You might be sitting there thinking “Jaz, but aren’t they the same thing?”. Well, not really, and it took me a long time to understand that in the early days of being a freelancer.

I remember boasting that I had 25-30 clients all on the go each week, spinning plates like a madwoman and thinking that busy = successful. And to a degree, it did, but it also is a really fantastic way to think you’re growing and be so busy that you miss those signs that maybe you’re not actually making any more money.

At least, it was for me.

It was only when I took a step back after a particularly busy month where I was sure I was raking in the dough… only to find the dollar figure somewhat disappointing.

I looked at all the energy I was pouring into getting that next new client and compared it with how effortless it felt to have an existing client order another round of “Jaz Creativity Brûlée” and it was chalk and cheese. Day and night. Apples and Oranges.

I’m not saying only work with existing clients, we all have to build it up and a repeat client needs to be a client to begin with, but knowing that you can sell to someone who has LITERALLY just bought from you can create a way better balance in your bank account and your sanity.

So, my original question, are you wanting new clients or new work…

I ask because new clients are ALWAYS going to take more effort and energy to land than selling to existing clients. In fact, some experts say it’s up to 8x more expensive to land a new client than work with an existing one.

The clients we’ve worked with before are more likely to say yes simply because they don’t need convincing, they’ve dined before and are theoretically happy with their past experience with us (and if they weren’t, we probably wouldn’t try to land them again realistically).

Now if it’s new clients we want, we need to go into this with eyes wide open.

The truth of the matter is it’s probably going to require more effort on our part to land a new client. New clients often require us to provide proof that we are worth hiring, and that can feel a little uncomfortable. It’s almost like you’ve cooked up a pitch deck of your genius with a side dish of the quote and are presenting it to the judges, praying that it’s good enough.

We know we’re worth it, why should we have to convince them?

Well… like anything new that is an investment, there’s a certain amount of risk as part of the dish, and we as humans generally like to avoid risk.

In order for a client to hire you, and to hand over their hard earned money and buy what you’re selling, they need to feel like it’s not a risky investment.

This is where things like testimonials, case studies, even self-published blogs or articles can play a part in establishing that we are not only a worthwhile investment, but one that isn’t going to leave disappointed with the results or left hungry (like some of the cheaper options out there).

Absolutely! Below are my five absolute favourite ways to cook up a fresh batch of clients and work. These are all techniques I rely on when things are at all quiet, stuff that I know works because I’m generally never looking for very long…

Yep, good ol networking. There’s a reason it’s at the top of the list for me, and that’s because human connection makes selling anything easier. Networking groups are such a good source of connection, especially the ones where the values are consistent between people.

Don’t get me wrong, I have attended some HORRIBLE networking events both in person and online that have resulted in some quality connections… or I’ve just retired to the bar and made a night of it instead.

Trust your gut, go in prepared (there’s a whole page on this inside the free mini guide) and remember these people are there for the same reason as you, to network and bring in business.

Relationship building is easily the most valuable thing you can invest your time and energy into. We buy from people we like, same goes for when we are the one selling. I check in with clients throughout the year, some more frequently, others as more of a “here if you need” and some even around the milestones of repeat work potential.

But if we’re trying to get new clients, there are two ways we can use those existing clients to better our chances.

Firstly, by collecting their sweet sweet words. I’m talking about testimonials. These not only help you by providing proof that you’re not a psycho to work with, but also help build out things like case studies or online content. If you need help with how to ask for those testimonials, there’s a few email templates in this guide here.

The other way is by using their connections and becoming part of their world web. We as humans love a recommendation, so asking for recs of similar clients to them (hello ego stroke) gives them a good vibe because not only are they helping you out by connecting you, but they’re doing the same for whoever they connect you with.

There are currently (at time of typing) over 70 million groups on Facebook, let that sink in. That’s SO MANY GROUPS. There’s bound to be good and bad groups, and often the only way you’ll find out what ones are great and which suck is by joining.

There’s no obligation to stay if it’s not your scene, so join a bunch, have a poke around and cull what doesn’t need to fill your feed.

But for the love of all that is cheeses, please don’t just join groups of other freelancers or creatives or artists because you are in for one hell of a bitch-fest and little to no business whatsoever.

Instead, look for where your genius can serve others. Foodie content creator? Find the food groups or hospo groups. Sign writers and lettering artists can use those too, because these people might need signage. Think about where your ideal client is hanging out and nonchalantly hang out there too until someone asks a question you’re able to answer.

I’ve had this work for multiple situations, I even have someone in my network I’ve affectionately named my Business Pimp. She sends me work that will then flow back to her because clients come to her for social media management and they need branding first. Boom, pipeline created, let her flow.

Similarly, those around you who do the same thing as you and are busier than you might be able to use you for overflow of either the jobs we can’t fit in or simply don’t want to do.

I have a list of go-to people I use when I have jobs pop up, and I know I’m on others lists too. Be the person who’s good to know, who connects people, and you’ll build a plumbing system that shoots money.