Rob calls this thought piece, “a bit of advice from someone who stumbled on some answers”. In fact, it’s gold to keep and treasure. (Read the headline twice.) I freelance. I hang out with freelancers. I can’t tell you how many times the questions he answers in this story have been topics of conversation between us. And we’re not newbies.

“Back up the cash truck, we’re paying the freelancers again.”

It’s a joke I made frequently to various finance directors in almost every agency I worked for. We always employed freelance copywriters and art directors to handle overflow. And I was always incredibly grateful. To get your head around a brand and a brief (let alone the politics) so rapidly takes enormous skill. But I still made the joke.

I was an idiot.

As someone who’s now closing in on 15 years running a freelance business, I don’t make the joke anymore. And with more creatives joining the gig economy every day, I thought it might be useful to share some hard-won insights.

Firstly, money stuff.

My creative director in Vancouver always used to say, “The most important thing this agency produces is invoices.” Invoices are even more crucial when you’re freelance. Yes, get an ABN. And a good accountant. And keep impeccable records.

But always, always, always, research your rates.

Trial and error meant I settled on these four:

– An ‘hourly rate’ with a premium for booking hour-by-hour. That’s because the admin time will kill you. It’s the same on a 2-hour job as a 2-week project.

– A ‘day rate’ quoted on most jobs. I’m happy to spread that time over a few days if needed. But, again, I keep good records of time spent.

– A ‘discounted rate’ – about 10% off for long bookings. If a client wants 3+ days a reduced rate often secures the booking. The saving in admin time is worth it.

– A ‘mates rate’ – about 20% off for friends. But be strict. You have to be a friend first, not a client you’ve become friends with – no cheating.

Sure, do an estimate prior to starting a job. But it’s called an “estimate” for a reason. The reality of a project can be quite different from the early plan. Things change. So, don’t be afraid to ask for more time if you need more. Oh, and make sure you quote everything +GST. Remember, GST is the ATO’s money not yours. Plus, your client is collecting GST on their invoices.

Secondly, the hustle.

Landing clients is hard. It’s the reason agencies pour so much time and energy into pitches. It takes effort. As a fresh-faced freelancer, it’s the one thing you probably think least about. Clients will appear from the woodwork, won’t they?

Answer, no.

Some platforms help. Posting avails on LinkedIn can generate a lead or two. Facebook has a couple of groups which purport to close the gap from client to creative. And yes, I’ve had a bit of success there but less than I imagined. As dull as it sounds, your most valuable source of clients are people you’ve worked with. Those who know what you’re good at. Where your skills match their project.

Here’s where it’s tricky.

When you first go freelance, everyone you know is at your old agency. And they’re locked out of giving you work (you left for a reason, right?). Here’s where the transitory nature of freelance helps you. Your contacts will move. They’ll move client-side. Or to other agencies. Or to production companies. Do a great job for them. Be the “of-course-we-can” creative. The good news is, when you become known as a problem-solver, that reputation follows you when your new clients move. Your network will grow organically.

Finally, take care of your head.

It’s easy to spiral downward as a freelancer. You will have quiet days. You will have quiet weeks. If COVID taught us anything it’s you can even have quiet months. It’s just the ebb and flow of the gig economy. It will bounce back. You just have to convince yourself, you’re OK.

Me, I run a simple tracker. I divided my last agency annual salary by 260 (52 weeks x 5 days). Every time I book a freelance job, my tracker tells me how many “full-time days” that equates to. It then gives me a “future date”. The day I’m paid up until – even if I book no more work. It’s saved me many sleepless nights.

But, for you, it might be exercise. Or a quiet beer. Or shouting at the TV. Whatever works, do that.

Rob is a freelance creative with a triple A rating. Find him at morrison.creative.

[Cover image by Majestic Lukas on Unsplash]