he's a fab writer as well.
I love listening to audio books, but creating them? That’s quite another matter. And yet I wanted to know more, and I figured some of you would too. And because it’s one of those aspects of self-publishing that’s just too expensive to get wrong, I felt that my writing a guide to the process simply wouldn’t do. I wanted to offer you something that would give you in-depth, honest and usable insights. That way, if you do decide to create an audio book, you can do it right. I hoped a professional narrator could furnish you with those insights, and Ray hasn’t disappointed. The following article is an excerpt from the full 26-page primer. At the bottom of the post there's information on how to access Audio-book production: A primer for indie authors from an audio-book producer. Enjoy! (And thank you, Ray!) 
An introduction from the voice artist, Ray Greenley
Hello, dear author! Congratulations on your latest book! Have you considered having an audio book of your work produced? If not, you should! More and more consumers are buying audio books for a variety of reasons, and audio-book sales are booming compared to digital print sales (see Resources: Kozlowski). As an author, you absolutely want to be a part of that growing market. But audio books are an entirely different beast from print books. Getting into a new market is always intimidating. Where do you even start? I’m here to help. I’m an audio-book narrator who has worked with indie authors to produce audio-book editions of their work. In Audio-book production I give you a high-level look at what you need to know to get your book produced as an audio book. In this post, we're focusing on platforms and prices. There’s work to be done, but it’s probably not as difficult as you might think. Read on! ‘So how can I get my book produced as an audio book?’ It wasn’t all that long ago that virtually all audio-book production was handled by a few big publishers, and getting your book produced was probably a similar feat to getting a big print publisher to publish and distribute your book. That’s all changed. Getting your book produced as an audio book is easier now than it’s ever been. Probably the biggest factor in that change is a site called ACX. That stands for Audiobook Creation Exchange. It’s run by Audible.com (the world’s largest distributor of audio books, and owned by Amazon.com). It’s essentially a meeting place where rights holders (that’s you!) can list their books in order to find producers (like me!) who are interested in producing the book as an audio book. Producers (that’s the term used by ACX; consider it synonymous with narrator for the sake of this discussion) can see the listed book and submit an audio audition for it. The rights holder listens to the auditions and can offer a contract to the producer they think will do the best job. Once the producer accepts the contract, they produce the book and submit it through ACX. The rights holder can then listen to the book, and if they approve it, it gets prepared for release. ACX manages the contract, the payment of royalties, and distribution to the associated platforms (Audible.com, Amazon.com, and iTunes.com).
‘That doesn’t sound so bad, but cut to the chase: How much will all this cost me?’
Cost is, of course, always a factor. With ACX, there are multiple options that allow virtually anyone to have their book made into an audio book. But as with many things in life, you often get what you pay for. First a quick note that there is no fee from ACX for registering on their site or for listing your book. They get their money on the back end once the book goes up for sale, so they just want to encourage as many books to be produced as possible. ACX allows rights holders to offer producers two types of contracts: Pay for Production and Royalty Share. Note that regardless of the type of contract, the rights holder always gets full ownership of the audio produced. A Pay for Production contract means that you’re paying the producer a flat fee for their work. Once you’ve paid the fee, the audio book is published and you’ll receive royalties from sales of the audio book. So what’s a typical fee? Well, first off, the fee is based on the length of the completed audio book. When you offer a contract, you agree to pay a certain amount Per Finished Hour (PFH) of the audio book. So if the audio book ends up being 10 hours long, you’ll pay the agreed-upon amount times 10. What sort of PFH rate can you expect to pay? Well, it depends on the type of talent you’re looking to attract. If you want a top-rate, full-time professional narrator, you can expect to pay around $300 PFH, or even more. ‘Wait, what!? That means for my 10-hour book …’ … you’d pay around $3,000, yes. Sounds like a lot, right? Well, it is a lot, and I touch on why that number is what it is in the full ebook. But for now, let’s get back to the discussion on cost. Because you don’t have to offer that much for a Pay for Production contract. You can offer less, and are likely to get producers willing to record your book for less. Just keep in mind that as you go lower in what you’re offering, so the caliber of producers you attract to your project will change. I’d say that once you get below $200 PFH you’re pushing out of the zone where most quality producers feel like they can get a reasonable return on their time, but that may not always be the case. A quick note: There absolutely can be an aspect of negotiation with regards to the contracts you offer. ACX doesn’t care what the final number is. That’s entirely something to be worked out between you and the producer.
‘I really don’t want to put up that kind of money. Is there another option?’
Yes, there is! It’s the Royalty Share contract that I mentioned above. In this contract, you don’t pay the producer anything up front, but instead split the royalties on sales of the book with that person. ‘Hang on – I can get my book produced as an audio book without having to actually pay anything?’ Yes, that’s pretty much it! Sounds great, right? ‘It sounds too good to be true. What’s the catch?’ The catch is that the top producers are VERY selective about the Royalty Share contracts they’re willing to accept. It takes lot of time and effort to produce an audio book, and producers who are trying to pay their bills and feed their families with money from their work won’t take a second look at your book unless it has a record of strong sales. Even if your book isn’t breaking any sales records, you can still list it and are likely to get some auditions. Just be realistic about the kind of producers who are going to be sending those auditions. They may be low on experience, talent, or both. That’s not to say it’s a hopeless case. We all have to start somewhere. Once upon a time, I was that producer who was low on experience and sending out my first auditions. The author who picked me to narrate my first audio book was an indie author who had just written his first book. While I’ve learned quite a bit since that first book, and there are definitely things I would do differently now, I’m still proud of my work on it and the critical reception has been overall quite positive. But it’ll be entirely up to you to make that determination. Just as ACX allows rights holders to sign up and post their book for free, they also allow anyone to sign up as a producer and send in an audition for free. And I do mean ANYONE. Do NOT assume that just because someone is a Producer on ACX that they actually know what they’re doing. In the full edition of the ebook, I offer guidance on how to assess whether the narrator/producer is doing a good job. For now, thanks for reading! Resources
Contact Ray Greenley Website | Facebook | Twitter
Audio-book production: A primer for indie authors from an audio-book producer This 26-page primer includes over 5,000 words of guidance from Ray, a professional voice artist, on the following:
It's available free to members of Louise's Writing Library. To get your copy, simply join the library.
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. For more self-publishing resources, visit my Self-publishers page. Or join the library to get monthly updates.
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.
Chris Hamilton-Emery of The Cover Factor and Salt discusses what makes a great book cover ...
This post featured in Joel Friedlander's Carnival of the Indies #82
Managing the process of book cover design
So you’ve written, edited and prepared your book’s interior for your preferred distribution channels. Now you need the cover. And, as I know all too well, being able to write in no way qualifies one for being able to design. When we’re self-publishing, there are some parts of the process that are, for most of us, best bought in. When it comes to book jackets and digital covers, that means talking to a designer. Whether you decide to do it yourself or hire a designer will depend on your budget. Either way there are some design basics that are well worth bearing in mind to help you make your book wow itself. Great words compel your readers to finish your book ... A great cover compels them to start it. Chris Hamilton-Emery, design director of The Cover Factory and co-founder of the gorgeous independent publisher Salt (based here in mostly sunny Norfolk!) has been kind enough to share his expertise (and his fantastic sense of humour!). The advice below will help both the self-publisher and those looking for publishing contracts. Chris's core mantra? Avoid being dull. 
Design by committee
For authors with a publishing contract, it’s not uncommon for a team to be involved in briefing a designer – they may not be acting as a team, but there’s often one involved. ... A sales manager who has her eye on that cover that’s on display in Book Bonanza’s shop window. ... The marketing manager who keeps up with the new trends and the language around covers: ‘It needs some spacy calmness for the furniture to show up the title text.’ ... Perhaps the bookseller: ‘Put a snake on it in a herby sort of border.’ ... The managing director: “We don’t do serifs or colour at Gubbins & Potsdamer.” ... And then there’s the production manager, the print buyer, the design manager. Everyone has something to add to the sauce, not least an expectation of stellar sales. Then someone rings the author. “He says blue reminds him of his dead mother, and the goat is the wrong breed.” Which all goes to say that cover design has its contexts. The person that truly matters is, of course, the reader – yet a cover has many important audiences before we reach that goal. That’s because it’s the chief means by which people make their investments in the book in the supply chain long before the bound paper book block (or its digital sister) touches the shelves. A cover signals commitment from the publisher (even if that publisher is you, the author); it signals desire among booksellers; it signals prospects among the supply chain, and its critics and reviewers. Many will be spending their money before anyone has read a word. For those with publishing contracts, it’s entirely possible that the author will have no contractual say in the matter, though few publishers would be brave enough to go to press with a cover that an author despised. 
To boldly go?
Many covers are compromises and copies, and covers, like many parts of our modern lives, are influenced by fashion. A cover that breaks ranks and stands out has as much chance of failure as success and so many covers play it safe. Being bold can also mean being ignored. As one friend put it, ‘The cutting edge is also the bleeding edge.’ Some markets have their own design universes, like crime, or romance – and it will take a brave soul to depart from the conventions of the genre. Yet we all aspire to good cover design, and we all recognize that in the fiercely competitive environment of today’s global book trade, a cover can really help make a book work, by which we mean, distinguish itself. Whomever compiles the brief has no easy task; they will be serving the multiple masters listed above and trying to find a way forward to inspire a designer to deliver a pot of gold in the shape of a small rectangle. The brief Do provide a synopsis, but not necessarily the entire book List three powerful visual moments. List one or two key visual themes. If the book had a palette, of which colours would it be comprised? How would you like readers to react to it? Do not ask for your entire book to be illustrated on the cover ‘There must be a gold sky with twenty-six ravens, and a golf house, a small bus, traffic cones and a trifle, but no jelly. And on the trestle tables, bunting. And a seal. There are two main characters, one tall, the other taller, each has a mole. They are wearing jacquard ties. They must be shown in front of the thirty-seven villagers, all attempting to get into a train. The train is going to Doncaster.’ Hmm. Detail is the great enemy of good design. Yet so, too, is needless abstraction. ‘Can it be wavy green with splashy washy bits? Except blue.’ Inspiring a great design can frequently be found in seeking out the monolithic and iconic message a successful cover often presents, ‘If she had eyes, they would be stones.’ Leave plenty of room for the designer to imagine, to take risks, and above all to surprise you with their own art. Never ask a designer to work up your own ideas. If you have ideas, especially strong ones, express them as visual journeys. Don’t offer destinations. Ask questions Perhaps the best way to ask questions is to show things that you believe work for you – other covers that appeal, especially ones relevant to the text. Create a visual space for the designer to work in, and add your brief to provide context and challenges. Good questions expose the problem, good questions get to the central, even the reductive, theme of the book. ‘If there was ever a home like this, it would be a songless house on a wet hill with a red rat at its heart.’ So, again, ask for three visuals, perhaps some early sketches, to see where things are leading. Or be bold and say, I am prepared to be surprised. 
Consider the compulsion factor
It’s also important to know the mechanics of a cover – once it’s passed through its committees and is en route to the bookstore, its role really comes into its own. Among the tens of thousands of books being put in front of readers, in stores or online, the cover’s job is simply to attract the browser, that momentous millisecond of compulsion that makes someone pick the book up, read the blurb and break open the spine. Or scroll down a page and click Look Inside. Think of it. You spot something, your eye stops its movement, you lean forward and pick up the book, you turn it over and read an endorsement, your eye flickers, you read down. Ah, it’s about the last water mill in a land of drought ... You open the book and a journey begins (one that starts at the till). Think back. The cover merely had to stop you moving on and its work was almost done – such a simple and perplexing thing. Would something more complicated have worked better? Something less fussy? Something less drab? The essentials ... Not everyone can afford a £3,000 cover budget; nor are they willing to have a six-month internal circulation list for everyone to argue over within a publishing house. You may be going it alone; you may be self-publishing. The problems are still the same – your cover must be distinctive, distinguishable, memorable, singular and arresting.
Free fonts can help in devising sketches. Test your ideas out with professionals. Don’t test them out with friends. Look at your cover in the context of your competitors. And give it time. If you’ve spent years writing your book, at least give a few months to considering the cover. Be aware of your own prejudices. Be aware of your own tastes. Pay attention to space and position, to colour and clarity. And if your book is to be printed, above all, remember the spine, for this is what most readers will see. Don’t mistake a poverty of design as the representation of authenticity. Don’t over elaborate, either. Look at your cover from twelve feet away; can you recognize it, read it? 
Working with the designer ...
Let’s roll back through these notes towards a design. If we’re using a designer, we want to enthuse and inspire, we want to ignite not instruct. We want to understand the context in relation to other covers. We want to be aware of those who will put our book in front of readers. We want the readers to pick it up or click on it. Whether we use a designer or produce something ourselves, we are all chasing something singular, clear and memorable. We are avoiding complexity. We are signifying the book more than illustrating its contents. Above all we are branding it. Remember that brands symbolise and represent complicated relationships and stories by simple means. Simple doesn’t mean dull. In fact, perhaps the best mantra is, don't be dull. The world needs its little moments of glamour.
Chris Hamilton-Emery is Design Director at The Cover Factory:
Web: www.thecoverfactory.co.uk Facebook: www.facebook.com/TheCoverFactory Twitter: @thecoverfactory Flickr: www.flickr.com/photos/thecoverfactory/
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.
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 …
Querying, changing, and letting be
If you’re new to fiction copyediting (or proofreading), you might struggle to find the balance between changing, querying and leaving well enough alone. Don’t beat yourself up – even experienced editors labour to find an equilibrium at times, especially those who work with a stream of new-client authors. Here are 5 tips to help you be a query superhero! And if you fancy downloading them to your preferred device, there’s a PDF at the bottom of the post. 1. Is it meant to be real or imagined? By definition, fiction is made up. There might be people, places, landmarks, buildings, even entire worlds that rest entirely in the mind of the writer. In that case, the author gets to make the rules (e.g. on spelling, environment, even physics) and our job is to check for consistency. Sometimes, though, the people, places, landmarks and buildings exist in the real world. And when there’s a discrepancy (Obama vs Obamah; Elizabeth Tower vs Big Ben) two possibilities emerge: (1) the author has slipped up; (2) the author has deliberately decided to bend reality a little, for any number of reasons. Querying, rather than changing, is essential.
Here’s an example from Amy Schneider in her Fiction Editing master class (available from Copyediting):
Example
Schneider tells of a book she edited where the author had included mention of a New York newspaper. She fact-checked it; it had been a real newspaper, but had long ceased to exist by the time the year in which the novel was set had come around. It turned out that this was a deliberate decision on the part of the author, who for personal reasons wanted to keep the paper going in his fictional world. Tactful querying and discussion prevented embarrassment and harm.
LESSON: there’s real, and then there’s really real! Either may be required.
2. When the facts have changed Editors have a wealth of free online research tools at their fingertips. I can’t imagine doing this job thirty years ago! Still, even if we fact-check we might not access ALL the relevant information. Again, tactful querying rather than changing is usually the best way forward. Here’s an example of how my due diligence wasn’t diligent enough. Querying rather than changing saved me:
Example
I copyedited a crime novel in which a character was arrested and his rights were read out to him by a police officer. The wording seemed off to me so I fact-checked. I found what I thought was the correct wording and suggested (rather than changed) a possible recast for the author to use if he thought it appropriate. Good job, too. The author came back to me saying that the wording of the rights had changed in 1994, and that the original was correct given the year in which the scene was set. A big whoops-moment for me and a lesson learned. Still, he thanked me for asking first. I still get the shudders thinking about the harm I would have done if I’d actually amended the text directly.
LESSON: Watch your historical context – your diligence needs to be deep enough to take account of it.
3. Be a problem solver Many of my indie authors haven’t taken their books through editorial review, developmental editing and substantive line editing before the file hits my inbox. I do make it absolutely clear what’s included in my service, but sometimes a client might not realize where some of the problems are, or, even if they do, might be stuck on how to fix them. This is where the query needs to go beyond a question and offer a solution. Fiction copyeditors are a little like mechanics, though I have a car so I know what it’s like to sit on the other side of the fence. When I take my car into the garage, I don’t expect to hand over 500 quid (or whatever) in exchange for a list of what’s wrong with my car. I do want to see that list, but I also want to know that the mechanic has solved the problems. For that reason, I think it’s good practice to explain the problem and offer a recast in the comments if we come across a sentence that we feel could do with tightening up or smoothing out. That way, the author can do a simple copy and paste if they like what we’re offering. Even if they don’t like it, it gives them another way of thinking about the text and how they might revise it to solve the problem in their own way (though see ‘Consider your own voice’ below for a cautionary tale!). This example from Erin Brenner (‘Writing Effective Author Queries’), with her author’s hat on, is frightening but illuminating:
Example
'I had a lot of comments that simply said: AU: Revise? No text was changed. No specific words or phrases were highlighted. The entire sentence bore the comment “AU: Revise?” It drove me mad. Revise what? In what way does this sentence need help? For each “AU: Revise?” I had to guess what the copyeditor might have taken issue with. Was everything grammatically correct? Had I missed a style point? A usage rule? How was the sentence not right? As copyeditors, we must remember that when we query, we have a goal: to get the author to make a change we think will help the text. Some authors will easily do so, others won’t. But no author can make corrections if he or she doesn’t know what corrections are wanted.’
LESSON: Problems without solutions (or even explanations) are next to useless for the author. Avoid!
4. Or be an adviser Back to the garage. Sometimes there are problems on the list than the mechanic can’t handle. Again, the same thing can happen to fiction copyeditors whose indie authors would have benefited from developmental work beforehand. And in that case the best we can do is suggest where to go for help. Here’s another example from my own back yard:
Example
I was hired to copyedit what turned out to be the most gorgeous thriller with a generous dose of humour included. The author made me laugh out loud several times in the first four chapters, and in the fifth he made me cry (not with laughter, but because the scene was so moving). I mention this because it’s an indication of how strong the writing was. Most of my edits were mechanical – standardizing dialogue punctuation, dashes, number treatment, spelling, punctuation and grammar. But, every now and then his point of view got a little sticky. POV isn’t something that’s covered by my service and I’m neither trained nor experienced in developmental editing. Nevertheless, I was able to solve the issue elegantly on several occasions because of the context in which the problem arose. However, there were several occurrences that I couldn’t fix. All I could do was flag them up for him, explain why I thought there might be a problem, and offer advice on where to go for help. It wasn’t an ideal situation for either of us, but at least I’d offered guidance. Sometimes that’s the best we can do.
LESSON: Second best sometimes has to suffice. If you can’t fix it, suggest who can.
5. Consider your own voice Given that we’re being paid for our services, our authors need to know that we’re their advocates, and that we’re there to elevate their writing, not criticize how they write. Says Sheila Gagen, ‘… the editor’s task is to serve readability (not, as some authors might think, to hack away at text or, as some editors might think, to point out where an author is wrong). The author wrote the text; he or she must have thought that it did make sense’ (‘The Art of the Editorial Query’). Queries therefore need to have a tone that shows respect and advocacy. Gagen also makes an important point about authors’ varying preferences – how not everyone wants to be hugged and handheld. The thing is, this is tricky to manage unless you’ve worked with the client on previous occasions. Here’s her story:
Example
‘Twice in my career, authors responded to my queries with the same word: “Duh.” (One even took the time to handwrite it in all caps with a few exclamation marks.) Both of those suggested changes were valid, but the authors were sick of my queries and gave up. As a result, they didn’t just lash out at the particular remarks they didn’t like … they ignored other, indisputable edits.’
LESSON: Be an advocate and watch your manners! Choose elevation over criticism.
Gagen recommends discussing the issue before the project starts. It may be that a writer will prefer you to just go ahead and make a substantive edit to the text. Others may want a nudge. Others will prefer a more detailed explanation in the comments. And given that we’re trying to help our authors avoid reader disengagement, it would be a shame if, through hitting the wrong tone, we ended up disengaging our clients. Adrienne Montgomerie offers further food for thought: ‘When you’re worn out, incredulous, and exasperated, it can show in your queries.’ Eek! To think that, despite our best efforts at advocacy, we might have made our author feel we’re no longer on their side, is unthinkable, and yet it can happen. She offers a handy list of different phrases you might consider when querying to keep your author engaged and your tone on track (‘10 Ways to Word a Sensitive Query’). I hope you’ve found these tips useful. Here’s your PDF mini-booklet if you fancy downloading the post to your device. Just click on the image to get your copy. 
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 new to writing and self-publishing, I have a tip for you – one that will save you a major headache as you work through the initial writing and later redrafting stages of your novel ...
Create your own style sheet! Honestly, you won't regret it. Building a style sheet is like holding hands ... but with yourself. It'll help you keep track of what’s going on in your novel – who’s who, what’s where, and when X, Y and Z happens. At the same time, you'll be able to record your preferences for the micro elements of your book ... things like spelling, punctuation, the rules about the way your fictional world works, and how you treat the various elements of the text (from paragraphs and headings to narrative, speech and thoughts). Want a template to help you get going? No problem – there’s one at the end of this article. It’s in Word so you can add, delete or tweak to your heart’s content. Ready-to-go downloadable handholding! To help you out, I've added some of my own recommendations (based on industry-recognized conventions) and offered choice where appropriate. What’s included in a style sheet? You can include anything you want but a solid, usable style sheet that'll really help you keep an eye on what's going on will include at least the following:
Some writers like to have everything in one place; others prefer to have several documents, each of which records different types of decisions, and toggle from one to another. It’s your choice – whatever helps you work most productively. So, for example, you might create different sheets for the following:
Additional uses A style sheet really comes into its own if you're writing a series. Not only will you have a reminder of the places, people and events in the previous book(s), you'll also be able to prevent accidental inconsistency or repetition. I've proofread series for both indie writers and mainstream publishers. The authors hadn't kept a written record of what had gone before, and different copyeditors had been used for each book.
Copyeditors and proofreaders can spot these problems when they occur within a single book, but if they weren't hired for the previous novel(s), they'll be ignorant of inconsistency or repetition across the series. Your style sheet will enable them to flag up potential errors. In other words, a style sheet won’t just help you. It’ll help those who assist you, too. And the more we know about what you want, the better the service we can provide for you. Rules versus preferences Your decision is final at the end of the day. And while I and my colleagues can give you advice based on industry-recognized style manuals such as The Chicago Manual of Style or Oxford’s New Hart’s Rules, those resources are not the law (though they are excellent!). Rather, they’re reference points that help writers and editors bring clarity, consistency and readability to text; they’re usually based on preference and convention, not rules (despite the title of the Oxford guide mentioned above!). If you're not sure which particular element of style will suit your book best, talk to an editor.
The thing to keep in mind is this: inconsistent styling will distract the reader and move them away from what they should be engaged with – your story. If you have any questions about issues of style, drop me a line in the comments. Even if I don’t know the answer off the top of my head, I’ll know where to find it and advise you accordingly. Here’s your style-sheet template as promised. Simply click on the image below to download it. I hope you find it useful. Until next time ... 
Can you proofread your own book? Here's my advice on what can be done, and how you can do it.
Truly, nothing beats a second pair of eyes on a piece of text, short or long. I know this all too well because I’m a professional proofreader and copyeditor, but I also write – books (yup, I've self-published four times), guides, booklets and blog posts.
And I miss stuff – not because I have a problem with grammar, punctuation or spelling, but because I’m too close to the text. I see my own writing in terms of the ideas I want to convey rather than the text in front of my eyes. That’s why I hire fellow proofreaders and editors to help make my written materials the best they can be. I don't expect those people to guarantee perfection but I do expect to them to ramp up the quality (and they've never failed me). Here’s another thing I know – the better shape the file's in, the better the price. Editors and proofreaders are professionals and, though we love what we do, we have bills and mortgages too. So, very broadly speaking, the more intervention needed, the higher the fee. There are things every writer can do to tidy up a piece of text by themselves, though. I’ve compiled them in one handy resource: The Author’s Proofreading Companion. The steps in this toolkit won’t replace a rigorous professional developmental edit, line edit/copyedit and final prepublication proofread, but they will help rid your file of some of the nasties! Here’s what the Companion shows you how to do:
Just click on the image below to get your FREE copy! 
Hope it helps! And come back soon for more handy tips and advice designed especially for beginner writers.
Changing famine into feast ... quickly I discussed some of the problems of relying on one editorial client back in 2013. The issues I raised then are as valid today as they were four years ago, perhaps even more so given the current economic and political climate (both here in the UK, and elsewhere). 
This article revisits the problem and includes an emergency business-promotion plan.
The booklet, SOS editorial marketing strategy: Quick fixes for big emergencies, is free to download. I sincerely hope it helps you if you need some inspiration during tough times.
Why one client isn’t enough
Having only one client when you’re an editorial business owner is problematic for two reasons:
The client-losing editor You can lose clients for reasons completely beyond your control, including:
The client-reliant editor There are several reasons why you might become reliant on a client:
On paper, those are good reasons to work for a client. However, if it’s your only client, and things turn sour, you have a problem:
If you have only one client, you have no choice – nowhere else to shift your focus, no one else with whom to negotiate, no one else from whom you can accept improved pay or working conditions, and no opportunity to phase out the one (now problematic) client on whom you rely. Emergency marketing strategy Whether you’ve lost your only supply of work or you’ve fallen into the trap of reliance on a now unsatisfactory client, there is action you can take immediately. Here’s the free SOS editorial marketing plan I promised. Just click on the image to download. 
The work you do … and the work you do to get the work you do
If you’re a freelance editorial pro, you’ll always have two jobs:
It’s essential to protect your future interests by building a portfolio of several clients rather than focusing all your energies on one. If you put all your eggs in one basket and things go pear-shaped, the impact on your editorial business, never mind your emotional wellbeing, could be devastating. If you’re not facing an emergency, you can afford to spread your business promotion over a longer period and focus on slower-burn activities such as content (value-adding) marketing. But if you are in crisis mode, there is action you can take right now that, with commitment, will generate positive responses. You’re not a newbie – you have experience and you’ve already proven your ability to acquire a client. That’s a great position to be in, so use it to your advantage! Good luck!
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.
Developmental editing, line editing, copyediting, proofreading ... what on earth is the difference and what's best for you when self-publishing?
This post featured in Joel Friedlander's Carnival of the Indies #79
A potted guide to the different levels of editing ...
If you’re a beginner writer and you’re planning to self-publish, you’ll be thinking about getting your book fit for market. Some of you might not realize that there are different levels of editing. And even if you do, you might be fuzzy about what distinguishes each service or what it’s usually called. No shame in that, believe me – even among professional publishers and independent editors the terminology differs. Consensus be damned! The irony that this lack of clarity and consistency exists in a profession that prides itself on, well, clarity and consistency isn’t lost on me or my colleagues! In an effort to untangle the issue, I’m offering you a potted guide to the different levels of editing – what each one deals with, what you might expect it to be called, and the questions to ask when you’re sourcing editorial help. At the bottom of the article is a PDF that you can download to your preferred device and refer to whenever you want. The basics Think of the editorial process like a play with several acts: writing, drafting, sourcing feedback from beta readers, self-editing, developmental editing or manuscript evaluation, line editing, copyediting, proofreading, publishing. The elements in bold are what we’re focusing on today. In a nutshell Basically, there are two levels of work going on – the macro and the micro.
What terms should you use when sourcing editorial help? There’s a question! My advice is that you explain what you want rather than worrying too much about what it’s called. This is because different editors define their services in different ways. Here are some examples:
Sorting out what you need
So, that’s it for now. I hope you’ve found this discussion of the different levels of editing useful. If there are particular questions that you want clarification on, drop me a line and I’ll do my best to answer them. As promised, here’s your potted guide! Just click on the image to download it to your device. 
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. 
Deeply delicious promo tools!
I came across marketing masters Andrew and Pete when I was doing research for my Content Marketing Primer. I’ve been following them avidly since, watching, reading and learning from them as they teach people like me and you how to make our editorial business promotion more interesting and accessible (which in turn will help us to be more engaging and discoverable). To give you a taster, I’ve chosen three of my favourite Andrew and Pete resources. I picked the following blogs/videos not just because I think the advice makes sense or because it’s presented beautifully (which it does and it is) but because I’ve implemented it and believe it works. Oh, and be ready to hear the word ‘awesome’ used a lot (I think it’s their favourite)! 
Creating high-quality images for online promotion can be tricky if you’re not a design guru and don’t have access to expensive, top-notch software. I’d played around with Word, Publisher and PowerPoint because they’re already on my desktop, but the output was okayish at best. Then I found Canva and was converted.
Still, I wasn’t getting the best out of this excellent tool, mainly because I’m a fiction proofreader and copyeditor, not a designer. Andrew and Pete to the rescue … I did exactly what they told me to do. And it worked! I was really chuffed with my first attempt – a really high-quality image that I’ll use as a booklet pic for my April article on client loss and emergency marketing. I reckon it’s my best pic ever and it gave me confidence. So then I updated my Twitter, LinkedIn and Facebook banners using the same method. And I've also played around with the idea in this blog post. Sky's the limit, I reckon! I recommend you have a go. Get it here: How to Create Social Media Graphics (video and blog) 
If, like me, you’re committed to creating blogs posts with substance (no soundbites and clickbait for us!) then you, too, might end up with a lot of text.
The audience for The Proofreader’s Parlour expects that substantive content, but could I make it more interesting without compromising on tone and detail? Andrew and Pete's post made me think about not only how I might use images more creatively (see 1 above) but also how I might complement, rather than change, what I’m already doing with multimedia. I’ve still some way to go before I make full use of their advice but I’ve started (see 1 above) and plan to develop this aspect so that I can make much more of my content accessible to multiple readers with multiple preferences. What really grabbed me is the concept of taking the key points of a written message and delivering them in alternative formats. Many of us aren’t new to embedding templates, screencasts and instructional videos into our blog posts, but Andrew and Pete have inspired me to expand the ways in which my readers can access the core textual content in my blogs, too. If you have substantive text-based posts that your visitors return to often and your editorial blog’s heavy with content, some inconvenient trawling might be required by your readers to locate that information. Repurposing sections of the material in, say, booklet form turns a post into a tool, because the valuable stuff you’ve created can be downloaded onto your readers’ chosen devices and accessed at their convenience. Get it here: How to Write Better-Looking Blog Posts (blog, video and booklet) 
I overhauled my home page after reading this post.
Get it here: Home Page Design | Making Your Home Page a Knockout (blog, video and checklist) ... So those are my top tips to introduce you to the world of Andrew and Pete. I love their full-on and fun style of sharing their wisdom. It’s engaging and inspiring. The biggest pull, though, is their handholding approach. They assume no prior knowledge, so even if you’re a newbie marketer you, too, can follow their step-by-step guidance. I hope you’ll find ways to incorporate their advice into your own marketing journey. If you’re nervous about business promotion, just remember that you don’t have to do everything in the zany way they do it! Take the core learning points and decide how you might use them in a way that feels comfortable for you, works with your brand, reflects your business goals, and engages with your clients. There’s plenty more on offer via the Andrew and Pete website. And you can find them on Twitter at @AndrewAndPete. Enjoy!
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.  Woo hoo! Paul Beverley is now creating screencasts in which he demonstrates how to get the best from some of his wonderful macros. At the time of writing, the following are available via YouTube:
You can download all of Paul's scripts via his book, Macros for Editors. Louise Harnby is a professional proofreader and copyeditor. She curates The Proofreader's Parlour and is the author of several books on business planning and marketing for editors and proofreaders. Visit her business website at Louise Harnby | Proofreader, say hello on Twitter at @LouiseHarnby, or connect via Facebook and LinkedIn. |
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I'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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