Category Archives: Marketing

Improve your website’s SEO and push it up the search results

Search engine optimisation (SEO) helps your website climb search engine result pages. In this post, Debbie Emmitt offers easy steps you can take to maximise the chances of your own website being noticed.

I love web data, so SEO is a constant source of fascination to me. That’s why I wrote my book Improve Your Editor Website. But I appreciate not every editor is a web nerd like me! Let me help you make sense of the world of SEO for your own website.

Why bother with SEO?

SEO is a must for any editor or proofreader who takes their online marketing seriously. What’s the point of having a website if no one can find it? Most web users don’t click to Page 2 of Google search results; few look past the top four or five results on Page 1. Do you?

Graph showing decline in click-through rate after Page 1

Graph from Advanced Web Ranking, showing the sharp decline in click-through rate (CTR) after Page 1 of search results, using statistics from August 2022.

The tips in this post will give your website a better chance of making it onto the first page of search results.

1. Write engaging, high-quality content

Google uses AI called RankBrain that notices dwell time (how long people stay on your page) and click-through rate (how many people click through to your page from search results).

Take a few minutes to ponder the following questions, then include the answers in your site content:

  • How do your services help people?
  • What do you offer that is unique? This may be connected to your services, to you as a person, or both.
  • What do more established editors who work on similar content to you include on their site that people may be searching for? (Only use their sites for inspiration; do not copy content under any circumstances. Not only is this highly unprofessional but also all online content is protected by copyright.)

2. Add alt text to images and captions to videos

Your page content needs to be readable by search engine spider bots (bits of code that ‘look’ at your site to determine what it’s about).

To please these critters, add meaningful alt text to your images to accurately describe the image content. Make sure videos have good descriptions, ideally with captions or a transcription, or both.

All this ‘behind-the-scenes’ text serves double duty. Search engines love it, and it boosts the accessibility of your site, as screen readers can only make sense of text-based content.

Laptop showing Google home screen

3. Include relevant keywords in your content

Including the keywords your audience is actively searching for will attract your target users, who are more likely to convert to email sign-ups and enquiries about your services.

Firstly, work out the relevant keywords for your site. What search terms are your visitors using to find your content? What problem or question can you solve?

Keywords to consider for your site are:

  • your editing or proofreading services (eg genre, topic, level of editing)
  • your location (clients may prefer a UK-based editor, for example, if they’re writing in British English)
  • types of English you work with (UK, US, Australian, Canadian, etc).

Next, include these keywords on relevant pages. The higher up the page they appear, the more search engines will take note. If you pinpoint a primary keyword per page and put it in the URL, title and first sentence of that page, this will do you plenty of SEO favours.

However, don’t go overboard and flood your content with repeating keywords. This will make for a poor reading experience and may count against you.

4. Include compelling content in your search engine snippet

The page information in search engine listings is your page title, URL and description. Make these as inviting as possible to encourage people to click.

Debbie Emmitt's search engine listing

How to do this? Try this quick bit of research over your next cup of coffee:

  1. Enter a search term people may use to find your site, then look at the Google Ads or sponsored search results (promoted boxes at the top of the page). It can take a few attempts, as ads aren’t available for all search terms.
  2. Notice the keywords in their page titles and descriptions. As people are paying for these spots, the ads you see are probably the winning results of testing and therefore stand the best chance of getting clicks. If there aren’t any Google Ads or sponsored links showing, look at the top search results.
  3. Use similar words in your page titles and descriptions, but be careful not to directly copy the content, and ensure the keywords are relevant to your site.

5. Use inbound, outbound and internal links

All these types of links contribute to SEO.

Inbound links (external sites linking to you)

The higher a site’s quality (and the higher it ranks in Google), the better it is to have a link from it to your site. Steve Napier, SEO consultant, has provided an extensive list of what makes a quality site.

Some ways to attract quality inbound links:

  • Get active on social media – Include your web address on your social profiles. While a link from Facebook or X (formerly Twitter) is not considered a high-quality link, it creates traffic to your site, which helps your SEO.
  • Comment (usefully!) on relevant blog posts – Include a link to your site. Make sure it doesn’t come across as shameless marketing, but as a genuinely useful link pertinent to the blog post and/or your comment.
  • Be a guest blogger – Politely approach the owners of blogs where your target audience hangs out and offer to write a guest post. Make sure a link to your site is included.
  • Go on podcasts – You can announce your web address on the episode, and it can also feature in the episode blurb on your host’s site and/or in the show notes.

A woman browsing on her mobile

Outbound links (from your site to external sites)

Outbound links, especially high-quality ones, can have a positive effect on your SEO, as proven in research such as this 2020 study by Reboot.

Some tips on using outbound links:

  • If you have a blog, link out to one to three relevant web pages per post. The external content will ideally expand on ideas you have touched on but haven’t covered in detail. This adds value to your post.
  • Moderate comments on your posts before publishing them. This will ensure low-quality or spam links aren’t auto-posted to your site and don’t negatively impact your SEO.
  • Force outbound links to open in a new tab, so if your visitors close that tab, they keep your site open. Simply add target=“blank” to the end of the link in the HTML (code) or tick the box ‘open in new tab’ when creating the link in your content management system (CMS).
  • Some outbound links can harm your SEO, such as affiliate links. Tell search engines to ignore these links by using the ‘nofollow’ attribute on the link. Either add it to the HTML if you know how to do this or toggle the relevant option in your CMS.

Internal links (between pages on your own site)

These are good for SEO because they encourage people to explore your site and stay longer, which search engines will notice.

This is the easiest link tip to implement because you know your site content, so can easily pinpoint places to add internal links.

6. Optimise your site for mobile

Given the rise in mobile browsing over the past few years, your site must be optimised for mobile if you want to improve your SEO.

Graph showing how mobile usage is significantly greater than desktop

Graph from StatCounter, showing how mobile usage is now significantly greater than desktop.

In July 2022, Google completed its switch to mobile-first for all websites. This means it crawls sites using a smartphone Googlebot, rather than a desktop one. If your site doesn’t display properly on mobile, it will be demoted in Google search results.

Follow these tips to ensure your site doesn’t lose SEO points as far as mobile is concerned:

  • If your site has a legacy mobile version, remove it and make sure your desktop (default) version is responsive (displays well on mobile and other devices).
  • Don’t hide content behind a ‘Read more’ drop-down to make your content shorter for mobile users. Search engine spider bots can’t index this hidden content.
  • Employ a mobile-first attitude. Design for mobile primarily, not as an afterthought. You can check your site for mobile friendliness using Google’s mobile-checking tool.

Other considerations

There are lots of other ways to improve your site’s SEO, including making sure your content is well laid out, easy to navigate and written with the user in mind.

It’s debatable whether frequent updates have a positive impact, so this isn’t worth worrying about if you don’t have a blog or other content that could go out of date. Focus on providing quality content and links rather than worrying about constantly publishing new content.

If you’re now suffering from information overload, please don’t panic! Just work through the tips a day or week at a time, and you’ll see your visitor figures improve.

My book Improve Your Editor Website contains everything you need to know to keep your website appealing to your target readers, looking professional and acting as a friend to search engines. If you find it useful, please leave a review on Amazon and Goodreads. Thanks!

Related content

Do editors and proofreaders need a website? by Louise Harnby

Focusing your website on your ideal client by Sue Littleford

Improve Your Editor Website – a comprehensive guide by Debbie Emmitt

Free website advice on my site!

About Debbie Emmitt

Debbie EmmittDebbie Emmitt is an editor and proofreader of web content, fiction and non-fiction (with a passion for editing books set in France!). She’s also a debut mystery author.

With two decades of experience working with web content, she’s keen to share her web skills with the editing community.

Join her mailing list to enjoy 20% off her book ‘Improve Your Editor Website’ and other perks.

 

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.

Find out more about:

 

Photo credits: Header image by Lalmch on Pixabay, laptop showing Google home screen by Firmbee on Unsplash, woman browsing on a mobile by Anna Shvets on Pexels.

Posted by Eleanor Smith, blog assistant.

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

Flying solo: The perpetual, invisible interview

In this month’s Flying Solo column, Sue Littleford gives plenty of advice on how editorial freelancers can find more work (and make themselves more findable).

As a long-time recruiter in my previous, salaried life, I’ve not been surprised to see many stories in the media over the last few years about recruiters not hiring the person who’s objectively best for the job. Instead, they hire the person they like the most, or the person that’s most like them, or who seems to best ‘fit’ the culture, or presents as probably the least risky.

It’s the same with freelancers.

As we do our networking on social media, and our cold-emailing, and even our networking in person, we don’t necessarily know who is in the market for our services right now, at the moment we show up in their feed or their inbox or their face.

Unless we’re responding to a job ad, or there is unusually helpful information about their freelancer pool on their website, we won’t know exactly what gap the people we’re targeting as potential clients are trying to fill in their roster.

In the week I started work on this post, I attended a most excellent and timely webinar with LinkedIn expert Louise Brogan, of which more later.

I’ve also just reviewed Brittany Dowdle and Linda Ruggeri’s Networking for Freelance Editors Workbook: Practical Strategies for Networking Success, which is well worth a look if you’re all at sea about how to market yourself on social media, at in-person events or via your website.

Let’s run through some questions to ask yourself when you’re looking for work.

Who do I want to work for?

There’s actually a wrong answer to this, and that’s ‘anyone and everyone’. Even if you’re brand new to freelance editing and proofreading, you need to be selective, otherwise you’ll have a painful time trying to work out your marketing message.

Need an illustration? How many fish-finger ads do you see in the high-fashion glossy magazines? How many haute couture fashion houses advertise in trade magazines for the fishing industry?

Those are rather crude examples, true, but I’ve made my point: everyone eats, everyone wears clothes, but they don’t eat the same things, nor do they wear the same things, and if they’re reading about their part of the food industry, they don’t want people pushing their fancy frocks and vertiginous heels.

The people seeing misplaced ads are not receptive to the message.

So – who will be receptive to your message? Publishers, packagers, indie authors, businesses, NGOs, educational establishments, students? What kind of publisher, packager, indie author, business, NGO, educational establishment, student?

Where do my ideal clients hang out?

It’s no use being a whizz on App A if your clients are mostly on Apps B and C.

It’s no use relying on word-of-mouth and recommendations until you have a solid enough client base to generate sufficient work for you this way.

What groups can you join on social media that your ideal clients already populate?

A targeted approach to displaying your wares in front of the right people will generate more leads than the scattergun method of pitching up anywhere and yelling about how great an editor or proofreader you are to people who simply aren’t listening.

How do I reach my ideal clients?

That’s an ‘it depends’ if ever there was one!

When you know where they are, through browsing social media actually looking for them, for instance, you have to get in front of them.

Good marketing isn’t cringy. It’s presenting a possible solution to people who have the kinds of problems you’re able to solve, and letting them know you’re there.

Happily, marketing ideas have moved on a great deal and the notion of ‘selling at’ people thankfully seems to be debunked, because that idea is at the root, I think, of a lot of people’s discomfort with getting themselves out there and noticed.

On social media, the emphasis now is on having conversations. Authentic, genuine conversations.

Start following the companies and the people you’d like to work for, and register for alerts for when they post. Comment on their posts, don’t just hit a reaction emoji button. Converse with them. Move up to connecting with them more closely (if that’s how the particular platform works), when the time seems right. Keep yourself in their eyeline by being responsive, friendly, knowledgeable and genuine.

I say to follow the companies and the people – but remember that the companies are made up of people. There’s a person on the other end of their social media, their employees frequently have their own personal social media accounts. Companies don’t buy from companies; people buy from people. People read your cold emails (or don’t, but that’s another issue), people read your posts and your comments and form a view about whether you could help them out.

Social media – content marketing – is a slow burn. And that’s why you have to show up consistently, and reasonably frequently, so that you’re nudging potential clients to notice you. Once you have some kind of relationship going, you might then choose to message or email that person, but never do that as soon as you’ve made your first connection. That’s selling at people! It’s transactional, not conversational, and it’s self-serving, not a genuine relationship.

Cold-calling and cold-emailing

Ditch the cold-calling. Potential clients are unlikely to want to drop whatever they’re in the middle of and prioritise your wants. Email, instead.

If you want to work for publishers, the annual Writers’ & Artists’ Yearbook is your friend, for UK- and Ireland-based clients. There’s also a Yearbook for children’s publishers. If you know of similar publications in other territories, do please let us know using the comments.

Use the Yearbook, plus the companies’ websites and social media to figure out who you should contact. If you’re still in doubt about who runs their freelancer pool, call the switchboard and ask for a name (make sure you get the spelling right!) and an email address.

Keep your email short and to the point, though never brusque, of course. Explain who you are, what you can do and how you can help. Adapt your CV to the client, so the subject matter that the client publishes heads your list of specialities. Remove distractions that make you look like a jack-of-all-trades and master of none.

How can I be findable?

If your ideal clients are indie authors, it’ll be more a matter of them finding you rather than you finding them.

This is where content marketing and social media are strongly in play. Hang out in writers’ groups – the right kind of writers’ groups. If you work in romance, maybe give the sci-fi crowd a miss. They’ll not be receptive to your message. Again, no hard-selling. Solve problems, give advice, be visible and be findable.

Pay attention to your profile details in social media (that applies to everyone, no matter who your ideal client is); include current contact details. Make it tremendously easy for people to contact you via your website and any online listings you may have.

Use your website to showcase your abilities and describe the problems you solve for your clients. Make your website about your ideal client, not about you. What is your ideal client looking for? Write about that. Be smart around SEO.

What should I write about?

Louise Brogan gave me some brilliant ideas in that webinar I mentioned up near the start of this post.

Start typing a question about editing into Google (this works with other search engines, too). What autofills? What appears in the list of questions people ask, or related searches that will appear right at the bottom of the first page of hits?

What questions are people asking in their comments on relevant podcasts, YouTube videos or in social media threads? Ask non-editor friends what questions they have about your job.

Look at other editors’ websites to see what they have in their FAQ sections; look at the public-facing content the Institute puts out to generate ideas for your own posts and blog articles. What are the comments about on Amazon’s gazillions of writing and editing books?

Answer those questions.

It doesn’t matter that every other editor has already answered them. The potential client is reading your post, your comment right now. Not your competitors’. And if they then go and look at your competitors, they may prefer your take on the solution to their own problem, or the way you express yourself, or how friendly and approachable you look to them in your profile pic. Or do you want your potential clients to come to your website, or your other online profiles, and find tumbleweed?

Writing: finding work as a freelancer

How quickly will all this work?

Finding work is a long haul, especially when you’re getting started, so if you have any specialist expertise, use that to get your first few jobs, even if that subject matter is not something you want to keep on with.

And because it’s a long haul, start your social media presence and begin working on your website as soon as you can. Don’t put it off until you feel ready to launch yourself on the world, fully formed as a professional editor or proofreader. Start small and grow, test out what kinds of posts get noticed, and which don’t. Get used to making time every week, if not every day, for some kind of marketing activity.

Remember that the best time to do your marketing is when you feel you’re too busy to make the time to do it. Leaving it until you have done all your work and really need some more, right now, is a truly bad idea.

In summary

To shine in your perpetual, invisible interview, be findable, be you, be genuine, be helpful, be knowledgeable. You never know who is looking, when, nor exactly what they’re looking for. Even when you’re in an editors-only online space, you don’t know who is looking to subcontract a piece of work. Spend time on your socials (the relevant ones!) and your website. Keep things fresh and current.

People do want their books and articles and marketing materials and annual reports to look good and reflect well on them. You can help them with that, can’t you? Go tell them!

Resources

Brittany Dowdle and Linda Ruggeri’s Networking for Freelance Editors Workbook: Practical Strategies for Networking Success

John Espirian’s Content DNA

Louise Harnby’s several books on content marketing and finding work

Sara Hulse’s Marketing Yourself: Strategies to promote your editorial business

Sue Littleford’s Going Solo: Creating your freelance editorial business

About Sue Littleford

Sue Littleford

Sue Littleford is the author of the CIEP guide Going Solo, now in its second edition. She went solo with her own freelance copyediting business, Apt Words, in March 2007 and specialises in scholarly humanities and social sciences.

 

 

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.

Find out more about:

 

Photo credits: header image by Edar on Pixabay, fashion magazine by Cleo Vermij on Unsplash, writing by Kenny Eliason on Unsplash.

Posted by Belinda Hodder, blog assistant.

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

Marketing and networking through Twitch

In this Q&A, Kat Betts talks about using the streaming platform Twitch to market her editing business and to network with writers and other editors. For the past five years, she’s live-streamed edits on Twitch.

What is Twitch?

Twitch.tv is a streaming platform used mostly, but not exclusively, by gamers to live-stream games as they are being played. Through using software such as OBS or Streamlabs you can share what’s on your screen to anyone watching online. You can also share a camera view of yourself, if that’s something you want. There is a wide community of writers and editors on the platform; accountability or coworking streams are a large part of Twitch.

What do you need to be a successful Twitch streamer?

To be able to stream, you don’t need much: a camera (if you choose to use one), a screen layout overlay (available through Streamlabs, create your own, or have someone design one!) and something to stream. This might be as little as a Pomodoro timer all on its own, or it might be your writing or an edit you’re working on.

To be a successful streamer takes time and effort. Not only do you need to be active in the community to cultivate a viewership (usually through having a strong streaming schedule), but you also need to advertise streams (on social media) as well as in various Discord groups. For me, diving into such depth is beyond my ability. I just don’t have the time, and while it doesn’t take long to put out a post on social media, my primary focus on those platforms is to share myself as an editor first and foremost, rather than a streamer. Still, being active in the community has me meeting writers worldwide, and other streamers through them and their viewers. It’s a web of friends that I spend time with daily, whether or not I’m streaming.

Why did you start streaming on Twitch?

Way back when I started (2018), I wanted to add to my income and add to my pool of potential leads. I thought streaming on Twitch would be a good way to do this. I do not get paid much through subscriptions (where viewers can pay to have no ads while watching my channel), bits (tips) or ad revenue. Being present and active in the Twitch writing and editing community has led to new, long-lasting client relationships though. That said, the value in it is the company. Most of us work from home. Alone. And some days this is lovely. For me, though, I get lonely quickly, and being able to chat with friends I’ve made across the world is a great social outlet. Plus, if you get your social bar filled, all you have to do is hit that little browser X. 😉

editing on Twitch

Do you ever get nervous or make mistakes?

In the beginning, I would get nervous all the time. I knew the people, I loved the community, but having your face up there, and people watching your every digital move? Sounds like a disaster! But the community are wonderful. They are supportive.

What still makes me nervous these days is when the author of the work I am editing onscreen comes into the stream. In almost every case, my nerves are unfounded. The clients are excited to see the edit, they’re excited to get to know me more, and I them! They love when you’re umming and ahhing over the same pesky comma they were. Take it out? Leave it in? Clients being in the chat and viewing the stream is not a bad thing, either; they can often clear up queries on the fly, rather than you having to wait until they return an email or Discord message.

It’s important to understand that Twitch is a live environment, and viewers aren’t looking for perfection. Anything too cultivated screams promotional content only. In my experience, this just doesn’t work within the writing and editing community on Twitch. Most viewers are there to create a bond, to make a friend, and this is a great way to develop relationships that turn into leads.

Do you get many questions while streaming?

Absolutely, and I love being able to share what I do. It’s important to me to show authors that editors are there to support them, to be their partner in the process, to make their work shine.

Regarding editing, there are three common questions I get asked repeatedly:

  • What’s your website? A link to my website shows up periodically using an automated chatbot system I have set up, but I’m always happy to share it!
  • What are your rates? I redirect to my website, with an explanation that the rates listed are just a guide, and that manuscripts are assessed individually.
  • Will you look at my story for me? There are, of course, many people in the community who want work done for free, and there are writers and editors on Twitch who do give feedback (usually developmental advice). This is not something I do (I like to think of myself as a coin-operated editor), and I have lost only a few potential viewers as a result.

How do you decide which manuscripts to edit live?

Whether to edit a manuscript live first comes down to what the author decides. I include in my contracts multiple versions of the confidentiality clause, which allow the client to choose what depth of clause they’d like. Twitch streaming is one of these options, and every client is walked through what Twitch is and how it works before they decide. If an author chooses Twitch streaming, the decision of when and how long to stream for is made at my discretion. Some days I might choose not to stream the manuscript; it all depends on what I am doing at the time, and whether the manuscript lends itself well to streaming.

Works are never streamed in their entirety, and at no point are any recordings or clips made. If an author wishes to rescind streaming permissions for their work, it is made clear that this is always an option; it is their work, and when it comes to confidentiality (among so much more!), it’s entirely their choice. Most authors I work with (about 9 out of 10) choose to have their edit streamed, and while I’ve never had a client pull their manuscript permissions, it is important that they know this is always an option.

Where can you be found?

I’m always happy to answer questions about streaming. If you’re curious, stop by twitch.tv/elementeds, hit the follow button and turn on notifications. I don’t have a stream schedule (though I do recommend it if you can stick to one), but the notification option will send you an email letting you know I’ve gone live. Come hang out and let’s make some work progress together!

About Kat Betts

Kat BettsKat Betts has been an editor for just over 12 years and maintains that it is, in fact, an addiction. She generalises in speculative fiction, specialising in fantasy and science fiction. Kat spends most of her time editing or wrangling her three young boys, and when she gets spare time, she writes portal fantasies, plays World of Warcraft or sculpts cute little dragons from polymer clay. You can find her at elementeds.com and on most social media platforms as @elementeds.

 

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.
Find out more about:

 

Photo credits: header image by ilgmyzin on Unsplash.

Posted by Belinda Hodder, blog assistant.

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

Why you need to see yourself as a marketer (so that you do some marketing)

In this post, Malini Devadas talks about why you need to see yourself as a marketer, and feel comfortable in that identity, in order to actually do any marketing. She also shares one action that you can take today to find your next client.

There’s a model in coaching that I love, which is called ‘be, do, have’. Most freelancers want to have more clients, and they know that in order to do that they need to do some marketing. So they learn all about marketing; in other words, they focus on the doing. However, we won’t do something if it is in conflict with who we see ourselves as being. If we spend our time thinking about how much we hate selling, if we feel resentful about the fact that we need to be proactive about finding clients, or if we see ourselves as someone who is hopeless at marketing, we are unlikely to take marketing action. Instead of acknowledging the root cause of the problem, we decide it’s because we don’t know the ‘right’ marketing strategy. We then spend more time reading and learning about new platforms and tactics, because that feels easy and safe compared to actually putting ourselves out there.

As a transformational coach, my job is to help editors become someone who is comfortable with marketing and who even learns to enjoy connecting with writers they’d like to work with. Yes, it is possible! Here are some steps to get started.

Be comfortable with marketing and selling

The best way we can help a writer is to edit their piece (assuming that we are a good fit for the project). So, it’s in their best interest to know about what we do and how we can help them. They may decide not to work with us, but if they don’t even know that we exist, they are being denied the opportunity to get help.

Because selling, and talking about money more generally, can feel awkward, a lot of freelancers focus on giving away free content to help writers, such as through social media posts, blogs and podcasts. This has a place; personally, I like to give away free content so that I can help those who don’t have the budget to work with me. But I also think it’s important to share the message that I can help you more if you hire me, and invite people to contact me if they want to discuss the options.

I don’t think it’s likely that you’re going to go from hating something to loving it, so I’m not suggesting that you try to convince yourself that marketing your business is your new favourite pastime. Instead, I encourage you to start by feeling neutral about it. When the topic comes up, instead of joining in the chorus of complaints about having to do marketing or how bad you are at it or criticising other service providers who sell their services, don’t say anything. This may feel uncomfortable at first, especially if you’re used to leading the chorus of complaints. But over time you will notice that you no longer have such strong negative views about marketing and selling. And that will make it easier for you to do it.

Be confident in your offer

Yes, it’s the dreaded concept of niching! Having a niche for marketing purposes does not mean that you can’t have variety in your work. But if you are connecting with writers, it is much easier for you to find the right people, and for them to have more confidence in you, if you’re clear on the problem you solve (your offer). For example, do you proofread food blogs before they are published on a website? Do you do developmental editing of romance novels for first-time authors who eventually want to self-publish? Do you copyedit PhD theses for students in the sciences at Australian universities?

Put yourself in the shoes of a writer who thinks they might need help to reach their goals. If you don’t show empathy for your clients then it will be hard to write content that will appeal to them. If you spend all your time talking about the editing process, it is hard to connect with people, because many people outside publishing don’t understand what editing actually is. Instead, you want to be talking about things that matter to the people you want to work with.

And if you’re not sure what matters to your ideal clients, find some of them and ask them!

A smiling woman shouts into a megaphone

Be open to receiving more money

It may sound ridiculous, but it can be hard for some people to receive money. Here are some signs that you might be one of these people:

  • You stall on sending an invoice because you feel bad, especially if the invoice is for a lot of money (even if the client is happy).
  • You feel guilty about how much you earn compared to other people (eg parents, other family members, people with ‘more important’ jobs).
  • You feel bad about being paid for work you enjoy.
  • You think that people who earn a lot are greedy.

There are any number of limiting beliefs out there when it comes to money, and these can have a huge impact on how we run our business. Over the years, many editors I have coached have been shocked to discover all the negative thoughts they have about money.

Next time you find yourself criticising someone about their rates or making assumptions about what a potential client is willing to pay you, stop and consider how these thoughts may be hampering your business.

One action you can take today to find your next client

The easiest way to find a client is to start with your existing network, even if it is tiny. Here’s a script that I have used (and that has worked!) when I’ve needed more clients. You can use it to email someone you know.

Dear

[Some kind of introductory remarks.]

I wanted to let you know that I have recently started an editing business. I help [type of client/publication and the problem you solve].

You can find out more at my website [insert link]. (If you don’t have a website, just include any relevant information at the end of the email.)

If you think you might need my help, I’d love to make a time to chat about it. Or, if you know someone who might benefit from my services, I’d appreciate you forwarding this email to them.

[Some kind of sign-off.]

That’s it. Don’t overcomplicate it!

If you’re struggling to send one email about your business to someone you know, this is an opportunity to look inwards and work out what the fear is that is getting in the way. Because until you uncover and deal with that, it’s going to be difficult to do the marketing that you need to do to grow your business.

This is not so much about expecting this one person to respond and offer you work. Statistically, in fact, this is unlikely to happen (this is why we need to tell lots of people about our business, to increase our chances of finding work). Instead, it is about taking responsibility for your business and telling the universe that you are ready to meet more of your ideal clients.

Going forward

Remember, so many writers need your services! But they can’t get help for their manuscript if they don’t know that you exist. Spend time building connections with your ideal clients and let them know how you can help them. Before you know it, you will be getting enquiries from people you want to work with on projects you find interesting.

About Malini Devadas

Dr Malini Devadas has been an editor since 2004 and a coach since 2018. Over the past five years, she has been helping editors learn to enjoy marketing and selling so that they can find more clients and earn more money. Malini takes on a few 1:1 coaching clients when her schedule allows. To find out more, you can email Malini (malini@mdwritingediting.com.au).

 

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.
Find out more about:

 

Photo credits: green shoot by PhotoMIX Company; megaphone by Andrea Piacquadio, both on Pexels.

Posted by Sue McLoughlin, blog assistant.

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

Curriculum focus: Meeting up

In this regular feature for The Edit, former training director Jane Moody shines a light on an area of the CIEP’s Curriculum for professional development.

Keeping in touch with fellow professionals is vital for all editors and proofreaders. This month’s focus of The Edit seems to fit neatly within Domain 1: ‘Working as a professional’, which covers the professional life of an editor/proofreader. These subdomains cover various aspects of personal communication. The table gives details about the competencies, skills and attitudes that you should be able to evidence under each of the criteria. I’ve listed some suggested supporting resources below the table.

Knowledge criteriaEditorial competencies, professional skills and attitudes
1.1.1 Role and responsibilities of an editor/proofreader within a publishing team• Is aware of own role within the team and able to work as part of a team
1.1.4 Professional communication and negotiation• Communicates politely and diplomatically
• Responds promptly
• Understands negotiating techniques and is capable of handling delicate negotiations appropriately
1.1.5 Continuing professional development• Recognises the need for continual learning throughout career
• Can demonstrate frequent continuing professional development and improvement of skills and knowledge
1.2.6 Marketing of services• Is aware of the importance of networking
1.2.7 Professional use of social media and internet• Understands importance and uses of professional directories and business website for marketing of services
• Understands and follows good practice in the use of social media

Resources to support your learning and CPD

Courses and meetings

Books, guides and general resources

Blogs

Networking

Have you come across Business Buzz? You might not meet another editor or proofreader but you will have interesting conversations and make local links that you might not otherwise have discovered. My local group meets monthly in face-to-face drop-in sessions. Why not see if there’s a group near you?

About Jane Moody

Jane has worked with books for all her working life (which is rather more years than she cares to admit), having started life as a librarian. She started a freelance editing business while at home with her two children, which she maintained for 15 years before going back into full-time employment as head of publishing for a medical Royal College.

Now retired, she has resurrected her editorial business, but has less time for work these days as she spends much time with her four grandchildren and in her garden.

 

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.

Find out more about:

 

Photo credits: counters by Pixabay on Pexels.

Posted by Harriet Power, CIEP information commissioning editor.

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

Making time for marketing and CPD

One of those age-old questions for freelance editors and proofreaders is how to find time for marketing and continuing professional development (CPD) when other work keeps getting in the way. In this post, Philippa Lewis brings together some approaches that have helped her and other CIEP members.

When I started freelancing, I had no idea how much extra work would be involved on top of actual editing work. Words are my love and joy, and I’m more than happy to spend hours deliberating over every tiny aspect of punctuation, but I found myself completely unprepared for how much time marketing and CPD would take up.

Marketing in particular has been a challenge for me; I find the thought of promoting myself very uncomfortable, and marketing takes up time which I could be spending editing. And I would much, much rather be editing. It’s easy to convince myself that marketing is a waste of time when I could be spending that time completing paid work instead, so most of my attempts at marketing have been squeezed in out of slight desperation when I haven’t had any work booked in.

At the recent CIEP conference, Kia Thomas did an excellent talk about marketing. I really appreciated how matter-of-fact she was about it: as a freelancer, you have no choice but to market your business, so you might as well get on with it. Whether or not you enjoy doing marketing isn’t really relevant, because you still have to do it.

This was a bit of a wake-up call for me, and since then I’ve tried to come up with a system for regularly building marketing and CPD into my working week.

Find what works for you

Editors often talk about setting aside one morning or day a week for CPD and marketing. Having a specific slot for these tasks sounds like an excellent approach, but I always find that when I reach the time I’ve set aside, my latest editing deadline inevitably feels like a higher priority.

I’ve finally realised that a more flexible approach works better for me. I start my week by identifying the CPD and marketing tasks that I want to accomplish. These get written on a post-it and stuck onto my computer monitor; keeping them visible means I can’t forget to do them. I try to identify a mix of quick jobs (like sending a CV to a publisher) and longer ones (like drafting a blog post) for each week. I try to break tasks into smaller units where needed: ‘check pricing page on website’ feels more manageable than ‘re-do website’.

These tasks then got slotted in throughout the week. I find it useful to do them whenever I need a break from editing – often at the end of a work day, or before lunch. I might not have the mental capacity to edit another paragraph, but I can still manage to do a marketing task or read a blog post. Cycling through tasks like this means I’m more productive, as I’m ticking something off my list despite not feeling up to completing work for a client.

At the moment, this approach is working really well and allowing me to consistently complete CPD and marketing goals. But it’s freeing to remember that this might not be a strategy that works for me long term – I’ve found it really helpful to keep an open mind rather than trying to stick to a set routine that doesn’t feel like it’s working any more. We all work in different ways; don’t be afraid to try different approaches until you find a method that works for you.

Prioritise

Marketing and CPD both sometimes feel overwhelming: the list of things I could be doing can feel endless, and when the list is so long, sometimes it’s difficult to get started on working through it.

I’ve now got a list of CPD and marketing tasks that I want to complete, with the more pressing ones near the top, and I use this list to help me identify my tasks for each week.

CIEP member Eleanor Bolton has found it helpful to think about her long-term goals, then select CPD options that relate to this. She says ‘I had quite a long list of courses that all sounded interesting and potentially useful, but there was no way I could fit them all in. Over the summer I spent some time thinking about who my preferred clients were and ended up niching quite considerably. As a result, quite a few of those courses were no longer relevant.’

Be flexible

I’m currently doing a developmental editing course, and it wouldn’t be possible to complete the assignments for this in short bursts of time, or at the end of a day when I’m already tired. Likewise, if I’ve got a complex edit booked in, sometimes setting aside a chunk of time for CPD and marketing is more effective than trying to slot in extra tasks each day. On a different week with a different workload, a different approach might work better. It’s important to stay flexible, and to work with whatever your current circumstances are.

Anything is better than nothing

I’m aware that I could improve my editing speed if I improved my knowledge of using Word. I don’t have time to do a full course on it at the moment, so instead I’ve bought a book on the subject and I’m taking ten minutes every couple of days to work through a few pages. I’m not learning as much (or as quickly) as I would on a course, but I’m still learning something. Each tip I pick up is improving my editing speed.

Maybe you don’t have time to do a course at the moment, but could you listen to a podcast while doing the washing up or when you’re in the car? Again, this comes down to taking a step back and being willing to be flexible: what would be achievable with how your working week looks right now?

I regularly have to remind myself that anything is better than nothing. It’s really easy to get caught up in thinking all your marketing materials have to be perfect, which can lead to never finishing anything – but an imperfect website will reach more clients than a non-existent one.

Get something finished and sent off or published, even if you’re not completely happy with it: send a CV out to publishers even if you’re still completing a training course that you wanted to add to it; publish that blog post even though you’re not completely happy with one paragraph in it.

Reflect

And finally, set a moment aside to think about whether your current approach is working for you.

CIEP member Anna Baildon finds monthly reflections helpful to keep her CPD and marketing on track: ‘Each month I think about what’s gone well, what’s been more challenging and what I’ve learned. A brief look through my diary and my Trello board is usually enough to prompt my thoughts and form some analysis. It’s surprising how much insight this simple task provides. It’s like having a monthly meeting with my boss to bring clarity and focus to my work.’

There’s no ‘right’ way to tackle CPD and marketing; it’s just about finding an approach that works for you, sticking to it when you’re able to, and taking small but consistent steps forward.

About Philippa LewisHeadshot of Philippa Lewis

Philippa Lewis is a freelance developmental editor, copyeditor and proofreader. She works on a mix of speculative fiction and outdoors literature, and lives in North Wales.

 

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.

Find out more about:

 

Photo credits: unfocused lights and coffee both by Pixabay on Pexels.

Posted by Harriet Power, CIEP information commissioning editor.

The views expressed here do not necessarily reflect those of the CIEP

How to network better

Laura Summers of BookMachine explores networking benefits, tips and more.

From small beginnings in 2010, starting as a group of colleagues coming together to talk about the book publishing industry, the BookMachine community has grown to become a global organisation. During this time I’ve met hundreds of editors and proofreaders. I remember some of them really well because they’ve stood out against the crowd by their ability to network.

Instead of simply telling me or anyone they’re networking with about themselves and leaving it at that, these professionals show their ‘interest’. They do this by asking insightful questions and aim to be the ‘interested’ person in each discussion or conversation they’re in.

Even if you’re not a networking fan, it’s one of the easiest ways to form connections that might lead to new opportunities. Thankfully, living in today’s digital world means we have online communities that make networking easier for all of us (introverts, extroverts and ambiverts!) to connect.

Not convinced that networking is for you? Here are three reasons to get started.

1.  Spread the word

If you’re a freelance editor or proofreader, networking is an essential way to let people know what you do. Having an up-to-date website is a great start, but to ensure that the right opportunities come your way, you need to connect with others and tell them specifically about what you can do for them.

Networking isn’t limited to talking with potential clients. When you network with other freelancers, along with gaining advice and friendships, you can create partnerships and offer your clients a better service. For example, if you are an editor you can partner with a copywriter to offer your clients more skills.

2.  Understand industry trends better

I read The Bookseller online daily, but there is still so much more to know about the industry. The more people you speak to and connect with, the more you understand current trends in the industry. This, in turn, gives you a deeper understanding of what’s important to your clients and their businesses.

Having more industry knowledge also gives you the added bonus of having more professional topics to talk about during meetings – whether you’re a freelancer or an in-house professional.

3.  Gain more confidence

This one is simple. The more you meet and talk to people, the easier it gets.

Convinced about networking but unsure where to begin?

Explore membership organisations

As well as using CIEP membership to connect with editors and proofreaders through virtual and in-person events and the CIEP forums, consider joining BookMachine’s vibrant community to interact and learn during mixers, virtual hangouts and in-person events. If you want to mix a bit of exercise with networking and check two things off your list at one go, you could even come for our ‘Walk & Talk’ events!

If you’re a publishing hopeful, perhaps in the early stages of your career, think about the Society of Young Publishers (SYP). Attending SYP events and conferences, signing up to be a member and applying for their mentorship programme can help you get your foot in the door and teach you how to network better. Since it’s a volunteer-run organisation, you can even get involved with their online and in-person events if you have something to offer.

Leverage social media

Whether it’s BookTok, Bookstagram or #BookTwitter, there are plenty of ways for you to find fellow publishing professionals and connect with them on social media. Following some of the most valuable and popular accounts within publishing can help keep you in the loop and give you the opportunity to join discussions, conversations and events.

When it comes to social media, don’t underestimate the power of hashtags and the ability to squeeze yourself into a conversation when possible. Try keeping an eye on (or follow) hashtags like #workinpublishing, #publishing and #joinbooks.

Five valuable publishing-related accounts to follow on Twitter: The CIEP; BookMachine; Publishers Association; The Publishing Post; BookBrunch.

Use LinkedIn wisely

When you connect with someone, send a note. Introduce yourself and include a few words about what you do and why you’re interested in connecting with them.

Twitter will cap your tweets at 280 characters, but on LinkedIn, there’s no such limit when you post. But the key is to keep your interactions short and sweet – people have limited attention spans and time when networking. The goal is to make yourself memorable and interesting within that short interaction.

Be helpful

Another useful way to stand out is to answer questions using advanced search. Both Twitter and LinkedIn have great search capabilities. Think about the questions you had when you started out. Or even questions you had two months ago. Search those questions and variations of them on these sites.

What you want is to be helpful to those in your industry and around you. Offer answers, insights, or even follow-up questions to make the discussion more interesting. Don’t worry about sharing your tips and secrets – collaborating and boosting others in your industry is an ideal way to start networking.

Step forward as a speaker

Another idea to network and simultaneously showcase your skills is to pitch yourself as a speaker or as part of a panel at any relevant event. Pitch ideas to event organisers and highlight your areas of expertise so they can introduce you and your work to a wide audience. You can find plenty of these events when you start following and interacting with publishing professionals and publishers on social media.

Have a positive attitude

Finally, networking may seem challenging but try to think about it in terms of building relationships, friendships and long-lasting connections. The more people you know and speak with, the better and easier it will be for you to find the right opportunities to help your career thrive. On a personal level, it’ll also boost confidence in your intrapersonal and interpersonal relationships.

Also, it’s easier once you get started – I promise!

About Laura Summers

Laura Summers is the Director of BookMachine, the fast-growing global Community and Creative Agency specialising in book publishing. Her mission is to provide every publishing professional with the knowledge, ideas and connections to help them to progress in their careers. Follow Laura on Twitter @LauraSummersNow. Connect with Laura on LinkedIn.

 

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.

Find out more about:

 

Photo credits: maze by Susan Q Yin on Unsplash, networking meeting by Redmind Studio on Unsplash.

Posted by Harriet Power, CIEP information commissioning editor.

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

The basics of SEO for editors and proofreaders

Have you come across the term ‘search engine optimisation’, or SEO, and wondered what it means? Or perhaps you have a vague idea of what it is but you’re not sure how or when to use it? If you write or edit copy that will be published online, it’s useful to know some SEO basics to make sure your content ranks well on search engines. Rosie Tate explains how you can add value to copy that’s destined for the web.

What is SEO?

You edit or write the most fabulous copy and it’s published on a website. That’s great. But if it doesn’t appear in search results on search engines like Google or Bing, it’s unlikely to get much interest. Few people are going to simply stumble across it.

Search engine optimisation, or SEO, involves ‘optimising’ web pages to improve their position in search engine results. It can make the difference between a web page being found – and therefore read – and simply lurking in a lonely corner of the web. This is why SEO is such a big deal: the higher a website appears in the search results, the more people will see it.

So how do we optimise online content? There are several things you can do to increase the chances of a page being ranked well by search engines. If you want to give it a go without getting too technical, the following tips are a good place to start.

Use keywords

Let’s say you’ve been asked by a client to work on their website copy. They sell organic chocolate. The first thing to do is identify the main search terms, or ‘keywords’, that people actually type into Google when they’re looking to buy this product.

There are lots of free tools you can use, such as Keyword Generator. If you type in ‘organic chocolate’, it tells you that there are 700 monthly searches for this in the UK. It also gives you related search terms, such as ‘organic chocolate bar’ and ‘raw organic chocolate’. Choose one main keyword per web page and make sure this is used in the copy. You can also embed other keywords throughout your content.

Include your main keywords in headings

Headings act as signposts that guide a reader through a web page and make it easier to read. They also help Google to understand what the web page is all about, so include keywords in headings to help your page rank well.

You’ll need to strike the right balance between using keywords and ensuring the copy reads well. Beware of ‘keyword stuffing’, or copy crammed with keywords to please search engine algorithms. Headings should summarise the content on the page in a clear, informative way, and content should flow naturally.

Use links

An external link is a hyperlink that directs the user to another website. As well as being useful for readers and helping to give your website credibility, these can also give SEO a boost. External links help search engines determine the usefulness and quality of a web page. The search engines use metrics to determine the value of external links, including the trustworthiness and popularity of the site you’re linking to, and how relevant it is to the page you’re linking from.

Coming back to our organic chocolate example, if you link to an interesting article about how cocoa is grown, this can help Google figure out that your web page is about chocolate – and will therefore help to rank the content more favourably.

If you’re working on a whole website, it also helps to use internal links, or links between the different pages on your websites, where relevant. These help search engines determine how the content on your site is related and the value of each page. If there are lots of links to a particular page, search engines will see this as important and prioritise it when it comes to SEO.

Backlinks

Backlinks are links from other websites to your website. For instance, someone might advertise your services and include a link to one of your web pages, or you might write a piece of content for someone else that includes a link to your site. Backlinks are important for SEO because they help give your site authority, and search engines will favour pages with lots of quality backlinks. A backlink from a respected, high-authority website is better than one from a site that receives very few visits. So if you’re involved not only in editing or writing a website but also in promoting it, do some research on how backlinks can help to get your site found.

Play around with some online tools

There are lots of online tools you can use to make sure content is optimised. Here are three of my favourites:

Google Trends: This is a great free tool that shows you how much a term is searched for on Google over time and suggests similar trending topics.

Answer the Public: Enter a keyword to see what people are asking about around this topic. This can give you some great ideas if you’re planning content (and some interesting insights into the human mind).

Surfer SEO: OK, so this one isn’t free, but if you’re serious about SEO, you might want to give it a try. It includes a content editor where you paste in your copy and it tells you exactly what you need to do to optimise it.


The above merely scratches the surface of the world of SEO. If you want to dig deeper, there’s a wealth of free information out there. Good luck getting that content found online!

About Rosie Tate

Rosie Tate is co-founder of Tate & Clayburn, a London-based company that offers copyediting, proofreading, copywriting and translation services to clients worldwide. A first-class Oxford University languages graduate with an MA in Documentary Filmmaking, she’s an experienced editor, writer and producer, having worked for Oxford University Press, the BBC and Save the Children.

 

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.

Find out more about:

 

Photo credits: SEO letters by NisonCo PR and SEO on Unsplash, chocolate by Vie Studio on Pexels, Google by Souvik Banerjee on Unsplash.

Posted by Harriet Power, CIEP information commissioning editor.

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

The 2021 CIEP conference: Blogging: Making it work for you and your business

This year’s CIEP conference was held online, from 12 to 14 September. Attendees from all over the world logged on to learn and socialise with their fellow editors and proofreaders, and a number of delegates kindly volunteered to write up the sessions for us. Marga Burke reviewed Blogging: Making it work for you and your business, presented by Liz Dalby, Claire Bacon and Kia Thomas.

How blogging can boost your business – and be fun

When I became a freelancer 12 years ago, I was interested in starting a blog, but the advice I read soon put me off, giving me the impression I would need advanced content marketing skills and the willpower to stick to a rigid schedule. So I was fascinated to hear three established bloggers give their perspectives during a relaxed panel session at this year’s CIEP conference.

Far from prescribed lists of uninspiring topics, Claire, Liz and Kia all emphasised the value of writing about what interests you, connecting with your readers, and showing what kind of person you are – whether you’re writing for potential clients or fellow freelancers.

Blogging for clients

Claire’s blog is aimed at her clients, who are scientists, and offers tips to help them improve their writing. While her choice of audience aligns with conventional blogging advice, Claire was clear that she targets this readership because it suits what she enjoys writing about.

Claire bases her posts on advice and explanations that she finds herself giving clients frequently. This is not only a source of ideas and material, but it also saves her time down the line; when future clients struggle with the same issue, she can refer them to her blog post.

Although there are other factors involved, Claire has had four times as many referrals since she started blogging. Her blog has also led to online teaching work for universities and given her the confidence to write a CIEP guide.

Blogging about freelancing

Liz writes her blog for other freelance editors, with the aim of building community. Similarly, while some of Kia’s posts are aimed at clients, at the moment she prefers to write about freelance life. Both see their blogs as a way to connect with others and to show who they are.

As the three panellists explained, in a crowded field where many editors have the same technical skills, a blog can reflect your personal ‘brand’ and help you stand out. Posts that show you are fun and approachable (Kia), passionate about helping people (Claire), or thoughtful and sensitive to others’ needs (Liz) can reassure readers about what it would be like to work with you.

Both Liz and Kia confirmed that their blogs have gained them clients and opened up other opportunities, such as speaking at conferences.

Tips for new bloggers

If you’ve been inspired to start a blog, here are some tips from the speakers:

  • Find your own voice and write about what you want to, not what you think you ‘should’ write
  • A list of planned topics can be helpful to get you started but shouldn’t be a straitjacket
  • Topics don’t need to be original if you give your own personal take
  • Read and share others’ blogs; they’re likely to reciprocate
  • Guest posts are an option if you don’t want the commitment of your own blog.

For me, it was refreshing to hear that a business blog doesn’t have to follow a set formula, but can be enjoyable, creative and personal. I came away from the session feeling motivated to banish impostor syndrome and market my business in a new way. As Kia put it, ‘There’s only one you, and you can’t be an impostor in your own life.’

Marga Burke helps researchers get published by editing health-related journal articles, particularly for authors who have English as a second language. She is also a medical translator from French and Italian to English and an aspiring authenticity reader. Outside work, she loves writing poems, sings in two choirs and has run a marathon.

 

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.

Find out more about:

 

Posted by Abi Saffrey, CIEP blog coordinator.

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

The 2021 CIEP conference: Your marketing mindset

This year’s CIEP conference was held online, from 12 to 14 September. Attendees from all over the world logged on to learn and socialise with their fellow editors and proofreaders, and a number of delegates kindly volunteered to write up the sessions for us. Kate Sotejeff-Wilson reviewed Your marketing mindset, presented by Malini Devadas.

Changing your mindset to market your business

Malini broke down marketing itself into three stages.

  1. Messaging: Choose a niche. Who do you help? How do you help them? Create a message that this audience cares about.
  2. Marketing: Be visible. Share your message and connect with your ideal clients. You need to be where they are.
  3. Money: Ask for the sale. Invite interested people to work with you.

One word comes up in all three of those stages: your marketing mindset is all about you.

In the context of marketing for sole traders, your mindset consists of your beliefs about yourself. It does not mean denying systemic injustices or negative feelings. But it does mean taking action. Selling your services involves you as a person.

Is what you tell yourself about your marketing true? What could you change?

Mindset blocks

Fear of rejection is often behind mindset blocks. One resonated with me: doing ‘busy work’ that does not get you clients (like designing the perfect logo). Another is mistaking beliefs for facts, such as ‘no author will pay more than £40 per hour’ (so I won’t raise my rates). Self-sabotaging is one more: you might miss a deadline to send a quote (‘they wouldn’t have hired me anyway’). All this is normal. Most of us have thoughts like this, as the audience affirmed. Successful business owners keep going anyway.

To identify and reframe these thoughts, you need to be honest with yourself. Malini sets out how to do this in six steps.

Breaking down the blocks

  1. See where you got stuck. To do this, you need to have specific goals (eg not ‘work on my website’ but ‘write my ”about me” page for an hour at 10am Wednesday’). If you are still stuck, you need to …
  2. Notice the thoughts and feelings about the task you are avoiding (eg ‘I don’t have enough qualifications’ or ‘I’m scared people will think I’m a fraud’).
  3. Sit with the discomfort. Do not try to ignore it.
  4. Explore the thought. Try journaling or coaching to express it.
  5. Reframe your beliefs (eg ‘writing an ”about me” page is not conceited – it is sharing my skills to help authors’).
  6. Take action (or not). Which is worse: doing nothing (eg not earning enough) or doing something (eg some may think you’re conceited)? Decide to continue or stop.

Next time you wonder what’s stopping you from doing something to market your business, try those six steps. You might just change your mindset.

Kate Sotejeff-Wilson translates, copywrites and edits for academics at KSW Translations, and facilitates Ridge Writing Retreats. Born in Wales to an English father and a Polish mother, she is now also a Finn. An Advanced Professional Member of the CIEP, she is deputy coordinator of the Institute of Translation and Interpreting Polish Network and vice-chair of Nordic Editors and Translators.

About the CIEP

The Chartered Institute of Editing and Proofreading (CIEP) is a non-profit body promoting excellence in English language editing. We set and demonstrate editorial standards, and we are a community, training hub and support network for editorial professionals – the people who work to make text accurate, clear and fit for purpose.

Find out more about:

 

Posted by Abi Saffrey, CIEP blog coordinator.

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