THINGS I WISH I KNEW

WHEN I STARTED FREELANCE WRITING

BY KALEIGH MOORE
Chapter 1: Things I Wish I Knew Before I (Officially)
Started Freelancing
I started freelance writing on the side, and eventually, I realized that with the referrals I was
getting, it was feasible to make it my full-time gig.

But when I finally made the switch, I quickly learned a few key lessons that only experience can
teach.

I want to save you from those experiences. Learn from me, won’t you?

Save for Tax Season

I work with an accountant for the bookkeeping and taxes of my business, because I abhor it. I’m
completely intimidated by that side of things, so I defer to an expert. But even though I faithfully
pay my estimated quarterly taxes (both federal and state, mind you) I have owed at tax time
every year on April 15. Not a ton, but I owed. No tax return for me.

The lesson here is that even though you’re getting as close to your projected income as you can
with those estimated payments, there’s a chance you’ll still end up owing at the end of the year.
This is an issue for freelance writers because our overhead is so low that deductions are limited.
You’ve got a computer, a desk chair, and desk…and not a lot else.

Keep a reserve of at least $2,000-$5,000 in the account you pay your taxes from in April, ‘cause
there’s a good chance Uncle Sam is gonna claim it.

Make Retirement a Priority

I had a nice retirement match at my first job out of college, and setting that whole situation up
was a breeze because the employer helped me through the process. Once I left that job, I
quickly realized that to keep on pace with my retirement planning, I needed to make it a priority
and set up some accounts of my own.

I worked with a local broker to establish a Roth IRA and a SEP IRA that I could contribute to on
my own, and make regular, monthly contributions to these investments.

It’s really easy to let this slip down the priority list when you’re doing a million other things, but
be sure to do this early on when you start as a freelance writer. Time is money when it comes to
compound interest, so don’t put it off. It’ll cost ya.

KaleighMoore.com
)LQGD1LFKH

Hungry, new freelance writers often take any job because, MONEY. I get it. I did it, too. But as
soon as I defined my niche as a writer (for me, it was with SaaS companies) I started getting
more consistent work and better, more relevant referrals. I came to know a lot about the subject
matter they were interested in. I could showcase testimonials that were impressive for new,
like-minded clients.

Once your workload picks up and you’re no longer sweating the need for more freelance writing
gigs to pay your bills, transition your way into a niche. The sooner the better.

There is so much more I could talk about on this subject, but these three topics are a good start.

KaleighMoore.com
Chapter 2: Tip From an Editor: Find a Niche!
Have you ever tried writing about something you really don’t know much about?

It’s ​ridiculously​ hard.

Even the best writer will spend 3-4x longer putting together a piece about a subject they’re
unfamiliar with because, well, they have to learn about it first. Duh.

This was something a well-respected editor and content manager shared with me early on. She
explained that she only hires writers who not only have fantastic writing skills, but that a solid
knowledge base around the subject matter her company covers.

When I first heard this, I thought, “Okay, sure, I get that. But I can research the crap out of
anything and learn it forwards and backwards if I really want to.”

That’s writer hubris, my friends.

Master of None

The “I can learn anything” mentality is the epitome of what’s known as a Master of None. If you
only know a little of something about everything, you don’t ever get to know a lot about ​anything​.

When it comes to freelance writing, the same is true.

You can’t expect to be a stellar writer on all things email marketing and then take on gig to write
about organically growing hydroponic tomatoes. Not only does the latter topic not line up with
the subject matter you know and write about on a daily basis, but it also means the client may
end up with some lackluster copy—and that impacts their perception of your overall writing
abilities.

The tomato gig might help pay for your yoga classes and the Lululemon gear to go with it, but
it's probably not going to further your personal brand.

Find Your Place

Niching down to a specific industry and subject matter is one of the smartest things you can do
as a writer—and that’s exactly what that content manager was trying to tell me years ago.

Doing this means your life gets a lot less stressful, as when you write, you’re constantly working
from and expanding an existing knowledge base—rather than starting from scratch every time.

KaleighMoore.com
Your clients will come to know you as a subject matter expert—and they’ll defer to you for other
relevant opportunities. Over time, you’ll spend less time reading up on topics that you have no
previous experience with, and you’ll write more effectively and efficiently on the things you ​do
know about.

It seems so simple and obvious, but for years, I made this same mistake. I saw an opportunity
for work, relevant or not to my existing knowledge base, and I’d say, “YES PLEASE, Let’s do
this.”

But then when I’d dive into the task, I’d get stressed out about how little I knew on the topic,
would end up investing way more time then I should have into the project, and spent weeks
going back and forth with the client over edits. It sucked.

The bottom line here:​ Stop grabbing at any job that comes your way, and start being more
selective in the work you take on. Position yourself within a niche. Be a master of one, rather
than a master of none. (Also, random sidebar here but did you watch the show ​Master of None​?
It was really good.)

ANYWAY. Picking a niche means you can charge higher rates as time goes on, because you’re
someone who can consistently deliver amazing, high-quality writing that does everything your
client needs it to do.

To the content manager who was trying to tip me off early on in my freelance writing career—I
get it now! This is such an important lesson to learn (which is why I’m sharing it.) I hope you’ll
keep it in mind, too.

KaleighMoore.com
Chapter 3: Marketing with Your Name Vs. A Brand Name
Here's a question I hear a lot from freelance writers:

Should I market myself as a person with just my name, or should I try to build a brand for my
business?

The answer, in my experience, is a clear one.

Marketing yourself as a person is far more effective than trying to stand behind the logo of a
faceless brand.

How do I know that? Because I’ve tried both.

My Story: Starting with a Brand

Before I jump into the story, let me clarify my business goals.

I'm working as an individual, and I don't have employees (nor do I plan to.) I'm a one-lady
operation, and I like it that way.

However, if you plan to grow your business beyond yourself (hiring a team, etc.), this probably
doesn't pertain to you...and a brand makes a whole lot more sense. If you plan on staying a solo
like me, then keep reading.

My story:

When I first started freelance writing, I was marketing myself as a brand (Lumen) that offered a
wide variety of services—social media management, writing services, and graphic design.

Keep in mind that this was before I niched down.

And while my picture was on the ‘About’ page, the majority of the site focused on the brand
itself—the logo, the color scheme, and brand messaging that pivoted around the name of the
brand (Lumen: Shining a bright light on your business.) Clever, right?

Maybe so—but it wasn’t very effective. There were some issues with this approach:

By marketing my services as a brand, I was missing the opportunity to connect and build
relationships with others as an actual human woman.

KaleighMoore.com
What I quickly learned was that those who were hiring service-providers (like me, a freelance
writer) wanted to work with individuals with a name and face they knew—not necessarily a
brand.

The faceless brand also made it hard to connect with people on social media.

When I posted from the Lumen accounts, people couldn’t figure out who I was—and the
following never really grew. My theory is that people like to talk to other people on a regular
basis, not businesses or brands.

Do you want to tweet back and forth with your favorite logo? Maybe if they’ve made you mad or
surprised you with amazing customer service—but probably not on a regular basis.

I realized the brand name wasn’t working, so I decided to try a new approach.

The Transition to Kaleigh Moore, Freelance Writer

To re-introduce myself, I had a new website built that used my name and was niched down to
offering only writing services for SaaS and eCommerce clients. No logo—just my name, photo,
and customer-focused language that promoted my value proposition.

I also let the Lumen social media accounts fall to the wayside and started using my personal
social media accounts instead. You know, the ones with my face as the profile picture that made
me easily recognizable.

What happened?

I got hired more often. Referrals came more easily.

I was able to better target my dream clients, and there was less confusion around who I am and
what I do.

Now, this wasn’t because using my name and face had some magical powers: I worked hard to
get published in places where my ideal clients look for expertise (places like Copyhackers,
SumoMe, Entrepreneur & Inc. Magazine.)

The difference was: People remembered and connected with me as a person far more than they
did with a brand name.

So what’s the lesson here?

Brand names and logos are great, but in my experience as a freelance writer, you’re better off
marketing yourself with your real name and face.

KaleighMoore.com
People want to hire other people in most scenarios—the brand or business doesn’t really matter
that much to them.

KaleighMoore.com
Chapter 4: Where to Find Freelance Writing Gigs
OMG, I need more freelance writing work.

Whether you’re just starting your freelance writing career, or if business is a little slow, you might
feel the above sentiment.

I’ve said it before, but freelancing is generally a stressful career choice.

One minute you’re swamped with work, the next you’re thinking—I’m not busy…something is
wrong.

But finding freelance writing gigs is actually easier than you might think. In today’s post, we’ll
look at places you should explore to help keep your queue of writing projects full.

Use Your Existing Connections

As humans, we all have our little spider webs of personal connections. You know people.
People you went to school with. Family friends. Former co-workers. Internet friends.

And even though it may have been awhile since you last spoke to all of those different people,
you should check in with your connections to do two things:

1. Tell them that you’re available for freelance writing opportunities

2. See if they need help in that department, or if they know someone who does

Why​? Because it’s far more likely to land a gig based on a personal referral than almost any
other medium. Do I get work through my website and social media? Sure. But 9 times out of 10,
the freelance writing jobs that pan out are the ones that come through past and current clients.

Touch base with your people and re-introduce yourself in this new capacity. It’s not desperate.
It’s part of being a responsible businessperson.

Join a Group of Fellow Freelancers

There are so many different Facebook groups, Twitter chats, Slack groups, etc. that bring
groups of freelancers, writers, and content marketers together. These groups are places where
you can build relationships with like-minded individuals (that can eventually turn into referral
sources.)

Participating in these groups can help you build up a network of connections—and freelancers
are known for being huge generators of referrals. In fact, FreelancersUnion found that as many

KaleighMoore.com
as ​81% of freelancers refer work to each other​, while 52% partner up on projects. I can
personally vouch for this, too. I have a small group of fellow writers I work closely with for
overflow projects and partnerships, and they do the same.

Bottom line: Be deliberate about making friends with fellow freelance writers. Don’t ask for
something right away—build rapport, be kind, have real conversations—and this part will
happen naturally.

Browse Job Boards

There are a few job boards out there that are worth checking out—but this is the last place I’d
suggest looking for freelance writing gigs. You can waste a lot of time applying for jobs here,
and without an existing personal connection, it can be tough to know what you’re getting into.

A few relevant job boards for freelance writers:

ProBlogger
UpWork
WritersJobBoard
WeWorkRemotely (often looking for long-term roles to be filled)

To save time, be sure you have a standard resume and cover letter you can quickly edit and
customize, as well as a web-based portfolio you can reference.

Freelance Writing Gigs: People at the Core

The one thing you should remember about finding freelance writing gigs: It’s all about people,
no matter which way you look at it.

KaleighMoore.com
Chapter 5: 3 Surprising Places Your Can Get More Clients
Everybody likes a steady stream of new clients. Why wouldn't they? It keeps quiet that little
nagging voice in the back of your mind that whispers, ​"Your freelance career isn't sustainable.
You'll have to go back to an office job one day. All your clients are going to leave you." ​That
voice is so annoying.

Having regular new clients helps you sleep better at night. It's makes you feel like your services
are valuable and sought after.

But remember: Even when you're earning a great income and customers are thrilled with your
work, it's those new referrals that keep you growing, busy, and content.

As a little insurance policy, it’s a good idea to have your door open to new clients in three
specific places…just in case. I see a lot of fellow freelancers not taking advantage of these
areas in which they could be introducing themselves to new clients, so I wanted to take a
moment to point them out (so you can be ahead of the curve.)

A Pinned Tweet

Want to get a great piece of content in front of your new Twitter followers? Make it a pinned
tweet.

What’s a pinned tweet?​ Twitter allows you to pin a specific tweet to your profile page so it’s at
the top of your feed when someone views your profile. This feature is 100% free and is prime
real estate—it’s top-of-fold for anyone who comes to check you out.

On my Twitter account, I use a pinned tweet to send people to this website (since it's all shiny
and new.)

Now, the secret to a great pinned tweet is that it earns new clients—it doesn't demand them to
buy from you. It informs and invites the reader into your world slowly.

Think about it like this: If a pinned tweet said something like, “Hire me for your next project now”
(and linked to a contact page), would you be apt to act on that? Probably not. Even if that
person was the best in the business.

The reason:​ Until you get to know a person, you have no reason to trust them. When you
discover someone on Twitter and click his or her profile, you’re often learning about that person
for the very first time.

KaleighMoore.com
Instead, invite the reader into your world so that he or she can learn more about who you are,
what you do, and why you’re so great ​before​ making a sales proposition. From there, your
reader makes the decision to move forward if there’s interest.

This also means the leads that do contact you from this avenue are going to be better qualified
and more likely to hire you or to buy from you.

Your Email Signature

Every time you send an email, there should be a call to action that invites the recipient to check
out your best piece of content.

You can set it and forget it: If it’s in your automatically inserted email signature, you never have
to think about including it. Easy.

Doing this is important because every time you reply to an email thread, the reader is reminded
that you have this great piece of information they’re missing out on. Plus, often times, emails are
forwarded to other recipients who need in on your conversation—so there’s a way for you to
spread the good news about your content with others, too.

So what should you promote? This might be a TED talk you gave, a blog post that has done
really well, an invite to join your amazing e-newsletter, etc. Tease it in a way that the reader has
a reason to click the link.

For example: ​Have you seen my talk on X? Watch the video and learn my secret to X.
My pal Jill Salzman from The Founding Moms does this well in her email signature. Under her
name, it reads:

P.S. Seen my new video? Mind watching it 492983 times?>OLQN@ ​

Just remember, this isn’t a place where you make a hard sell. You’re providing value and letting
the reader decide on his or her own if they want to act.

Your LinkedIn Summary

External links to your website on your personal LinkedIn account don’t stand out. They just
don’t.

They’re tucked away in in the contact section and experience section—but you wouldn’t even
realize they were clickable links unless you rolled right over top of them with your mouse.
Including a link to your services page or that amazing piece of content you used in your email
signature right in the summary section of your LinkedIn account lets your profile viewers know
exactly where they need to go to find further information about working with you.

KaleighMoore.com
One caveat, though. Is that link going to be clickable? No. And that’s a bummer. But, I still see
value here.

If you can put this highly relevant link front and center, the people who are really looking for that
information will take the two extra steps to copy and paste the link and to get where they need
to be.

Bonus​: It’s also a lot cleaner than getting all kinds of wordy while you try to explain the details
of what it is that you really do.

Provide Yourself More Opportunities

These are just three common places not often being taken advantage of—but I’m sure there are
many, many more. I'd encourage you to put a compelling call to action in these places so that
when people take the time to learn a little bit more about you, they're presented with the exact
place you'd like them to go for more in-depth information.

Starting here, you’ll create more opportunities to showcase your value and eventually get more
new clients. Which is good for your sanity. And sleep habits. And bank account.

KaleighMoore.com
Chapter 6: Freelance Writers and Content Managers:
What Each Wish The Other Knew

Content managers and freelance writers work together all the time, but do they always see eye
to eye? Nope.

Sometimes freelance writers expect better guidelines from content managers. Other times,
content managers expect freelance writers to have a stronger grasp of their brand.
But something magic happens when freelance writers and content managers develop an
understanding. Suddenly, high quality work is produced in less time. Suddenly, you have a
partner on your content marketing journey.

That’s why we hosted a chat to discuss how freelance writers and content managers can work
in harmony, and have used those insights (and viewers’) questions to create this resource that
can help anyone effectively work with a freelancer or a client.

Freelancers want…

Guidelines and pre-assignment documents

A getting started deck that outlines all of the must-know information. It includes:
● Info about marketing personas and audience
● Style guide/background on voice and tone
● List of competitors (not to reference)
● Any majors dos/don'ts

Communication & transparency

● Freelancers would always prefer to talk things out to get a greater understanding of your
product and company, rather than run on assumptions about what you want. Don't be
afraid to pick up the phone to have a conversation.
● Communication in general. Freelancers know content managers are busy but sometimes
the lack of communication can make them feel adrift, and it's hard to be motivated when
they don't develop a relationship with you.
● Positive editing (freelancers hate editors who are negative and not constructive with
comments). Sometimes, editors change really minor things, and send it back for reviews,
and the process takes forever. It’s always better to pick up the phone, or just fix these
things yourself.
● Freelancers want to feel valued and respected. When they try to negotiate a new rate,
don’t balk, even if it’s too high. Make it a negotiation instead.

KaleighMoore.com
Existing company resources to be referenced in articles
Freelancers are not computers; you have to point them to your existing research/stats since
they don't always know what has been published in the past. Share things like:

● Company published research or stats

● Case studies
● Quotes from leadership
● Infographics

Deadlines with leeway

Last-minute assignments = low quality, rushed work. Instead, use things like:
● A content calendar, which helps create an overall content strategy
● Gives freelancers leeway with planning
● Allows time for proper edits and revisions from various team members
● Not in a constant cycle of catch-up

Content managers want..

Freelancers to really understand the brand

● They worry that freelancers won’t be able to understand the company/brand, especially if
it’s in a niche industry or is B2B; would require a high level of writer expertise.
● Freelancers can help calm content manager worries by providing them with samples that
are in their industry, or offering to write a trial piece to make sure they nail it.

The extras!
● SEO (long tail keyword)
● Thorough research (adds validity and ethos to the piece)
● Expertise on the subject matter--makes the writing process more smooth and efficient bc
you’re pulling from existing knowledge, not learning for the first time
● Few edits--know how they like content so the edits are minimal

Nuts and Bolts

● An interesting, compelling subject line
● Ideas for social sharing
● Possible images
● Upload into CMS

Importance of working within the content manager’s framework

Freelancers need to be able to use the tools the content manager uses, they need to be flexible,
and they need to invoice in a way that makes sense for the manager. Sometimes, they even

KaleighMoore.com
need to accept payment for what the publication can afford. A lot of content managers hate the
process of haggling for rates. You can negotiate once, but that’s it.

Content managers want freelancers who pay attention to detail, such as formatting it in the way
that the client does it (how do they format their headlines? how do they link to sources? do it
THE SAME WAY), but to also intuitively understand how they do business. I know that’s sort of
lovey-dovey and tough to quantify, but content managers want to feel like they have someone
who delivers and is easy to work with, not an experience where they know every time they
receive an article they’re going to have to do tons of back and forth edits.

Some content managers don’t know that these tools exist to make it easy for them--freelancers
can offer suggestions on tools, or even onboard clients into a process if there isn’t one already.

What both parties want

The main things to remember about what both parties want:
● Tools that make it easy to work together are always appreciated
● Keep a steady flow of communication
● Maintain transparency and honesty around pricing

If you can focus on these things, you can create a beautiful working relationship.

KaleighMoore.com
Chapter 7: Mistakes to Avoid
This is kind of embarrassing.

When I started freelancing, I did some things that, looking back, I wish I wouldn’t have.

But…you live and you learn. So, I’m gonna share this with you today so you can have some lols
and hopefully learn from me too. Don’t lol too much, please.

Tying Up Time

Early in my freelancing career, I took quite a few in-person meetings with prospective clients.
And most of the time, I didn’t do much research beforehand.

I got an inquiry through my website, set up the meeting, and was excited by the prospect of
potential new work.

But the problem with this: One time, I found myself sitting on a pleather couch in a nightclub-like
setting in the middle of the day surrounded by red floor lamps while the “potential client” spent
an hour explaining his entire business model to me—all while it became more and more clear
that he had no real grasp of the services I had to offer (nor a need for them.) Not to
mention—his business made absolutely no sense for mine, as a client, either.

The lesson:​ Don’t start with in-person meetings. Conduct some initial background research on
the client to see if they fit within your niche. Then, start with a preliminary ​phone​ ​call​ or email.

Having to Over-Educate

The very first time a large local business asked me to come make a formal presentation for
them, I made a similar mistake. My partner and I spent hours putting together bound, yes,
BOUND proposal booklets, a PowerPoint presentation, and a script.

I put on my red power blazer (I was super into blazers at the time), I presented, and I patiently
answered about 45 minutes of questions—all while giving tons of free advice and consulting that
I normally would have charged for.

And guess what? After all that time spent educating and providing value…they didn’t hire me. It
was a complete time-suck. What really made me kick myself: They started using some of the
advice I had given out for free in our meeting.

KaleighMoore.com
The lesson here is two-fold:​ 1) Don’t give out free tips in a prospect meeting. 2) Don’t invest
your time in educating a mid-level lead that needs a ton of convincing to hire you. If they’re not
already excited to work with you when they reach out, it’s probably not going to pan out.

Taking Anyone Willing To Pay Your Rates

Early on, I had a client come through my website who seemed like a good fit. He was willing to
pay my current rates, and it seemed like a fairly low-maintenance project he wanted to work on
together. He had a shower-related product and I was like, yeah, cool, I like showering.

But then he started texting my cell phone on a Saturday night, berating me for not accepting his
proposal for the project (that he’d sent at 5 p.m. on Friday.) He started insulting not only my
professionalism, but my intelligence, too—in a barrage of texts that didn’t stop until I declined
the proposal and essentially fired him a few hours later (before the work even began.)

The lesson:​ Just because a client seems like a good fit and is willing to pay your rates—it
doesn’t mean it’s always going to work out. You can’t always take any client who comes your
way. Screen, screen, and do some more screening.

Taking Clients Who Aren’t In Your Niche

When I was getting started, I would take lots of different writing jobs because I felt that as a
writer, it wasn’t the subject that mattered—it was that I could write. I could always research and
figure stuff out.

Remember the best tip I ever got from an editor? She said, “Find a niche, and write for it. You’ll
build up a knowledge base and it’ll be a whole lot easier for you and your content manager.” So
wise.

But, um…yeah. I didn’t do that for a long time. As a result, I wrote about healthcare, eLearning,
technology—all things I had to do a ton of research on to write about effectively.

The lesson:​ If you take clients who aren’t in your niche, you’re going to spend hours wading
through JSTOR trying to make sense of an industry you don’t understand. I’ve been there. It's
hard. Find a niche, learn all you can about it, and the writing will be so much easier—and you’ll
get the expertise your clients are after.

KaleighMoore.com
Chapter 8: How to Combat Scope Creep

Ever had a writing client who keeps adding more to your plate?

They want you do to just a ​few​ more things—no big deal.

At least that’s how they phrase it.

Can’t you just help them out a little bit?​ It won’t take long. And they’re paying you good money
already.

You start to think…oh, okay, I can do it—I want them to hire me again and I don’t want to make
them mad. It probably really won’t take much time. They’re right.

GUYS!​ No. That’s not okay.

You’re a business owner just like they are—and your time is important and valuable, too.

Scope creep happens all the time in freelance working relationships—and it’s a problem. Let’s
talk about how you can establish better boundaries with clients as well as how to handle
instances when scope begins to get stretched beyond your original agreement.

Better Boundaries

Each time you work with a client on a new project, you need to put together a few documents
that will get both you and the client on the same page about project scope, expectations, and
deadlines.

1. A contract

You need a basic legal contract with each client you work with to protect you and your business.
Within the contract, you’ll outline your fees for work that goes beyond the project’s scope, as
well as when payment is expected for that. You and the client need to sign off on the contract
before any work begins.

I use Paul Jarvis’s Creative Class Contract, as it’s a template that makes it easy for me to
quickly drop in the details for a new project.

2. A project outline

When you get down into the project details, you’ll want to put together a document that’s
focused on the particular assignment—not so high level.

KaleighMoore.com
This doesn’t have to be a fancy-schmancy document, it just needs to outline a few key details
for you and your client, such as:

● What tasks you’ll be completing as part of the project

● What information/assets you need from the client and by when
● When different deliverables are due

Provide as much detail as you can here and don’t be afraid to ask questions that add clarity
before writing this document. It’ll help you and your client better communicate and understand
what’s expected—and it’s a good way to reinforce the value you’re providing.

3. A process document

It’s also a good idea to send each new client you work with a document that basically outlines
your process and how you work. This is part of a solid onboarding process for your business.

In my process document, I include:

● Average turnaround time for first drafts and revisions

● What tool I’ll use for writing content(always Google Docs)
● My office hours, AKA when I’m available and when I’m not
● FAQs that help address some of the common questions I get from new clients

Essentially, this piece is a really nice way to show that you’ve got it together. It proactively
addresses client questions and makes you look polished and professional.

How to Handle Scope Creep

Now, even with these documents and your efforts to eliminate gray areas around project scope,
you’re still going to encounter the occasional client who tries to sneak in a lil’ extra work from
you.

Or sometimes they’re not so subtle.

I once had a client call and text me repeatedly on a Friday evening telling me to send him an
additional document right away. As you can imagine, we parted ways—and he didn’t get that
document.

Here are some things you can say when a client begins to ask for things outside your
agreement:

KaleighMoore.com
I’d be happy to help you with that. Keep in mind this is outside what we outlined going into the
project, so I’ll need to charge the additional rate of $XXX that was noted in our contract for that.
I can get started on X date if you want to move ahead.

I noticed this goes a bit beyond what we originally outlined for this project, so I’ll need to charge
$XXX for the additional X I’m providing. Let me know if this is an issue and we can discuss if
needed.

If the client gets angry at your request for additional billing for the added work, remind them that
you outlined these fees in your original contract—and if they need to cut back in another area of
the project to keep the budget as is, you can be flexible.

Just remember that both parties need to be willing to compromise.

So often freelancers feel that they owe their clients the world and that they’re just lucky to have
been hired in the first place.

Yes, it’s an amazing gig—but it’s still a business—and you need to be business-minded.

Don’t undervalue your work. ​Your clients will respect you more when you keep more rigid
business boundaries rather than allowing people to take advantage of you.

KaleighMoore.com
Chapter 9: All About Testimonials
I don’t know about you, but most of my new writing gigs come by way of the people I currently
work with. I have them write testimonials for my work any time we wrap up a project, and then I
use those in my marketing efforts moving forward.

Sure, I get queries through my website and social media fairly regularly, but most of the time,
the clients that I end up working with are sent to me on the recommendation of someone else,
or are connecting with me because they saw my name associated with a familiar face or a
company they know and respect.

Testimonials are social proof for my personal brand and my writing skills—and they help
convince others that they need to hire me RIGHT NOW.

But here’s the thing.​ I see lots of freelance writers who aren’t:

1. Actively collecting those testimonials and

2. Aren’t showcasing the ones they’ve gathered.

So we’re gonna talk about that today.

Step 1: When to Collect Testimonials

Any time you wrap up a project with a new client, it’s important to ask for a testimonial as a part
of the final process. That means whenever you send over a final invoice or a project wrap-up
email, you should close by requesting a brief quote about your services.

This is also a great time to ask your clients what they liked about the process of working with
you and what areas could be improved upon.

If you have past clients that you forgot to get a testimonial from—no worries! You can reach out
to them with a simple email asking them if they would spare a moment to write a line or two
about the work you completed for him/her.

Aside from email, I also use LinkedIn’s Ask for a Recommendation feature to gather these
testimonials in a more social environment. The recommendations you collect here can be
repackaged into testimonials for your website, used within proposals, or can be highlighted on
other social media outlets. (I screencap and tweet mine from time to time, too.)

Step 2: Setting Clients Up For a Solid Testimonial

KaleighMoore.com
It’s not enough to just say, ​“Hey there, would you be willing to write me a recommendation?”
when asking clients for testimonials.

You have to set them up to write a home run and make it easy for them to say specific things
about you that other clients need to hear. Here’s what I mean:

When writing your request, remind the person you’re writing to about the amazing results you
helped produce (so they are fresh in his/her mind when they go to write your testimonial.)

You might say something like:

Hey (client name),

It was such a pleasure working with you on (X project.) Working together, we increased your
email open rate by 15% over the span of two weeks...and that’s no small feat!

I wanted to reach out to see if you would be willing to write a brief testimonial about my writing
services and what it was like to work with me. I’d be honored to have my name associated with
yours, and would sincerely appreciate it if you took a few minutes to do this.

See how this message subtly hands the testimonial-writer exactly what you want them to write?
You not only provided the hard numbers/results you want in your testimonial, but you reminded
them that you did it quickly and efficiently. Nice work.

Step 3: Where to Put Those Testimonials

The short answer: Everywhere. You should be showcasing your testimonials on:
● Your website
● Within proposals
● On social media
● On landing pages/within ad campaigns

This form of social proof is powerful—so once you have some solid testimonials—put them to
work. Don’t let them gather dust in a file on your computer. Let them do the legwork of telling
everyone how good you are at what you do. After all, people can only stand hearing ​you​ say
that for so long.

KaleighMoore.com
Chapter 10: Being the Best Business Person for Your
Writing Clients

You know what I hate?

I hate waiting.

Life involves a lot of waiting. Waiting in lines, waiting at stoplights, waiting for a package to
arrive...It's just part of the process. We have to deal with it.

But when we're left hanging without an update on our wait--the wait is much more frustrating.

Ever ordered something online and didn't get a tracking number with it? You want to know
where your new thing is...but there's no update to check! AHHHHHHHHH!

Freelance writing clients feel the same feels when you leave 'em hanging. That's why you have
you remember to be a better business person while you juggle your different tasks.

What does it mean to be a better businessperson?

Here’s the thing: Any writer can turn in decent work on time.

That’s what’s expected of a writer for hire, right? Right.

But a good businessperson keeps the client updated along the way with progress updates (if it’s
a sizable project.)

They go above and beyond to keep them in the loop all along the way. They strive to create a
partnership, rather than a one-sided indebted relationship.

Think of it like this: Have you ever hired someone for a project, but had to check in with them to
see how things were going…because you hadn’t heard a word from them since you paid your
deposit three weeks ago?

That’s annoying—and it makes you feel forgotten by the person you paid.

Here’s what I do to try and create a better business relationship with all of my writing clients.
Feel free to steal it and put it to work for yourself.

Keeping Writing Clients In the Know

KaleighMoore.com
Especially when you’re working with a brand new client, you want them to understand your
processes and timelines.

For me, this is why I always send out an initial email that outlines my workflow. It’s super
simple—just a breakdown of how I work.

This helps the client understand what they can expect from me and when, how the editing
process will work, and establishes deadlines and due dates for both of us (to keep our timetable
consistent and the project on track.)

Once I start working, I check in once a week with a brief rundown on where I’m at with the
project and an update on when they can expect the next piece from me. This keeps them from
guessing, “Where are we at with _______?” or, “Have you heard anything from Kaleigh about
our _______?”

The Final Review

When the project is done, I always ask for a thorough review not only of the work itself—but of
the project management as well. I ask how I can improve in the future as well as what they liked
about the tactics I’m currently using. (I also ask for a testimonial, because DUH.)

These reviews help me fine-tune this process over time, but I’ve found that checking in during
the project (not just after!) consistently gets extremely positive feedback from writing clients.

Checking in and giving updates all along the way might seem like a really simple, common
sense piece of the puzzle to tie in to your process, but when you get busy--it's one of the first
things to go. If you needed a friendly reminder, here it is.

What’s the bottom line in all of this?​ Writers—when you’re working remotely with clients
you’ve maybe never met before, let them know you’re here for them—even if it’s from miles
away. As humans, we still need to feel that connection, I think. We want to feel cared for. It’s
important.

KaleighMoore.com
Chapter 11: The Trouble with Self-Competition and Doting
on Monthly Income
There’s something I’ve been wrestling with.

It’s competition.

Not competition with my peers—competition with ​myself​.

The Ever Out-Doer

See, when you start freelancing, you take on a certain amount of risk. You don’t have a
guaranteed salary. Your income and workload fluctuates from month to month.

But the upside of that is you have this incredible potential to earn. If you’re willing to put in the
work, you can increase your rates and monthly income on a month over month basis (until you
max out, because, well, you’re just one person.)

And ​because​ you don’t see an annual salary that reflects how you’re performing, you look for
another metric to indicate success. Maybe it’s the number of clients you have. The tier of clients
you’re attracting. For me, it’s the amount of monthly income I make. That’s been my benchmark
for success.

But this is a verrrrrry sticky place to be.

You see this opportunity to increase your earnings as a challenge. And as a competitive person,
you constantly want to out-do yourself. But in order to do that, you have to say ​yes​ to more jobs.
You have to work a little more (or be smart about raising your rates on a regular basis.)

Tie too much of your heart and mind and energy to this metric, and that’s where the trouble
comes in.

Forgetting Your Freedoms

One of the beautiful, attractive things about freelance writing is the flexibility it provides. You can
work whenever and wherever you want. But just because you ​can​, doesn’t mean you ​should​.

If you’re working all the time and constantly trying to do more work and outpace your previous
earnings—you’re not taking advantage of that wonderful flexibility.

You’re being a workaholic.

KaleighMoore.com
You’re constantly thinking about work. You lay down at night at your mind spins with your to do
list for tomorrow. Your health suffers. I know this because it happened to me.

In the first four months of this year, I took on a TON of work. I earned a lot. But I also had some
of the highest medical bills and doctor visits I’ve ever had, too. My stress management was
basically nonexistent. And aside from my well-being, it started to impact my personal
relationships, too.

Thankfully, I have an incredible partner who helps keep me in check and says, “Slow down. You
need to take care of yourself—and to make it a priority.”

And so I have. I’ve started to say no to more things. To take half days on Fridays and spend
time with my younger brother. To take some non-working vacations. To go swimming in the
middle of the day and to enjoy the warm weather while I can.

And am I earning less because of it? A little bit, yeah. But am I feeling better? Absolutely.

Address the Stress

For me, the battle with self-competition is hard-wired. I fight hard against it every single day, and
am still trying to figure out how to strike the right balance. But I’m making a conscious effort.

Maybe this battle looks different for you. Maybe you’re stressed because you want more work,
but can’t find it yet. Maybe you’re constantly anxious about deadlines.

Whatever your battle is, know this:​ ​You have to worry about it less​. It’s not helping
anything—it’s wasted energy. Start doing yoga. Go for some runs. Read a good book. Enjoy the
warm temperatures if you live in a place that turns into tundra in a few short months like I do.

Stress, I think, is part of what you take on when you say yes to freelance. So you have to find a
way to deal with it.

If you don’t, you’ll burn out.

KaleighMoore.com
Chapter 12: Hurdles You Can Overcome as a Freelancer
Now that you’re at the last chapter, I think it’s safe to talk about the struggles. I’m feeling good
about this, guys.

It’s easy to say, ​“Freelancing is amazing! I love my job so much and everything is wonderful!”

But there are also some not-so-great realities we need to talk about.

Let’s get real—what are the struggles freelance writers have to face?

Loneliness

Working on your own (and from your home, if you’re like me) means dealing with loneliness.
Switching from an office environment where people would pop in and out of my office all day
long to a quiet room in my house turned out to make for a much more efficient workday, but
there’s no interaction with other humans. Sorry dog and cat, you don’t count.

There are some days where I don’t say a word out loud until around 5:00 at night. I’ve also
found that spending so much time alone means that your social skills aren’t as sharp when you
need them. It gets more difficult to make small talk and actively engage in listening when you
don’t practice doing that.

That means you have to be deliberate about getting out of your sweatpants and back in the real
world. I’ve been doing this by going to a yoga class twice a week, regularly visiting friends for
coffee, and keeping communication open with fellow freelancers online.

Uncertainty

Being a freelance writer also means dealing with the ups and downs of client work on a monthly
basis—which means varied income. I’m lucky to have several clients on retainer, which helps
ensure I make at least that regular amount each month—but everything else depends on how
much work I get (and how hard I work to find new projects.)

I’ve found this uncertainty can actually be a benefit rather than a struggle, as it’s a great
motivator for me to beat past months. However, it certainly means taking on more risk—which
takes some getting used to.

Explaining What You Do

For me, using the term ‘copywriter’ is confusing in 2015. There are a lot of misconceptions
about working from home and freelancing—and I’ve found that people tend to give a

KaleighMoore.com
metaphorical head pat to those who have a job description that includes “write blogs” and
“create email content.”

It’s taken me a long time to figure out how to explain what I do to others, and unfortunately, I’ve
found that people really only seem to express understanding and an interest when I can touch
on something they already know—like writing for a publication or for a business they’ve heard
of. It's a work in progress.

Time Management

Rather than always having a regular amount of work, my freelance business comes in spurts. I
find myself busy with a lot of projects for a couple of weeks, and then every once in awhile there
are a few days where I panic and think, “Crap! I’m not busy…everything is falling apart!”

It feels like this​: I’m so busy! I’m stressed. I’m not busy enough! I’m stressed.

There’s a lot of stress born from an irregular workload, but if you can be efficient and manage
projects effectively, having that flexible schedule is actually a really wonderful thing.

Overall, do the benefits of freelance writing outweigh the struggles? YES. 100 percent, in my
opinion.

KaleighMoore.com