Hi Reader,

Happy Friday!

This email is coming to you from Greece, where I'm sipping margaritas and generally having a complete wind down from work and life. It's very much needed.

P.S. Recently on Instagram, I shared what's *actually* working for getting clients in 2025. See it here. And don't forget to give me a follow for regular tips and tricks!

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Here's what I've been up to this week work-wise:

👉 I wrote 2 pieces for clients (a CPQ and digital commerce tool)

👉 I had a coaching call with a fellow freelancer

👉 I drank 1,345 margaritas and ate my body weight in Greek food

⏱ Approx hours spent on client work this week: ~8

⏱ Approx hours spent on non-client work: ~1

💰 Total revenue this week: £2,000

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Check out my three practical courses that have helped 500+ people get more clients, earn more money, and create better content.

Friday Freelance Tip​​ ✨ ​

A few years ago (maybe even just a year ago), the name of the game was getting new clients. We freelancers were constantly told to grow our audiences, send more pitches, and build our pipelines.

And while there's still a lot of merit in this mindset, the current landscape has me thinking about things a bit differently.

This was all sparked by something that happened last week.

My contact at the biggest client I have told me they were leaving. They said they weren't sure what the plan was moving forward, but that there was a "high chance" the remaining team might still want to use my services.

Cue the ~panic~.

If I lost this client, it would be a significant dip in income and I'd lose one of the biggest names in my portfolio. Eeek.

So we hopped on a call. I met the remaining team to discuss their 2025 content goals, and it led to an even bigger contract with the client than I had before. Way bigger.

It was a no-brainer for them: my current contact at the company could vouch for me. They didn't have to seek out new talent. They could quickly get started on ramping up content without having to onboard a new freelancer.

And all because I'd simply asked to have a call.

So yes, new leads are great. But in this strange, unpredictable economy, the real magic often lies in the clients you already have. They're the ones who trust you, know how you work, and don’t need a 40-minute backstory before every project kickoff.

I’ve always kept in touch with past clients. But now, I’m actively prioritising it.

Let’s talk about the energy it takes to win a new client

Think about it:

• You research them
• You connect with them
• You book the call
• You prep for the call
• You write the proposal
• You follow up
• You cross your fingers
• You wait
  ​

Even when it works out, it’s a lot. And if you read last week's newsletter, you know that sales cycles are longer than they used to be. Clients are far more hesitant to pull the trigger, which is causing bottlenecks in our pipelines.

Now compare that to a great existing client. You already know their tone, their goals, their quirks. You can get started immediately. They already know you.

So here’s what I’ve been doing lately to hold onto the good ones:

1. Make it really easy for them to work with you again

You’d be surprised how many clients don’t realise they can hire you for that next thing.

After a project wraps, try:

Or:

With the client I mentioned above, I simply suggested a quick call to see if it might be a good fit to carry on working together. During that call, I highlighted once again how easy it is to work with me and how much my previous contact at the company liked my work.

2. Build a “return path” into your offboarding

I used to just send a goodbye email and wave clients off into the distance, but now I plant the seeds for next time.

That could look like:

• A short Loom video recapping the work and suggesting 2–3 next steps
• A “what’s next” section in your final doc
• A note in your offboarding email like: “I’ll check in with you again in a few months to see how things are going.”

3. Stay useful between projects

Not in a weird way. Just be... present. Show up, check in, and just generally stay on the radar.

That might mean:

• Sending them a quick resource or article that made you think of them
• Reacting to their LinkedIn post with something thoughtful
• Sharing a case study that aligns with their next project

4. Check in without an agenda

A “just checking in” email doesn’t always have to lead to a sale, but it sometimes does.

Sometimes I just send:

5. Think like a collaborator, not a contractor

When you show clients you’re invested in their big picture, not just ticking off tasks, you become part of their inner circle.

That might look like:

• Sending proactive ideas or content suggestions
• Asking what their next quarter looks like
• Offering to build on what you’ve already done

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My favourite clients are the ones that treat me like part of the team and value my input. I'm not just an order-taker, but a valued expert.

Steal these scripts to check in with existing/past clients

“It’s been a minute” casual check-in

Subject: Just popping in to say hey

Hi [Name],

I was thinking about our [project/topic] the other day and realised it’s been a while since we last worked together! Hope everything’s going well on your end.

If you’ve got any new projects on the horizon or need a second pair of eyes on anything, I’d love to support you again. No pressure at all, just wanted to check in and say hi :)

Follow-up with a resource

Subject: Thought you might find this useful

Hey [name],

Saw this [article/resource/tool] and it made me think of our work on [project]!

Thought it might be helpful as you plan for [Q2/campaign/launch/etc.] — and if you’re working on anything new, I’d love to help out again.

Hope all’s well with you!

Useful follow-up + light re-engagement

Subject: In case you're still working on [topic]…

Hey [name],

Not sure if [project] is still on your radar, but I recently worked on something similar and thought it might give you a few ideas! [Add a short description, case study, or tip here.]

If that project’s still in the pipeline and you need a hand, just let me know, I'd love to help out.

Quarterly check-in + light offer reminder

Subject: Need help this quarter?

Hey [name],

I’ve just been reviewing my upcoming projects and thought I’d check in to see if you’ve got anything planned for [month/quarter].

If you’re thinking about [project type/service], I’ve got a couple of client slots opening up and would love to support you again if the timing’s right.

I guess what it boils down to is that, in turbulent times, clients want to feel safe.

Are you finding that repeat clients are more valuable than ever right now?

Hit reply and tell me what you’re noticing. I’d love to hear how you’re navigating this too.

We need more Freelance Money Diaries submissions!

As you know, I'm on a mission to bring more transparency around rates in the freelancing world. And, to do that, it really helps to see what other freelancers are earning. I'd absolutely love it (and be eternally grateful) if you share your finances with us (you can do it totally anonymously!).

As always, happy freelancing :)

Lizzie ✨

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