Monthly Archives: June 2014

19 things you didn’t know about Royal Holloway London

While you’ll spend most of your time at the SfEP conference attending seminars and workshops and getting together with colleagues, it’s always useful to learn a bit about the venue too, so we’ve put together a few interesting facts about Royal Holloway London. If nothing else, sharing some of this knowledge with another conference delegate could make a helpful conversation starter.

London Royal Holloway - the venue for the 25th SfEP annual conference 13-15 September 2014

London Royal Holloway – the venue for the 25th SfEP annual conference

 

 

 

 

 

 

  1. Royal Holloway College was founded by self-made millionaire Thomas Holloway, who made his fortune in patent medicines.
  2. It was opened on 30 June 1886 by Queen Victoria as an all-women college.
  3. Royal Holloway was admitted as a School of the University of London in 1900, when it was constituted as a teaching university.
  4. Male students were not admitted until 1945, when the doors opened to male postgraduate students.
  5. Royal Holloway College did not become fully co-educational until 1965.
  6. Royal Holloway merged with Bedford College in 1985 and the Royal Holloway Bedford New College was inaugurated by Her Majesty Queen Elizabeth II in 1986.
  7. The imposing Royal Holloway College Grade 1 Listed Founder’s Building was inspired by the sixteenth-century Château de Chambord in the Loire Valley, France.
  8. The Founder’s Building was designed by architect William Henry Crossland.
  9. Royal Holloway was used as the Olympic Village for Rowing in 2012.
  10. Alumni of Royal Holloway College (including Bedford College) include George Eliot (aka Mary Anne Evans), Professor David Bellamy, KT Tunstall and Lenny Henry.
  11. The Royal Holloway College campus is set in 135 acres of parkland in Egham, Surrey. Click here for a virtual tour of the campus.
  12. Royal Holloway was ranked 102nd in the 2013/14 Times Higher Education World University Rankings and 12th overall in the UK.
  13. The Founder’s Building is home to the Picture Gallery, which houses over 70 paintings from the High Victorian period in the Royal Holloway art collection. Notable artworks include William Powell Frith’s The Railway Station, John Everett Millais’ Princes in the Tower, and Edwin Long’s The Babylonian Marriage Market.
  14. Royal Holloway has over 9,000 students from more than 200 countries, and 1,525 members of staff.
  15. The Magna Carta was sealed by King John I just down the hill from Royal Holloway at Runnymede in June 1215.
  16. The North Quadrangle of the Founder’s Building contains a statue of Queen Victoria.
  17. The Founder’s Building was featured in the film Howard’s End.
  18. The Royal Holloway College library contains over half a million volumes and has 630 reader spaces.
  19. Royal Holloway has a renowned choir and is the only university that still maintains a tradition of daily sung morning services.

If you want to find out more about Royal Holloway College while at the SfEP conference, why not investigate the Heritage Open Day on Sunday 14 September?

Joanna Bowery

Joanna Bowery is the SfEP social media manager. As well as looking after the SfEP’s Facebook, Twitter and LinkedIn accounts and the SfEP blog, she is a freelance marketing and PR consultant operating as Cosmic Frog. Jo is an associate of the SfEP and a Chartered Marketer. She is active on Facebook, Twitter, LinkedIn and Google+. In her spare time, Jo enjoys rugby (although she has retired from playing) and running.

Proofread by Jane Hammett, an advanced member of the SfEP.

The views expressed here do not necessarily reflect those of the SfEP.

Don’t forget the ‘old’ ways: marketing via letter writing

Writing letters is an overlooked marketing tool

By Louise Harnby

In a recent conversation about marketing with my colleague Rich ‘An American Editor’ Adin, I was reminded of how ‘sometimes the old ways are the better ways’ (Adin, personal correspondence).

Take old-fashioned snail-mail marketing. Sending letters is still as powerful a marketing tool today as it was 50 years ago. So why is this still a strong proposition? Might it even be a stronger proposition than email marketing?

10 reasons to write a letter

1. Better response rates: Crawford Hollingworth, in ‘Slow snail mail – why the tortoise is still beating the hare’, notes that ‘[r]esponse rates to letters are typically 30 times better then email – around 3.4% for direct mail, compared to 0.12% for email in 2012’. Letters take more time and effort, but those numbers alone provide a persuasive argument for using your postie! I’d recommend reading Hollingworth’s article in full. The author uses the lenses of psychology and behavioural science to consider why the letter is still a great proposition when it comes to getting someone’s attention.

2. Permanence: A letter is a physical thing – a piece of paper – and that means it can be physically moved around and read in multiple places. It can also be filed in a manner that isn’t deletable with one finger. This gives it permanence. You may not get positive results to your letter-writing campaign straight away, but having your information filed in the traditional way means it’s likely to survive longer in a drawer than it will in a digital inbox.

3. Psychology of perceived effort: There’s something about a letter that tells your customer you’ve made an effort. In reality, if you’re crafting an email designed to solicit work, you’ll take just as much care over the content. But it’s the perception that counts here. Sending a letter tells the customer that you’ve done more than craft the content – ‘letters can evoke a greater feeling of commitment in us. We acknowledge the time and effort someone has put into writing to us, to stamping and posting the letter and this can make us feel more committed to responding’ (Hollingworth, n.d.). A letter offers the customer the personal touch – ‘[r]eceiving a tangible, physical item such as a letter is usually experienced as a more personalized and involved form of outreach than receiving an email or SMS’ (SpirE-Journal, 2010).

4. Differentiation: When you send a letter you make yourself stand out precisely because you, well, send a letter. ‘These days 99% of correspondence is through email. So, a typed and mailed note with an attached résumé may just end up in the right hands,’ says Paul Gumbinner (2013). I’d add a caveat to this: I wouldn’t take the chance of a letter just ‘end[ing] up’ anywhere – it needs to be addressed to a named person for maximum impact. Nevertheless, Gumbinner’s point is that letters aren’t the norm so, when you use one to put yourself in front of a potential client, you differentiate yourself.

5. Damage limitation: A letter can be handed from one colleague to another, or moved from one desk to another, without damaging the readability of the content. Most of us will have been on the receiving end of the passed-around email that’s become something other than what it started out as. Yes, I’m talking about chevrons. When you send an email there’s a risk that your beautifully crafted message will become corrupted by a plethora of ugly characters, all of which distract the reader’s eye from the reasons why they should hire you as their editor or proofreader. I’d repeat the caveat above – the letter does need to be correctly addressed. Too many pairs of hands forwarding it to your key contact could mean it ends up looking tatty, so do the research beforehand to ensure you have the right name on the envelope.

6. Marketing eye candy: There’s no point in pretending that looks don’t count. They do. And emails are boring. The only way to make them attractive is to attach something, and that requires the receiver to hit yet another button. To do that you need to have already piqued their curiosity. With snail mail, the envelope itself piques their curiosity because it’s not the usual method of communication these days. Furthermore, not only can you design a letter so that it’s attractive, but you can also include additional items, e.g. a seasonally designed, branded postcard, a brochure or a business card, thereby making the whole package more interesting – what Hollingworth (n.d) calls ‘behavioural nudges’. Sending letters may be old-fashioned but it has the potential for creativity and inventiveness that’s very much in the ‘now’.

7. Absorption: Yes, email is hugely convenient – I cannot conceive of being without it – but letters are harder to ignore. Compare the clutter of the email inbox to something physical on the desk. Most busy business professionals’ inboxes are jammed with emails from all and sundry. That, says Gumbinner, makes email ‘totally uninvolving. Some executives literally receive hundreds a day. They skip from one to another. Some are barely read, if at all. Few are absorbed.’ Standing out to your customer is about grabbing their attention and drawing them in. If they’re not absorbed in the message you’re trying to communicate, you’re less likely to secure editorial work from them.

8. Destruction factor: It takes more effort for your customer to crumple and toss an appealingly designed letter and CV/brochure than it does to hit a ‘delete’ button on a keyboard – not much more, but just enough to give you an edge, especially when combined with the absorption and eye-candy elements mentioned above.

9. Sensory impact: Your customer spends a lot of time at their desk and a lot of time looking at their screen. Thinking about differentiation once again, consider how you might be offering your potential client a little added value by writing to them. ‘A physical letter allows at least one extra sensory experience, namely the touch and feel of the paper,’ notes SpirE-Journal (2010).

10. Taking advantage of down time: Snail mail allows your customer to kick back and relax away from the screen for a few minutes. They have to pick up the envelope, open it and then look at the content. That means they are focused on what’s in their hands as well as what’s hitting the back of their retinas. According to SpirE-Journal (2010), ‘Snail mail, unlike eDM [electronic direct mail], has a higher chance of getting read when the recipient is more relaxed.’ That’s good for you, because the customer is more likely to absorb themselves in the detail of the fabulous editorial services you’re offering!

5 things to do

1. Target a named person: Remember to do the research beforehand (by email or phone) to ensure you can put the right name on your envelope. ‘If you want to make a good impression on the person in charge of hiring, you don’t want your letter and CV to look like it was used to wrap someone’s lunch by the time it ends up on their desk’ (Harnby, 2014). Precise, targeted addressing takes extra work but will yield dividends in terms of response.

2. Think about the content: It’s not just about making sure the letter gets to the right person; it’s about holding that person’s attention once they’re reading it. When thinking about what to include in your letter and how to structure the content, you may like to consider my adaptation of Kevin Daum’s differentiation–solution–empathy framework for letter writing (Harnby, 2014: Chapter 20, ‘Going direct’).

3. Build a mailing list: As you acquire the targeted names and addresses of your potential client list, record the information so that you build a mailing list. Having a mailing list is important because it enables you to market repeatedly to the same customers (Adin, personal correspondence). Why? Because clients don’t always respond the first, second or even third time round. That doesn’t mean you’re not a good fit for them. If your skills match theirs, they may just have forgotten you or been too busy with other things. Furthermore, those clients who do respond but who say their editorial freelancer lists are currently full will need a further nudge several months down the line. Having a mailing list takes the pain out of the re-mailing process because you’ve already done all the research.

4. Test: Carry out trials to explore the impact of posting your letters at different times of year, with different enclosures, tweaked unique selling points or alternative postscripts. Different approaches may yield different responses and help you to hone your letter-writing craft and improve your positive response rate.

5. Track: You won’t know how effective your letters are if you don’t keep track of when you sent them, to whom you sent them, what you tested and what the results were. It’s not just about tracking positive responses; it’s also important to keep a record of other future potentially positive outcomes, e.g. ‘we’re keeping your details on file’ or ‘our bank of freelancers is full at the moment, but thanks for getting in touch’. Those are very different responses to ‘thanks but no – we don’t use external proofreaders’, even though the immediate outcome in terms of work is negative. And all of those responses mean something different to the non-responder, who may simply have not got round to contacting you. Re-mailing non-responders and ‘on file or full up’ responders is a worthwhile exercise, whereas contacting the non-user is a waste of a stamp and a waste of your time.

Multiple tools, multiple channels

None of this is to say that you should not exploit opportunities to put yourself in front of potential clients using digital tools. I think you should use these methods of making yourself discoverable. However, don’t assume that there is only one way to make first contact with a publisher, a business or an agency. Smart marketing involves exploiting multiple channels, some of which are bang up to the minute, and some of which have been powerful and effective tools of communication for generations.

Create a website, send emails, explore Google Authorship, build social media networks, make telephone calls, consider video testimonials, advertise in online directories, create business cards, blog … do all these things and more if you feel they’ll put you in front of your customer. But don’t forget the humble letter. You might be surprised at just how much business it can generate for you!

References

Gumbinner, Paul (2013). Making snail mail work for you [online], 2 April 2013. Available from View from Madison Avenue: http://viewfrommadisonave.blogspot.co.uk/2013/04/making-snail-mail-work-for-you.html.

Harnby, Louise (2014). Marketing Your Editing & Proofreading Business (in association with the Publishing Training Centre).

Hollingworth, Crawford (2013). ‘Slow snail mail – why the tortoise is still beating the hare’ [online], 15 July 2013. Available from the Marketing Society: https://www.marketingsociety.com/the-library/slow-snail-mail-–-why-tortoise-still-beating-hare.

SpirE-Journal (2010). ‘The Re-emergence of Snail Mail’ [online]. Available from Spire Research & Consulting: http://www.spireresearch.com/wp-content/uploads/2012/02/the-re-emergence-of-snail-mail2.pdf.

Louise Harnby

Louise Harnby

Based in the heart of the Norfolk Broads, Louise Harnby is a professional proofreader with 23 years’ publishing experience. An Advanced Member of the Society for Editors and Proofreaders (SfEP), she specializes in providing proofreading solutions for clients working in the social sciences, humanities, fiction and commercial non-fiction. Her customers include publishers, project management agencies, professional institutions and independent writers. Louise is the curator of The Proofreader’s Parlour and the author of Business Planning for Editorial Freelancers and Marketing Your Editing & Proofreading Business. Visit her business website at Louise Harnby | Proofreader, follow her on Twitter at @LouiseHarnby or find her on LinkedIn.

Proofread by Jane Hammett, an advanced member of the SfEP.

The views expressed here do not necessarily reflect those of the SfEP.

London Royal Holloway - the venue for the 25th SfEP annual conference 13-15 September 2014

10 ways to get the most out of the SfEP annual conference

London Royal Holloway - the venue for the 25th SfEP annual conference 13-15 September 2014

The 25th SfEP annual conference takes place at London Royal Holloway from 13-15 September 2014

By Joanna Bowery

Whether you’ve already booked your ticket or you’re still considering whether to go, here are ten ways to get the most out of the Society for Editors and Proofreaders (SfEP) annual conference.

1. Set goals. Think about what you want to gain from the conference and how this links with an area of editing or proofreading you’d like to find out more about or want to get involved in. Look at the conference programme and write a list of things you want to learn, questions you’d like to be answered and people you want to meet. Once you’ve written down your goals, review them after the sessions at conference and again when you get home to see if you’ve achieved them.

2. Book early! Get in early to book your preferred workshops and seminars; online booking opens on 23 July and the sessions are allocated on a first come, first served basis. When choosing your sessions, don’t just go for the ones where you would feel most comfortable: choose one session that could introduce you to new ideas or subjects.

3. Prepare. Research the sessions and the speakers, to find out what they might be talking about and to help you come up with questions, both in the sessions and when you’re socialising. When you arrive, check out the delegate list. Is there a name from the SfEP forums or the SfEP social networks – Facebook, Twitter and LinkedIn – that you recognise? Now is your chance to meet them in person. Familiarise yourself with the Royal Holloway campus map, to reduce the risk of getting lost.

4. Ask questions. Don’t be afraid to ask questions during the sessions, especially if it helps you develop your knowledge of an area of editing or proofreading that you identified when you set your goals. Outside the conference events, asking questions of everyone you meet is the best way to start a conversation.

5. Be approachable. If you are engrossed in your phone or look grumpy, you won’t get to talk to anyone. Make eye contact and smile and you’ll soon get chatting to others. When you sit down, speak to the person next to you. If you’re nervous about ‘networking’, practise one introductory sentence about yourself and then have ready a couple of questions. ‘Where have you come from?’, ‘What have you enjoyed the most so far?’ or ‘What session are you most looking forward to?’ are easy openers that can get a conversation started. And don’t forget to hand out – and ask for – business cards, so you can follow up on your new contacts after the conference.

6. Join the conversation online. Use the #SfEP14 tag and follow the hashtag on Twitter. Chatting online before the conference can make it easier to meet delegates in real life. It can also be fun to discover others’ perspectives on the conference and sessions. Also, by talking about the conference on social media, you will be showing your professional contacts that you are committed to professional development by attending the conference.

7. Socialise. All work and no play can make for a very dull conference. Informal chatting to colleagues and potential clients helps to cement connections and makes you more likely to keep in touch after the conference. As well as going to the gala dinner or for a drink after the sessions, make an effort to eat with people you haven’t met before, and be confident enough to strike up conversations. One of the best things about the SfEP conference is that it is an opportunity to meet other freelance and in-house proofreaders and editors and to share experiences and advice. So make the most of the opportunity to make or catch up with professional contacts; this can often lead to future business opportunities and friendships too.

8. Think about what to wear. While you may be sitting down for workshops and seminars, you will also be doing a fair bit of walking and standing. Wear comfortable shoes and clothes, so you can focus on the sessions and on meeting new people and catching up with old friends, not on your throbbing feet after a day spent wearing new shoes!

9. Make notes. Remember to bring a notebook so you can jot down some notes about what you learned in the sessions and who you met. After the conference, compile your notes into a report. Why not share your experiences by posting a blog or contributing to the SfEP conference report?

10. Have fun! Enjoy your time out of the office, developing your knowledge, meeting new people and – of course – celebrating 25 years of the SfEP annual conference.

The SfEP 25th annual conference – Editing: fit for purpose – takes place on Saturday 13 –Monday 15 September 2014. You can book tickets until 18 July.

What advice would you add to help delegates make the most of the SfEP conference?

Joanna Bowery social media manager at the Society for Editors and Proofreaders (SfEP)

Joanna Bowery is the SfEP social media manager. As well as looking after the SfEP’s Facebook, Twitter and LinkedIn accounts and the SfEP blog, she is a freelance marketing and PR consultant operating as Cosmic Frog. Jo is an associate of the SfEP and a Chartered Marketer. She is active on Facebook, Twitter, LinkedIn and Google+. In her spare time, Jo enjoys rugby (although she has retired from playing) and running.

Proofread by Jane Hammett, an advanced member of the SfEP.

The views expressed here do not necessarily reflect those of the SfEP.

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Computer tools for proofreaders

Computer tools for proofreaders

Computer tools for proofreadersThanks to continuing developments in computer technology, there are more and more tools available for editors, but is there any help for proofreaders? The short answer is yes. To start with, there are tools for on-screen mark-up of PDFs, but they only give you a more efficient ‘pen’ to put your mark-up on the ‘paper’. To see how computers can help more fundamentally, we need to think about what you, as a proofreader, actually do.

Obviously, you have to read every word of the text, to check that it conveys the author’s meaning properly. But you also have to watch out for all sorts of other things: spelling, punctuation, hyphenation, layout glitches, numbering, etc. And that’s just the words – there are also figures, pictures, tables, etc. to check.

You have a lot to think about as you read, and you can easily be distracted from the meaning of the text by the smaller, mechanical changes needed, or you can miss some of the mechanical changes while concentrating on the meaning. This is where using computer tools can help, because they are good at dealing with the routine changes so that you can concentrate on the communication of the author’s ideas. You can rely on the computer, knowing that it will work consistently, without being distracted by the phone or by the cat walking across your keyboard.

By ‘computer tools’ I’m talking about powerful programs that you can buy, such as PerfectIt, as well as the sort of pre-programmed macros that I use. Now, to many people a ‘macro’ is just ‘a shortcut to a task you do repeatedly’, to quote one website, but pre-programmed macros are far more powerful and versatile than that.

There are plenty of pre-programmed macros available, and you even can tailor them to your own way of working with very little programming knowledge – Jack Lyon’s Macro Cookbook is a very useful resource.

So, the main way that computer tools help me in proofreading is by analysing the text as a whole and alerting me to issues of (in)consistency, and they do so before I start to read. Am I the only person to have made a hyphenation decision (say, changing ‘non-linear’ to ‘nonlinear’) based on Chapters 1 and 2, only to find that Chapters 3 to 12 are consistently the other way round? What a waste of time! Do I undo my changes in Chapters 1 and 2, or persist in deleting all the hyphens from ‘non-linear’?

Now, I can’t tell you the ‘best’ way to use computer tools, because every job is different; proofreaders are all different too, in the way they like to work. And I certainly can’t give you unbiased advice, because the only tools I use are my own home-grown macros, but I hope I can give you an idea of what’s possible. Here are some areas where macros can provide aids to consistency – the macro names in italic will allow you to find details of them in my free book, Macros for Writers, Editors and Proofreaders:

• Hyphenation – HyphenAlyse provides a list of all the hyphenated words (or potentially hyphenated words, e.g. nonlinear) in a document, showing how often they appear as a hyphenated word, two words, or one word (e.g. sea-bed, sea bed or seabed).

• Proper nouns – ProperNounAlyse creates a list of proper noun pairs that could possibly be variant spellings of one another, and how often each occurs, e.g. Brinkman (3), Brinkmann (1).

• Spelling – With SpellingToolkit, you can create a copy of the document (in Word) with all the likely misspellings highlighted, and IStoIZ or IZtoIS will indicate all the -is/-iz inconsistencies, e.g. organise/organize.

• Other inconsistencies – DocAlyse creates a list of the frequency of other issues, such as inconsistencies in capitalisation, alternative spellings, and serial (or not) commas.

Other tools that can be used for proofreading include MatchBrackets, MatchSingleQuotes, MatchDoubleQuotes and AuthorDateFormatter.

Using these tools does take time and effort – both in learning how to do it, and also in implementing them on a given job – so only you can decide if it’s worthwhile. Certainly, the longer the job, the bigger the pay-back from the time spent in preparation.

But, regardless of the time saved, if these tools enable you to produce a better standard of work, it seems to me to be a good investment.

Members and associates of the Society for Editors and Proofreaders (SfEP) can find out more about macros on the SfEP discussion forums.

Which computer tools do you find most useful when proofreading?

Paul Beverley

Paul Beverley

At 65, Paul Beverley doesn’t want to retire – he finds freelance proofreading and editing far too enjoyable. He loves polishing text for optimum communication, and finds it very satisfying to use his programming skills to write macros that increase his own and other people’s efficiency and effectiveness. As an OAP with government support he can also cherry-pick his jobs – a great privilege.

 

Proofread by Jane Hammett, an advanced member of the SfEP.

The views expressed here do not necessarily reflect those of the SfEP.