Twenty-nine years ago, Greg McAfee started his HVAC business in his house in Dayton, Ohio with only few hundred dollars.
He grew it to become a very sizable company.
Now he wants to help other HVAC owners grow their businesses.
He wrote a book, “How to Grow Your HVAC Business.”
But his copy editor said he needed to find a content developmental editor before it could be published because the book had problems.
I asked him how he found me and he said, “I searched LinkedIn for developmental editors.”
I thought he was going to glow about the fact I wrote 12 books and had terrific reviews from my clients.
Instead he said, “You were the only one who responded.”
Lesson: While we think our glittering resumes and personal charm win contracts, sometimes you win because you’re the only one who responds to a LinkedIn request!
Anyway, I read Greg’s book and I could see why his copy editor thought it needed work.
The book had good bones – terrific business advice and great personal stories that showed he was a great guy who supported his local community, fostered his employees, and provided outstanding service to his customers.
However, he repeated the same story in three chapters. Sometimes we are blind to our own writing.
That’s what a developmental editor looks for.
He told another story about that he thought proved a certain point, but it clearly didn’t.
When I showed him, he agreed.
We moved the story to a chapter that fit perfectly.
That’s what a developmental editor does.
I also trimmed some stories that were too long.
I didn’t cut anything important – just a lot of “glue” words that everyone uses but shouldn’t because they don’t add anything.
Words like: just, some, that.
We all use those words, but a good editor can cut them without changing the meaning while adding more zip to the passage.
Yes, developmental editors do that too.
I asked Greg what his marketing goal was – he said he wanted to get more coaching clients.
Nothing in his book showed how he coached people.
I asked him to write case studies that showed how his coaching clients benefited.
Now readers could see what a great coach he was, in addition to a great business leader.
That’s what a developmental editor who has a marketing background does.
Now he has a book that reads well and can be used to attract new coaching clients.
If you need help turning your book into a marketing tool that you can be proud of, and helps you attract clients, let’s talk.
I’m looking forward to working with you.