A
Accounting departments, 37, 58
Action plan, 7-12, 13-14
Address changes, 37
Advertising
Adwords, 91
branding, 12, 86
classified ads, 59
display ads, 55-56
effectiveness, 36
in Indexer Locator, ix, 32, 58, 73-77, 84
in media outlets, 56
photos enhancing, 56, 61
wearable ads, 55
Amazon.com, 85
American Society for Indexing (ASI)
attrition, 21, 45
Indexer Locator, ix, 32, 58, 73-77, 84
joining, ix
LinkedIn presence, 92
networking, ix, 14, 32, 37, 50, 71-72
public relations, 2-5
referrals, 13, 42
websites and, 83, 85, 90, 91
Answering machines and voice-mail, 34-35, 58-59
Article writing, 3, 35, 36, 60, 98
Associations and groups to join. See also American Society for Indexing (ASI)
Institute of Certified Indexers, 42, 50
online discussion groups, viii-ix, 59, 60, 72
publishers and writers groups, 3-4
in specialty areas, 36
Auctions, 60, 91
Authors. See also Clients
contracts with, 40-41
editor relations, 56, 80-81
as indexers, 1-2
preferring novice indexers, 76
searching Indexer Locator, ix, 73, 76
website viewing, 34, 84, 91
B
Blogs. See also Social networking
book recommendations, 93
by indexers, 92
linking to Twitter, 62-63
linking to websites, 57, 85, 88-89
maintaining, 100
monitoring, 36
Branding, 12, 86
Brochures, viii, 3, 12, 34, 56, 59
Business cards
auxiliary to websites, 91
conveying professional image, 12, 34, 48
distributing, vii, 3, 51, 58, 69-70, 71
for referrals, 67
updating, 37
writing on back of, 70
C
Certification, 42, 50
Change of address, 37-38
Charities, 61
Clients, 45-54
building a base, 24, 26-27, 31, 53, 83-84
confidentiality, 57, 75
contracts with, 40-41
following-up, vii, 37, 59
needs of, 23, 28, 31, 41-42
rates. See Rates and pricing of indexing services
referrals from, 13, 37, 43, 60-61, 76-77
social networking, 36, 62-63, 92, 93, 99-100
websites and, 34, 82, 83, 85, 91
Coates, Sylvia, 83-84
Cold calling, 49, 53, 56
Confidentiality, 57, 75
Contact information, 8, 10-11, 12, 31, 37-38, 86
Contests, 31, 59
Contracts with clients, 40-41
Cordrey, Katie, 92-93
Corrections list to give to clients, 41
Cover letters, 10-11, 18, 33, 50, 51f, 52
Credentials, ix, 48, 50, 74, 75, 99
Customization of materials, 11, 34, 51, 56
D
Deadlines, 41, 42-43, 76, 79-80
Declining assignments, 42-43
Delivery methods, 17, 49, 51
Discounts, 61
Dun & Bradstreet's Million Dollar Databases, 47
E
Editors, 79-82. See also Clients
meeting deadlines, 76, 79-80, 82
mock conversations with, 25, 27-28, 29-30
relationship with, 24, 31, 41-42, 79-82
searching Indexer Locator, 73
Edwards, Paul, 21
Edwards, Sarah, 21
following-up, vii, 37, 48
hyperlinks, 85, 91
indexing agreements in, 40
introductions, 8, 9, 37
invoices, 58
linked to domain name, 85, 86
signature lines, 60, 72
snail mail vs., 48-49
verifying, 10, 11
Embedded indexing, 17, 74-75, 81
Experienced indexers
finding new clients, 21-22
Indexer Locator, 75-76
need for websites, 84
overflow work, referral of, 71
résumé sample, 20
as sources of help, 50
Expertise, 32, 36, 61, 81, 83, 92
F
Facebook, viii, 92-93, 95, 96, 97, 99-100. See also Social networking
Fairy godmothers, 66-67, 68
Feedback, 35, 59, 76, 91
First impressions, 26, 65
Fliers, 56, 58
Following-up
in afternoon hours, 47
through cover letter, 50-51
as marketing task, 35
periodically, vii, 11, 37, 52-53
through snail mail, viii, 47, 48-49
thank you acknowledgments, 62, 76-77
with website information, 91
Foreign language indexing, 74
G
Godin, Seth, 98
Going Rogue (Palin), 2
Google, 4, 8-9, 77, 91, 96
Gravitz, Ina, 12-13
H
Hedden, Heather, 86
Holiday cards, vi, 62
Hurwitz, Shoshana, 92
I
Ignorance about indexing, 1-5, 40-41
Income. See Rates and pricing of indexing services
Indexing courses, v, 17, 50, 76, 84
Indexing expenses, vi, 53-54
Indexing software discussion groups, viii
Institute of Certified Indexers (ICI), 42, 50
Instructions, importance of following, 80
Internet. See Social networking; Websites
Introversion. See Shyness
Invoices, 37, 58, 62
J
Jermey, Jon, 88-89
K
Kawasaki, Guy, 98
Key Words, 36, 60
L
Laser printers, 34, 47-48
Letters
announcing contact information changes, 37
cover letters, 10-11, 18, 33, 50-52
customized, 56
follow-up, 47, 48-49
hardcopy, 49, 91
introductory, 8
letter agreements, 40, 41
newsletters, 3, 4-5, 36, 60
of recommendation, 33
unsolicited, 34
Libraries
business cards, posting at, 71
free indexing for, 33
research material, 4, 8, 16, 18, 47
volunteering at, 59
LinkedIn, viii, 92, 95, 99, 100. See also Social networking
Listservs for indexers, viii, 59, 60, 72
Literary Market Place (LMP), 8, 32, 36, 47, 73
M
Mail, U.S. See Snail mail
Marketing, defined, 21
Marty Indexer, 24-25, 27-28, 29-30
Martz, Catharyn, 88
Mentoring, 31, 33
Missing deadlines, 41, 76, 79-80
Moonlighting, 54, 76
MySpace, 95, 96, 97-98, 100. See also Social networking
N
Networking, 65-72. See also Social networking
through acquaintances and friends, 66-68
advertising vs., 65
at ASI meetings, ix, 14, 32, 37, 50, 71-72
at community events, 69-70
faux pas, 70-71
through online discussion lists, ix, 72
word-of-mouth, viii, 13, 34, 56
Newspapers
advertising in, 56
articles about indexing, 3, 36
Novice indexers
authors preferring, 76
cold calling, 49-50
résumés, 15-18, 19, 33
websites as useful for, 83-84
O
Online discussion lists, viii-ix, 59, 60, 72
Overflow work, ix, 37, 42, 71
P
Palin, Sarah, 2
PayPal, 85, 96
Periodicals, 3, 17, 33, 55
Perlman, Janet, 88
Pethouhoff, Natalie, 95-96
Phone calls
building client base, 24, 26-27
call-send-call formula, 48
call waiting, 53
collecting contact information, 8-10
critiquing telephone image, 35
following-up, 48-49
as initial contact, 24, 34
Phone number changes, 37-38
Photos, 39, 56, 61, 86
Portfolios, 83, 85, 91, 92
Postcards, 60
Premiums for rush jobs, 43, 76
Press releases, 57
Printers, laser, 34, 47-48
Pro-bono work, 11, 33, 39, 50
Production managers, 8, 9, 46, 49, 53
Professional associations, viii, 36, 60
Professionalism
deadlines and, 80
in relations with clients, 82
social networking and, 99, 100
updated résumé and, 34
website design and, 84, 86, 90
Promotions, 60, 61, 76
Proofreading, 11, 18, 26, 34, 41
Public speaking, 58, 62
Publishers. See also Clients
educating about indexes, ix
Index Locator, use of, 74
listings of, 8-9, 32, 47
requirements of, 81
types of, 46
Publishers Weekly, 36
R
Rates and pricing of indexing services, 10, 38-40, 43, 61, 76
References, providing to potential clients, 16, 33, 48, 82
Referrals
from acquaintances/friends, 67-68
due to overflow work, 42
from existing clients, 43, 60-61
from fellow indexers, viii, 13, 32, 62, 83
from Indexer Locator, 74, 76-77
keeping track of, 53
reciprocating, 37
social media and, 97
strategic alliances, 57
Refusing work, 42-43
Rejection, dealing with, vii, 22, 23, 24, 30
Résumés, 15-20. See also Cover letters
critiquing, 14
kept on file, 7, 10, 11
novice indexers, 15-18, 19, 33
preparation of, 7, 14, 15-18, 33, 34, 48
samples, 17, 19-20f, 33, 34, 52f
types, 16, 17, 19-20f, 33
unsolicited, 9
websites and, viii, 83
Rolodex cards, 34, 37, 48
Rush jobs, 43, 76
S
Sales
call-send-call formula, 48-49
matching to needs of client, 28, 31
negative reactions, v, 22, 23, 46, 53
through social networking, 98
Sample indexes
critiquing, 14
marketing packet, as part of, 11, 49
referenced in résumés, 17, 33, 34
sent with résumés, 82
taken from coursework, 50
in websites, 86
Schmoozing, 65-72. See also Networking
Scripts, use of, 10, 47
Search Engine Optimization (SEO), 85, 90, 100
Self-marketing, 12-13
Shyness
degrees of, 65-66
following-up and, viii
getting out to network, 68-70
Indexer Locator, advantages of, 73
marketing exercises for the shy, 66, 67
nervousness, 9-10, 26
no excuse, vi
sales and, 22, 31
Small Business Administration, 53
Snail mail, vii, 47-49, 56, 58, 62
Social networking. See also Blogs
Facebook, viii, 92-93, 95, 96, 97, 99-100
LinkedIn, viii, 92, 95, 99, 100
MySpace, 95, 96, 97-98, 100
Twitter, viii, 62-63, 95-96, 100
YouTube, 96-97
Spam, 9, 85, 86, 97
Specialization
in indexing, 32
listing in Indexer Locator, 73-74
niche marketing, 12-13, 55, 61
reflected in résumés, 7, 17-18
Sponsorships, 61-62
Starting an Indexing Business (Zafran), 40, 54
Start-up costs and considerations
business cards, 71
Indexer Locator listing, ix, 73
initial outlay, vi
living expenses, 53-54
websites, 83, 87, 88, 89-90
Subject specialties. See Specialization
T
Telephoning. See Phone calls
Time management, 35, 47, 53
Tracking promotions, 13, 35, 55, 76, 86
Trade shows, 56
Twitter, viii, 62-63, 95-96, 100. See also Social networking
Tynan, Dan, 95
V
Value of indexes, ix, 2, 3, 5, 11, 26
Voice mail and answering machines, 34-35, 58-59
Volunteering
free indexes, 11, 33, 39, 50
at libraries, 59
résumés including, 15, 16
W
Watson, Thomas, 30
Weaver, Carolyn, 88
Web 2.0 applications, 95-98
Websites
advantages of, 83-84
brand identity and, 12
costs, 83, 87, 88, 89-90
creating, 83-94
construction and design, 87-90
developing between assignments, 13
features to consider, 84-85, 86
HTML code, 88-89, 93-94
polishing before launching, 57
video additions, 62
directing clients to, 83, 91
marketing packet, as part of, 11-12, 48, 83
as non-threatening, 82
referrals, 34, 77, 83
supplementing with Facebook or LinkedIn, 99
treasure hunts, 61
Word-of-mouth marketing, viii, 13, 34, 56, 65-72
Work for hire agreement, 40
Writer's Market, 8, 32, 47
Y
Yellow pages, 57
YouTube, 96, 97