Most people get into video editing thinking it's quick cash.

But soon they realize the truth.

I've been editing "professionally" for the last 3-4 years and most of the time I was making barely any money while working 12 hours a day.

I realized it's not sustainable and started looking for ways to gain leverage.

Now I'm making much more than before and for the most part I usually only edit 4 hours a day.

Today I'd like to tell you what I wish I knew when I started.

There are certain things you need to learn and have in place in order to be a successful editor.

Yes, I include enjoying your work as a necessary part of success.

Learn the rules of:

Editing is a visual communication. By learning these, you are literally learning how to talk to the audience.

Feedback isn't failure. It's data.

The more revisions you get, the more ways you know on how NOT to do something.

Get as much data as possible. Eventually you'll know all the things that make videos GOOD.

Become obsessed with the best possible outcome. Watch a lot videos. Develop a taste. Set a high standard.

Perfectionism is what separates "good" from "excellent".

The better you negotiate, the more creative freedom you get.

Raise your prices periodically. If you go 3 months without asking for more, you're losing out on money.

Clients don't care about the software you use or how long you spent on that one 3-second scene.

Clients care about outcomes. Can you make them money? Can you bring them traffic? Can you save their time?

High quality output requires high quality input.

Go for a walk and listen to an audiobook or a lecture on business.

OR just rawdog it. Let your mind solve your problems while you rest.

Needing money is okay. You can get a part-time job for that.

For editing - pick projects you can see yourself actually enjoying. Pick projects you get excited about and can't wait to work on them.

You can't outwork a burnout.

Leverage means working less for more.

It buys time, choice, and better clients. Build systems, reputation, or proof-of-work.

Eventually, you'll want to stop trading every hour of your day for survival.

This might seem paradoxical since I talked about perfectionism in this email. It's not.

Have a high standard. But learn where the line is for where it stops making sense.

You need to actually deliver for your clients.

When you learn these, you'll be in the top 10%.

There is probably more stuff I could come up with but these are the most important ones in my opinion.

Don't just read this. Write it down and think about each one for a minute.

The magic you're looking for is in the things you're avoiding.

Thank you for reading.

-Joni

If you need someone to hold your hand while you figure out freelancing, that’s what my 1-on-1 coaching is for.

Just reply to this email or message me on X/Twitter.