Challenge
When I launched my freelance editing business, Spot On Edit, LLC, I had strong skills in editing and communication but little knowledge of marketing. I needed a way to reach the right audience and establish credibility in a competitive field.
Action
Drawing on my teaching background, I approached the problem like a lesson plan: start with a needs assessment. I adapted customer research questions from a business course and reached out directly to nonfiction authors, many of whom I found in online nonfiction-author groups. To build trust and engagement, I offered a free 30-minute Zoom consultation in exchange for completing my survey. Over time, I collected responses from 27 authors, which gave me valuable insights into their challenges. Using this feedback, I designed a 7-day tutorial series and followed it with a weekly email campaign—49 messages—over the course of a year that consistently delivered practical tips and encouragement to my audience.
Impact
This approach built both credibility and community. Authors responded to my emails with appreciation, noting how helpful and motivating they found the content. It also positioned me as more than an editor—I became a trusted resource for guidance and support.
Supporting Materials
These samples illustrate the process and outcomes of my storytelling and writing work—from research to implementation. The Author Survey shows how I gathered insights to shape strategy, while the 7-Day Tutorial Email Sequence demonstrates the launch of an educational campaign. The Weekly Email Series (excerpted from 49 emails) highlights consistent, value-driven communication that built audience trust and engagement.