I’ve previously read and reviewed Louise’s first book, “Business Planning for Editorial Freelancers“, aimed at newcomers to the profession and those who needed to brush up their business planning skills. This book on marketing is for a similar audience, but it goes much more into the nuts and bolts of the actual marketing process, telling the reader what is out there that they can try, explaining why it’s a good idea to try it, providing some examples of people who have tried it (and in the interests of disclosure, I am one of the people who she mentions as examples of good practice) and giving some pointers as to what to do next.
As I do in my own writing, the author professes not to use jargon in her book, and she doesn’t, explaining concepts clearly and concisely without muddling the waters with marketing speak. As such, the book will be very accessible to those who fear marketing and can’t see the point of making the effort – or those who try to do it, but half-heartedly – the “embarrassed marketers” as Harnby calls them. But no one could fail to be convinced by the information that’s laid out clearly and methodically – and everyone can learn from it – I certainly learned a bit more about the relationship between Google+ and searching for your services, and about some of the other social media service that are out there.
The book is clearly laid out in four parts, covering concepts – ideas about marketing, what it is, how it helps you to grow your business; then activities, which sets out a chapter on each of various marketing channels including cold letters, face-to-face networking and social media, among many more; then a very useful sample marketing plan; and a good solid list of resources at the end. The marketing plan is a stroke of genius, as it takes a non-traditional editor – certainly not a woman who’s worked for a publisher then struck out on her own, which is something of a stereotype in our industry – and sets out what they can achieve around an editing career, branching out into all sorts of other activities and, as Harnby advocates at the beginning of the book (and something I strongly advocate, too) making sure that they have a mix of customers and types of work.
This book would be particularly useful for anyone starting out in editing freelancing or for anyone who’s giving it a go but not getting very far with getting customers. It’s also very useful for anyone planning to work with traditional publishers, as it sets out a lot of information about choosing which companies to target, etc., although one of Harnby’s own strengths is that she also works with self-publishers, and she has plenty of advice about how to deal with this market segment too. It also served to make me count my blessings and realise how lucky I’ve been to have gathered together a broad portfolio of clients through word of mouth, social media marketing and a couple of directory sites.
In summary, if you’re in the early stages of an editorial career, perhaps especially if you are not sure of the market in which you wish to work, buy a copy of “Marketing your Editing and Proofreading Business” and read it cover to cover (or percentage to percentage, I suppose, if you read the e-book version!). I will be recommending it to my mentees in the profession, and including it in the list of resources in my next book!
Find out more about the book on Louise’s website. You’ll find more info there on the book and links to where you can buy it.
Note: I received a review copy from Louise – thank you. Although I am quoted and referenced in the book, I make no financial gain from you purchasing it (although of course it helps my marketing effort in raising awareness of my website and thus my own books!).