12 Important Steps for Self-Editing; An Author & Writer’s Checklist


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There is arguably no substitute for engaging a professional editor or proofreader, however, self-editing is an essential exercise for all authors and writers. Developing skills to facilitate thorough content analysis and correction/revision is the first phase in fine-tuning a book manuscript or document before its editorial and proofreading analysis and publication or audience distribution.

With each successive round of proofreading the fewer the errors to be addressed in the final analysis. This process not only helps to reduce the degree of correction and revision by a professional editor but also lends to a refinement of writing skills of the author from a developmental and grammatical perspective.

Hiring a proofreader and/or editor is a critical stage of the pre-publication process that will help to ensure that your book manuscript is clear, concise, and as error-free as humanly possible and reads with a consistent flow and progression. After all, the primary objective for the author is to ensure that their purchasing readership has an exceptional and satisfying reading experience.

Start with an Online Spellchecker and/or Grammar Tool

There is numerous spelling and grammar analysis software on the market and MS Word even has their own built-in tool found at the very first of a series of related document ‘review’ functions across the top of the MS Word document window under the ‘Review’ tab. One click of the ‘Spelling & Grammar’ tool tab and the software will scan through the entire document, underlining spelling and grammar issues that require further review and changes as necessary. Grammarly.com is one such online tool which offers a host of resources to educate users on proper English language applications.

Apply this built-in tool before doing any proofreading and editing rounds. This will alleviate many typical issues right up front and allow you to focus your greatest attention on analyzing and revising with optimum efficiency and accuracy.

The spelling and grammar check should be considered the author/writer’s first step toward producing a quality, clean product with a professional presentation. This is important not only to the paying product purchaser but also to the publishing company whose critical mandate is to ensure a high-quality product is being distributed through the various retail outlets that will market your book. Even as a business professional distributing communications documents internally or externally for business purposes, the cleaner your content presents the better the reading audience’ perceptions will be and how they respond moving forward.

Pause Before Commencing to Proofread

There is a tendency to rush through the proofing process in order to meet personal or professional deadlines for publication or distribution of books or documents to their intended audience. Writing can be a long and exhaustive process in itself and it is easy to develop a habit of glazing over the essential proofreading and editing process.

After concluding the writing of your content, stop! Take a break by stepping away from the finished content for a number of days or even weeks. Come back to your work with fresh eyes and clear focus as the proofreading exercise is a painstaking, exacting process that you cannot afford to rush.

Proofreading and editing is a multi-round process. It cannot be executed effectively in one round of re-reading. You will be checking for typos, spelling errors, poor grammatical application, sentence composition issues, sentence fragmentation whereby words are inadvertently missed or as written from a conversational perspective that result in confusing, inconsistent idea or storyline flow.

The bigger picture to watch for carefully is the ‘developmental’ aspects of your content. Is there a consistent and fluid progression of the story or presentation of ideas throughout? Are the paragraphs consistent in length and spaced for easy readability? Are character and location details consistent throughout? Research exactly what to watch out for in the various elements of content development as the intent in this article is not to be exhaustive to that end.

Seek the Opinion of Others

Having referred to the proofreading and editing process as ‘painstaking’ and ‘exacting’ here previously, to be more precise the task of checking content for evident errors or inconsistencies goes to the checking of every single word, phrase, sentence, and paragraph individually and as they relate to prior and subsequent content as well. If storyline or thought processes are expressed in a haphazard manner, your readers will become confused and easily frustrated that the content was ill-conceived and not thoroughly evaluated before publication and distribution.

As the author of your own content development, there is a tendency to be overconfident about that content and during self-editing, it is easy to glaze over your content and miss errors or discrepancies. As such, it is a wise next step to seek the assessment of your content through the scrutiny of others who are not so closely attached to the work. Ask friends, a colleague at work, people who work as manuscript or content ‘reviewers’ or relevant online forum groups. Fellow writers will also help in this supportive role. You may wish to offer a gift incentive for reviewers’ efforts such as a free copy of the published product or other forms of reward.

Read Your Content Out Loud

This sounds like an odd suggestion yet when your content is read back out loud you will audibly detect unusual sounding sentence elements that trigger an immediate question in your mind. You will hear elements that do not make sense. You will hear awkward word choices and word duplication that need attention. Sentence structure is important. For many, hearing a voice, perhaps even their own voice, as they read content, will trigger the same reaction.

Learn in Advance Guidelines for Proper Grammar and Punctuation

Before you can sit down to a thorough and accurate proofread and edit of your content, you need to make sure you possess the knowledge base to do so. Research thoroughly online and/or take courses at a local college or other facility offering such study programs. Punctuation, spelling, capitalization, and grammar are complex disciplines. As a professional editor, I see these skill sets lacking in the textual content that I am engaged to review.

Many of the online resources are even free of charge. Grammarly.com is an effective app that can be installed to your internet toolbar and when developing content online the software does real-time analysis and colored underlining of words and sentence elements that require attention. It will provide suggestions for possible changes where the software may not be fully clear on the issue in some cases. Be sure to download and install the Grammarly app designed for your browser.

Prepare a Checklist of Common Content Issues

You know better than anyone what your strengths and weaknesses are in terms of your written English content. Maybe you tend to use incorrect word variations such as ‘your’ instead of ‘you’re’, ‘then’ vs. ‘than’, ‘they’re’ or ‘their’ or ‘there’, ‘its’ or ‘it’s’; the list is lengthy. Have your prewritten list of your own typical spelling and grammatical issues at the ready and do a round of proofreading specifically checking for only those types of issues.

Avoid Editing While Writing

As an author or writer, your first priority is exceptional content for the intended reader or audience. Your first inclination may be to edit during your content writing process. That is a risky practice at best as doing so becomes very disruptive to the writing thought processes and could very well diminish the quality of your writing as a result.

Get your storyline or message ‘down on paper’ as it were, whether writing on or offline. That is your first priority. Worry about the tidy up after the entire content has been written and thoroughly examined under the microscope for the proofreading phase of the project. With online publishing today we have the advantage of being able to revise our manuscript and republication as a second or third edition but why leave ourselves hanging by attempting to achieve content writing and editing simultaneously; it just doesn’t serve to establish the best possible content.

Capitalization

Capitalization is one of the most common issues I find when proofreading for clients. As with punctuation errors, I see a predominant habit among authors/writers to ‘guess’ where punctuation and capitalization should apply. This becomes even more evident when their application of both is inconsistently applied.

The use of capitals is typically reserved for proper names of people, places or things as identifiers specific to the individual or place/thing of reference. Reference to governmental positions or bodies of jurisdiction are often confused and if in doubt the next step is to search online to verify proper term usage and capitalization.

It should also be noted here, too, that if an author or writer does not have a solid grasp of proper applications in this regard, with haphazard discrepancies frequenting content, the correction of such issues can be time-consuming which will also translate into greater client cost for the hired editor to correct.

Printing, Line Ruler and Visual Alteration Techniques

Developing differing techniques to increase your focus level and accuracy during the proofreading process will go a long way toward refining your process with greater efficiency and eliminating missed issues.

Many authors and editors alike find that the eye simply does not catch all discrepancies when viewing content on your computer monitor. Some find that printing the entire manuscript of content and physically checking and marking the content is easier with less tendency of missing repetitive issues.

Still, others will alter the font size and even change the font face type as viewed on their computer screen as a means to proof their work more closely. When you adjust such dynamics of textual content to other than what you are accustomed to applying and reading, this practice will force a greater level of close scrutiny to find discrepancies in your content.

Another favorite practice is to place a straight rule beneath each line of content as you progress down the page. In doing so, you cover content immediately below the line you are reading and thereby facilitating complete focus only on the line being read.

These techniques may, at first, result in a slower, more intense review process but will also increase efficiency and accuracy after repeated use.

Multiple Rounds of Proofing and Editing

Authors and editors alike must be aware and understand the critical importance of multiple rounds of proofreading and editing. When hiring an editor and or proofreader, it should be understood and accepted, as an established professional editorial practice industry-wide, that the editing and proofreading practices will require a multiple of rounds to do so.

Depending on the degree of proofing and or editing desired or required, it should be anticipated and agreed upon in advance by both parties to an editing services contract that three (3) to four (4) rounds of complete content review shall form the basis for acceptable services standard, and more or less rounds depending on a number of factors relating to content issues that will allow for or demand more or less review and revision.

It is suggested that the best practice before an editor or proofreader is hired is for the author/writer to provide a specified amount of representative content to the service provider, i.e. several pages or one or two chapters, as specified in advance, in order to give the editor/proofreader an advance read of the author/writer’s content to determine the extent of analysis and revision that will be required.

There should also be agreed upon flexibility written into this element of a service agreement such that any significant change in content editing requirements not anticipated or evident through the content sample provided will necessitate a greater scope of work and related cost adjustments to bring the content to the desired professional state of presentation. This situation may not occur often but should be a reasonable contingency in the event that such problematic content arises.

Consider, also, that the editing and proofreading processes are two distinctly separate exercises with a focus on different elements of the project content. Proofreading is primarily to address issues relating to typos, spelling and grammatical/punctuation errors and sentence composition concerns.

Editing, on the other hand, is a comprehensive analysis and revision of the bigger picture of content development, also known and referred to as ‘developmental editing’. Editing also examines stylistic consistency as well as a logistical reference such as character and location/geographical development, the accuracy of language, flow, readability, clarity, and a consistent progression of storyline or message delivery front to back.

Style Guide Applications

There are numerous editions of ‘style guides’ published today and found online as well. They serve to guide writers and editorial professionals for proper applications of style, usage, and grammar. Such style guides have been established in various countries around the world and reputed as the reference of choice for consistent textual content development standards. There is a multiple of style guides designed specifically for various formats of writing.

Digesting the content of such guides can be complex but more and more authors and writers are acquiring these reference guides in order to bring a professional standard with consistency to their written works. The advantages of doing so serve not only the writer/author but also, ultimately, their reading audience as well.

Neither editing nor proofreading services incorporate rewriting or entire writing (i.e. ghostwriting) services. That is not the focus of these professional hires. They are hired on the basis of content analysis and suggested revisions only.

Can I Not Just Use Editing Software? Why Hire an Editor as Well?

Clients must be aware that content analysis software currently being retailed is NOT 100% accurate in terms of textual proofreading and editing. There are numerous aspects of the complex written English language that such software is not able to fully recognize as a contextual or grammatical error. When reviewing ‘suggested changes’ highlighted by the software, it becomes clearly evident that the software is ‘unclear’ on any given number of grammatical or spelling issues it gives reference to for suggested changes and their analysis in those instances is incorrect.

As such, the client is left with difficult and often confusing decisions as to the correct content changes necessary, if any, in those instances. For that reason, authors/writers should never rely solely on spelling and grammar check software applications. It is still essential that a proofreader and or editor be engaged to undertake the final content analysis on the client’s behalf to ensure that the end result is a product that meets professional quality standards as free of error as humanly possible.

Publishing companies are also highly expectant that book manuscripts submitted for publication meet their own high standards. Their first priority is to ensure that the products they retail are high quality for the purchasing consumer. Their revenues are clearly at stake as well as the author’s income. The bottom line is that happy readers become devout, repeat customers when they can rely on great story delivery with quality finishing touches for their investment!

Results Driven Customer Services Focus


Picture of a deeply inspired person focused on a starlit sky.photo c/o Steve Halama, Unsplash.com

Taking Your Content to the Next Level

↑  click heading for my brief customer focus presentation  ↑

When you have a special project that, first and foremost, absolutely must capture the attention of your targeted or intended audience, you want to make sure that your message does indeed reach that audience, right? How do you ensure that happens and once you have reached that audience, what next?

Marketing your content to reach the greatest potential number of your ideal audience online today is a complex and challenging prospect. On one hand, you feel that you have written exceptional content that millions will not only see but feel deeply compelled to click through to find out more. On the other hand, you feel that through your research on the subjects of ‘audience reach’ and ‘audience engagement’, you have mastered the technique of grabbing your readers’ attention. Still, you find that your results are minimal and perhaps even trailing behind your previous content publication.

So what on earth is going wrong? You’re frustrated that after endless hours of time and inspired effort you continue to struggle with reaching your audience, triggering their interactive responses to your content, clicking through to various pages on your website and advancing to the ‘shopping cart’ phase of purchasing what you have to offer.

Steps Toward Better Business Results

The process of marketing your business online today continues to be increasingly complex, challenging you every step of the way and you feel like you’re spinning your wheels. Spending valuable hours of your business day focused on content marketing for the promotion of your business seems like a prudent and necessary activity right? It most certainly is important. 

Whether you have staff that can attend to effective website development and updates in conjunction with current day standards that must incorporate Google’s algorithm updates and web content standards, social media marketing, website blog content development, search engine optimization (SEO) and paid advertising copy (analytics data analysis, keyword research, ideal targeted audience demographics, and ongoing social media management),  or you are a one person operation and have to bring it all together on your own, be prepared for initial and ongoing research to make sure you stay abreast of best and preferred practices and schedule sufficient time to address those tasks.

This article is not intended to be exhaustive in terms of detail regarding each subject covered here. This will serve as an overview with touch points on key aspects of achieving greater audience reach, engagement and forward response to the purchase stages of your relationship.

Website Name, Registration & Development

Assuming that you have fully developed your ‘Brand Story’ and Business Plan in advance of your new business startup, determination of exactly who your targeted audience/customer/clients will be, and what financial resources you will have as startup capital to set up your business and get it launched, the next critical step is to set up your new website name and URL registration and plan for the physical development of the new website.

Website Name

  • Never decide on a website name in haste. Your business name must clearly define in a few well-placed words what you have to offer. The first instinct is often to come up with an artistic, catchy business name that may be unique and intriguing but does it immediately tell your potential audience/customers what product, services or cause you offer or represent? Don’t make people guess or you will lose them in a heartbeat; if in doubt, they click out! In advance, you need to determine what small group of core keywords represents your business.
  • While keeping your business name brief, make sure you incorporate a critical keyword or two which represent the primary service(s), product(s) or cause(s) of your focus. If you anticipate expanding your services, product line or cause focus, be sure to allow for that differential in your website name determination. 
  • Before formal registration of your business name and website, determine a second and third alternative business and website name as there is a possibility that your first choice may already be chosen and registered. Avoid potential legal challenges in future that may ensue because of a business or website name duplication with another legitimate business entity.
  • Research thoroughly in advance on best practices for the development of your business name. Draw from the experience of experts in this facet of your new business startup to ensure that your company name is effective in identifying what you have to offer and one that is unique to your competitors’ business names in a distinctive way. Your business name should also be easily remembered.

Website Registration

  • Once you have established your preferred website name, you need to secure that business name and website URL address as an exclusive business entity with sole rights to the chosen name/URL through official registration with the appropriate provincial, state or other local or regional authorities designated for legal website name and URL registration.
  • Do advance research to ensure that you understand critical issues and legalities surrounding the selection and registration of your new business website address/URL.
  • Website Domain:  Research the pros and cons of having an exclusive and primary website domain vs. a sub-domain. There is the argument that sub-domains will cause many to perceive your business as less professional/successful because you have not acquired your own domain. In the case of your own domain, you purchase the exclusive right to your own primary/proprietary domain. If you have a free hosted website platform where you have not purchased a domain, your website or blog URL will include the name of the site host in addition to your own chosen business/URL name. A sub-domain has a much longer/elongated URL address which is much more difficult for people to remember accurately.

Website Development

  • When looking at which website or blog hosting service you wish to acquire, pay particular attention to not only price (free/premium) but all conceivable aspects of functionality, what add-ons will be charged extra, domain stipulations, terms of use and so on. Also, check customer reviews in detail. Are there any highly negative comments that would cause you to raise a red flag? Be sure that in the event you wish to go to a different hosting service in future you are fully able to transfer your site content from the current to the new website.
  • Restrictive Functionality:  You will find that the level of site builder functionality varies between website hosting services. Are plugins included or are they a chargeable extra? What features are included (or not) i.e. shared or dedicated hosting, managed WordPress hosting, type of servers i.e. Windows/Linux, data storage and transfer limits, and more. Research hosting service reviews on sites like PCMag.com through searches i.e. “top website hosting services”.
  • Website Navigation: Plan for the website navigation menu and parent (primary) vs child (secondary/sub) pages in advance. Base your website pages and content on the purpose of your website and how it will best represent your company brand story development and core products, services or cause presentation and promotion. Assign easily recognizable web page names to avoid guessing or visitor navigational problems from occurring. If a visitor feels confused about where to go on a website and ends up struggling to find the desired page, they will click out in anger and never return.
  • Site Search Engine Optimization:  This aspect of website development remains an essential component and plays a critical role in how visible your website will be to search engines, how well-represented your core business focus is and the kind of content quality and user/informational value visitors will find when they arrive on your landing/home page. You should have determined your core set of keywords/keyword phrases in advance. 
  • Be sure to research in advance all current and relevant content requirements as defined by search engine algorithmic updates and related guidelines. Do NOT leave this to chance and attempt to determine on your own what is or is not critical in this regard. Google is by far the largest and most authoritative search engine on the internet today. Refer to Google Webmasters for support and tools/resources. Do NOT ignore the Google guidelines with respect to website content.
  • Take the critical time needed to research through industry experts like SiteProNews and Social Media Examiner to become aware and understanding of current SEO best practices. Google launches periodic and fairly frequent algorithmic updates and guidelines, therefore you cannot simply develop your new website or blog site based on guidelines at the time of your business website launch alone. Always stay up to date with frequency through research to avoid dismal website/page ranking and poor positioning in search engine results pages. If your site is placed beyond the first or second page of search results on the major search engines (Google, Bing, Yahoo and Ask are currently the top 4) your site will be virtually invisible or ignored. Most people do not review sites listed beyond the second results page of their search.
  • Site Navigation:  Again, research expert articles regarding best practices for website development. Site navigation must be quick and easy for your site visitors. Statistically, new visitors to a website will spend no more than 7 or 8 seconds on the landing page to sum up in their mind whether they are on the right track for finding the information they want and need and if they cannot find that information fast they will click out and never return…another potential customer lost. Refrain from getting artistic about names you choose for your navigational (page title) tabs. If your visitors have to guess at which page tabs to click on and discover they have arrived at the wrong page, they will be frustrated and click out permanently.
  • ‘Responsive’ Website Design:  The number of internet browsers today are doing so via ‘mobile’ technology in addition to or instead of a desktop or laptop computer. The rising number of web browsers on mobile is staggering and increasing to eventually become the most common way to browse the internet while on the go. The portability of mobiles allows users to connect online wherever they are over the course of their day. As such, make doubly sure that your website is ‘mobile responsive’; critical to reaching a huge segment of the market who now opt for the portable online means to browse the internet.

Website Content

  • Once again, I cannot stress enough the importance of researching in advance to find best practices for your website content including your blog articles and your other primary pages where highly informative content tells your visitors/prospective customers exactly what services you provide or products you offer or what cause(s) you would like them to support.
  • Determine in advance how best to structure your page content, how much content is recommended, the type of visual elements that best represent what you offer and most relevant to the subject matter of each page, how to optimize images through “alt text”, best practices for search engine optimization in terms of content quality and practical usability, infusion of keywords and their density, the use of semantic wording, phrases and sentences vs keywords
  • Enhance user experience by linking from one of your website pages to another. Use ‘organic’ words and phrases that occur/read back naturally within the context of your content. This practice also helps to improve page/site ranking by the search engines. The more visitors click on such navigational linking, the longer they remain on your website, a key indicator of visitor engagement to the search engines.

Page Titles and Headline/Subheading Formatting/Tagging

  • As you can see from my article headlines and subheadings here, I have applied an alternative font color and font size in order that the headlines (or subheads when used) are readily visible. Stay as close to only two textual content colors only that tie in well with your website and logo theme colors. I have also formatted each of the primary article title (H1) and subheadings (H2) and by doing so, such formatting is a clear signal to search engines what the article entails as a whole and in part through the subheading and bulleted information throughout the article. This formatting of content supports the search engine bot scanning for page and site ranking and ultimate search engine results page (SERP) positioning. This type of formatting is a critical and powerful form of SEO that all website content writers need to implement to increase their overall site/page rank.

Website Content Quality & Informative Usefulness to Customers

As a business owner/administrator today who is reaching out to their potential/targeted audience for the purpose of attracting new customers, clients, or increased website traffic, engagement and purchase decisions, newsletter and blog subscribers, new leads generation, authority/expertise building and more, you MUST get away from pushing the sales element of your messaging to your reading/site visiting audience.

For years now, the consensus for web content best practices included heavy keyword and keyword phrase content (to the point of virtual keyword dumping or ‘spamming’). The major search engines no longer accept that type of black hat approach to website content development. Website browsers/users/searches are sick and tired of being constantly bombarded with nothing but heavy-handed sales pitches; “buy me, buy me, buy me”. 

Current expert consensus reveals that content marketers need to focus on what is best for their potential customers and develop their content accordingly. High-quality content that includes website content that is highly informative and immediately usable by our site visitors. Focus on your audience’ wants and needs through your content vs. that undesirable sales pitch.

Speak to your audience in a clear and concise content presentation that is easy to understand and identifies specific problems that your various customers experience, and identify how you and your products or services can solve those problems and make their life easier/better. Your readers should readily identify with the problems and solutions that you present as their own! Differentiate yourself from your competition by showing them why they should pick you or your products or services as the better choice, the better solution for them.

Specific Customer Problems & Solutions

To illustrate the foregoing, I will share with you who my typical and potential clients would be based on the services I provide and what solutions I offer that will help my clients realize best possible results with their textual content or copy. This is a general overview rather than an exhaustive itemization but the following will give you a sense of where your focus needs to be in terms of customer/client services or product development and sales and how you should represent them in your website content and online and offline marketing efforts accordingly.

Authors:

Whether a first-time publishing author or a seasoned pro in the publishing sphere, my author clients will approach me on several different fronts:

  • they want a solid start to their publishing endeavors right out of the gate with a clean, error-free, fluid, consistent, highly engaging and polished publication product that provides a first-rate reading experience for their potential customer market.
  • they want their readers to build in numbers through solid reviews, extensive sharing of their marketing copy and consistently growing readership through their product excellence, marketing and advertising efforts and consumer referrals.
  • they are experiencing difficulty producing unique and highly engaging content that differentiates them from competitor authors (of which the numbers of new authors has grown exponentially).
  • they have a general difficulty with the writing essentials of the English language including typos, spelling and syntax errors, incorrect grammatical applications, errors or oversights in capitalization, flagrant misuse of punctuation, poor structural/developmental or substantive content presentation that results in inconsistent, choppy, confusing storylines, inconsistent character development and more.
  • they have the drive and prolific writing dynamics which result in exceptional reader experiences and they have an unquenchable desire to reach the bestselling author distinction but need guidance in terms of how to achieve that desired and lofty level of publishing supremacy.

As a textual editor, proofreader, formatting and writing analyst, I provide the essential services which resolve the types of issues described above and/or help the author move ever closer to the bestseller circles through superior publications quality and reader experience. Be clear on this point: an editor or proofreading professional does NOT rewrite the author’s manuscript in part or whole. Our role is one of defining technical issues and suggested revisions to address those issues.

Editorial Services

Through a three to four-round content analysis process, it is my function to identify errors and omissions that are intermittently evident through my client’s book or novel manuscript and suggest correct applications and/or wording alternatives that would otherwise enhance the reader experience. The level of my participation in the overall editorial process depends on what my client is seeking as necessary from their perspective and/or my own perspective once I have had an opportunity to peruse the submitted manuscript copy.

In addition to the editorial aspects of publishing services I also provide manuscript formatting consultation and services to ensure that each manuscript submission is fully compliant with publisher guidelines. Where manuscripts are submitted with conflicting format issues that result in a poor reading experience, the publisher will reject the submission until such formatting issues have been fully resolved.

Copywriting Services

One of the critical elements of book or novel publishing is the ‘book description’ which is otherwise known in the publishing industry as a marketing tool known as a ‘sales pitch blurb’. This descriptive element on the author’s retail page is one of the first things a visiting consumer will review when determining whether to make a purchase. There is also opportunity within the ‘front matter’ and back cover for similar marketing copy which is designed to enhance and further the purchasing decision process. Where an author client does not feel they have sufficient skill in the marketing content writing side of publication, I provide copywriting services accordingly.

Business Professionals

Business professionals, whether a company owner or senior/marketing executive, will approach me to seek my advice and editorial/copywriting services for their communications and marketing content, advertising copy, website content, brand development, recognition, increased website traffic and engagement, enhanced marketing strategy for increased sales volume, optimized internal and external communications and more.

The challenges that business professionals faced can be multifaceted and not necessarily skills-related. Time restrictions for a company executive may ultimately be the biggest roadblock for them to effectively and efficiently produce the right type of copy presentation that drives business decisions, employee adherence to company models or guidelines, sensitive communications.

A business professional also needs to ensure that whether in-house or outsourced, the company’s marketing and advertising copy is exceptional in its delivery and revenues are enhanced as a result.

As a content/copy editor and writer/copywriter, I employ similar services as described above for author clients but more heavily focused on the textual content or copywriting disciplines to achieve mandated results for business professionals.

In closing, there are parallels to be drawn with my editorial and writing/content development services on behalf of clients. Each in their own way aspires to arrive at a superior product or service level which in turn helps them to achieve their own respective objectives in terms of product development and sales. 

Irrespective of overall project objectives, you will want to deliver the best possible product or services experience to your own clientele or customers. Maintain a clear focus on what the client wants and needs to resolve their problems whether specific to the individual or company you service or more industry centric as a whole. Develop your content, marketing and advertising copy and communications to the highest standard and presented to the client from their own perspective.

Effective Problem Solutions & Customer Trust

Offer highly relatable solutions to the problems specific to each client and you will see positive change in your overall customer experience and revenues. People respond to those product and service providers that they establish trust in and know will have their best interests at heart. Results driven customer services focus wins the day.

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© Don MacIver, Lasting Impressions Editing 2017; All Rights Reserved

How to Decide Between Self-Editing and Hiring a Professional Editor


Pen on white backgroundShould You Self-Edit or Hire a Professional?

As an author or writer, a business professional, marketing or advertising expert, you have created a book manuscript, document or promotional copy that will soon be published or otherwise distributed to its targeted audience. You have a daunting task: Do you perform the proofreading and/or editing exercise independently and release your content for public consumption/purchase or do you hire a professional textual editor/proofreader to execute this phase that will bring your content to its critical and polished best presentation?

Decision Factors

That is a loaded question and not one that you should take lightly. Consider these factors very carefully when making that decision:

  • Are you publishing your content for retail purposes?
  • Who is your targeted audience and does that audience include the potential for business revenue development?
  • Is this your first of such published/distributed materials or one of many and what has your audience response been so far? Has your content been response-driven? What is the metrics of reader response indicating to date? Have your documents or published materials performed as anticipated? Did your results meet or exceed your objectives?
  • Has your audience response in terms of actions taken been measurable and as intended? If not, what will you have to do to change your audience response?

When you are creating content for a company and/or client project or for direct revenue purposes, there is a considerable amount of pressure (internal/external) for optimum results in terms of the foregoing questions, how effective your content was in stimulating audience response and to what degree that response met or exceeded expectations.

Consider what is at stake if your content is not the best it can and needs to be. What efforts in terms of time, resources and investment have gone into the project? Has your return on investment (ROI) met and exceeded your expectations?

Objectivity

First, make sure that in making a decision your perspective is an objective one. Take an honest look at your content and be completely honest about self-assessing your capabilities with respect to your writing skills and equally as important, your level of knowledge and skills to effectively analyze and revise your work as necessary to bring it to a professional polish.

Seek an Outside Opinion

Have a colleague, family member, friend or other parties take your content for a test drive. Ask for their unbiased impressions of your work without any sugar coating thrown in…a straight up assessment or review, thumbs up or thumbs down! Avoid negative results by thoroughly examining your content before taking it to the next level. Beyond the surface level of the content and its delivery, are your reviewers finding a significant number of issues that require rewriting or correction?

Editing Decision Touch Points

The following is a series of keywords or phrases which need to be considered when deciding whether to engage a textual proofreader/editor for your content. These are the skills and expertise level indicators to consider as an expandable list (not all-inclusive) of the many elements of content development and revision that I do as a professional proofreader/editor:

authors               bibliography           book manuscript editing

bookmarks             border design          caption

change                markup charts          citations

clear formatting      cohesion               column orientation

columns insertion     content development    content layout

content sequence      copyediting            copywriting

cross-reference       developmental          document comparison

drop cap              editorial role         endnote

English editing       Flesch-Kincaid Standards

fluid progression     font face              font size

footnote              formatting             grammar

gridlines             headlines              hyperlinks

hyphenation           image alt text         image insertion

indentation           insert footer          insert header

line spacing          lower case             macro

margins               mark entry             mobile content

multiple page viewing outline level          page break

page breaks           page orientation       pagination

paragraph structure   postscript             problems

proofreading          publishing             punctuation

quick parts           readability           reader engagement      

reference navigation  references            review                 

reviewing pane        revision balloons     ruler                  

section breaks        sentence structure    signature line         

solutions             source management     special indents        

spelling              split window          storyline consistency

strikethrough         style guides          styles

subheads              subscript             substantive

symbols               table of authorities  tables

tables                text align            text box insertion

text wrap             thesaurus             track change review

trim size             typos                 upper case

watermark             web layout            word count

Common Misconceptions

A writer/author/creator’s greatest fear is that their content will be changed by the editor to the extent that their storyline, intent, meaning, and objectives could be seriously altered or compromised. Avoid such issues with a proofreader or editor before any editorial project gets under way.

The editor’s contract should clearly reflect that the integrity of their client’s work will be maintained during the process without clear and advance discussion and authorization from the client otherwise. The primary objective of the editor is to clarify any evident ambiguities or inconsistencies to content copy to enhance its delivery to the reader and to effect revisions that will correct typos, spelling errors, discrepancies in grammatical correctness, punctuation and sentence composition.

The ‘polish’ that an editor puts on a document, known as ‘proofreading‘ is meant to incorporate the correction of errors in spelling, grammatical and punctuation issues. More extensive ‘editing’ of a developmental or substantive nature is an analysis of the content through which to consult with the client to alert them that there are inconsistencies in the message delivery or storyline. The editor role does not incorporate re-writing of such content elements unless there has been an advance extension to the services agreement for the editor to do so. That kind of change, which involves greater involvement by the editor, will naturally add cost to the services agreement.

Good Story or Message Composition vs. Bad

As the writer, you need to be aware that if your storyline or copy content is mediocre in its development and does not pack the punch that it must have to achieve the desired results, resolving such issues is the responsibility of the author/writer/copywriter. I am writing this article for the various types of client projects I specialize in but the premise in this regard is the same. The writer of the content must develop their own individual skills in content development and delivery in order to realize the maximum possible success that they might achieve.

You may not possess the ultimate writing skills and technique to deliver that stellar content the first time around but if you are doing due diligence to do extensive research, studies and content refinement, your content quality and how it is received by your audience should improve as you gain experience. An editor or proofreader is NOT a ghostwriter. He or she will provide content analysis and revision. Writing better, more exciting or convincing/engaging content remains the job of the author/writer/copywriter.

Do Not Take Critique Personally

Repeatedly I have heard stories or, at times, experienced first-hand, that a client has taken an editorial comment as a personal affront. As the originator of that written content, own your responsibility as the content creator. Accept their role as editor for the objective analysis that they provide for the writer during the editing process. Do not allow that assessment to become personal or confrontational. The editor/proofreader is on your side! This seems a little off track for this article but the point is that you do not want to lose perspective to the extent that it dissuades you from engaging an editor for future projects. They are indeed there for a purpose.

Self-Editing Is Important

The first step to take once your content is completed, in a draft, is to set it aside for a few days, refresh and come back to your project to undertake a self-editing process. Take your time with this process. If you tear through the proofread at a break-neck pace only for the sake of meeting your publishing submission target date, the result is missed issues that require correction. Be very cautious about establishing hard deadlines for submission. Make sure that you have adequate time for the entire proofreading and editing process to be completed. That process is as important as the writing of the content itself.

Anticipate problems with the editing and polishing phases of your project. Base that anticipation of adequate time on the length and complexity of the project itself. Refer back to previous projects as a reference point and judge accordingly. If you do engage a professional editor to undertake the final analysis and revision process, establish a timeline that they anticipate they will require to do their part and wherever possible, keep your submission date a soft deadline.

I have seen clients get terribly anxious and stressed because they did not meet their original submission date. Maintain perspective on what is more important: a deadline for submission or the best possible quality content possible. In the case of a hard and fast deadline for submission in conjunction with a collaborative project involving a multiple of contributors, make sure that your advance lead time is more than sufficient for all of these processes to be performed thoroughly.

If issues of a more extensive nature arise such as storyline inconsistency, structural or copywriting revision is required, the time to do so is often greater than the original composition. Again, the priority has to be on the content quality first.

Multiple Round Editing Process

Be aware that the professional proofreading and editing processes involve several rounds of focus on specific elements of content analysis. Typically, that process, especially where the client elects both editing and proofreading services, are three or four separate rounds for complete, front to back content analysis and revision. The process is separated out into a multiple of rounds so that numerous elements of the analysis can be more effectively and efficiently addressed rather than an exhaustive all-in-one round which could result in issues being missed.

Type of Editing Services Needed

Editing can be considerably more extensive in the process that proofreading. They are two clearly defined and separate processes. Proofreading includes checking for typos, spelling errors, grammar, punctuation and sentence composition analysis. The author/writer needs to decide their writing strengths vs. what services they engage through an editor. If the author/writer were unsure of the extent of services required, the editor would most often seek a representative sample of the content to review in advance of starting a project. This advance review will give the editor some assurance that the content before him/her is consistent with the quality of content throughout the manuscript or document. Where the editor sees more than average issues in the sample they may ask for a larger sample or assess a greater fee structure that will reasonably meet the additional work that will ensue with the project.

If the author/writer were unsure of the extent of services required, the editor would most often seek a representative sample of the content to review in advance of starting a project. This advance review will give the editor some assurance that the content before him/her is consistent with the quality of content throughout the manuscript or document. Where the editor sees more than average issues in the sample they may ask for a larger sample or assess a greater fee structure that will reasonably meet the additional work that will ensue with the project.

Selection of an editor should be one of the first things the client determines so that they are comfortable with cost and can plan accordingly. There will still be a review of that representative sample to help alleviate any concerns on the part of the editor. It is not unheard of that extraordinary issues crop up well into a manuscript or document that was not evident in the initial review. In that case, there is usually a provision in the editor’s contract for a fee adjustment if deemed necessary.

Proofreaders and editors should always address any extraordinary issues as soon as they become evident by discussing those concerns with their client. The editor should never undertake to do extra work without first having obtained advance permission from their client to proceed. In doing so, the relationship between the editor and client does not become strained or compromised.

An author or writer can always obtain more than one content sample review before deciding on whom to engage if they feel the need to do so. Obtaining a referral from a fellow author or writer can also go a long way to minimizing any issues that might arise during the course of the editing process.

Research to Find Experienced and Highly Regarded Editing Professionals

Taking the time to locate successful and highly regarded proofreading and editorial professionals will pay huge dividends in the long run. Most often people conducting a search for products or services will seek to find local professionals, failing which they will expand their search. Remember that editing professionals provide their services for clients around the globe.

Essentially all services for document proofing and editing/publishing are currently completed electronically on a laptop or desktop computer, often including client communications by email or online video calls through Skype, Google Hangouts or Facebook Video Calling. When long distance separates the editor and their client, communication by telephone is much less frequent for obvious cost control.

Take advantage of resources that are typically found featured on editorial professionals sites. Familiarize yourself with these resources as a means to enjoy direct benefit when it comes to your content development, editing, marketing and where applicable optimizing for search visibility. There are many free and paid tools for writers and editors that greatly enhance organization, accuracy, innovation, presentation, formatting and much more.

Great examples of highly informative and resourceful editing professionals include An American Editor and Louise Harnby whose sites are richly enhanced through resource and industry links. Both of these seasoned editorial experts are outstanding writers whose on-site blogs are highly informative. They are well worth a visit to advance your practical knowledge base and writing/publishing objectives. Both editors have published as have I.

Self-Editing is an Important Phase of the Project

It is a highly recommended part of the writing and publishing process that the author becomes involved in the editing phase with every publication project. Developing improvement in your proofing and editing skills is important. It will actually help your writing process as you become more aware of your content quality as you write. To a degree, it will help reduce the extent of proofing and editing required by a professional. It will not necessarily result in dramatic savings though, especially if it is your first time working together.

Even when self-editing your work, it is highly recommended that you plan to engage a proofreader/editor for the final analysis. An external, professional analysis of your work helps to alleviate the possibility of issues occurring. Your objectivity can affect how well you proof and edit because the writer tends to be over-confident about their editing capability and thoroughness when self-editing. Your process can become a glaze over because of over-confidence and close familiarity with your work. At the end of a long writing project, the writer’s eyes will be fatigued and that ‘lazy eye syndrome’ results in skipping over content and missing important issues that require correction.

There is also the level of editorial knowledge and skill to consider. In addition, focus on what your overall objective is for your project. Keep in mind, too, that the publisher will also anticipate a quality content submission, as they will not publish inferior products to the buying public. Doing so affects their revenue stream as well as your own. If you begin to receive negative reviews about content quality, consider the valuable lost time to pull the project out of retail, go through another editing process, resubmission and further publisher review before the project goes is finally approved and goes live again for public purchase.

Effective self-editing and proofreading demand that you develop advanced knowledge and skills. The English language is complex and typical elementary and secondary school studies of the English language and grammar are not at the level that is required for content development. Take the time necessary well in advance of any content distribution at a professional or publishing level, especially when self-editing is the sole or only level of editing planned for your project.

My recommendation here insofar as hiring a professional editor reflects what this industry supports wholeheartedly and not in a self-serving way. Whether you are a publishing author, content writer or marketing, and advertising copywriter, if you do not have the in-house expertise, you will have to outsource your proofreading and editing needs. You have enormous competition out there vying for the same market share and anything short of the highest possible quality will fall well short in terms of your bottom line.

Testimonials and Reviews Speak Volumes

Seek out solid testimonials from any editing professional you are considering. Nothing is more powerful than the direct word of previous or ongoing clients of the professional editor under review. You can see examples of my own client testimonials which are featured on not only the Testimonials page but also the Home page. Be aware that even testimonials published online or in print may not be the real deal so be prudent in following up directly with the writer of such testimonials if at all in doubt. Editing professionals will usually be more than happy to seek the permission of their raving clients for prospective client contact provided their client’s wishes as to the means of contact is satisfied.

Not every editorial professional has a university degree in support of and relevant to his or her services. Through years of experience in various vocations, where they possess an exceptional command of the English language, they are solid candidates in their own right. To avoid frustration and disappointment, opt for personal and professional editing for optimum results. Editing takes tremendous commitment to ensure a consistent, painstaking focus and effective process. There is no room to leave your desired results open to chance.

My sincere best wishes go out to everyone in the pursuit of excellence; getting it right the first and every time will help make a significant difference in your bottom line.

Essential Elements of Effective Writing; Plan, Draft, Revise, Proofread and Edit


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Avoiding Problems

Editing and proofreading are critical elements of the writing process but make sure that you give equal and unwavering priority to the writing process itself. Read on…

When writers make haste with any of the essential steps of content development the end result can be a document that lacks clarity, confuses the reader, will appear poorly conceived and lacking authority. At the proofreading stage, the task of going back after your content is completed to resolve such issues will add a substantial amount of work and frustration to the proofreading and editing stages.

Proofreading and editing must be an exacting exercise that examines your content right from the title or heading through to the closing sentence of your content. That goes for any content that is to be distributed in professional circles throughout your place of business, published to a website or other online location or a book manuscript published in print or electronic formats. It is a painstaking and absolutely necessary final step of ensuring your content is error-free, grammatically sound, structurally, substantively and stylistically consistent, fluid and solid in presentation and message delivery.

Unless you take the time and exacting effort to follow through on each and every one of the critical steps to the writing process you are running the risk of your readers questioning your professional standards, your expertise or authority level and the critical risk that your readers or targeted audience will not read through the content and never return to engage in your future publications.

Effective Writing and Editing Strategies

Sufficient Time Allocation

Be sure to allocate sufficient time for articulate, clear and concise content development, proofreading and editing. Create an advanced timeline on a calendar or content management system software that will ensure that you stay on track and on topic. Leave room for unanticipated delays.

Keep in mind that there is nothing worse than scheduling your work so tightly that if any unforeseen distractions or delays occur you are cornered into a stressful and frustrating situation, especially if hard deadlines for submission are on the table. Also, anticipate sufficient time at the conclusion of the project to fully execute the proofreading and editing stages AND time to go back for further revisions and an additional round(s) of proofreading if necessary. So much can be sacrificed by rushing content development only to submit your work before it is at its absolutely best form, presentation, and message delivery.

Brainstorming Your Content in Advance

Set down an advance chronological sequence of content layout, format and subject matter. If you don’t have a plan in place to achieve specific objectives with your content according to its intended audience, your distributed or published material will lack the relevant focus it needs to have the optimum impact on your reading audience. You will also find inconsistencies in your content flow or progression.

From a marketing standpoint, clearly envision ahead of time what problem you are addressing that your readers will typically be faced with and what the best solutions are for your readers or customers to implement to avoid problems and make their life better, smoother, more enjoyable and prosperous.

Research and Knowledge about Your Resources

You should have a solid grasp of essential grammatical and citation rules that apply to the type of content you are producing. If you are getting into unfamiliar territory with the proofreading and editing disciplines you should consider bringing someone into the process that is proficient with resolving spelling, grammar, punctuation and all that is entailed with proofreading and editing textual content.

Keep essential tools such as on or offline dictionaries, thesauruses, style guides, research documents and relevant articles, handbooks and more. Having a skilled and competent mentor available when you need clarification is also a valued asset to the process. At every step of the way, if in doubt refer to those resources rather than leaving the task for the proofing and editing phases which can become monumental works of their own.

Identify Your Vulnerabilities  

Set down on paper a list of those issues which you tend to make errors on; in doing so you will minimize the editing process later on. By following a list of your common challenges you become much more mindful of avoiding those various errors line by line through your content development stages.

The Proofreading and Editing Processes

Many writers elect to print out a hard copy of their content on paper as a preferred method of reading back their content for proofreading and editing purposes. Professional editors and proofreaders will often elect to print for their purposes as well. Errors are often harder to detect on a computer screen. A related practice is to use a straight edge i.e. a book, blank page or ruler to control the eye’s focus strictly on each line being examined to ensure that you are fully focused word by word on each line.

When reading large volumes of written content it is common for the reader to experience a ‘lazy eye’ or scanning/glazing over of textual content. As the author of such content it is easy to become over-confident in your own writing accuracy and the habit of quick scanning of content rather than deliberate, focused attention to every detail becomes a risk. As such, even with repeated rounds of proofreading, you can quite easily fall into this glazing over habit with repeated missed errors as a result.

After your written work has been completed plan some time to sit back and relax away from the project before sitting down for the proofreading and editing processes. Rest your eyes and your mind for a few days before returning to your content. Review with fresh eyes and clarity of mind! You will be much sharper in readiness for this critical phase of your writing.

As an early detection and issue identification process during the writing stages of your content, you may wish to implement software such as Grammarly.com’s online extension for grammar checks. Do not rely solely on any such software to fully identify and resolve the many English language issues that can arise during the writing process.

Read Content Back Aloud

A great way to help you maintain focus is to read back your content out loud. By doing so, you will audibly hear and detect obvious inconsistencies in content delivery, confusing wording or phrasing or material generally out of context with the subject matter. Reading aloud forces you to focus on the text itself rather than the theme or specific ideas being presented. Sentence fragments are a very common issue with many writers. They tend to write as they would speak however incomplete or fragmented sentences are not grammatically correct, read poorly and are often confusing for the reader.

Reading Content Backwards

You may be scratching your head right now at this suggestion but it is also a highly effective method of tighter focus on individual letters and words during the proofreading process. It forces the eyes to have an even narrower focus on individual words, their spelling, sentence completion and comprehension and overall cohesive flow of content from one paragraph to the next.

Have you ever found that in second or third rounds of proofreading you are still missing errors? The problem is very common and goes back to my reference earlier here of the author becoming over-confident in their own writing accuracy. With that over-confidence brings the bad habit of scanning or glazing over content rather than a strict focus on every single letter, word, phrase, and sentence throughout your content.

Think of editing this way: Clean, clear and concise content that informs, inspires, educates and/or entertains is critical. Just as critical is presenting error-free, grammatically correct content and that your ideas flow consistently. When readers and especially potential clients, business associates and influencers read your material, it is critical that they have an extremely positive, impressed and enthusiastic response to your content.

That being said, why would you risk losing that critical new audience, collectively or individually, through sloppy textual content that is riddled with the type of errors already raised here previously? The same goes for purchasing customers of your novels. Make your body of work the best it can possibly be.

thClosely Check Your Punctuation

Punctuation is one area of textual writing that is often overlooked. It is an area that demands advanced study and understanding and should never be second-guessed during the writing process. For anyone well-versed in proper punctuation, nothing looks worse than sloppy, haphazard or misplaced and incorrect use of punctuation.

The English language is highly complex. Unfortunately, the educational system typically glazes over proper grammatical practices. For anyone who aspires to become a published writer or in any way must produce accurate, informative and highly polished and professional content through their place of employment, their business or otherwise, taking appropriate courses in advance to gain that essential knowledge is a must.

Where you do not possess such knowledge you will need to hire a professional proofreader and/or editor to undertake the proofing and editing phases of your content development prior to its distribution or publication. You can utilize MS Word’s built-in spelling and grammar check software as a starting point to the process once your content is ready for proofing but we aware that such software, free or purchased, is not infallible. The software is not human and as such, even through extensive programming the software cannot and does not fully detect spelling and grammatical errors.

Because programming cannot fully address the detection of any and all types of textual content errors for issues such as correct proper name spelling, sentence fragmentation, every instance of proper punctuation and grammar applications, the final examination authority rests with human eyes. The technology just isn’t that far advanced that it is even close to being perfect at this point in time.

Run-on Sentences

Like many of us, it is very easy to find yourself writing elongated or “run-on” sentences. The Flesch-Kincaid Readability Standard was established by scholars years ago which address this issue in the overall presentation of textual content writing. I have focused on these various elements addressed by the standard in a previous article and will not cover that range in this article again today.

The Flesch-Kincaid Readability principles have become ever more critical in today’s world of huge demands on people’s time and focus. This has become statistically evident even more so online where effective content presentation is essential to content marketing and retaining our readers’ short attention span. In a time when online searches produce relevant content in a matter of seconds and the reader expects to determine in only seconds whether or not they are at the right location for the information, they are seeking, highly engaging content is all the more critical.

Once you have engaged readers in your content, on or offline, you must be constantly mindful that all content is well spaced, with easy to read and understand wording. Sentences need to be kept short and to the point and you should refrain from developing paragraphs that exceed three or four sentences maximum, on average, throughout your content body.

As such, well-spaced content that includes space between relatively short paragraphs gives the reader’s eyes a brief pause or rest before reading on and can actually provide critically brief moments to absorb what they have just read. In turn, this overall formula helps to maintain focus, interest, and perspective during that reading experience.

If that focus or interest begins to wander the reader is more inclined to click out or close the book without finishing the read to refer elsewhere for their reading purposes. In terms of published content like novels that translates to lost revenue and repeat customers for the writer.

Ensuring Proper Citation Presentation

Where you have content which requires reference to its original source for proper authority reference, you will need to ensure that you apply the appropriate format of citation and location (in-text). Also, ensure that the references are properly displayed and located i.e. either ‘footnotes’ for references located at the bottom of the same page where the citation is found or ‘endnotes’ which are located at the end or conclusion of a particular chapter or body of text that the citation is found in.

Proper Quotation Form

When you are providing a quotation of the written or verbalized statement of another, you must be sure to include the word for word content in its entirety. Make sure all quoted content is spelled and worded exactly as it was presented by the originator. The quotation should therefore not be altered in any way from its original content and form.

Obtain Content Feedback

Before going forward with your content distribution or publication, take the time to seek feedback from friends, acquaintances, work associates, industry professionals. As writers, we tend to be so closely attached to our written work that we lose a level of objectivity when it comes to the perceived quality of what we write. We are often less critical and effective when it comes to proofreading and editing our own content objectively.

By getting the opinions and early responses from those objective individuals you can get a better sense of how recipients of your content, whether through business or publication, will receive your work. Will they perceive you as an expert source of information or entertainment and want to obtain more of your future works or look to others for that desire or need?

That outside objectivity will help to identify weak spots in your content that contain an error in fact or are less engaging. Feedback will help identify areas of your content that is unclear or confusing, perhaps not fully consistent with the storyline or forward movement of idea flow.

Taking these steps will help you to ensure that your writing improves and is the best it can possibly be in advance of it going out to its intended audience.

~

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© Don MacIver 2017; All Rights Reserved

Copywriting for Strategic Delivery


copywritingOne of the most critical aspects about advertising and marketing in its various forms is where the focus lies. In this article I will share critical perspective in the sales and marketing process through effective copywriting. 

For three years now I have incorporated copywriting in my core group of services as an essential part of helping my clients capture an ever-increasing audience. Whether you are an author, writer, poet, business professional, advertising specialist or indeed a copywriter you need to understand and embrace the core principles of copywriting and how this critical discipline is ever more important today and moving forward.

What Is Copywriting?

Let’s start with the basics. Copywriting is the writing of textual content for advertisingcopywritingdefinition and various other forms of marketing. ‘Copy’ is defined as ‘written content which is intended to increase brand awareness and to persuade readers to decide to act; to read, to hire, to purchase.

Copywriting is the strategic delivery of words that will get people to take a desired action and is one of the most essential components of online marketing. Effective copywriting skills takes time to develop through research, study and analysis of its essential cause and effect; what approach to writing copy will have the greatest effect on the targeted reader or audience?

Need To Know

The copywriter must understand their targeted audience’ perspective on things; your message must align with how your prospective customer sees things. Know and understand what their motivations and desires are. Ultimately, the copywriter must meet their basic expectations and go beyond to exceed their expectations!

SEO Copywriting

SEO Copywriting is a specialized form of writing that:

  • contains ‘keyphrases’, word phrases which your targeted audience/reader uses in their search terms to find what you have to offer.
  • helps to increase web content ranking in search results through Google, Bing, Ask and other search engines.
  • drives qualified traffic to online content i.e. websites, blogs, published articles etc.

Online Content Must Fulfill Two Essential Purposes

»  Content must appeal and/or be relevant to your audience/readers.

»  Google, Bing, Ask and other search engines must perceive your content as actionable/valuable/usable immediately by your readers. Your content must be quality and reflect you as a knowledgeable/authoritative resource. 


While my initial clients were primarily authors I soon became increasingly aware of the need for advanced writing skills and related services that would help each client not only bring a clarity and correctness to their work but also capture the attention of an ever-widening audience for them through copy centric business practices.

Business clients needed to engage in meaningful content analysis and discussion to establish a new way of highlighting the product or service that they offered. Most critical of all was how they said what they did through their website and communications; how they appealed to the prospective audience’ emotional responses based on their needs and desires.

One of the most critical aspects of content marketing, whether through book publishing or professional business or marketing and communications endeavors, individuals with important document submissions or business websites and beyond…is the essential need to connect with the right people, using the right words in the right place and time. As stated earlier, we need to connect with our targeted audience or readers in a way that embraces the perspective of those individuals, what they need and expect from us.

My author clients pour their heart and soul into their storylines. Many of them are employed and have a host of responsibilities and hours of work which pose limitations on the time they have to dedicate to not only writing but marketing their publications. Marketing of any product takes ongoing research and applied methods that are current; search algorithms, like Google, change frequently and must be part of the process of marketing as critical best practices change.

Business professionals, already bogged down in daily regimens of fulfilling their own respective responsibilities have little to no time for extensive research, effective writing that engages and sells nor the resources to invest extensively in paid advertising; that’s where experienced marketing and copywriting professionals come into play with a company whether an internal hire or a contracted service.

I have begun to work with advertising professionals to bring essential copywriting skills to the table in tandem with their superlative illustrative and graphic design elements for a superior, well-rounded advertising presentation that fully engages people in a powerful way and compels them to response, to immediate action, to hire or purchase.

Transitional Approach from Selling to Copy-Centric Engagement

Marketing takes a finely developed strategy. Our content must be quality-driven and provide the consumer with highly informative, interesting, entertaining and/or usable content that the consumer can use NOW, that they can take away meaningful and practical information that they can apply to make their lives better or resolve a problem TODAY!

Critical Rule of Selling

Always remember to write from the perspective of your targeted audience

  • Have absolute and focused empathy for the customer
  • Write to serve that customer (not to serve yourself)
  • Write to recognize and solve their problem or in some other way make their life better

Appeal to Emotions

Aspirations ~ Shame ~ Fear ~ Suspicion ~ Belonging

Always appeal to your reader/audience’ sense of motivational triggers with care and respect:

  • Their desire to dream or succeed
  • Their need to justify their failures; write to expose a failure and release it by wiping the slate clean. They should take the positive from the experience, to learn from it and move on.
  • People are naturally drawn to those who make them feel safe/secure.
  • People want to have a sense of belonging and have a sense of loyalty to a ‘tribe’

Historically, marketers have focused on selling their product to serve themselves, to meet their targeted sales objectives. Today, the marketing pendulum has swung away from the ‘Buy Me’ approach because people are quite simply sick and tired of being sold to.

People now want a sense of engagement, trust and the ability to make quick purchase or hire decisions based on reliable, quality and informative, customer-centric appeal.


Any author, writer, business professional or individual can increase their website traffic, reader engagement, communications audience reach and sales levels by using my editing, copywriting and publishing services to help compel their audience to  respond and take action for a more enjoyable, meaningful and gainful experience today!


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Introducing: Lasting Impressions Editing Newsletter!


Hello friends.

Today I am excited to announce the forthcoming launch of the FREE Lasting Impressions Editing Newsletter’, an information rich publication that you can draw practical content from that you can take action on right away!

I’ll share breaking news from the editorial industry; author publishing insights that are making a difference for writers in this hugely competitive industry; innovative social media trends as they evolve; content marketing strategies; business communications best practices and more.

Watch for my own special offers and Lasting Impressions Editing news as it happens! I am anticipating some great things coming along in the way of new client projects this year and will share the news ‘hot off the press’!

Sign Up For The ‘Lasting Impressions Editing Newsletter’ Today!

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How to Increase Your Blog Subscribers & Article Sharing


Frustrated that after spending hours of research and fine-tuning your blog articles, you are seeing very little, if any, reader engagement? The follower numbers just aren’t there and yet even as you reread your blog posts repeatedly you still have the impression that your content is exceptional and should be attracting new subscribers?

My focus here today will be on a number of ways you can draw attention to ‘subscribing’ by using specific techniques to keep subscribing fresh in your readers’ minds. The more visible and readily available your subscribe forms are, the greater the frequency that readers should be inclined to subscribe.

You’re certainly not alone with that frustration. Keep in mind that there are countless numbers of content bloggers out there doing the same thing and many of them sharing the same experience of a seemingly static reader response. The competition online today is staggering and we must consistently develop new and unique ways to not only attract new readers to our blog or website but also find effective ways to capture our readers’ attention with every single new post and compel them to ‘opt-in’ by subscribing to receive our new blog posts right to their email inbox!

Content Quality

First and foremost, your blog or article content has to be exceptional, high quality, fresh (current), engaging and sufficiently value-added with information that is easily actionable immediately, not to mention truly beneficial to your readers, to compel them to click that subscribe button and sign up! That does not happen by chance or with mediocre content.

A whole article can be dedicated to the subject of quality content alone. Once we have established that quality content we now need to transition our focus to providing ample opportunity on our website or blog for our visitors to clearly see the path to future engagement of our blogs; through clicking the featured opt-in subscribe button and provide their email address in order to receive all future posts directly to their email inbox.

Opt-in Blog Subscribe Forms

Make sure that you have several locations on your website or blog to strategically position your blog subscribe forms/widgets, plainly visible to your site visitors with adequate reference to remind your readers/visitors to follow your blog by subscribing. In most cases your visitors will have two options for direct transmission of each new blog or article by either an email subscription signup or through your site’s RSS Feed and their preferred reader.

Opt-in Form Locations

a) Home Page Opt-in Form:

Place your opt-in form as conspicuously as possible on your home page. Depending on your site theme allowances for content, if possible situate your subscribe form above the fold line on your home page. In doing so your conversion rates should begin to occur in the order of a 5%-8% increase in subscribers for a given period.

The textual content typically found in opt-in (subscribe) forms is fairly generic in nature and does not lend itself to compelling your visitors to subscribe. Revise the wording of the headline on the opt-in form with a powerful call to action. Use strong, persuasive words that prompt the sign-up and what new subscribers will receive in return i.e. “Sign up for Free Tips…” You could also offer any other value added free gift for subscribing like a free ebook or exclusive tips relevant to the article or blog post.

By offering that killer free gift in exchange for subscribing this approach can convert at a rage of over 30%! Keep in mind that the conversion rates (new opt-in subscribers) is only an approximation and much depends on the value and quality of your blog posts to begin with.

b) Blog Page Opt-in Form:

Again, place your blog opt-in (subscribe) form in a conspicuous location on the blog page, ideally as close to, if not the first level location at the top of the sidebar. Link to your blog page with call to action buttons, prominently visible with solid, bright color contrast, on other pages of your site so that visitors will readily see the link button and be prompted to go to the blog page to read your content and subscribe. This practice is important for page navigation as well.

c) Footer Opt-in Form:

Another effective location to position opt-in (subscribe) form is at the bottom of each website page so that for any visitor who scrolls right to the bottom of the page while reading, they will again see the convenient presence of the opt-in form and they will often feel compelled to enter their email address and click Subscribe right then and there! It’s a great reminder location to secure the new opt-in.

d) About Page Opt-In Form:

The ‘About’ page statistically experiences among the highest levels of on-site viewing as most visitors who decide they have an interest in reviewing more content on the site want to have a sense of trust and comfort level that you have the type and quality of service or product that they want to acquire and that you are, in fact, genuine or real.

As such, you don’t want to omit an opportunity to include an opt-in (subscribe) form on the ‘About’ page of your site. Typically, because blogs are most often continuous scroll, you will not have a page footer to position your opt-in form so in this case place the subscribe form as close to the top of the sidebar as possible so that it has the potential to be seen as soon as possible upon landing on that blog page. Failing to do so will mean considerable lost opportunity to secure new subscribers.

Remember the critical importance of a blog on your website (or blog site) from a marketing perspective. The blog is your most powerful tool on the site from which to foster strong awareness of who you are as a business proprietor and/or product/service provider. The blog is also the perfect place to expand on value added information about what it is you offer that you don’t have room to share on the other site pages. The blog is THE place to showcase, in a clear and concise way, what you have to offer and WHY the visitor should buy from YOU!

Be aware that by having a check box in your opt-in form that states “Subscribe to (blog name)” statistically increases new subscriber frequency substantially. It is a means to compel the visitor to affirm/reaffirm their desire/intention to subscribe and follow your new blog posts to come!

Opt-in Confirmation Page

Typically, most opt-in (subscribe) forms follow with an emailed confirmation page which is sent to the new subscriber’s email address (used for the opt-in) as a means to have the new subscriber confirm that they did in fact just subscribe to the blog. This is a way to ensure subscriber security is assured and that there is no fraudulent activity at play such as automated capture of subscriber information for illegal purposes.

Your subscriber confirmation page should be effectively worded to capture the new subscriber’s attention and prompt them to provide that confirmation that they in fact did opt-in through the double opt-in final step. If they skip over that last step they will not receive future blog posts from your site as intended.

Eye-Catching Opt-In Forms

There are a multiple of opt-in form styles to choose for the blog subscription ranging from a standard fixed-in-place form to an eye-catching popup or slider form and more. Run A/B headline testing to determine what style of form and headlines resonate best with your visiting guests to the blog and following readership as well. It is critical to understand what is working best with your various website or blog site elements. When you observe sluggish response change it up…have fun with it but stay focused on powerful, compelling nudges that prompt your site visitors to action. Get their mojo going with the blog content and zero in on the new opt-in presentation to see what lights their fire!

Website, Blog & Newsletter Marketing

As critical as each of these elements are in their own right individually and collectively, make sure that you are shouting to the rooftops to pitch/promote them on your social media, advertising spots, professional group forums; essentially anywhere that you can expand your exposure. Turn your website or blog site into the ‘hub’ location for marketing your online presence by channeling your targeted audience’ focus through the marketing funnel back to the hub location to engage, interact, share and ultimately convert to purchasing customers. That focused effort WILL pay off. THAT is the essence of blogging!

To explore and discover more content marketing essentials refer to Backlinko for much more on this and similar topics where their focus is not only on web traffic tips but critical information regarding the ever-changing dynamics of search engine optimization.

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Did you find this article informative and value added? If so please SHARE this post through the share buttons provided. Thank you for your continued presence here and the opportunity for me to inform and inspire!

© Don MacIver, Editor 2016; All Rights Reserved

Grammar & The English Language


grammar-police-imageAs a textual content editing professional we are often, affectionately or otherwise, referred to as the ‘Grammar Police’! Guilty as charged but then again we are hired to make sure each client’s written content is well-conceived and constructed, makes sense and is highly engaging to its targeted audience. I wear the badge proudly!

In this article I will share some of the more glaring grammatical issues frequenting written content whether in book publications of fiction or non-fiction, advertising and marketing copy, technical writing and any other form or source of written content.

Dictionary.com defines ‘grammar‘ as follows:

1.  the study of the way the sentences of a language are constructed; morphology and syntax.

2.  these features or constructions themselves:

English grammar.

3.  an account of these features; a set of rules accounting for these constructions:

a grammar of English.
4.  Generative Grammar. a device, as a body of rules, whose output is all of the sentences that are permissible in a given language, while excluding all those that are not permissible.

6.  knowledge or usage of the preferred or prescribed forms in speaking or writing:

She said his grammar was terrible.
7.  the elements of any science, art, or subject.

Grammar, as applied in its many forms within the English language, is indeed complex and confusing. Established standards of grammatical correctness have been developed and modified over the years to best represent acceptable application of English rules. The standards include proper word usage, punctuation, capitalization, clarification of words and homonyms, numeric vs written form of numbers within the context of textual content and more.
 
Why the big worry about grammar and punctuation when nobody seems to care anymore? In the course of normal conversation it is one thing to hear misused words and still be able to understand what the speaker is referring to. It becomes quite another issue when the printed or digital forms of written content contain typos, spelling and grammatical errors and riddled with wayward or misused punctuation. Consider the negative impression we would leave with a human resources manager reviewing our cover letter and resume; if the content is riddled with mistakes would you want to hire that applicant?
 
For written content that is produced for publication, informational and/or professional purposes, there is every expectation that the content is error-free and grammatically correct. This becomes especially true for any written content that forms part of a purchased product. The consumer has every reasonable right to expect clean, properly constructed and edited content that is clear and concise in its intent and meaning. The same can be said for written compositions developed and submitted for grading in an educational institution.
 
I recall back to my days in journalism school where the college instructor was, as expected, extremely critical of any paper submitted with even a few errors. We would type our papers on a manual typewriter (yes, I am dating myself but there was purpose in the manual typewriter use – we did have electric typewriters by then!). If we submitted our article or story containing even one single mistake of any kind the instructor would share the errors with the entire class and then tear the paper to shreds and angrily toss the destroyed evidence into the trash can and instruct us to start all over again and not waste the scholar’s time with such sloppy work!
 
Using the manual typewriter was slow, tedious and painstaking but that was the whole point of the exercise. With a manual typewriter, the very construction of the machine forced its user to slowly and methodically strike firmly on the desired keys, thereby demanding a more focused attention to chosen keys for optimum accuracy. We were NOT permitted to use whiteout for correction purposes! Had we been working with an electric typewriter the tendency was to type much faster yet there was greater potential for errors because we were less attentive to the keys we were striking.
 
The whole point of this analogy is to illustrate the necessity for a clean, error free paper. In today’s marketplace the onus is much more on the author of the written content to ensure that it is error-free and grammatically correct as in many instances budget allowance is minimal to non-existent for editorial staff to take over content for final copy readiness.

GRAMMAR RULES

Grammatical rules are indeed complex and widely varied. Complexities of the English language have been passed down through the generations in the form of established and accepted standards, most often found in ‘style guides’ which have been developed in specific countries around the world. Editorial and proofreading professionals use such guides as reference materials when reviewing and revising written content for their clients or in-house staff.

The complexities of the English language demand that we study in great detail the definition, applications and intended usage of specific words or word groups such as nouns, verbs, adverbs, subjects and more to ensure that we apply correct wording in our written compositions in the appropriate form such that those words, combined together, are in grammatical ‘agreement’.

Subject-Verb Agreement

  • single subjects require the compliment of a single verb and plural subjects require the compliment of plural verbs i.e. The list of items is/are on the desk. In this example the ‘list’ is the subject (singular), therefore ‘is’ would be the correct verb used.

Who Vs Whom

  • Rule: Use this he/him method to decide whether who or whom is correct:he = who
    him = whom

    Examples:
    Who/Whom wrote the letter?
    He wrote the letter. Therefore, who is correct.

    Who/Whom should I vote for?
    Should I vote for him? Therefore, whom is correct.

Who, That, Which

Rule 1. Who and sometimes that refer to people. That and which refer to groups or things.

Examples:
Anya is the one who rescued the bird.
“The Man That Got Away” is a great song with a grammatical title.

Lokua is on the team that won first place.
She belongs to a great organization, which specializes in saving endangered species.

Rule 2a. That introduces what is called an essential clause (also known as a restrictive or defining clause). Essential clauses add information that is vital to the point of the sentence.

Example: I do not trust products that claim “all natural ingredients” because this phrase can mean almost anything.
We would not know the type of products being discussed without the that clause.

Rule 2b. Which introduces a nonessential clause (also known as a nonrestrictive or nondefining clause), which adds supplementary information.

Example: The product claiming “all natural ingredients,” which appeared in the Sunday newspaper, is on sale.
The product is already identified. Therefore, which appeared in the Sunday newspaper is a nonessential clause containing additional, but not essential, information.

Prepositions

Definition:  A preposition is a word or set of words that indicates location (in, near, beside, on top of) or some other relationship between a noun or pronoun and other parts of the sentence (about, after, besides, instead of, in accordance with). A preposition isn’t a preposition unless it goes with a related noun or pronoun, called the object of the preposition.

Examples:
Let’s meet before noon.
Before is a preposition; noon is its object.

We’ve never met before.
There is no object; before is an adverb modifying met.

Rule 1. A preposition generally, but not always, goes before its noun or pronoun. One of the undying myths of English grammar is that you may not end a sentence with a preposition. But look at the first example that follows. No one should feel compelled to say, or even write, That is something with which I cannot agree. Just do not use extra prepositions when the meaning is clear without them.

Correct: That is something I cannot agree with.

Correct: Where did you get this?

Incorrect: Where did you get this at?

Correct: How many of you can I depend on?

Correct: Where did he go?

Incorrect: Where did he go to?

Rule 2a. The preposition like means “similar to” or “similarly to.” It should be followed by an object of the preposition (noun, pronoun, noun phrase), not by a subject and verb. Rule of thumb: Avoid like when a verb is involved.

Correct:
You look like your mother.
That is, you look similar to her. (Mother is the object of the preposition like.)

Incorrect:
You look like your mother does.
(Avoid like with noun + verb.)

Rule 2b. Instead of like, use as, as if, as though, or the way when following a comparison with a subject and verb.

Correct: You look the way your mother does.

Incorrect: Do like I ask. (No one would say Do similarly to I ask.)

Correct: Do as I ask.

Incorrect: You look like you’re angry.

Correct: You look as if you’re angry. (OR as though)

Some speakers and writers, to avoid embarrassment, use as when they mean like. The following incorrect sentence came from a grammar guide:

Incorrect: They are considered as any other English words.

Correct: They are considered as any other English words would be.

Correct: They are considered to be like any other English words.

Remember: like means “similar to” or “similarly to”; as means “in the same manner that.” Rule of thumb: Do not use as unless there is a verb involved.

Incorrect: I, as most people, try to use good grammar.

Correct: I, like most people, try to use good grammar.

Correct: I, as most people do, try to use good grammar.

NOTE

The rule distinguishing like from as, as if, as though, and the way is increasingly ignored, but English purists still insist upon it.

Rule 3. The preposition of should never be used in place of the helping verb have.

Correct: I should have done it.

Incorrect: I should of done it.

Rule 4. It is a good practice to follow different with the preposition from. Most traditionalists avoid different than. Although it is an overstatement to call different than incorrect, it remains polarizing: A is different than B comes across as sloppy to a lot of literate readers. If you can replace different than with different from without having to rewrite the rest of the sentence, why not do so?

Polarizing: You’re different than I am.

Unchallengeable: You’re different from me.

 

Rule 5. Use into rather than in to express motion toward something. Use in to tell the location.

Correct: I swam in the pool.

Correct: I walked into the house.

Correct: I looked into the matter.

Incorrect: I dived in the water.

Correct: I dived into the water.

Incorrect: Throw it in the trash.

Correct: Throw it into the trash.

The foregoing ‘rules’ have been extracted verbatim from GrammarBook.com and are but a few of the standards of the English language effectively and properly applied. The publication also addresses proper punctuation which is equally as complex.

Punctuation

This list of punctuation used in the English language is extensive and includes (not entirely):

  • spacing with punctuation
  • periods
  • commas
  • semi-colons
  • quotation marks (including single quote)
  • parentheses and brackets
  • apostrophes
  • hyphens
  • dashes
  • ellipses
  • question marks
  • exclamation points
  • slashes

There are a multiple of on and offline resources that address the English language, grammar, punctuation, sentence composition and more such as GrammarBook.com, Grammarly.com, many of which also incorporate punctuation, grammar and spell check and plagiarism detection.

MS Word documents have a spelling and grammar check which also provides a readability scoring analysis; an effective way to determine whether the content will be readily understood by its targeted audience.

The advantages of a full working comprehension of established rules of grammar and punctuation cannot be understated. Studies in the English language with grammatical elements incorporated in the programs are highly recommended for anyone who will be required to perform at a high skill level from post secondary school studies through to their chosen career path. The greater your comprehension and application of the language, the better qualified you will be to advance your career based on that exceptional performance level.

Authors; The Editorial Services Decision


Are you an author struggling with who you will hire to edit your book manuscript? You’re not alone! In this article I will explore this critical decision process and how best to come to that critical decision. There have been countless resources published on and offline regarding this difficult author decision process.

Perhaps this is your first time engaging a proofreading or editorial professional and there is that element of unknown. Is this person competent, experienced and efficient with their work? Do they have the right perspective and work approach for your publishing needs? Is he or she a good fit overall for you to work with and will the results be as you had expected, better or worse?

The proofreading and editing processes are, to a degree, a consultative process, especially in the early stages. Periodic questions arise that require the client’s clarification and as such the author needs to be prepared for some interaction to that end. That consultative approach helps the editorial professional to establish a clear understanding of their client’s intentions and expectations from the beginning and helps to stream line the process to a more efficient conclusion.

How does all this relate to a decision on who the author should hire for their manuscript services? Quite plain and simply put, the more inclined the editor is to taking the consultative approach, the better the results upon completion of the review and revision process and the happier the client (author) will obviously be. The book editing process is not just a drop and run process and “I’ll see you when you’re finished.”

I have had clients who have had terrible experiences with editors they have previously hired and for a variety of reasons. Perhaps there was insufficient fact finding and discovery up front. Perhaps either party was in too big a hurry to get the job started and completed before taking adequate time to get a sense of whether they were right for each other to begin with. In the case of those bad experiences, my clients have on occasion approached me initially out of sheer frustration and anxiety because valuable time had been wasted and their targeted publishing date was drawing near.

The Editor Search Criteria

Authors may be unsure what criteria to use when selecting a suitable editor for their book manuscript analysis and revision. Quite often the author has undertaken to self-edit his or her own manuscript content and is unsure whether they even need a proofreader or editor in the first place despite colleagues’ urging to get that objective second look.

As a starting point, the author should assess a personal budget level for the editing services before even picking up the phone to contact potential editing candidates. How much can you afford comfortably? The basis for budget considerations should always be twofold; the affordability of the services for you alone and the value you place on that service to begin with.

Consider what importance you place on having error-free manuscript content, grammatically sound with an objective eye assessing the quality of the content and whether its storyline is consistent throughout. Has the content been structured effectively and with fluid continuity from one paragraph to the next and one page to the next and so on?

Is the editing services cost your sole factor rounding out your final decision on who to hire? Have you researched to determine what competitor fees are and why the differences in fee structure in the editorial industry? Each editorial professional, as independent business persons, will set their own fee structure.

Another important factor to consider is testimonial reviews published on the editor’s website such as those testimonials found here on the home and testimonial page and any other relevant information that might be found through internet searches. Art the website testimonials strictly quoted statements or are those statements qualified by the client’s name and photograph, perhaps even contact information?

Information for discovery:

  • Schedule a date and time to either meet in person over coffee, at the editor’s office or if they are more distant arrange for a telephone conversation/interview.
  • Has former/current client information been shared such as whether clients are primarily one-time arrangements or are there ongoing, longer term associations?
  • Seek referrals from other offers for suitable candidates to consider.
  • Review websites and professional editing/author communities online to see the kind of interaction that occurs between the parties and how they respond to each others’ perspective. What kind of impression are you sensing about the individual?
  • Refer to professional editors directories and association listings.
  • Scrutinize the editor’s website for client testimonials, a client portfolio and samples of editing project documents. Reading the editor’s blog articles will provide a good indication of their level of authority/expertise in various aspects of editing and proofreading services.
  • Does the editor’s services extend beyond proofreading or editing? Do they provide other publishing services i.e. manuscript formatting for print and digital media publishing? Do they provide manuscript interior and cover submission services to conclude the publication process?
  • What assurances does the editor offer regarding the maintaining of the stylistic integrity of your work including your own distinctive voice and style? Most authors develop those distinct writing characteristics that clearly define their ‘signature’ and ‘brand’ that their readers identify with strongly and favor as preferred reading.
  • As the author, be clear on the editor’s role and the scope and depth of services agreed upon in advance.
  • Many editors request a representative sample of the manuscript i.e. several pages in advance for them to provide a trial review and revision which serves to give the editor a comfortable sense of what level of editing to expect for the remainder of the manuscript and on completion a sample suggested change markup copy for the author’s perusal to gain a sense of what they can expect from the editor moving forward.
  • Query the editor on how they would address unexpected issues that might arise during the editing process. Might there be additional services in those instances and how the overall cost would be affected?
  • Does the editor provide a written services agreement which clearly stipulates what services are included, cost itemization for each separate service and other relevant terms and addendums. Service agreements are an important part of the author/editor relationship because it clearly defines services mutually agreed to and protects both parties as a formalized and binding document.

The Hiring Decision

Be careful not to be hasty with your hiring decision. Take as many advance steps in the discovery phase as you feel you need to be sure in your own mind which editorial candidate feels right for you. Don’t prejudge an editor or proofreader solely on the basis of what others have stated in reviews whether good, bad or indifferent. There are many dynamics at play between both parties to the service. Decide objectively what is best for you based on your own project needs.

Don’t forget to get acquainted and get comfortable with each other. Consider the following:

  • Have your questions been addressed fully and openly or were the responses superficial, vague or evasive?
  • Is there a genuine friendliness or artificial over/undertones to the conversation?
  • Does the editor appear engaged and interested in your project or seemingly in a hurry to disengage and end the conversation quickly?
  • Compare several candidates and in doing so be consistent with your line of questioning, topics covered and not bringing everything down to the cost factor alone. Consider very carefully what your objectives are for your publishing project including the potential results once the publication is released and goes live at the retail level.
  • Consider what merit and experience the editor will bring to the table as the project moves forward. Are you both receptive to the process as you understand it?
  • Remember that strict budget constraints can impose limitations not only on how much the editor can do for you but also that ultimately those limitations can affect the final product quality and overall results/performance of your publication upon its release. There is potential for disappointment if results are not as anticipated and the possible desire/need for further editing services at additional cost and the process of publishing a second edition of the book.

In closing I’ll leave with you publishing authority Jane Friedman‘s guest article by Stacy Ennis titled ‘5 Ways to Find The Right Freelance Book Editor‘. You will also see the host’s link to her guide for author publishing titled ‘Publishing 101’. I have been following Jane Friedman for years now. Her comprehensive volume of reference and resource material and her own perspective on the publishing industry and authoring process is valuable insight for all authors to engage in and consider in pursuit of a better publishing experience.

© Don MacIver, Editor, Lasting Impressions Editing 2016

Audience Centric & Letter Perfect


A photo by Alejandro Escamilla. unsplash.com/photos/y83Je1OC6WcReader engagement has never had greater focus and it all comes down to audience connection through line by line content and storyline development that resonates powerfully, stimulates appeal and leaves the reader with a highly impressionable and memorable experience.

Whether the written works of an author, poet, writer, business professional, marketing copy or a personal account, the composition must convey a compelling message that invokes reader response. The English language is for many an intricate, complex and confusing tangle of nouns, pronouns, verbs, adverbs, prepositions and adjectives…the list goes on and on and what it all comes down to is choosing the right words in a clean, concise presentation and in a distinctly characteristic way that bears the unique voice and brand of its author.

When clients come to me they do so because they have specific and varied needs relating to the final presentation of their written project. They want to put their best foot forward and rightly so. For the author, standing out means competing against a rapidly growing authorship community that has vastly greater publication resources and options than ever before. They can opt for traditional print or electronic formats through self-publishing or publishing house services in varied levels of content development, marketing and distribution. Choosing a proofing or editing professional to help ensure accuracy, error-free, polished conveyance of our story has become an integral part of the publication process.

The business or marketing professional can outsource the challenge and tedious, time-consuming process of transitioning a draft copy to an error-free, fluid, polished communication that compels the targeted audience to actionable, measurable response. The very business of audience engagement has evolved tremendously over the past few decades and very few individuals can take on the various elements of developing and fine tuning effective communications and authored works independently…it takes a team effort.

When the product is finally presentation or publication ready the next challenge is getting that product, that compelling story out to the masses, delivering the message to the right audience and marketplace, on or offline..and that takes expertise all of its own. That our written communications have to stand out above the rest is an understatement.

There are vast resources available for understanding best practices of the day in terms of content development, management and conveyance. The dynamics of website content, keyword and meta tagging selection and related applications are perhaps one of the greatest challenges we face in promoting our products and services online. Internet is the medium of choice as reaching a global audience for many is critical to the growth and success of their business or creative endeavors. I have favored numerous reference and resource providers over the years as an author, writer, poet and business person.

Amoung my favoured sources of current and ever-changing dynamics in the world of communications and publication are SiteProNews for breaking technological, social media and search engine news, one of the most-read sources of expertise in their field. As an author I frequent Writer’s Digest for its wealth of information author centric, Writers Market for author publication reference and resources.

For the author who needs a little help with the grammatical side of their storytelling a good reference resource is found in the Grammarly Handbook and whether wearing the hat of an author, writer, poet, editor or business professional I have an open resource such as Dictionary Reference at my fingertips while writing any creative or business composition. Having both dictionary and thesaurus components is critical in not only conveyance of error-free content but also to discover and implement alternative and unique ways of written expression through synonyms and metaphoric phraseology. It all makes for better, more compelling reading and response.

Last and perhaps most importantly of all, as communicators in whatever form of creative or business writing we need to ensure that we not only stimulate thought and response mechanisms in our readers’ experience…we need to connect with them through their emotional response to our message. Our content can be exemplary in its composition, highly informative and engaging but unless we can make a critical, personal connection with our readers in a way that they can relate we will never fully accomplish our publication objectives.

In terms of connection, ask yourself this…why do romance novels sell millions of copies annually, why do bestseller publications of any kind, whether mystery, fantasy, poetic, science fiction, motivational, historical, geographical, autobiographical or other blockbuster book, magazine or other published medium historically sell to the masses year after year, decade after decade in such huge numbers?

When we discover the key to touching the human spirit, mind, heart and soul, only then will we fully understand emotive writing, audience centric and letter perfect, for the ultimate reader and audience response…and that, my friends means powerful human connection.

© Don MacIver, Lasting Impressions Editing 2016

 

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