Writing
Fiction, copywriting and long-form content in both English and Swedish. Published short fiction, a completed novel and an ongoing body of original work through 51 Stories.
About · Johan Robertsson
I see both sides of the story.
I’m a writer, developmental editor and storyteller. This also makes me a very unique reader, allowing me to help writers understand what their stories become in the reader’s mind—and why.
I specialize in identifying what part of the story draws the reader in, what makes them care, what they feel, and where their attention might begin to drift. Then I work backwards to map out how the story functions.
My goal when editing isn’t to impose my version of the story. It’s to be an advocate for the story that is already trying to come alive beyond the first draft. In other words, I help writers see their story more clearly—and make well-informed decisions about what it needs next.
- Character
- Structure
- Pacing
- Prose
- Expectation
- Emotional impact
My editorial philosophy
I am a reader first.
A story is completed when it’s experienced by a reader.
Until then, it is intention: images, ideas, characters and emotions living in the writer’s mind. Writing is the process of communicating that private world in a way that brings it to life in someone else’s mind
That transmission of the writer’s world is where stories sometimes break down.
As an editor, I look at the distance between the words and the experience they build. I pay attention to what the writer communicates, what the reader experiences, and where the connection between the two becomes weaker than it could be.
To develop these aspects of a manuscript, I firmly believe in feedback paired with actionable suggestions. As writers, we need to understand why the problem is happening, and what effect it has on the reader. That requires new perspectives on our creative decisions, and nothing beats getting them from another creative mind who understands the craft—from the reader’s perspective.
My feedback is honest, analytical and practical—but it is always in service of the writer’s voice and the story they are trying to tell.
Professional background
Storytelling has never been just one job.
My route into editing hasn’t been limited to publishing. My professional background spans journalism, writing, marketing, product development, customer communication and digital content.
Editorial
Developmental editing, beta reading and manuscript analysis covering character, structure, pacing, prose, theme, world-building and reader experience.
Journalism & communication
A background in journalism, data journalism and customer communication—translating complicated subjects into language people can understand and act on.
Marketing & product
Experience across product development, product marketing, SEO, brand voice, customer acquisition and digital communication.
The common thread
Understand the audience. Identify what matters. Remove what gets in the way. Communicate the right idea with clarity.
The work behind the work
I don’t only analyse stories. I write them.
Editing is only one side of my relationship with stories. I also write, revise, publish and perform original fiction of my own.
Published fiction
Attrition
Published in Vampire Hunters: An Incomplete Collection of Personal Accounts.
Original short fiction
51 Stories
Fifty-one original short stories written across fifty-one weeks: an experiment in ideas, genres, discipline and storytelling.
Story readings
Watch & listen
Original short fiction performed and produced as audiobook-quality readings on YouTube.
Where next?
Have a story you want to make connect?
Whether you need a fresh reader, a deeper editorial perspective or a focused conversation, let’s find the right way forward.
Sometimes you don’t need an edit. Book a focused one-to-one conversation about your story.
Explore coachingJohan Robertsson · Writer · Editor · Storyteller