Hey, I’m Dave. My publishing business helps guide an author to the proverbial finish line of a book publishing process. The goal is to publish a professional book that promises to win the author the admiration of their friends, family and peers. To help my author-clients win with words, I hire and work with editors. This piece details my experiences in working with The Average Editor.

Trigger warning: Upskilling your editing services and associated editor brand may cause feelings of discomfort.

About Our Business Model

Before starting, I want to acknowledge that not all editors are looking for the same sort of word-work. Our book publishing business focusses on authors across multiple genres who prefer the DIY or self-publishing process. Over the course of 2024 we helped 50 authors through some sort of publishing process. Of those 50 authors, around 20 manuscripts benefitted from an editing process. I subsequently worked with up to 9 different editors throughout the year.

The rest of my advice is shaped around my specific editing needs. Not all of it may be relevant for you, but I bet some will be. I hope that you’re able to take at least a single strand of applicable advice and use it to strengthen your editing offering.

3 Characteristics of The Average Editor

1. About Your First Impressions

The Average Editor relies primarily on email to win new business. This emailed introduction is often written with little to no thought as to the impression it leaves. If unanswered, it likely never receives a follow-up.

Rather

Consider calling your potential client. Then follow this up with a well-written email that summarises the salient points of your offerings. I recommend at least 1-2 follow-ups before moving on. It’s easier (and quicker) to stand out through conversation, than with an email. I understand that cold calling is about as fun as the Ice Bucket challenge. Neither is not having enough work…choose your discomfort.

Emailing a new lead? 👉 Improve your chances of converting them into a paying client.

2. Neglected Online Presence

The Average Editor has not put enough thought into where they rank within the online search results of their potential clients. As a real-world example, before hiring an editor for the first time I’ll likely carry out some light online stalking to put my mind at ease. Yes, some editors can rely on word of mouth to fully fund their lifestyle for the foreseeable future. However, this article was not written for those lucky few.

Rather

Consider which platforms require the least amount of effort whilst generating the highest returns in the right exposure online. As an example, if you Google “Manuscript editing services in South Africa” (replace South Africa with your preferred area.)

• Where do you rank in the search results?
• Which platforms receive the highest placement or priority on the first page of the search engine results? E.g. LinkedIn.

Here are the recommended platforms The Average Editor should consider spending time and effort to create and polish.

1. Targeted profile of your local editing industry body. Example, PEG membership profile.
2. Targeted LinkedIn profile.
3. A website of up to 3 pages that captures your editing expertise and answers common client questions.

Wondering what I mean by targeted profiles? Imagine crafting your CV with a specific company in mind. Every online profile that advertises your editing services should be “targeting” the ideal customer in the same way. Each profile should contain text, specifically written to rank for the online searches of your ideal clients.

Up for a challenge? Focussing on your LinkedIn profile or website profiles that promote your editing services, take some time to first map out, and then include the top 3 key phrases you think your ideal clients would be searching for. For example, “Manuscript editor near Durban.”

Want to enhance your editing services? 👉 Win more editing customers from your website

3. Communication Matters

There are 3 phases of communication for every editing job that we take on:

1. Communication before the edit begins.
2. Communication once the edit has started.
3. Communication after the edit is delivered.

In my experience, The Average Editor places the majority of effort into the 1st category of communication, with less into the 2nd and very little if anything at all into the 3rd. Having professional communication when preparing your editing quote will be sufficient to land you your first editing gig with us. However, it won’t be enough for the next gig if communication in the 2nd and 3rd phases was poor.

1st Phase Comms: First Impressions

From the introduction phone call through to the quote being shared, most editors understand the value of both professional and prompt feedback. The tone from The Average Editor is generally upbeat and accommodating. Most editors get this part right.

2nd Phase Comms: Editing Underway

Once the edit has started, The Average Editor prefers operating in isolation. They would prefer to disappear until the first draft has been completed. Semiregular touchpoints with either the shared author-client or myself (that were agreed to in 1st phase) are often treated with quasi-confusion with an added dash of irritation.

Rather

Instead of focussing exclusively on their editing prowess, I ask my editors to include semiregular (weekly) touchpoints with the author, typically emailed. I have found that these touchpoints lead to a much happier author by the end of the edit.

3rd Phase Comms: The Soft Touch

This is communication, after the final draft of the edit has been delivered, between the editor and the author as well as the editor and me. The Average Editor tends to assume that the job ends immediately on delivery of the edited manuscript.

• Did the author understand what was being delivered?
• Was the author given a moment to ask questions? (Both emailed and over the phone.)
• Was the author happy with the overall editing experience?
• Did I enjoy how the editor helped my client?

The Average Editor needs to prioritise post-delivery touchpoints with their client. A simple “Were you happy with my service?” goes a very long way. If the client loved your editing service, this is also the ideal time to prompt for a testimonial. (LinkedIn is great for this.)

Conclusion

Here are a few points to consider before we part ways.

Appreciating once off vs repeat business. I gave my favourite editor 9 of the 20 editing jobs from the 2024 year. Would you prefer to have a single higher paying job vs several editing jobs that pay slightly less? Some business relationships take time and goodwill to foster. Don’t sacrifice them for a quick buck.

Do you have a plan to handle overflow? How do you handle a client query when you are already busy? Padding a quote with lead time or even an additional surcharge is sometimes preferable for me than having to search for and find a new editor.

Don’t get too lost in the words. Too many editors underestimate the value of strong communication with the client. Being the best manuscript editor doesn’t matter if the client feels neglected.

I know that following this advice is going to be uncomfortable (I have written a whole article on that feeling here) however you are not alone. I hope you found your nugget somewhere in my article. If you did, I would love to know.