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By Amy Haagsma
Louise Harnby touts this as “a book for editorial business owners, by an editorial business owner.” She promises that it is not a marketing textbook and that she’s done her best to avoid using jargon; rather, she’s tried to give editorial professionals real advice in the same manner she would in a face-to-face conversation.
Even the introduction is packed full of useful information, and the first item Harnby tackles is dispelling the notion that editors and proofreaders are not marketers. Everyone, she says, is a marketer, and having a marketing strategy is essential. After you’ve invested time and money in setting up your business, marketing is the next step to help you find clients and sell your services. Being good at what you do is not enough; you need to be found in order to be successful. Once you have built up your client base, regular marketing helps you stay in the minds of your clients.
Harnby also looks at a number of definitions of marketing, followed by her own: “being interesting and discoverable.” She recommends striving for this with everything you do, from ordering business cards to responding to an inquiry from a client. She also acknowledges the tendency for editors and proofreaders to be introverted, emphasizing that your marketing plan should suit your personality.
The remainder of the book is broken down into four sections:
- Marketing concepts—things to think about
- Marketing activities—things to do
- Sample outline of a marketing plan
Harnby recommends working through part 1 first, especially if you are new to or nervous about marketing, and then going through part 2 in any order that appeals to you.