Follow up with your leads (a lead is someone who has expressed an interest in your service). Send them relevant information or case studies about people in their industry or find other things you can give them that will be helpful. Jessica suggests that she usually talks to people about five times before they start working together.
Convey the transformation that your service will bring to their business. Always look for ways to communicate how your service will make their lives easier. (This is relevant to price, as well. If a client is convinced that you’re going to add a lot of value to their business, they won’t balk at your rates.) Do this by sharing testimonials about what you did and how it helped your client. You can also share case histories about other companies who improved their business by hiring editors. Or you can share stories about companies who didn’t hire editors and suffered public disasters as a result (using fear to help sell your service).
Identify your ideal customer:
Be consistent in your marketing efforts, and measure the results:
Avoid thinking and acting from a scarcity perspective where you take jobs that are not ideal because you’re afraid you won’t get anything else. Try to run your business from a perspective of abundance where you can afford to give something away, and you can afford to hold out for your ideal client.
A descriptivist editor seems like a contradition in terms: What are they going to do? look at the copy and say, “Yep, that’s what the author wrote”? But he points out that there’s a difference between throwing eggs at your neighbour’s house because he uses “impact” as a verb, and getting paid by your neighbour to edit his writing and leaving “impact” in place. You’re the editor. But extreme prescriptivism doesn’t make sense either. If you’re going to try to freeze language at a certain stage, which decade are you going to choose as the one time when English was correct? Bill suggests that style guides should lag a little behind the general trend: seeing e-mail with the hyphen today may look a little old-fashioned, but it doesn’t disturb a reader as much as email did in the late nineties.
Although obviously language is changing, Bill is skeptical about the supposed trend toward lowercasing and the trend to closing hyphenated compounds. In fact, he says, there seems to be a law of conservation of hyphens. The same people who close generally hyphenated compounds lever apart words that have been closed together for a hundred years.
So I decided in January that I’m going out of my way to read more great books by women. I’m going to say twenty books in the first half of 2016. I’m counting rereads, but only if it’s been at least fifteen years since the first read. I’m also not sticking to this diet exclusively, because I wanted to finish Accidents in North American Mountaineering, and Fifty Degrees Below had showed up in the interlibrary loan queue (but I was a little frustrated with Fifty: as Frank burbles on about how logical it is to sleep in the park and hang out with homeless guys every night, I can’t stop noticing how unworkable that solution would be for most people with breasts). This isn’t going to be any effort to survey the great classics of female authors, by the way; I’m just going to read whatever seems fun.