Excuse-Busting Marketing
My excuse-busting marketing method has been highly successful in helping potential author clients decide whether to get their books edited and published.
Excuse-Busting Marketing: How to Help Authors Get Ready for Editing
If you’ve hung around here for a while, you know that I’m a big fan of finding clients who already know they want to work with an editor but just aren’t sure which one. This makes turning them into clients so much easier! All you have to do is show why you’re the one.
If a writer is convinced they can go on to fame and fortune without hiring a developmental editor, I won’t waste my precious life trying to convince them otherwise. Maybe they will go on to fame and fortune without me. How do I know?
But I do sometimes get clients who are on the fence, just by busting their excuses. Or, in sales-speak, “overcoming objections.” But unlike a used car salesman, I’m looking for objections that are not about the service I’m offering (a common objection in this vein is, “I can’t afford it”).
Instead, I’m talking about addressing the challenges authors routinely have in their writing lives. I bust their excuses (so to speak) by showing how I can help them solve those problems.
You can also use excuse-busting to get more clients.
Here’s an example: “I don’t have time to write.”
It’s a very common frustration among writers. But instead of nodding and saying, “Yeah, too bad. Let me know when you do find time to finish that draft, and I’ll edit it for you,” you could help them solve this problem.
- You could say, “I’ll write it for you.”
- You could say, “I’ll be your accountability partner.”
- You could say, “I’ll coach you in using your time more effectively.”
These aren’t, strictly speaking, editing jobs, but they are jobs that many editors can do well. Once you’ve helped the author bust their excuses (and – this is key – have gotten paid for it!), you might also be able to do an edit on their project since your efforts have now helped them finish it.
Even if not, you’ve at least earned some bucks and sharpened your skills.
Tips for Editors & Writers
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Avoiding Burnout in Your Freelance Business
When you’re first starting out as a freelancer (and at other times, too, such as when business slows down or a major client closes shop), it’s tempting to work all hours of the day and night to keep things moving. There’s a strong hustle culture around freelancing that suggests you should be working twelve- and…
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Helping Clients Understand the Differences Between Beta Reading and Developmental Editing
Authors often use beta readers to give them feedback on their work and I think this can be a great way for them to get a sense of a reader’s experience of the novel. Some editors offer beta reading as a lower-cost service for authors. And this can be a great way to give authors…
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Establishing Client Trust (A Cautionary Tale)
A while back I subscribed to a software service that backs up my website. No more than a week later, I got an urgent message from the company saying that I was running out of room for backups and that I needed to upgrade my plan. They threatened that they wouldn’t be able to save…
