If you are still nervous about taking on editing/proofing jobs (and you haven’t yet taken the oDesk test) here’s a resource for you: www.newsu.org. You can find free courses there- both general writing and one called “Cleaning Your Copy” which runs through the material found on the oDesk test. There is also a practice quiz that helps identify your weaknesses.

Spinning

There is an odd sort of job which pays very well if you can sell it. A buyer already has something readable (an ebook or a website or a sales letter) and they want it redone to change the tone or the target (by target, I mean the reader it is meant for).

It could be something they already paid for and published. It might be an article they got from the net. Although this is really a rewrite, you will find it posted as an editing job. From the buyer’s perspective, the material is usable and written well enough, it just doesn’t ‘fit’.

Be very careful here. If they wrote it themselves, they aren’t going to be happy when you call it the worst piece of junk you’ve seen in a year. Tread lightly.

First translate

Translate what they tell you into your own language.

As writers we think about writing a bit differently (or should). The buyer will use adjectives like: too soft, too hard (usually as it relates to sales copy); too difficult to read or too long; or the ever popular “doesn’t sound right”. Whatever they say, try to translate it into your own terms.

The way to do this is to read the copy and identify what the author is trying to say. This is going to be your theme. Whatever you end up with, this theme is sacrosanct. You aren’t out to say something else, just say it better.

Here’s some examples of what buyers tell you and what it means:

• Too long/wanders – They want it more concise. Use active verbs and specific nouns. Keep sentences short and punchy; paragraphs on point.
• Not friendly/too technical – The opposite of above, they want contractions and a point of view; consider anecdotes or a story line.
• Doesn’t have any authority – Needs facts and research. See if they will allow links or citations.
• Isn’t written for my readers – Who are the readers? Jargon and ‘insider’ talk might be needed. A good way to get a feel for any specific group of readers is to spend a little time reading blogs and forums in that subject area. Be aware the true expertise cannot be faked.
• Isn’t compelling – Watch out. This might be a copywriting job masquerading as an editing job. For this one, you need a good balance of factual content (the reasons behind the purchase) and other elements of copywriting- I highly recommend Bob Bly’s books on the subject. In any case, look to add emotional hooks and loaded adjectives with strong action verbs.
• Too much hype - The opposite of above. Usually written as a template and over the top copywriting. Trim the bull and add more factual description. Stories as examples help as well as testimonials. You combat the generic with the specific.

This list is getting out of hand, but pinning the buyer down as well as you can is essential. Expect several rounds of back and forth before you get the job clearly defined in your head.

Know these techniques

• Bulleted list to add punch and ‘readability’.
• Be able to check reading ease (see: Improve Your Writing for how to do this).
• Know how to add visuals and links to break up a long piece.
• Know how final page layout, font and form affects how a page is viewed. By form, I mean how writing is different on a button, a balloon or a cartoon graphic. How much information you can fit and where you can fit it…

That last bullet brings me to what makes editing a different animal than other types of writing I do on oDesk. When I take on an editing job, I’m also a consultant. I expect to make suggestions about presentation- what should go where and why in the final product.

And that brings me to my last point. Telling them why.

Justifying your changes.

This probably the most important thing you do when you edit, besides the actual changes. The what you did isn’t as important as the why you did it. Buyers expect you to have some expertise in communicating with the written word. And rightly so. You have to make it plain to them that you have contributed something worth the money they are paying you.

A rewrite alone isn’t enough. You have to tell buyers what you did and why you did it.

“I lowered the reading level to reach the average person browsing the web.”

“I’ve reordered the paragraphs and split them up to give a logical flow to the piece. This pattern allows for a convincing pitch at the end- they already have all the best reasons to buy in mind.”

“The article is longer than normal because people who are interested in this subject will keep reading. In fact, they are hungry for as much information as they can get.”

In my next installment, I’ll cover some real world examples and techniques.

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