by Knock briskly, and it will be opened to you. Especially in today’s labor marketplace.
Is there enough? I’ve often been asked this question by folks trying to get into publishing services like editing, proofreading and/or book indexing. It also applies to starting almost any business or looking for a job, of course.
Avoid the Desperation Pose
My first response is, “Don’t whine!” And please don’t supplicate. I can smell want-work desperation from across the conference room. It’s not pleasant. Makes me want to walk the other way. So, yes, if you act desperate and do the supplication kneel for work, that job or that business prospect will likely walk away because of your approach. Unless the employer or prospect likes to play power games. But you don’t want corporate slavery, either, I assume.
Gather Your Tribe
It’s not a question of “enough.” It’s a question of finding your match. Always, always. Think about the custom guitar maker. His market is likely small (unlike the market for Coca Cola, for example, which is still catering to a tribe—just a very big one that doesn’t include Pepsi fanatics), but he is in demand and makes a very good living because he provides tremendous value to those customers, and they will pay a premium for it. He doesn’t worry about general job availability statistics. He just has to stay connected to his particular “tribe,” largely through reputation, and he’ll make a great living.
But, you say, what about the newbie? The new person to a career field doesn’t have connections yet, nor the expert skill set, necessarily. True. But the market, your tribe, is still there. You just need to be introduced (and have a good elevator speech). That’s what targeted marketing and web presence are for. Here’s my freelance progression (from a long time ago):
- I started in publishing services in 1992 by targeting a professional association in book indexing to develop networking connections (I did not supplicate for jobs, but instead, volunteered in the organization).
- Meanwhile, I only targeted 10 publishers when I started my official indexing business in 1995. Back then, before social media and just at the start of email, I sent letters and postcards. I waited nine months before I got my first indexing job (because the publisher’s first choice was unavailable—after that first job, I became the first choice, not because the other indexer wasn’t available for every job, but because I was excellent!).
- I set up a static website in the late 1990s as well (paid a pro to build it for me). When blogging became possible, I used the platform to present my brand. I’ve been working on the basis of reputation mostly, ever since the early 2000s.
In our current too-much-information-and-access universe, some of the old methods can still be effective (people get less paper mail now, so that postcard to a prospective managing editor might get attention). Meanwhile, the tools to be visible online are quite varied and numerous; there are many blogging outlets and social media networks to choose from. Do some writing/video/audio in your field of knowledge, regularly, and participate in professional conversations (LinkedIn groups, for example). Share that writing or video or audio and your professional interests on your top two or three social media outlets; connections will happen with regular, substantive participation (not a bunch of Likes, but real comments).
Build the Reputation That Will Sustain You
There is plenty of work out there; it’s just a question of expending the time and effort to build that reputation. I don’t believe in the numbers/statistics game in general with almost any occupation unless technology or something is really eliminating a way of working (e.g., buggy whips or whale-oil lamps vs. automobiles and electricity). Everyone can find a niche somewhere, especially with today’s ability to be visible online.
As an example, in book indexing these days, the key is to be flexible enough to get beyond the printed book. If you’re interested in indexing, take a basic course for the mental of indexing judgment (not everyone has the right mindset), but then make sure you give yourself some self-education in the new areas (ebooks, embedded indexing, taxonomy, even information architecture) that are related to traditional indexing. That will give you more breadth to move into the future. It will pay to think outside the book covers for sure; there’s demand for linked indexes to ebooks, for example, and human-created search keywords for mobile apps that have complex subject matter.
Niches in editing and proofreading are almost endless, but I think the emphasis now is on helping self-publishing authors (don’t forget to charge enough to include hand-holding) more than serving traditional publishers, and being technically savvy enough to use electronic methods of marking text (like Adobe Acrobat and Google Docs as well as Microsoft Word).
Beyond the Book: Text is Everywhere
You’ll want to market beyond traditional publishing organizations for all publishing-related services; the publishing revolution continues. You may end up working not only directly for writers, but folks putting up websites, etc. Smaller jobs and more of them maybe, rather than larger book jobs for traditional publishers. Get your e-commerce set up and you’ll be ready to take care of credit card-paying clients as well!
Go forth, create value, and be visible! And do it again and again. You will find your clients.