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	New England Chapter American Society of Indexers Past Presentations

Fall 1996 Conference Presentation

Marketing Your Indexing Services 

presented by Susan Holbert

September 28, 1996

Market Sectors

University and non-profit presses are subsidized. Many of their books are indexed by authors, but both publishers and authors also use freelance indexers. Pay is generally low, but deadlines are less demanding than in other sectors. Most university publishers accept familiarity with the subject matter as a credential in lieu of indexing experience. 

Trade books are books that are sold in bookstores. Trade book publishers hire freelancers to index almost all their non-fiction books. 

Textbooks are a thriving sector of the publishing market. Many books are indexed in the summer, before the fall list. Many publishers have professional divisions that specialize in certain fields, most notably law, medicine, business, science and computers, and education. Indexers are paid a premium for their subject expertise. 

Businesses and government agencies hire indexers for publications such as personnel and procedure manuals. In the software industry, there is a growing demand for independent consultants to index user manuals. In some companies, manuals are indexed by technical writers, so that indexing can be combined with technical writing for an in-house position. 

The following is a summary of conditions in different market sectors.

Market Sector	$/page Beginners	$/page Experienced	Availability of Work	Indexing Difficulty
Scholarly	2.25-2.50	3.00-3.50	Easiest	Hardest
Trade	2.50-3.00	3.00-4.00	Middle	Middle
Text	3.00-3.50	3.25-5.00	Seasonal	Easiest
Professional	3.00-4.00	3.50-7.00	Hard	Middle-to-Hard
Business/Technical	4.00+  $30/hr	4.50-8.00  $35-50/hr	Hardest	Middle-to-Hard

Finding Work

Networking is an excellent way to find clients. Use all of the following sources: 

• friends
• colleagues
• authors you may know 
• community organizations 
• professional associations, such as: 

Freelance Editorial Association
Box 835
Cambridge, MA 02238 

American Society of Indexers
Box 48267, Dept. A 
Seattle, WA 98148 

Writing and calling publishers is the most common way to find clients. The Literary Marketplace, available at the public library, lists publishers by category. Select a field of interest or experience. 

Create a letter that highlights your personal skills, your areas of interest and experience, and any aspects of your work or personal history that apply to freelance indexing. Include relevant samples and recommendations. 

For example:

Paul Bunyan Backwoods, Montana  123-456-7890  I know what the outdoor enthusiast is looking for! I produce accurate, well-organized, thorough-going professional indexes that will meet your deadlines and satisfy your readers. I specialize in outdoor activities including ox-raising and hang-gliding.  Indexed Wildlife Guide to Swimming Hole Woods Attended photography workshops at Backwater Museum  Took indexing correspondence course given by Dept. of Agriculture Worked twelve years as hunting and tracking guide Won First Prize, 1984: "Bear-trackers of America"  Used many indexes while working for the       Backwoods DPW  Encl: One page of Wildlife Guide Index Glowing recommendation from Backwoods Supt. of Parks

Call companies to find out where to send your letter. The listings in the LMP are often erroneous. In large companies, different division managers are responsible for hiring their own freelancers. Call clients after sending your letter. Speaking with clients on the phone allows them to hear that you are a competent professional, and allows you to begin developing an ongoing professional relationship. 

Know what you have to offer. Don't be defensive about your negatives. Present them as positives. For example, instead of apologizing for lack of experience, emphasize your reasonable rates and availability. Instead of worrying that your rates are too high, help the client understand what value you are delivering for the money. 

Send a letter of agreement after you conclude your telephone negotiations. Send a letter with the finished index. Point out the strong points of your index. Follow up with a phone call asking for feedback on your index and telling the client when you are available for more work. 

Continue to let clients know you are available for work. Develop a professional relationship. Send Christmas cards, Rolodex cards, or even a newsletter. Do not confide in clients about your personal problems unless they are personal friends. Your goal is to convince the client that you are competent and reliable.

Susan Holbert/Indexing Services 
24 Harris St. Waltham, MA 02154-6105
(617) 893-0514
susanh@world.std.com
Web site: http://www.abbington.com/holbert/index.html