Editors Canada Conference 2016: Jessica Oman on a simple growth plan for your business

“I’m sure I can fit that in.”
(Photo by Kaarina Dillabough. Some rights reserved.)

“Get Booked Solid” was the title of this presentation. Irresistible. I couldn’t let a conference go by without attending at least one talk about marketing my services.

Four main errors freelancers make

Jessica suggested that most freelancers who aren’t happy with the amount of work they’re finding are making four mistakes:

1. Allowing the feast or famine cycle
2. Marketing in a nontargeted way
3. Applying marketing strategies inconsistently
4. Not having a plan

Some better ideas

Offer value up front. Most people you talk to don’t need you now. To keep them from forgetting you, offer them something of value right away. Talk about the challenges they have in their work, and then offer them something to help them with that problem, even if it’s a link to a blog post. You can also give away a report or a guide, a sample edit, or a free consultation.

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:

• Editing tasks
• Medium
• Subject matter
• Field
• Audience
• Demographic details of the customer

Find out where your ideal customers hang out, and go there. Also, introduce yourself as the editor who works for your ideal customer. Many of us are generalists who work on a variety of materials, but saying so is just not memorable. Jessica suggests that you introduce yourself as the editor you want to be for the best chance of having the work you want come to you.

Be consistent in your marketing efforts, and measure the results:

• Number of leads
• Number of customers
• Conversion rate: leads who turn into customers
• Value: how much each customer spends
• How long the relationship lasts
• Whatever else is meaningful to you

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 believe you can afford to give something away, and you can afford to hold out for your ideal client.

What to put into a book proposal from Jennifer Worick and Kerry Colburn

At Red Pencil in the Woods last weekend I heard a great talk on how to write an effective book proposal from Jennifer Worick and Kerry Colburn of The Business of Books. Some of the key points were:

Why do you need to write a proposal?

A book proposal is like a business plan. It tells the publisher:

• What your idea is
• Why this idea is interesting and marketable
• Why you are the right person to write this book
• How the book can be marketed

Even if you are going to self-publish, the proposal helps you to focus your concept and find your readers.

The key parts of a proposal

Jen and Kerry recommend that you set out these main points. You can tailor the format for each publisher or agent’s specifications.

1. Introduction: Explain and sell the general concept. Some good ways to begin are with a startling statement or statistic (75% of Americans . . .) or a question (What would you do if . . .).
2. About the book: State the genre or category, e.g., where it will be shelved in the bookstore, and the format (hardcover, trade paperback, mass market paperback), dimensions, price range, etc.
3. Competing titles: Get to know the section of the bookstore where your book will be shelved. Name four or five books in the same category and explain how your book is similar and where it is different. Focus on books that have been published in the last ten years, and any “category-killers.”
4. About the author: What’s your connection to the material? What makes you easy to work with and marketable? Mention interesting achievements, past careers, and skills.
5. Marketing: Present clippings and logs for any promotion you did for earlier books. Mention any events, seasonal tie-ins, or regional and historical connections that can be used to promote the book. Describe any social media platform that you can use to promote the book with giveaways, contests, etc.
6. Outline: Show that you know what the structure of the book will be.
7. Sample text: Depends what the publisher or agent requests, but usually the introduction and one chapter.
8. Extra materials: Include material that supports your proposal. It might be clippings to illustrate trends that you described, more information about you, and even audio and video clips that show you giving interviews or doing demos from the book.

More information on writing proposals and query letters

• Dos and don’ts for submitting stories from the Science Fiction and Fantasy Writers of America FAQ for Beginning Writers
• “On Agents & Queries” by Meg Waite Clayton. Possibly the most important piece of information in the article: “My queries can go through 20 drafts.”