If marketing yourself as a freelance writer feels awkward or confusing, you’re in good company. Many writers struggle to balance doing great client work with promoting their services and even seasoned freelancers sometimes fall into marketing traps that hold them back.
There’s no single formula that guarantees success, but there are ways to make your marketing efforts more effective. Most of them come down to avoiding a few common mistakes. Here are some of the biggest ones and what to do instead.
Trying to speak to everyone
It’s tempting to market yourself as a writer who can “do it all,” but trying to appeal to everyone often means your message connects with no one. Clients want to see that you understand their industry and their unique challenges.
Take time to define your ideal client: who they are, what kind of content they need, and what results they’re after. Then tailor your website, portfolio, and outreach messages to speak directly to that type of client.
Result? You’ll book more of the work you actually want, and you’ll stand out in a crowded marketplace.
Doing it all yourself
Freelancers are used to wearing many hats, but you don’t have to do everything alone. There’s no gold star in business for out working everyone else.
If you’re spending more time tweaking your website, designing graphics, or managing your inbox than actually writing, you’re spreading yourself too thin.
Consider outsourcing or automating parts of your marketing process. For example, by using scheduling tools, hiring a designer to polish your brand, working with a marketing coach who understands freelance business, or asking a digital marketing agency to do the work for you. Investing strategically in help frees up your energy for high-value creative work.
Sticking with what used to work
Marketing trends evolve quickly, and what brought in clients a year ago may not be effective today. Maybe your LinkedIn posts aren’t landing anymore, or the clients you used to pitch are now hiring in-house.
Successful freelancers stay curious and adapt. Review what’s working quarterly. Test new formats such as video intros, email newsletters, thought leadership articles, and refine your approach based on results. Consistency matters, but flexibility keeps you relevant.
Ignoring the data
Even if numbers aren’t your favourite thing, tracking your results is crucial. Which outreach emails get responses? Which LinkedIn posts get engagement? How many inquiries come from your website versus referrals?
When you know what’s working, you can double down on it and stop wasting time on what isn’t moving the needle. Think of data as a creative ally: it helps you make smarter, faster marketing decisions.
Forgetting about past clients
New client acquisition gets a lot of attention, but one of the easiest ways to grow your business is to nurture the clients you already have. Yes, literally target your existing customers. A quick check-in or update on your services can turn a past project into repeat work or a referral.
Build systems for staying in touch—quarterly updates, a simple newsletter, or even a personalized note after a project wraps. Happy clients are your best marketing channel.
Chasing every trend
It’s easy to feel pressure to jump on every new marketing fad from Threads to Substack to the latest “must-have” platform. But spreading yourself across channels may only dilute your message.
Choose one or two marketing platforms that feel natural to you and where your clients actually spend time. Show up there consistently and with purpose. Sustainable, authentic visibility beats scattered attention every time.
Overpromising, underdelivering
Ambition is great but credibility is better. Don’t oversell your skills or experience to win an assignment you can’t confidently deliver. In the long run, your reputation is your most valuable marketing asset.
It’s better to set clear expectations and exceed them than to promise the moon and risk disappointing a client. Integrity builds trust and trust builds referrals.
Marketing doesn’t have to feel forced or fake. The most effective strategies for freelance writers come from the same skills you already use in your work: empathy, clarity, storytelling, and consistency.
Approach your marketing like you would any writing project, with purpose, creativity, and your audience in mind and you’ll attract the right clients naturally.
