 |
 |
 |
 |
 |
 |
 |
 |
 |
Site Index |
|
|
|
|
|
|
|
|
|
Site Index |
New
England Chapter
|
  |
|
Spring 2010 Meeting Summary
April 17, 2010
Chelmsford, MassachusettsNEASI's 2010 spring meeting was held on Saturday, April 17th, 2010 at the Chelmsford Public Library. Cheryl Landes, an award-winning technical writer and member of the Pacific Northwest Chapter as well as NEASI, presented "Experience an Index Usability Test" and Ilise Benun, a national speaker and co-founder of Marketing Mentor, presented "Nitty-Gritty Marketing and Pricing for Freelancers." There was also a panel of NEASI members (Heather Hedden, Steve Ingle, Jean Jesensky)speaking about their own marketing experiences.
Experience an Index Usability Test
Presented by Cheryl Landes, Owner of Tabby Cat Communications
At our 2008 fall meeting, Cheryl presented the background and status of the Index Comparison Project. We had a lively discussion that day about the usability tests for the project, and many members of the audience expressed interest in conducting a usability test at one of our future meetings. As a result, we invited Cheryl back to conduct a usability test for the study at our 2010 spring meeting. Cheryl began with a brief presentation on the background of the project (more information at (www.newenglandindexers.org/STC-06-Landes.htm) and brought us up to speed on its current status.
The book that was chosen for this part of the project is a collection of essays. Two indexers (one, a scholarly indexer, and the other, a technical indexer) each created an index for the book. As you can imagine, the indexes are quite different from each other. The goal of the usability test was to determine which index readers prefer and the reasons behind their choices. The usability text consisted of our answering a set of questions about where we would find information about certain topics in the book, first using one index, and then the other. After we completed these exercises, we had a lively, thought-provoking discussion about which index we preferred and the reasons behind our choices. We also discussed whether or not a book such as this book of essays should have an index. (Submitted by Jean Jesensky)
Nitty-Gritty Marketing and Pricing for Freelancers
Presented by Ilise Benun, Owner of Marketing Mentor
Ilise presented a great workshop on how to develop and nurture business relationships, how to value and price our work so we don’t lose money, and how to create a “Marketing Machine” that brings an ongoing stream of new prospects and clients willing to pay us what we’re worth. She began by pointing out a few seductive marketing myths such as “do what you love and the money will follow." She then walked us through some obvious but often overlooked concepts: self promotion is not about you, it is about what you do; all work flows from the market; positioning is choosing a market and becoming the go-to person for that market.
We learned about the 5 most effective tools including networking, direct outreach, email marketing, structuring and updating a marketing-smart website, and providing something tangible like postcards or business cards. Ilise also demonstrated 3 approaches to help move the pricing conversation along towards actual budget numbers. Ilise fine-tuned her detailed and informal marketing presentation to our specific profession (she did the research!) and answered many questions. One in particular is: When should I work on marketing? When I’m low on work? No! Make it a daily part of your business.
You may find a PDF of her power point presentation here. (Submitted by Gracie Kowles)
Marketing your Indexing Business – A Panel Discussion on What Works and What Doesn’t
Panelists: Heather Hedden, Steve Ingle, and Jean Jesensky
NEASI members provided a variety of good suggestions for marketing and then led the group in a question and answer period. Jean Jesensky’s contribution was getting active in NEASI and ASI as well as joining a face to face networking group like BNI International – Business Networking and Referrals. Heather Hedden suggested visiting large conferences and talking to the book distributors; also asking authors you have worked with for referrals. Steve Ingle’s number one marketing tool is having a website.
Audience questions included what to do if you are an introverted person (practice marketing at your networking group), what can one do when living in a rural area (ask clients you have good relationships with for referrals to companies you are interested in; consider all events and meetings you attend as possible networking possibilities; send emails to publishers you work with when you have the time to fit in an index; send thank yous to those who have given you work or referrals with 5 business cards so the person has a tangible reminder of you).
Jean concluded the workshop with a very good, although general, suggestion – think outside the box whenever you can – for example, consider organizations which have some connection with the book publishing business, but not the usual ones. Push the envelope of marketing ideas and remember even activities with no immediate responses may help you directly or indirectly in the future. (Submitted by Linda Dunn)
NEASI would like to acknowledge support from WordCo Indexing Services in making this meeting possible.
| Home | News | Bylaws | Articles | Events | Past Events | Members | Officers | Resources |