An American Editor

February 22, 2017

Worth Noting: Value Marketing & the Editorial Business

A common mistake that editors make is that they do not give enough weight to the business side of their editorial business, thinking that if they edit manuscripts well, business will come with little to no marketing effort. Perhaps that was true 30 years ago (in my experience it was more true 30 years ago than it is now, but even 30 years ago it wasn’t all that true), but today — with all of the competition and the ease of entry into the profession — it is not. Today, marketing is a key part of a successful editorial business.

How to market, to whom to market, and what to market are the pillar questions that editors must face. Not so long ago, marketing amounted to preparing a resume and sending it out. Then when email became ubiquitous, email solicitation became the method of choice. No thought was given to how well these — or any other — methods worked; if the editor did some marketing and received a new project, the marketing effort was considered a success and was repeated during the next dry spell.

Alas, there is much more to marketing, and the more knowledgeable the editor is about the science and art of marketing, the more successful the editor will be in having a steady stream of business. In years past, I conducted regular marketing campaigns. They were planned and measured. The result was I not only did I have more work than I could handle myself, but I rarely had a day without a backlog of work nor a week without an inquiry as to my availability.

But I came to editing from a business route and so had some experience with marketing a service. What I didn’t have — and wish I had had — was Louise Harnby’s newest guide, Content Marketing Primer for Editors & Proofreaders: How to Add Value to Your Editorial Business (2017; £3.99).

Louise Harnby is a well-respected proofreader who also has a handle on the business aspects of proofreading business. Louise does not rely solely on passive marketing to promote her business; she engages in active marketing, too. Although she recognizes the importance of websites and other forms of passive promotion that require the person looking for her type of services to find her, she also recognizes the importance of active marketing. In her Content Marketing Primer for Editors & Proofreaders, Louise shares her insight into active marketing.

As Louise illustrates, marketing is much more than listing one’s services (passive marketing). Good marketing has a very active component that tells the potential client why the client needs services like those you offer and, more importantly, why those services are best obtained from you rather than from someone else. It is this that is the substance of content marketing.

Louise’s earlier books (Marketing Your Editing & Proofreading Business and Business Planning for Editorial Freelancers) provide more detail and a step-by-step guide to creating a business plan, but Content Marketing Primer for Editors & Proofreaders gives you the information you need to identify, create, and execute an active marketing plan for your editorial business.

Content Marketing Primer for Editors & Proofreaders discusses various types of content marketing (with some examples) and includes a framework that you can use to create your own content marketing plan, along with some case studies. Importantly, Louise discusses branding and timing — two very important parts of any marketing strategy that are often overlooked.

Recognizing that it is not enough to have a good marketing plan, Louise also offers advice on how to be seen among the crowd. Editors need to recognize that the editing profession grows daily as an increasing number of “editors” hang out their shingle and seek clients. The successful marketer is the one who is quickly spotted from among the sea of editors. Standing out is key and Louise offers advice on how to do so.

Louise Harnby’s Content Marketing Primer for Editors & Proofreaders: How to Add Value to Your Editorial Business is a guide that every professional editor who wants a successful editorial business should own and read, and implement its advice.

Richard Adin, An American Editor

(Note: I have no interest, financial or otherwise, in the Content Marketing Primer nor have I received any consideration in exchange for this review/mention.)

February 13, 2017

Worth Noting: eSense & AAE

The Society of English-language Professionals in the Netherlands (SENSE) publishes eSense, a quarterly e-magazine that is available to both members and nonmembers. The newest issue (44/2017) is particularly interesting (:)), as the cover story is an AAE essay I wrote last August, “On Language: The Power of Words.” eSense 44 is available directly or through the this link at SENSE’s website. For those of you interested in what our colleagues are doing, I encourage you to visit SENSE’s website and read its magazine.

Richard Adin, An American Editor

December 31, 2016

EditTools Holiday Special — Final Day

Today is the last day to take advantage of the EditTools holiday special.

The holiday special expires at 11:59 PM New York time today, December 31, 2016.

EditTools saves you time, increases accuracy, and increases profitability.

Purchase the current version of EditTools and receive the upcoming version 8 as a free upgrade (version 8 is expected to release sometime in January 2017). Among other things, version 8 will include a macro to check for duplicate references (for a preview, see EditTools: Duplicate References — A Preview). Want an overview of how to use EditTools? See EditTools & My Editing Process, a three-part series. The essay The 3 Stages of Copyediting: II — The Copyediting Stage discusses how EditTools fits within the editing process. Interested in other aspects of EditTools? Search AAE for other essays on EditTools.

Buy EditTools for $69 (plus tax where applicable) at wordsnSync (www.wordsnsync.com) and receive the Starter Datasets package — a $29 value — free. The Starter Datasets include several journals datasets, such as PubMed/AMA style, AMA with period style, ACS style, and Chicago/APA style, some with more than 200,00 entries, along with starter datasets for confusable words (e.g., there and their), language (British to American), Symbols Clicklist, commonly misspelled words, and more.

To get the Starter Datasets for free, you must purchase EditTools from wordsnSync and not in combination with any other program. The offer does not apply to purchases of the Editor’s Toolkit Ultimate package or to past purchases of EditTools.

For more information about EditTools, see EditTools at wordsnSync.

NOTE: A link to download the Starter Datasets will be sent to you with the registration number for EditTools. The Datasets are not downloadable from wordsnSync.

December 17, 2016

The EditTools Holiday Special

Time is running out for the EditTools Holiday Special.

The EditTools Holiday Special is now in effect. Buy EditTools for $69 (plus tax where applicable) at wordsnSync (www.wordsnsync.com) and receive the Starter Datasets package — a $29 value — free. The Starter Datasets include several journals datasets, such as PubMed/AMA style, AMA with period style, ACS style, and Chicago/APA style, some with more than 188,00 entries, along with starter datasets for confusable words (e.g., there and their), language (British to American), Symbols Clicklist, commonly misspelled words, and more.

To get the Starter Datasets for free, you must purchase EditTools from wordsnSync and not in combination with any other program. The offer does not apply to purchases of the Editor’s Toolkit Ultimate package or to past purchases of EditTools. The offer expires December 31, 2016 at 11:59 PM New York time.

For more information about EditTools, see EditTools at wordsnSync.

NOTE: A link to download the Starter Datasets will be sent to you with the registration number for EditTools. The Datasets are not downloadable from wordsnSync.

December 3, 2016

EditTools Holiday Special — Buy EditTools & Get Free Starter Datasets

The EditTools Holiday special is now in effect. Buy EditTools for $69 (plus tax where applicable) at wordsnSync (www.wordsnsync.com) and receive the Starter Datasets package — a $29 value — free. The Starter Datasets include several journals datasets, such as PubMed/AMA style, AMA with period style, ACS style, and Chicago/APA style, some with more than 188,00 entries, along with starter datasets for confusable words (e.g., there and their), language (British to American), Symbols Clicklist, commonly misspelled words, and more.

To get the Starter Datasets for free, you must purchase EditTools from wordsnSync and not in combination with any other program. The offer does not apply to purchases of the Editor’s Toolkit Ultimate package or to past purchases of EditTools. The offer expires December 31, 2016 at 11:59 PM New York time.

For more information about EditTools, see EditTools at wordsnSync.

NOTE: A link to download the Starter Datasets will be sent to you with the registration number for EditTools. The Datasets are not downloadable from wordsnSync.

November 26, 2016

Important: Facebook & LinkedIn Ransomware

Ars Technica reports a security flaw in Facebook and LinkedIn that can cause ransomware to be unleashed on your computer. Please read:

Are you feeling Locky? —
Locky ransomware uses decoy image files to ambush Facebook, LinkedIn accounts

for the details. Of course, the best protection against ransomware is to not download anything and to never open a file or attachment, but that is not real in today’s world. Consequently, I highly recommend two software programs. I use both and have no financial or other interest in either program, other than being a long-time user of each.

The first is BitDefender Internet Security, which includes ransomware protection. There is a special Black Friday deal which is accessible here:

BitDefender Black Friday Deal

The second is Sandboxie, which allows you to open nearly any program automatically in a sandbox. The result is that even if malware is downloaded, it is downloaded to a sandbox, not to your main operating system files. Even if opened, the files are in a sandbox and thus can be checked and deleted without ever exposing your computer to permanent harm. Sandboxie offers an inexpensive lifetime license.

Sandboxie Lifetime Licensing

Be safe, be aware.

Richard Adin, An American Editor

September 8, 2016

Worth Noting: AAE on LinkedIn

Filed under: Worth Noting — americaneditor @ 3:31 pm
Tags:

Now on LinkedIn: An American Editor

I am pleased to announce the opening of An American Editor on LinkedIn.

The group is an online “watercooler” where editors from around the world can gather and discuss with other editorial professionals topics related to the business of editing. Additionally, users of EditTools (www.wordsnSync.com) and Editor’s Toolkit (www.editorium.com) macros can ask questions about the best ways to use the programs and share tips, tricks, and datasets.

I also hope that publishers, packagers, and authors will use the AAE group to find professional editors.

The current moderators are Ruth Thaler-Carter, Jack Lyon, and me. We invite all readers of AAE to join us at LinkedIn. We look forward to discussing the business of editing with you around the “watercooler.”

Richard Adin, An American Editor

June 30, 2016

The Last Day for the AAE Discount

Filed under: A Good Deal,Worth Noting — americaneditor @ 4:00 am
Tags:

Today is the last day to take advantage of the AAE discount for the upcoming Be a Better Freelancer™ — Profiting in Publishing conference. For more information see “Worth Noting: A Super Deal for AAE Subscribers.”

If you have already decided to attend but still need to register, go to the special registration page for An American Editor subscribers now and lock in your AAE rate! (Remember to use the password: AAE-CC16.)

The AAE special discount ends today, June 30, so register now to save big.

Richard Adin, An American Editor

June 24, 2016

The Countdown Continues: Just 7 Days to Go

Filed under: A Good Deal,Worth Noting — americaneditor @ 4:00 am
Tags:

Just 7 days remain to take advantage of the AAE discount for the upcoming Be a Better Freelancer™ — Profiting in Publishing conference. For more information see “Worth Noting: A Super Deal for AAE Subscribers.”

If you have already decided to attend but still need to register, go to the special registration page for An American Editor subscribers now and lock in your AAE rate! (Remember to use the password: AAE-CC16.)

The AAE special discount ends June 30, so register now to save big.

Richard Adin, An American Editor

June 10, 2016

The Countdown Continues: Just 20 Days to Go

Filed under: A Good Deal,Worth Noting — americaneditor @ 4:00 am
Tags:

Just 20 days remain to take advantage of the AAE discount for the upcoming Be a Better Freelancer™ — Profiting in Publishing conference. For more information see “Worth Noting: A Super Deal for AAE Subscribers.”

If you have already decided to attend but still need to register, go to the special registration page for An American Editor subscribers now and lock in your AAE rate! (Remember to use the password: AAE-CC16.)

The AAE special discount ends June 30, so register now to save big.

Richard Adin, An American Editor

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