For two years, I tried everything to get design clients. I posted on Instagram, wrote blog posts and made pretty designs for anyone who might see them. I was everywhere, all the time. And I made almost nothing.
I felt like a failure, and I kept thinking the answer was to do even more.
Last week, I had a call with one of my students, and I heard the same story back. She was frustrated. She was posting content everywhere and trying everything to get clients, and she still had no clients and no money. Listening to her felt like listening to myself a few years ago.
If you feel that way right now, that's okay. It doesn't mean you're bad at design. In my case, it meant I was doing the right work in the wrong way. This letter is the four changes that finally got me out of it.
Looking back, I made every mistake on this list, and most designers I talk to make at least a few of them.
- Making pretty things that don't solve real problems.
- Trying to help everyone, instead of someone specific.
- Not being able to explain what makes you different.
- Posting content nobody really needs.
- Giving up after a few months with no results.
The good news is that you can fix every one of them. Here's what worked for me.
1. Find your money skill
This is the most important part. You need a skill that makes money, and not just any skill. It has to solve a problem people will pay to fix.
Ask yourself three questions. Can you teach it to someone else? Does it solve a real problem? And will people pay good money for it?
For years, I thought my skill was making pretty designs. I was wrong. My real skill was helping businesses get more customers through better design. The first one is about me. The second one is about them, and that's the one people pay for.
2. Pick your people
You probably try to help everyone. I did too, because it felt safer. But you get much further when you help one specific type of person, someone who really needs what you do and has the money to pay for it. Here's how I look for them.
- Who really hurts? Find people with big problems. Imagine a friend who owns a restaurant, and his website is broken, so people can't order food. He loses $500 every day. That's real pain.
- Who already pays for help? Some people have no money to spend. Look for the ones who already buy software, hire help and fix problems fast.
- Who do you understand? Pick people like you. I understand people with online businesses, because I've been one. I know their problems, and I talk the way they talk.
Then pick your people and stick with them. I stopped saying "I help small businesses" and started saying "I help people who sell online courses but can't get anyone to buy." It sounds smaller, but it works much better, because the right people instantly know you mean them.
3. Show why you're different
You don't need to be the best designer in the world. You need to be the perfect fit for your people. For me, three things made the difference. My story, because I was broke for two years and I know what that feels like. My way of working, because I focus on getting sales, not just pretty pictures. And my promise, which is more customers, not just nice designs.
Think about what makes you different. Then talk about it everywhere, so it's obvious why someone should pick you.
4. Tell people about it
Only now does marketing start to work, and it feels completely different, because you finally know who you're talking to and what to say. Pick one way to reach people. You can send helpful emails to people who need your help, message people directly with something useful, make content that teaches what your people need to know, or, if you're brave, call them.
Pick one, get really good at it, and only then add another. This is the step where things finally start moving, but only because of steps 1 to 3. Without them, marketing is just noise.
I won't pretend this happens in a week. It took me two years to learn it, and it still takes a few months for the right people to find you. But it's a lot faster than doing everything, everywhere, for everyone.
For two years, I posted everywhere and made almost nothing, because I was trying to help everyone. The month I picked one type of person, the work started coming.
I stopped being for everyone, and started being perfect for someone.
Who are your people?
See you in another one!
Let's grow together 🙌
P.S. If you want the full path, step by step, it's in the free Freelance Design Playbook.
