Hi Reader,

Happy Friday!

There’s this idea floating around that if you’re not constantly booked out, replying to 10 job ads a day, or sending cold pitches left, right, and centre… you’re somehow “not trying hard enough.”

But the truth is, slowing down and building something intentional, like a network, a reputation, or a pipeline, is often more powerful than any sprint.

You’re not behind if you’re taking your time to grow things that last. Momentum doesn’t always look like movement.

P.S. Recently on Instagram, I explained how I set the tone for great client relationships. See how I do it here. And don't forget to give me a follow for regular tips and tricks!

Simplify your bookkeeping

FreshBooks is an easy-to-use billing, payments, and accounting platform that streamlines your bookkeeping and keeps you tax-time ready all year round. The ideal solution for small businesses, FreshBooks has everything you need to grow.

​Save 70% on FreshBooks​

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

👉 I wrote 2 pieces for clients (Salsify and a digital asset management tool)

👉 I refreshed 2 pieces for Shopify

👉 I had a case study call for an upcoming piece

👉 I had two new client enquiries (are things picking up?!)

⏱ Approx hours spent on client work this week: ~18

⏱ Approx hours spent on non-client work: ~4

💰 Total revenue this week: £2,550

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

Friday Freelance Tip​​ ✨ ​

We're in a strange era of freelancing. I'd go so far as to say this is the strangest era I've experienced in 11+ years. It's even weirder than pandemic times, and that's really saying something.

If you've been freelancing for a while, you've probably felt it too. And if you're just starting out, you're probably thining "what the hell???".

On the surface, there are more freelance jobs than ever. There are more platforms, more tools, more companies using content, marketing, and creative work to stand out.
​
But when you zoom in, things look murkier.

Cold pitching isn't working like it used to (when it was the OG way to get clients). And this isn't because your pitches are bad, it's because people are TIRED. Budgets are tighter than ever, teams are lean, and brands are skeptical. They've been burned by flaky freelancers, flooded with requests, and not in the mood to gamble on someone they've never heard of.

So, even when you send the most perfect cold pitch in the world, there's a high chance you won't get a reply. And if you do, it'll be a "thanks, we'll keep you on file".

And then there's LinkedIn (collective groan).

You're often up against 200+ applicants who are all really good at what they do. Sometimes the job post will disappear before you finish tweaking your portfolio. Sometimes the hiring process drags on for months. Sometimes, these job ads are completely fake and just an engagement-bait tactic.

It's demoralising.

And it can really make you start to doubt yourself, even when the problem isn't you (and I'm 99% sure it *isn't* you).

So... what is working in apocalyptical 2025?

What I'm seeing (and what's worked for me and so many others is this):

• Playing the long game.
• Building a network of warm prospects.
• Staying visible in small, consistent ways.

​
When I say "warm prospects" here, I don't just mean brands who might hire you. I'm talking about:

• Fellow freelancers who can refer you when they’re too busy
• Content managers who follow your posts for months before reaching out
• Designers or strategists who want to partner on future projects
• Random LinkedIn connections who remember your name when an opportunity comes up
  ​

If you're starting from scratch, it can be really daunting. But it's important to remember that momentum compounds. You might make only five new connections this month, but next month you might add another five so you have 10 in total. See how it works?

Here are some tips for getting started (and if you haven't already watched my free warm pitching workshop, I'd highly recommend you do that too!).

​Watch it here.

Make a "dream 50" list

Write down a list of brands you'd love to work with, then follow their content people. I don't pay to use LinkedIn Premium, so I aim to add 3-5 content peeps from my wishlist brands each month. Then, I'll either reach out saying "thanks for connecting" or comment on their posts so they start recognising my name.

Connect with freelancers in your niche

Freelancers are friends, not foe... I cannot express that hard enough. I've lost count of the number of times a fellow freelancer has referred an amazing client my way when they've been overbooked or it hasn't been a great fit for them.

Start conversations on LinkedIn, book in some coffee chats, and attend real-life meetups or coworking events to start with.

Start posting weekly

You really don't have to be a thought leader to do well on LinkedIn. You just need to share useful, honest things that show you know your stuff. The more you show up, the more people are likely to remember you when they need a freelancer.

Reply to posts where you can add value

I know plenty of freelancers who don't post a ton on LinkedIn, but they do comment on other posts a lot. And I'm not just talking about "nice post" comments (bleurgh). I'm talking about thoughtful, well-intentioned comments that showcase their expertise and build connection.

The idea isn't to promote yourself but to be helpful. People notice that.

Send warm DMs, not cold pitches

I've received a ton of cold pitches via DM and I'll tell you which ones stand out: the ones that feel genuine and get straight to the point. We can all tell when we're about to get pitch-slapped, so keep it warm and authentic - imagine how you would act if you were in person at an event.

A simple "Hey, I've been loving your content lately, just wanted to say hi" can go a long way. So can getting straight to the point. I'll often send a quick "Does [brand] work with freelancers?" to get the conversation moving.

These small actions stack up. And over time, they build a pipeline that feels good because it’s based on relationships, not transactions.

This week, we have Hannah Zora Strong sharing her finances with us.

Where are you based? Newcastle, UK

How long have you been freelancing? 3 years full-time, but 6 years if we're including when it was just a side-hustle!

What do you do? I specialise in optimising Google and LinkedIn Ads accounts for brands that have local customers.

What was your 2024 revenue? My turnover for the last financial year 2023-24 was £128,920.43.

Hannah freelances full time and this was her highest earning year.

How much did you take as a salary?

£50k - this was taken as £12,570 in salary and the rest in dividends (as recommended by my accountant, to be the most tax-efficient).

How much did you pay in taxes? My tax this year was a whopping £21,253.39 - this is because I made £100k+ the year before (when I was still a Sole Trader), so was in a higher tax bracket. I learned my lesson and upgraded to being a Ltd company after that!

What are your business expenses?

• Agencyanalytics reporting tool - £55 per month
• Accounting services - £137 per month (includes self assessment, business accounts, PAYE and VAT)
• Spyfu competitor analysis tool - £7 per month
  ​

Have you made any large purchases or spent money on subcontractors this year?

I've been working from my windowless garage conversion since Covid! So this year I've invested in a garden office, so I can see some sunshine while I work (as much as I can from the North East!) so very excited for that to be installed in April.

I also spent £16.3k on a combination of client referral fees, VA support and SEO consultancy.

Do you contribute to a pension or investments?

I have a SIPP through PensionBee and transferred all old workplace pensions here, so I have a single view of what I have. I really like their forecasting tool, so you can play about with target retirement ages and contributions to ensure you're on the right track. I contribute £1k per month to it at the moment, then top up at the end of my FY if I've enough profit to reduce my tax bill.

I invest, but only through personal accounts (stocks and shares ISA and general investment ISA), but I do put my business savings in a separate account while I'm waiting for my VAT payments to be due!

Do you have any hot money-management tips?

Keep 6m expenses in easy access cash/savings accounts, then invest the rest. As freelancers, we need a bigger buffer to weather the 'feast or famine' rollercoaster of variable income. But once I generated a big enough emergency fund, I've invested the rest in order to look out for future me...who hopefully works part time from a beach somewhere once the kids have flown the nest!

As always, happy freelancing :)

Lizzie ✨

Interested in sponsoring Friday Freelance Tips? Get your brand, product, or service in front of 6,000+ freelancers, entrepreneurs, and founders. See sponsorship options here.

Follow me on Instagram and on Linkedin, where you can see the behind-the-scenes of my business.