Challenge
When I launched my freelance editing business in 2020, 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 an online business course and reached out directly to nonfiction self-help authors (which was my niche), many of whom I found in nonfiction-author groups online. 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. I designed a 7-day tutorial series on editing nonfiction self-help books, followed by a year-long email campaign of 49 weekly messages with practical tips and encouragement.
Impact
This approach built both credibility and community. Authors responded with appreciation, often noting how helpful and motivating they found the content. Most importantly, by applying this strategy I attracted four paid clients in less than two years while working only part time on this business, positioning myself not just as an editor but as a trusted resource for guidance and support.
Challenge
When I launched my freelance editing business in 2020, 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 an online business course and reached out directly to nonfiction authors self-help authors (which was my niche), many of whom I found in nonfiction-author groups online. 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. I designed a 7-day tutorial series on editing nonfiction self-help books, followed by a year-long email campaign of 49 weekly messages with practical tips and encouragement.
Impact
This approach built both credibility and community. Authors responded with appreciation, often noting how helpful and motivating they found the content. Most importantly, by applying this strategy I attracted four paid clients in less than two years while working only part time on this business, positioning myself not just as an editor but as 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.
Note: These projects were early experiments in long-form storytelling. Looking back, I see how my approach included extensive detail and reflected the knowledge and experience I had at the time. I value these projects as milestones in my creative process because they demonstrate both my initiative to build something independently and the storytelling creativity I continue to refine.
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.
Note: These projects were early experiments in long-form storytelling. Looking back, I see how my approach included extensive detail and reflected the knowledge and experience I had at the time. I value these projects as milestones in my creative process because they demonstrate both my initiative to build something independently and the storytelling creativity I continue to refine.
Additional Materials
Featured Writing & Subject-Matter Contributions.
Featured Writing & Subject-Matter Contributions.