If a client contacts you about a project and your schedule is already full, then take the initiative to tell the client what does work for you. Something like, “I’m afraid I’m not available at that time, but I can write the index if the due date can be extended by two weeks.”

I am often pleasantly surprised when the schedule proves more flexible than it initially appears. I would not have known unless I asked.

This tactic does not always work, of course. Sometimes schedules are firm and the client decides to find another indexer. But if I am interested in the project, it is always worth asking.

(Of course, some projects I am not interested in and am happy to let pass.)

It is important to remember that we, as freelancers, have agency. Simply responding to clients with a yes or no, without any further information, is letting the client control negotiations. So if a schedule or other detail does not work, make a counter-offer. Tell the client what does work. Give the client an opportunity to meet you partway. Now you are taking the initiative. The client has agency too and may reject your proposal, but at least you have spoken up for yourself and explored all options.

Similarly, if you see an upcoming gap in your schedule, contact past clients to see if they have any upcoming work. Let them know your availability. Assuming you’ve previously had a positive experience with the client and want to work with them again, contacting past clients can be one of the easiest ways to market yourself, because you already have an established rapport and track record. A short message puts you front of mind and may prompt them to take action if hiring an indexer has been on their to-do list.

Taking this a step further, schedule a regular, quarterly check-in with past clients. Say hi, let them know your upcoming availability and that you’d love to work with them on another project. Maybe include an article or other tidbit they may find interesting. Be a good and proactive partner, so that they don’t forget about you.

Being a freelancer can involve a lot of waiting for that next project and hoping that schedules align. But this waiting does not need to be passive. Remember that you have agency too. Make counter-offers. Proactively share when you are available. You may be surprised at what becomes possible. 

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. 

I received a thoughtful reply (thank you!), which prompted me to think further about the differences between authors and publishers as clients, and of how the two overlap.

The specific client mix is going to be different for each indexer. Some indexers work almost exclusively with authors. Other indexers, like myself, tend to work more with publishers.

There is no right or wrong client mix. You should aim for whoever is comfortable to work with and whoever is best able to meet your business goals. Your client mix may also reflect your personal background and connections. That said, there are also pros and cons to different types of clients. It can be helpful to keep these differences in mind when building and fine-tuning your client mix. 

Authors as Clients

Authors are fairly self-evident. They are either the person who (co-)wrote the book or the volume editor. Authors may be self-published, or the press has passed on the responsibility for the index to the author. Authors may pay out-of-pocket or, especially if they are academics, be using university funds. When the author is the client, you communicate and negotiate directly with the author, not the press.

The benefits of working directly with authors are that they:

• May have a larger budget, especially if they are drawing on university funds.
• Can be an effective source of referrals.
• Tend to be one-off contracts, so if the experience goes poorly, you less likely need to consider working with them again. 

The downsides to working with authors are that they:

• May have a smaller budget, especially if paying out-of-pocket.
• May require more educating about the indexing and publishing process.
• May not communicate effectively about schedules and other important details, either because they don’t understand the production process or because they are busy and forget.
• Being individuals, each author likely represents a single book. Authors can become repeat clients if they write and publish multiple books, but at best that is likely a new book every year or two. Maintaining a full schedule of authors means building and maintaining a large pipeline. 

Publishers as Clients

Publishers, in contrast, come with a different set of benefits and challenges. By publishers, I mean traditional presses, hybrid publishers, and book packagers. Basically, any larger company producing multiple books. Publishers may hire directly or be a source of referrals to authors.

The advantages to working with publishers includes:

• Repeat and regular work, if the publisher is able to send multiple books per year.
• Assuming multiple books per publisher, fewer publishers are needed to fill a schedule.
• Better understanding and communication about the production process and indexing specs.

The main disadvantages to working with publishers are:

• Smaller and fixed budgets (often, but not always).
• Risk of losing a larger chunk of work if the publisher leaves.

So far, it seems pretty straightforward. Authors can require more work to find and work with, but with greater potential financial reward. Publishers can be easier to work with and provide a greater sense of security by filling up a larger portion of the schedule, but they may not pay as well and losing a publisher as a client can be more devastating. 

There are two further nuances worth paying attention to.

Where Are Those Authors Coming From?

It can be an illuminating exercise to ask how authors find you. Are they coming via your website? A Find an Indexer listing? Referral from a friend or colleague? Or are they being referred by their publisher?

Most academic presses do not hire directly. Instead, they make the index the author’s responsibility and may give the author a list of recommended indexers. It can appear that you are being contacted by a lot of different authors (and you are), but look closer and you realize they are all being recommended by the same handful of presses. This has been my experience, for the most part.

At this point, who is actually the client? The authors are clearly clients, since they are the ones negotiating and paying. But I would suggest that the publisher is also a client. Getting those referrals requires somehow getting onto that list of recommended indexers, which likely requires marketing directly to the publisher. Being on that list, while a valuable source of referrals, also exposes you to the risk of losing all of those referrals should the press stop recommending you. 

So if you want to work primarily with authors, keep a couple of points in mind:

• The best way to reach authors may actually be to market to publishers, to get onto their recommendations list.
• Try to be referred by multiple publishers. This spreads out the risk of losing work should one source of referrals end. 

When Editors Move

If the publisher is the client, you are likely in contact with a specific editor. If it is a larger press, you may be in touch with more than one editor. The challenge is that editors can move.

An editor moving isn’t necessarily terrible news for you. The editor may take you with them to their new position and continue to hire. The editor may also pass your name to their successor, and you continue to work for that publisher. But just as often, I find, the editor doesn’t need indexers in their new position, or they don’t pass your name on, or their successor already has their own list of freelancers. It may be several months before you clue into the fact that a contact has moved, and trying to get re-established with a publisher can be like marketing to a new client. 

All that to say, while publishers can be a great source of reliable work, the real client is perhaps the editor. And editors can be much more transient. Positive relationships can end unexpectedly through no fault of your own.

To manage the risk, try to connect to multiple editors at a press (if the press is large enough to have multiple editors) or ask your contact for referrals to their colleagues. Also, work with multiple publishers. While some relationships will hopefully be long-lasting, assuming that others will end. Spread out the risk by working with a variety of publishers. 

I don’t want this post to be discouraging with all this talk about risk and the downsides to different types of clients. It is possible to thrive as a freelance indexer working primarily with authors, or primarily with publishers, or a mix of both. 

To thrive, though, I think it helps to understand who you are working with, so that you can adjust your marketing, scheduling, communication, and expectations. If you want to change or grow your business, then that may mean changing who your clients are, and how you approach marketing, communication, scheduling, etc…

Know who your clients are. Identify any weaknesses or risks. Adjust to strengthen your client base and put your business on a more sustainable footing to better withstand inevitable changes. 

Today’s question comes from Reed, who asks,

How do you manage the stress of lulls between projects? I’m still in my first couple of years and I usually end up with enough work, but sometimes there are weeks at a time where things are very slow.

I am glad to hear you have enough work most of the time. I remember when I began freelancing. It took about three years for me to feel like I was consistently getting enough work.

I also hear you on how stressful lulls between projects can be. Even if we can reasonably assume that more work will arrive in the near future, the uncertainty about when that work will arrive and where it will come from is stressful. Especially if there are also bills to pay or another reason for needing the work. 

I’m not certain if I am the best person to answer, to be honest. It has been several years since I’ve experienced a significant unexpected lull. I do experience times when work slows down, or the volume of queries drops, or projects are delayed, but I almost always have proofs for at least one project on my desktop. If anything, I wouldn’t mind a few lulls now and again to catch up on other tasks. If I want time off, I need to book it in advance and tell my clients that I am not available.

So, my problem right now is more like the flip side to yours. Maybe you’ll find this encouraging, in that as your business grows, lulls should decrease in frequency and length.

But still, what to do about the lulls now?

My first suggestion is to take advantage of these lulls to do something else. As the adage goes, what opportunity does this enable? You can’t directly control when clients offer you work, but you can decide how to use your time. Do you have business admin or business development projects waiting to be completed? Are there chores around the house that need to be done? Or do you want to take the day off? Perhaps keep a to-do list of non-urgent tasks specifically for these lulls, to take your mind off worrying and to continue to move your life or business forward.

My second suggestion, to help reduce the frequency and duration of these lulls, is to work on widening your client base. Part of what keeps my schedule full, I think, is that about a dozen different publishers regularly either hire me directly or refer me to authors. Further, about half my work is indexing scholarly books and about half is trade. This matters because every publisher, as well as scholarly versus trade more broadly, follow somewhat different schedules. With a diverse client base, I don’t expect work from every publisher all the time. Some publishers only send me 2-3 books per year, which is nowhere near enough for a full schedule. But cumulatively, the projects add up. I can be reasonably certain that a project will arrive, even if I don’t know from where. So perhaps look at who your clients typically are, and see if you can both find a few new regular clients and find different clients than who you are currently working with. Aim for diversity. 

Lastly, be proactive drumming up new work. I’m not sure how comfortable you are marketing; it is definitely not my favorite task. But instead of waiting for work to come along, it’s acceptable to check in with past clients and say, “I’m available!” You never know what that may lead to. Or, as I mentioned, try reaching out to new potential clients, to widen your client base and as one of the tasks you can do during a lull.

Lulls between projects can certainly be stressful. They also pass. And as freelancers, we also need time to work on our own businesses. While client work pays the bills, business development keeps the business alive and healthy. So while working towards reducing the frequency and duration of lulls, also try seeing these lulls as an opportunity. 

And keep going. Sounds like you are in a good place, Reed. I hope your indexing business continues to grow. Thank you for your question.

This has been a persistent struggle for me throughout my freelancing career. As a new freelancer, FOMO, or the fear of missing out, was very real. Job offers could be far and few between, and I was inclined to accept any offer that came my way, regardless of how good a fit the project actually was. Now being more established, I typically receive more offers than I have room in my schedule, and yet I still struggle to say no to projects I don’t actually want.

I find it easier to say no when there is an obvious, objective reason that I can clearly explain to the client: My schedule is already full. The subject matter is too far out of my knowledge base. The budget is too low. But what about when there is no objective reason? Can I simply say no? Do I need to explain myself?

For example,

• I don’t like the client. Maybe I previously worked with them and had a bad experience. Or maybe I’m seeing red flags in my correspondence with them. 
• I am not interested in the subject of the book. Am I capable of writing the index? Yes. Have I indexed similar books in the past? Probably. Do I need to be passionate about every book I index? No. But the work is more enjoyable when I am excited about the subject. 
• I am not comfortable with the subject or with the author’s point of view. This is a little different than whether or not I find the subject interesting. Sometimes books go against my beliefs and values, though this is not always obvious until I start reading. Have I indexed books that I disagreed with? Yes. Do I expect to agree with everything I index? No. As a professional, I also strongly believe in my responsibility to remain neutral and to index the text that is in front of me. And yet, if I can tell upfront that I’m going to strongly disagree with the author, do I really need to put up with that? At what point is it okay for me to say no?
• I don’t like the budget. Sure, it is not a terrible budget and a pay check is money in my pocket. But I also know that other clients are willing to pay more. 
• I want to hold out for something better. Maybe the subject and/or the budget are acceptable, but not great. Am I allowed to wait for something better? The absolute worse case scenario is that nothing else comes along and I end up with a hole in my schedule, with no work and no pay check. The more likely worse case scenario is that nothing better comes along and I eventually agree to a different project that is also kind of meh.

Re-reading this list, I feel guilty. I am very much a people pleaser, for better or worse, and I feel like I should be able to say yes, regardless of how I feel. And yet I also know, though painful experience, as a one-person freelance enterprise, that I do not have time for every project that comes along. Being more selective is both a privilege and a necessity, so that I don’t feel overwhelmed, so that I don’t burn out, and so that I can give my best to the work that I do accept. 

And so I come back to this question of how to say no. 

Part of my struggle saying no is that I believe that I need to justify my decision. And while I do need to clear on the reasons for myself, I don’t actually need to justify it to the client. This may seem obvious to you, but it has taken me several years to come to this realization. 

All of this came together recently when I received an offer from someone I previously worked with several years ago. My previous experience working with the client was fine, but it was for a book I wasn’t comfortable with. This time, again, I had mixed feelings about the subject matter. And so even though I had room in my schedule, I declined, writing, “I’m afraid I am not available to index this book.”

That was it! The client accepted what I wrote, I recommended a few other indexers the client might try, and we moved on. 

For all of the work and anxiety that went into writing that reply, saying no felt so liberating. I’m not stuck indexing a book I’m ambivalent about and my schedule is free for a better fit to come along. And, I now have a response ready for when I simply want to say no, with no explanation. 

I hope you have an easier time saying no than I do. As I am learning, it is a helpful skill to have. If you are a newer freelancer, I understand that it can be hard to say no, and that sometimes the only way to learn which books are a good fit is to learn through experience. Long term, though, not every book is going to be a good fit, and I think part of being a successful freelancer—both financially and in the enjoyment of the work—is learning when to accept and when to turn down.

Before I dig into this topic, I want to acknowledge that I write from a place of having previously been on the inside, and from also now having been a freelancer for about eleven years. When I first began working in publishing, I worked in-house for two different publishers. I developed a strong sense of publishing as a team effort, with each person, whether in-house or freelance, contributing to the finished book. As a freelancer, I have retained this sense of being part of a team, and in my ideal working relationship with a publisher, we respect each other as team members. That said, I am also aware that many freelance indexers do not have in-house experience, and that publishers can come across as opaque and unapproachable. 

This reflection draws upon my own experience and what I would like to see. Your experiences and ideal working relationship may be different. I am curious to hear what you think, in the comments. If you are a new freelance indexer, I hope this gives you some ideas for what a positive working relationship can be like.

To start, let’s look at a couple of recent experiences I’ve had.

The Editor Who Couldn’t Care Less

Some publishers, or at least certain editors within those publishers, couldn’t seem to care less about the freelancers supporting their work. I encountered this a few months ago when I was hired by an author to index their book, which was being published by an independent academic press. (For the sake of this reflection, I’m keeping authors, editors, and publishers anonymous.)

Indexing guidelines were scant, though it seemed that both run-in and indented formats would be accepted. Working with the author, I submitted the index in run-in format. To our surprise, the editor unilaterally changed the format to indented, on the grounds that indented is easier to read. I actually agree with the editor on the format, but that’s not the point. If the editor felt so strongly about the format, they should have made that clear upfront.

We asked the editor about the change, and the editor confirmed that the press does indeed accept both run-in and indented formats, except, I guess, when the editor decides they know what is best. Reverting to run-in format was not an option. I followed up with some additional concerns, since the structure, as I originally envisioned it in run-in format, no longer worked quite as well. I also asked that in the future the editor provide clearer instructions, to avoid this extra and unnecessary work caused by this unilateral change. In reply, the editor made very clear that they had no interest in communicating with me nor in providing clearer instructions. The editor stated that they primarily work with scholarly authors who apparently get confused by too many instructions, and so the editor is used to taking whatever the author provides and formatting it as they see fit.

The irony is that I had already been hired by a different author to index a second book for the same press (which I submitted in indented format). The editor seemed unaware and uninterested in the fact that at least some of their authors were hiring professional indexers. Even if I am not in direct contact with the editor, I would suggest that we are still on the same team, and that better communication, whether directly or in the form of clearer indexing instructions, would make for a better book and a smoother production process for both of us.

The Editor Who Gets It

That same author who hired me to write the first index later passed my name on to a friend, who turned out to be the manager editor for two small university presses. That editor got in touch and, after a few emails back and forth sorting out the details for how we might work together, wrote, “Welcome to the team!”

Guess which editor I want to work with.

Being Part of a Team

Every publisher and project is going to be different. Some publishers prefer to be hands-off, making the index the author’s responsibility and not wanting to be in direct contact with the freelancer. I understand that the in-house editors are often very busy juggling multiple books. I respect the desire to be hands-off and I let the author take the lead on how communication flows between me, the author, and the press. In other cases, I am hired directly by the press, and so I am in regular contact with the in-house managing or production editor. For complicated projects, I may also be put in contact with the copyeditor, proofreader, or designer—whoever is best placed to answer my questions—which really does feel like I am part of the team. 

As a freelance member of the team, I recognize that I am being hired to perform a service. I realize that I don’t always get the final say, and if the author or publisher insist, I will revise the index as asked, even if I disagree. That said, part of being a team also means having my role and expertise respected. I appreciate at least being consulted on potential changes and to have my opinion taken seriously, even if the author or press ultimately decides otherwise. Respect also involves clear communication, whether direct, through the author, or through the indexing guidelines, so that I can properly do my job and have a way to ask questions. 

Being a freelancer also means recognizing when I am not part of the team. This took me a while to learn, as I was initially used to being part of the in-house team. But as a freelancer, I work with multiple authors and publishers. What is best for my business is not necessarily in line with what the publisher wants. While working together with authors and publishers on specific books, I also need to have boundaries with clients, to be able to say no when a project or publisher is not a good fit or if my schedule is already full.

For me, at least, it doesn’t take much to feel included. I don’t need a small gift or card at Christmas (though it is a lovely surprise when it occasionally happens), nor do I need to be included in company-wide meetings (though again, a nice gesture, especially if the meeting pertains to freelancers and my time is compensated, as did once happen). What matters is feeling appreciated. A word of thanks for the index. A willingness to answer questions. A desire to work together again in the future. Basically, an openness to a positive professional relationship that makes it easy to get the work done. 

What are your thoughts on the freelancer-publisher relationship? Do you feel part of a team? Or do you feel shut out or disrespected? What do you look for in a positive working relationship? Please feel free to reply in the comments and let me know.

Publishing is a vast, global industry.

Where do you start?

It can feel overwhelming and paralyzing.

I also want to acknowledge that you may not have previously worked in publishing, so the inner workings of the publishing world may be even more opaque.

So, let’s start with demystifying publishing. Once you understand the industry a little better, the way forward with marketing may be clearer.

I’m going to share with you my top two rules, or insights, which have made the biggest difference for me when marketing and building my client base, and end with some additional tips.

Rule #1: You Don’t Need to Serve Everyone

It is impossible for you to serve everyone.

According to these statistics published last year by Wordsrated, approximately 3.52 million nonfiction books are published annually, worldwide. The proportion of English-language titles will be smaller, but still at least in the hundreds of thousands. How many of those books do you think you can index?

Personally, I index about 65 books per year. Your mileage may vary. I also turn down maybe another 20-30 books, mainly because I don’t have room in my schedule.

Another angle to consider is that the publishing industry is not monolithic. Yes, there are the Big Five trade publishers in New York and a few massive companies that dominate scholarly publishing. But many smaller companies also exist which publish excellent books. Publishing is also broken up by subject matter, with almost all presses and imprints focusing on different areas.

From a marketing standpoint, I found this realization to be incredibly freeing. Instead of being overwhelmed by the sheer number of publishers I could potentially contact, there are instead whole swaths of the industry that I can safely ignore. Don’t index science and engineering books? Great! I can cross all those publishers off of my list. Can’t find contact information for the editors at Penguin Random House? I’ll cross them off my list too. That still leaves many possibilities.

As you think about marketing, think about who you want to work with (or what kind of books you want to index) and also who you do not want to work with (or what kind of books you want to avoid). It can be scary to declare a niche, for fear of missing out on work. But having a few markets or topics that you focus on can have at least three benefits. One, it makes marketing less overwhelming because you now have a more manageable number of potential clients to contact. Two, it helps to clearly define who you are in the eyes of potential clients. Clients want to know that you are a good fit for their book, and one way to build that confidence is to give clients something specific about your experience and expertise. And three, it is nice to avoid having to repeatedly say no to projects which are clearly not a good fit. Be clear up front, and the people who do contact you are more likely to be of interest.

Rule #2: Build a Diverse Client Base

My second rule may seem to contradict my first rule. After telling you that you can ignore whole sectors of publishing, now I want you to go wide?

It is going wide enough to provide steady work. I don’t want you to be reliant on one or two clients for all of your work. I have worked with publishers who have been shut down or downsized. I have also lost work when editors I worked with left the company and my name wasn’t passed on to their successors (or maybe their successors already had their own preferred indexers). As wonderful as that first steady client may be, keep looking.

However, there is probably also a limit to how many clients you can reasonably handle. For myself, most of my work comes from the same dozen or so publishers, either being hired directly or from referrals from the in-house editors. Some publishers only send me one or two books per year. Others send me four or five, or even upwards of ten. All together, it adds up to a full schedule. If I lose a client, I find there are usually enough offers from other clients to compensate. New publishers also occasionally find me – or I find them – and get added to this mix.

Even if I worked for a truly large publisher who was willing and able to fill my schedule, I’d feel more secure with a diverse client base. Keeping my first rule in mind, I don’t need or want to work with everyone. I don’t even work with all of the publishers within my niches. But I still want that happy medium of work coming in from multiple sources.

Additional Marketing Tips

Building upon these two rules, here are some additional tips for marketing and finding indexing work.

• Look beyond New York and the Big Five. I’m sure someone indexes for the likes of HarperCollins and Macmillan, but those publishers can also be hard to reach. There are many smaller publishers outside of New York, which in my experience, can be easier to contact. Some editors also prefer to hire local. So, see if there are any publishers nearby, whether that means within your town or city, state or province, or region. Market yourself as a local indexer. If feasible, ask if you can stop by the publisher’s office to meet the managing editor. Attend local publishing or editing events to meet editors.
  
• Don’t be afraid to contact smaller publishers. Even if they only send you one or two projects a year, projects from several such clients can add up.
  
• Keep an eye out for new publishers. They may not yet have their stable of freelancers and may welcome you getting in touch.
  
• Identify the gatekeepers. Indexing is a niche task, and even within a publishing company, it is usually only one or two people (or more, depending on the size of the press) who actually hire or refer indexers. Those are the people that you want to contact. They usually have job titles like managing or production editors, though in some cases, acquisition editors may also refer indexers to authors.
  
• Identify and work your network. If you formerly worked in academia, tell all of those professors that you know, who are potential authors, that you are now an indexer. If you know someone in publishing, let them know as well. Attend local author, editing, and publishing events, and introduce yourself to people (which is scary, I know. But I’ve done it, and it can be a good way to meet people). Even if you feel disconnected from the publishing industry, tell everyone you know about your new career. Something will turn up.
  
• Be specific. As I mentioned earlier, clients want to know that you are a good fit. Be specific when discussing your interests and experience. It is okay to mention books that you have indexed for practice.  Or, if you have been hired by one publisher, mention that when contacting a new publisher. Show why you are a good fit.
  
• Be persistent and patient. Marketing is both a numbers game and a waiting game. Out of ten queries, you might get two or three responses. Or an editor might wait an entire year to get back to you (as happened once to me). Keep putting your name out there.

Most of this reflection has been aimed at marketing to publishers. That has been my primary marketing focus and it has worked for me. I kind of prefer working with publishers because, now that I have a good relationship with several, I don’t need to actively market anymore.

When I first started indexing, marketing directly to authors also felt completely overwhelming and unfathomable, and so I didn’t. However, I know some indexers, especially those with an academic background, who are able to successfully market to academic authors. Some indexers are also very good at asking for testimonials and referrals. So, it is also possible to market to authors and to primarily work with authors. As I discussed above, identify who you want to work with, what kind of books you want to index, and who you can access, and go from there.

Lastly, I want to acknowledge that marketing can be a slow process. It can take several months to find that first project. There may then be another gap until that second project, and then another year or two until your schedule is consistently full. That was my experience and the experience of many indexers I know. But it is absolutely possible to make those connections with authors and publishers and to find enough work to fill your schedule. Keep putting yourself out there. I believe that you can do it.