On the Basics: How editors (and proofreaders, writers, photographers, graphic artists, etc.) get referrals and jobs

Ruth E. Thaler-Carter, Owner

An American Editor

The other day, I got a private message from a member of a Facebook group that I own, offering to provide ghostwriting and editing services and asking me to refer them for projects that I might not be interested in.

This was someone I know nothing about, have never met either virtually or in person, who hasn’t posted to the group in question, and who clearly knew nothing, or not much, about me or they wouldn’t have offered services I’m unlikely to use … essentially, a stranger whose training, skills and experience are total unknowns.  A stranger asking me to put my name and reputation on the line by hiring them or referring them to my current or prospective clients.

My response might have been on the brusque side, but so be it: I said that I do my own writing and editing, and that if I need to refer someone for projects I might turn down, it would be only to people I know. Her response: “… if everyone was like you, other editors won’t ever get any job or referral …”

My response to that: “Not true. People would still get referrals and jobs — I get them all the time — from colleagues they know through professional associations and other connections. Once someone is established as skilled and knowledgeable, work comes to them. That’s networking, at least when it’s done right.”

Those who know me even a little bit know that I’m pretty generous with advice and referrals, and have been for many, many years; I’m not called the Queen of Networking for nothing. That aside, the exchange does raise the interesting and useful question of how editors, and other members of the publishing world, do get jobs, clients and referrals.

I’ve discussed aspects of this in previous posts, and some of our subscribers have seen similar conversations in various other places — association e-mail discussion lists and forums, Facebook and LinkedIn groups, newsletters from colleagues and organizations, even books. It’s worth a revisit, though, because obviously some people still don’t “get it.”

Whence referrals?

Referrals come from a variety of sources. In my experience, referrals come from clients who like my work and pass my name and contact information to their connections who need someone to do similar work; colleagues who meet me in person when I speak at conferences or electronically when I present webinars, or who know me through my active and visible membership in about a dozen professional associations; and even through family and friends who have no connection with the publishing world but know me from personal connections (including grade school and high school!).

What do they all have in common? They know me, or they know my work. They know me because I’m more than what I call a “checkbook member” of an association; I contribute to its newsletter, discussion platforms, events, etc. They know me because I host this platform and write about aspects of doing editing and other editorial work here (and elsewhere). They know me because they see my posts to Facebook, LinkedIn and association outlets. They know me because they’ve attended or at least heard about my “Be a Better Freelancer”^® conference.

Even if we haven’t actually met, they can feel confident that referring me to someone they know won’t make them look bad.

What people don’t “get”

What many newcomers to this world (and that of any profession or industry, when you think about it) is that you don’t “get” just by asking, and that networking is a two-way process.

You have to prove yourself. You can introduce yourself to a new audience, large or small; organization, group or individual; but that isn’t enough. You have to show that audience what you do and how well you do it. You have to demonstrate skills and knowledge. You have to let people know about your training and experience.

Most importantly, you have to contribute: Answer colleagues’ questions (accurately!), provide resources, present information. Lurking in the background might provide you with great advice, but it isn’t networking, nor is jumping into a new environment by asking for referrals and subcontracting without having shown that you’re skilled enough to earn them.

Yes: earn. Referrals and recommendations are earned. They aren’t presents. They aren’t rewards for simply joining a community. They are earned by proving you can do the work, do it well and make the referring person proud of their connection to you. They often come in over the transom, so to speak: I’ve received quite a few referrals that I didn’t ask for (which is always a good reminder to be more proactive about asking clients and colleagues to refer me to their connections). That’s one reason it’s so important to establish a strong reputation for a type of work or knowledge: You never know when or how it will pay off.

How to be referred

While referrals do often come out of the blue, you can be proactive about getting them. Once you have enough work and good relationships with clients and colleagues who know about that work, there’s nothing wrong with asking for referrals; in fact, it’s a good idea and often your best bet. Not everyone will assume that you’re looking for a new job or project — people might assume you have plenty of freelance work in hand or are happy and fulfilled in a full-time, in-house job. Sometimes we have to tell our clients, colleagues, family and friends that we are or might be available. You can also ask for LinkedIn recommendations and testimonials for your website (because, of course, you have a website if you’re in business). Those who know you and your work are likely to comply.

It’s just that, again, and again and again, you have to earn the positive answer to the request. That’s why the best referrals and recommendations come from clients who appreciate your work and colleagues who feel like they know you, and why it’s so important to build up your professional image through genuine networking and self-promotion once you have something to promote.

While referrals are most likely to come from those who do know you on some level, people don’t have to meet you in person or work with you to become referral sources. If you become known for your knowledge through giving advice and answering questions in various platforms, and/or for your skills and experience, you could receive referrals from people you don’t actually know. And that’s fine. It’s a benefit of doing good work, developing a positive reputation and doing networking that works. Networking isn’t a closed circle of only the people you know now or in one way; it’s a constantly expanding world of contacts.

In the spirit of networking, colleagiality, recommending and referring, by the way, check out Jake Poinier’s blog posts for the National Association of Independent Writers and Editors (NAIWE; https://jakepoinier.naiwe.com/) and at his website (https://doctorfreelance.com/freelance-referrals-business/) about this topic. They don’t come more knowledgeable and generous than Jake!

The last word

Referrals don’t happen overnight. As with many aspects of any career, whether in-house or freelance, it takes time to build up enough of a reputation and portfolio to be referred to others. Be patient, put in the time and effort to let your light shine, and referrals will come to you.

How have you generated referrals? What do you suggest that colleagues do — and not do?

Ruth E. Thaler-Carter (www.writerruth.com) is an award-winning provider of editorial and publishing services for publications, independent authors, publishers, associations, nonprofits and companies worldwide, and the editor-in-chief and owner of An American Editor. She created the annual Communication Central Be a Better Freelancer^® conference for colleagues (www.communication-central.com), now co-hosted with the National Association of Independent Writers and Editors (www.naiwe.com) and sponsored by An American Editor. She also owns A Flair for Writing (www.aflairforwriting.com), which helps independent authors produce and publish their books. She can be reached at Ruth@writerruth.com or Ruth.Thaler-Carter@AnAmericanEditor.com.