Hi Reader,

Happy Friday!

How are we feeling about 2026 so far? Jan is over (well, very almost), so we should have a bit of data here.

I've secured two new contracts this month and am in talks finalising another one. It's always interesting to note how these enquiries find me:

1. The first one has been following my newsletter for a while and reached out for content help/LinkedIn outreach help
2. The second one saw my posts on Shopify and wanted to create similarly in-depth posts for their own blog
3. The third saw my posts on Salsify (and is an integration partner with them), and reached out for help with case studies and LinkedIn content
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Note that all three clients found me through my visibility: a.k.a. places where I've been putting myself out there, whether that's via my own channels or a client's.

So, a gentle reminder this Fri: put yourself out there!

P.S. This week on Instagram, I shared the most important number in my freelance business. Check it out here. And don't forget to give me a follow for regular tips and tricks!

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

👉 I wrote 2 pieces for clients (an influencer marketing tool and a printing company)

👉 I refreshed 3 pieces for Shopify

👉 I had a new enquiry

👉 I started work on a new LinkedIn outreach strategy for a client

👉 I stayed in a cabin on a lake

⏱ Approx hours spent on client work this week: ~16

⏱ Approx hours spent on non-client work: ~2

💰 Total revenue this week: £3,600

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Friday Freelance Tip​​ ✨ ​

I've been asked a lot what the difference is between "struggling" freelancers and "thriving" freelancers. Whether it's talent (it's not), or whether there's something those thriving freelancers know that others don't.

There seems to be a growing divide between freelancers doing well and those who are struggling to find work. It's partly down to the current economy, budget cuts, yadda yadda.

I've got a whole podcast episode planned on this topic and it'll be LONG because it's such a nuanced topic with no real concrete evidence. Mostly it's speculation.

However, there are some things I think do play a part in finding a consistent stream of work (from the perspective of someone who's been doing this for 12 years without a single month with zero work).

Before I dive in here, I want to say that it's definitely NOT down to talent. Successful freelancers are no more talented than those who are struggling a bit at the moment.

In fact, there are many wildly talented freelancers who are thinking of packing it all in as well as tons of "successful" freelancers who's work is... well, questionable at best.

But I thought it might be useful to skim over some of the "mistakes" (for want of a better word) that many of us freelancers make at somepoint in our careers and how these "mistakes" impact our workload.

Mistake 1: Selling something no one really needs

Even great marketing won’t help if your service/offering isn’t aligned with a real market pain point.

The solution here is to validate that your niche is solving a problem clients care about (saving money, making money, saving time, etc.). If not, refine your services until they do.

Mistake 2: “Post and Pray” marketing

Just creating a profile or portfolio and waiting is passive. Instead, actively go where your clients are. Whether it’s cold outreach, social media engagement, or networking events, initiate contact and do it regularly.

Mistake 3: No follow-up or funnel

Many freelancers hit once and quit, but clients often need multiple touches to trust you. Implement a simple funnel: initial hello, a follow-up with value, maybe another check-in, etc. Warm up leads over time instead of expecting instant results.

Yes, freelancing is a long-game, and that can be very frustrating, especially if you're struggling for money or don't have a cushion behind you.

Mistake 4: Getting in your own way (fear and inertia)

Analysis paralysis, fear of rejection, or waiting for perfect conditions can stall you. My advice is to embrace imperfect action even if it feels v v uncomfortable. Send that email, publish that post, reach out even if you feel 80% ready. Momentum builds confidence, and you can adjust course as you go.

Mistake 5: Unclear positioning

If a client can’t tell quickly what you do or who you help, they move on.

Narrow your niche and clarify your messaging, then lead with the specific value you provide. Make it SO clear that your ideal client immediately thinks “that’s for me” when they see your profile or pitch.

Mistake 6: Weak proof of ability

Maybe you get eyes on your portfolio or profile, but it doesn’t convince them. Common issues here include only having generic work samples, no outcomes or results mentioned.

The obvious solution is to strengthen your proof. If you don't have the client work to show, do a relevant mock project or case study. Show before-and-after scenarios or concrete results (“wrote emails that increased sales by 20%”). Social proof like testimonials helps too.

Mistake 7: Giving up too early

Possibly the biggest one – quitting outreach or freelancing altogether because your first attempts didn’t get you anywhere.

Be patient and persistent. Follow up with leads and keep marketing even when it’s quiet. Many freelancers who stick it out find that after a slow start, one or two wins turn into a flood of referrals later. Remember that you only need a few good clients to turn everything around.

And sometimes it is the market.

However (and this is key), even when the market is challenging, some freelancers still manage to thrive by adapting.

They might pivot to services that are in higher demand, or target industries that are still spending.

They might increase their marketing to reach more clients since conversion is tougher.

They might emphasise their value more to justify higher rates to fewer clients, or diversify their income streams. Essentially, they control what they can (their niche, their approach) in response to market changes.

What you don’t want to do in a tough market is throw up your hands and say “welp, nobody’s hiring, nothing I can do.”

That can become a self-fulfilling prophecy. A better response is to ask, “Where are the clients still spending? How can I reposition or find adjacent opportunities?”

For example, if you’re a travel writer and the travel industry froze during a pandemic (lol), could you apply your skills to hospitality tech or regional lifestyle publications?

If a platform you relied on stopped delivering leads, can you reach out directly to companies or switch to another platform or method? This circles back to having an ownership mindset.

You are in control of how you react to market changes.

This week, we have a B2B writer from Berlin.

Where are you based? Berlin.

How long have you been freelancing? 9 years.

What do you do? B2B writer in the digitalisation, data privacy and trust fields.

What was your 2025 revenue? €85,680.

This person freelances full time and this was their highest earning year.

How much did you take as a salary? €3,000/month - half of that goes to pay my fixed costs such as rent, health insurance, groceries, etc.

How much did you pay in taxes?

I save up 30% of what I bill for taxes, between VAT and income tax (I pre paid thar quarterly).

What are your business expenses?

Around €300 for a coworking space, software subscriptions, and accounting.

Do you contribute to a pension?

Haven't started paying into a private pension, it's my main goal this year but I do keep business profit in a high-yield savings account.

Do you have any hot money-management tips?

Become obsessed about learning about money, how to price your work and how to negotiate. Always negotiate!!

We need more Freelance Money Diaries entries! I'm forever grateful to anyone who shares their finances with us (you can do it totally anonymously!).

Click the button below to do yours!

As always, happy freelancing :)

Lizzie ✨

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