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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Showing Character through Testing
Authors often create characters who are perfectly suited for the story that is being told. The brilliant detective is put to the task of finding out whodunnit, the brilliant surgeon must operate on the life-threatening tumor, the brilliant commando must rescue the hostage. If these characters have suitable antagonists to oppose them, then enough conflict
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Exploring versus Judging Character
One of the curious conundrums I’ve experienced as a book editor is encountering characters that the author clearly has contempt for but expects readers to be interested in engaging with. Contempt is as poisonous in writing as it is in relationships. The goal of the author should not be to judge character but to explore
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Coaching Opportunities with Potential Clients
I think of coaching as anything that helps a writer write their book, improve their book, sell their book, or otherwise advance their writing career but which isn’t a straightforward edit on a complete manuscript. In other words, if I help an author write a query letter, or brainstorm solutions to plot problems, or review
