Marketing is probably the one area that most stumps freelancers. Unless the skill you are offering is that of marketing consultant, this is not what you trained for. The thought of cold-calling reduces your voice to a stuttering whisper. If you are new to freelancing, you might also be wracked with insecurity about your qualifications. Are you good enough for someone to hire?

Let’s say that yes, you are good enough to hire. If you have undergone training, have made opportunities to practice your craft, and gotten feedback from others, then you are already a big step ahead of the amateurs. You will continue to learn as you work, but for now, yes, you are good enough to open for business.

So, back to the question: how do we market ourselves?

The actual how is difficult to answer. So much depends on what you are comfortable doing, and what will most effectively reach your target clients. I once read an article in an indexing resource titled something like “A Hundred Ways to Market Yourself.” (I wish I could find that article again.) Some of the ways given were very practical and others were a bit goofy, but the point was, marketing is basically getting your name and services in front of the right people, however that happens. 

I like to think about marketing as forming relationships and connections with the right people. In a niche industry like indexing, it is only a small subset of people who actually need to hire an indexer. Trying to sell my services to the marketing team may lead to a referral to the managing editor, who is the person I actually need to be talking to, but it won’t be the most effective use of my effort. So one of the first considerations is, who do I actually need to talk to? 

To help narrow down the possibilities, answer these questions:

• What is your market? There are hundreds of publishers out there, and who knows how many thousands of authors, not to mention journals and possibly corporations and government entities who could use an indexer. Unless you plan on starting a large indexing company, working across the whole field, you can’t possibly serve them all. So what kind of clients do you want to work with? Do you want to work with authors or publishers? Do you have a preference between trade, scholarly, or a speciality subject? Do you want to work with clients within a certain geographical area? Your market can overlap any or all of these areas. You can also choose to target different markets as your business grows. But to provide focus, pick a market and focus on that for now. 
• Who, within your chosen market, are the gatekeepers to paid work? As I mentioned above, marketing is about connecting with the right people. Everyone else you can fairly safely ignore. I say fairly safely because even someone not directly connected to indexing might be able to refer you to work, so by all means make it widely known that you are open for business. That knowledge might just percolate and eventually turn into a job. But for more immediate results, find the gatekeepers. In a publishing house, this will probably be the managing or production editor. If you are not sure who is responsible for hiring indexers, ask. Finding the people who need indexers will take some time and research, and it is well worth the effort. When you do make your pitch, you do not want to waste your time or theirs talking to the wrong person. 

Once you have identified who to contact, these are a few points to consider as you plan your marketing strategy.

• Choose a marketing method. There are many ways to approach a potential client. I think if done rightly, there are no wrong ways. As mentioned, the main factors are, is it a way that you are comfortable with, and will it effectively reach the client. Personally, I prefer to make contact by email or to network at conferences and other events. I have also tried cold-calling, and once I arranged to meet a managing editor for coffee and tour their office, which I would definitely do again if I moved to a new city and wanted to meet the local publishers. I once heard a presentation from an indexer who conducted an extensive and successful snail mail campaign, and I’ve talked to an indexer who found work on business books through Google ads. Pick two or three ways that you are comfortable with and given them a try. If the first try does not succeed, try again. People will not always reply, so try several times to see if a method is effective or not. If a method is not effective, try something else. The point of choosing a method is to provide focus. It is not to lock you into a method forever. 
• Show that you understand your potential client’s needs. I think it can be easy to assume that a publisher and an indexer are an obvious match. It can be tiresome to personalize forty emails. But while parts of that email can be the same across all forty, it is still important to show that you know something about the books or the needs of that particular client. Show that this is not just another email that you are dashing off, but that you have put thought into this effort to connect.
• Talk about yourself with specific details. The flip side about being knowledgable about the client is being specific about your own abilities and accomplishments. If you haven’t yet landed your first project, then mention your training and any academic or employment experience which would be relevant to the books at hand. You can also mention indexes that you have written for practice or as a volunteer. If you have been hired for a few projects, then mention those, including the publishers. If you have a testimonial, put that in. You do not want to send a bland, generic message. Let the client know that you are a real person with experience and knowledge of the industry and the task. 
• Pay attention to local and new publishers. I wonder if this is an area that some indexers overlook, because it seems like local or new publishers can’t possibly provide enough work. That is most likely true, but local publishers can still be a great starting point. You can use projects from smaller clients to show larger clients what you are capable of. And, I think it can sometimes be easier to get work from local clients. One managing editor told me that she prefers to hire local, even though she knows that with the internet, there is no rational basis for that preference. With someone local, you can also meet them in person, which, if you make a good impression, could be much more effective than an email or phone call. As for a new publisher, becoming their first freelance indexer could help ensure a steady stream of work into the future. So keep your eyes and ears open for changes in the publishing scene so you can respond quickly to new opportunities. 
• Don’t despise the small clients. This relates to what I wrote last week about having a diverse client base. A small or medium sized publisher will not be able to provide full-time work, but a handful of small publishers might. So don’t be afraid to market to smaller potential clients. It is not a waste of time. 

By this point, I don’t blame you if you are wondering if we are done yet. There is a lot to consider. But take a deep breathe—I am almost done.  Just a few more big-picture points to consider.

• Think long term. You may meet the perfect managing editor who can send you work, but they don’t need you yet. Indexing is just one part of the book production process, and maybe when you make contact, they don’t have any books at that stage. Or perhaps they already work with other indexers, and the editor is willing to give you a try but you have to wait until the other indexers are not available. It can sometimes take months or even years for a contact to actually send you work. To give an extreme example, I was recently hired, for the first time, by someone I first met at a networking event four or five years ago. She still remembered me, and when someone else recently recommended me to her, she decided that it was finally time to get in contact with a job. Thankfully the next longest span for me between first contact and a project was about a year, and with most other clients it was a matter of within a few months. But still, marketing may not yield immediate results. So do not be discouraged if work is slow to come. Keep trying, follow-up, and the work will eventually come. 
• Remember that marketing is a numbers game. The more people you contact, the better the odds that at least some of them will reply with work. If you contact ten publishers, expect that maybe one or two will get back to you. If you factor in time, maybe a couple more will eventually respond as well. It can be discouraging to put in all that work to only receive silence. This is fairly common, unfortunately. So within your chosen market, and having done your research to identify the gatekeepers and how you can meet their needs, reach out to as many potential clients as you can.
• Network. Like marketing, this is another of those dreaded words for freelancers, especially if you are an introvert and part of your motivation for freelancing is because you want to work at home by yourself. What does it mean to network? Like marketing, it is about making connections with the people who need you or who can refer you onwards. I don’t enjoy getting together with strangers either, but a lot of it is, honestly, just showing up and saying hello. Surprisingly, this is now one of my preferred methods. Networking does get easier with practice, especially if you can return to the same event two or three times. The first time may be awkward, but by the second or third visit, people will start to recognize you, and you them. 

Okay, you can breathe again. Thank you for staying with me to the end. 

Marketing is intimidating, but with a focused plan it is possible. You can gain clients and launch your freelance career. Be persistent, be strategic, and the work will eventually come.

The Freelance Career Launch Series is a set of posts about how to start your freelance career. The focus will be on indexing, because that is what I do, but the principles are universal.