Welcome again to another Q&A on this last Tuesday of the month. It is hard to believe that September is almost here.
Today’s question is from Reed, who asks,
How do you handle providing samples of past indexes for potential clients?
Thank you, Reed. That is an excellent question.
My short answer, to be honest, is that I currently do not provide samples.
In the past, I would often refer clients to Amazon to view indexes I had written via the “Look Inside” feature. I would also link directly to Amazon from the portfolio on my website. I don’t often do this anymore because Amazon has become much more unreliable about making the index visible. This strategy can still work, but I would double-check that the index is still there before directing clients.
Now, I simply maintain a portfolio of recent projects on my website. I am occasionally asked for a list of similar books that I’ve indexed, to which I reply with a short list. Would it be better if I sent them an actual index or two? Possibly. But these requests do not happen very often.
I realize that samples can be more important for others, though. Especially for someone who is still building their business or if their business is primarily built on continually finding new clients (say, mostly working with one-off authors rather than repeat work from publishers). Samples can showcase your indexing skills and establish credibility. If you find yourself in this position, I definitely recommend having a few samples on hand.
Samples can either be from past client work or written specifically to be a sample. Past client work can make a stronger case because it is proof that someone else thought you good enough to hire, but a practice index can showcase your abilities equally well. You can also replace samples with better ones as you gain experience and your portfolio deepens.
If using an index that you’ve written for a previous client, I would ask for permission from the author and/or publisher. I don’t know if permission is legally necessary—that may depend on the contract you’ve signed, if any—but I think transparency can go a long way to building good will and to avoiding awkward questions later. Asking for permission also signals that you think the index is worth showcasing, and that may cause the client to themselves feel better about the index and about you as an indexer, and may make them more inclined to return as a repeat client. So be transparent. I think it unlikely that the client will say no. The worst that can happen is that you end up choosing a different index, from a different client, to use as a sample.
When selecting samples, I would aim to have a variety on hand, to represent the various types of books or subjects that I specialize in or want to write. While any sample is better than no sample, it is best if you can send the client a sample that is similar to their own book.
Once I have permission for the samples, I would make them accessible. Post them to your website. When negotiating with potential clients, either point the client to your website or offer to send them a sample. Personally, I would not send unsolicited samples. Not all clients want them and I don’t want to come across as pushy. Better to give the client a choice.
Going beyond samples, consider creating case studies. This is something I’ve been challenged about recently and am experimenting with, though I haven’t yet finished one. By a case study, I mean taking an index and walking through your decision-making process. What were the challenges of this index? What decisions did you make to meet those challenges? Why these decisions compared to other options? Where a sample simply presents an index for viewing, a case study unpacks the work that went into the index, showcasing your expertise and judgment. A case study can be more work to put together, but can also be more valuable.
If you don’t yet have any samples or case studies, I would begin by selecting, asking permission, and making accessible a few samples. Once those are in place, consider turning one or two of the samples into a case study. Experiment and see how potential clients respond and if either samples or case studies make a difference in landing projects.
Clients want to know that they are making the right decision in hiring you. There can be various ways to provide that reassurance, including positive recommendations or testimonials; an online portfolio or list of similar books indexed; or articles, blog posts, or conference presentations which highlight your authority and expertise. Samples and case studies can also add credibility. Ultimately, be able to show and explain that you know what you are doing.