Welcome to the 19th issue of Expert•ish Freelancer, a newsletter that helps you launch or elevate your freelance business. Every other Friday, get tips, tools, and insights based on my 35⁺ years as a freelance writer.

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Happy Holidays, Friend!

If you’re like me, you’re knee-deep in the holiday season. I’m busy baking 🍪 cookies, decorating our Christmas 🎄tree, shopping for 🎁 gifts, driving around neighborhoods looking at lights and decorations, watching holiday 🎬 movies, listening to
Spotify 🎶 playlists, sipping festive 🍸cocktails by our firepit, and attending my son’s Christmas concert (he’s a trumpet 🎺 player).

OK, enough with the emojis.

I’m also winding down my business for 2024. Each year, I take off two glorious weeks at the end of December. I proactively communicate this to my clients around Thanksgiving, spurring them to reach out with any Q4 work while I’m still available and/or get on my project calendar for 2025.

Of course, I primarily take this time to relax, enjoy the holiday season, and spend time with family and friends. But I also devote some solo time to engage in deep-thinking about my business.

In the last issue of Expert•ish Freelancer (Issue #18: How to Conduct a Transformative Year-End Review), I shared my annual process of reflecting on this past year. And last week, I sent you Bonus # 12: Expert•ish Freelancer Year-End Review Workbook. I hope you’ve had time to review these resources.

Now it’s time to leverage all those key insights to map out goals for 2025. And in this issue, I’ll walk you through the goal-setting process.

Today’s newsletter dives into how to set goals for your freelance business.

🔍 Key Takeaways: 

✅ Reflect on 2024 to strategically plan for 2025.
✅ Adapt your skills, pricing, and marketing to stay competitive.
✅ Prioritize work-life balance for sustainable freelance success.

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Freelance Focus: How to Turn 2024’s Lessons into 2025’s Success

As we get set to ring in 2025, the freelance landscape continues to evolve at breakneck speed. If 2024 taught us anything, it's that adaptability isn't just a buzzword—it's our survival toolkit. The economic rollercoaster, AI's rapid advancement, media outlets folding, and shifting market dynamics have proven that successful freelancers must reflect, learn, and strategically pivot.

Sound like you? Then pull out your completed annual review and let’s get to it!

Transforming Reflection into Action

If you haven’t yet conducted your year-end review, I highly recommend you make time to do this before the end of 2024. It isn't just a nostalgic trip down memory lane (though it’s always nice to see what you’ve accomplished). It's a powerful strategic planning session that can transform your freelance business from surviving to thriving.

By carefully examining the six key areas identified in the last newsletter—financial performance, client relationships, productivity, marketing, skills development, and work-life balance—you're not just looking back. You're creating a roadmap for intentional growth.

The Six Power Areas for Planning

💵 Financial Performance

Look back at 2024:

Your financial review offers more than a spreadsheet exercise. It's about understanding the story behind the numbers. (I hate math, but I force myself to dig into my financial picture to better understand the health of my business.)

Examine:

• Which projects were most profitable

• Whether your current rates reflect your true value

• If you should be exploring other income streams

Your 2025 action plan:

Develop a nuanced pricing strategy that considers not just hourly (or per word rates if you're a writer), but the total value you bring. This might mean:

• Implementing value-based pricing for complex projects

• Developing retainer agreements

• Creating tiered service packages

• Exploring passive income opportunities like digital products or courses

🤝 Client Relationships

Look back at 2024:

In 2025, your client relationships are your most valuable asset. From testimonials to consistent work to referrals, current and past clients can literally make or break your business. I don't track percentages (no surprise there, right?), but I know that the bulk of my business comes from repeat projects/assignments and referrals from current and past clients.

With that in mind, identify:

• Clients who consistently bring joy and meaningful work

• Relationships that drain your energy or undervalue your expertise

• Potential for long-term partnerships and referral networks

Your 2025 action plan:

Cultivate relationships with clients who appreciate your unique skills, challenge you professionally, pay what you're worth, and contribute to your growth.

⏱️ Productivity and Time Management

Look back at 2024:

Have you mastered productivity? Me neither! But, I get better each year--especially with all the apps, training, and tools available.

Moving forward, focus on:

• Identifying your peak productivity hours

• Implementing AI tools that genuinely enhance your workflow

• Using apps that make business life easier

• Creating systems that protect your energy and focus

Your 2025 action plan:

Consider time-blocking, productivity apps, and clear boundaries that allow deep work while preventing burnout.

📣 Marketing and Networking

Look back at 2024:

Your marketing strategy needs to be as dynamic as the freelance market.

Check to see if:

• Your brand messaging stands out in a crowded market

• Leveraged platforms where your ideal clients spend time

• Created content that showcases your expertise and personality

• Incorporated marketing into your week like a must-do habit

Your 2025 action plan:

Experiment with emerging platforms and tools—and diversify your marketing tactics—but double down on strategies that have consistently worked for you. I've adapted my approach over 35 years, but I never abandon timeless strategies like personalizing marketing (when I can), tapping my network, building strong relationships, and consistently marketing even when I've got tons of work.

🧠 Skills & Professional Development

Look back at 2024:

These days, continuous learning isn't optional—it's essential. You can't sit back and rely on what you've been doing for the past few years (or decades, in my case).

Your review should have turned up insights like:

• Identifying skills for today—and tomorrow

• Which courses or certifications might help expand your service offerings

• How your “human skills” (like strategic thinking, quality storytelling, and emotional intelligence) can complement AI

Your 2025 action plan:

Create a deliberate skill development plan that might include a mix of courses, books, certifications, etc., to ensure you stay competitive. Also, consider hiring a coach. (This isn't a sales pitch—I don't offer coaching.) There are some terrific coaches out there, especially those who work with (and understand) freelancers.

🧘‍♀️ Work-Life Balance

Look back at 2024:

Success in 2025 isn't just about earning more—it's about living better.

In your review, look at:

• Current work-life balance challenges

• Sustainable productivity strategies

• Non-negotiable self-care practices

Your 2025 action plan:

Implement concrete boundaries, like set work hours, regular breaks, and dedicated personal time. (Hello, 4:30 p.m. yoga classes!) Remember, your business thrives when you thrive.

Your 2025 Blueprint: Intentional Growth

Think of your year-end review as a declaration of intent. You’re saying, “I'm not just reacting to the market—I'm strategically shaping my freelance journey.”

Now that you've reflected on the past year, it's time to turn those insights into a concrete plan for 2025. Here's a quick recap of the above to get you started:

1. Set SMART Financial Goals: Aim for specific, measurable targets based on your financial review.

2. Optimize Your Client Portfolio: Nurture valuable relationships and create an ideal client profile.

3. Streamline Your Productivity: Implement new tools and plan for busy and slow seasons.

4. Revamp Your Marketing Strategy: Focus on effective platforms and schedule marketing activities as recurring weekly events.

5. Invest in Your Professional Growth: Schedule time for courses, workshops, or certifications.

6. Prioritize Work-Life Balance: Set work boundaries and create a self-care routine.

Break these goals into quarterly, monthly, and weekly objectives. Consider creating a visual plan to keep you motivated, and schedule regular reviews throughout the year.

You've got this. 2025 is waiting—and it's your year to shine.

👀 Thanks for reading this far! I want to reward you for sticking it out to the (almost) end with something that will make you smile. Watch this sweet holiday video for a feel-good moment. (I’m not crying. You’re crying!)

When You’re Ready Here’s How I Can Help:

• Follow me on LinkedIn where I share fresh clips and more freelance tips/insights most weekdays.

• Follow me on Bluesky where I have no idea what I’m doing on this new social platform. 🦋

• Want to learn more about me? Hop over to my (needs-to-be-refreshed) website: www.LisaBeachWrites.com.

• Ask Me Anything! Your questions and feedback help shape future newsletter content. You can reach me at [email protected]. 

• Turn to Expert•ish Freelancer’s Tools & Resources page highlighting valuable resources to help you successfully run your freelance business. If you’ve got a resource you love, let me know about it.

• Share Your Success Story. I would LOVE to hear how you’ve successfully implemented any of the ideas in Expert•ish Freelancer. I might even include your win in a future newsletter. You can reach me at [email protected]. 

Thanks for allowing me into your inbox!

I look forward to sharing my freelance journey with you, and I look forward to hearing about yours. I’m just here as your guide. Take what works for you, and tweak it to your needs. Rinse. Repeat.

I’ll be back in two Fridays with another edition of Expert•ish Freelancer.

In the meantime….

Be kind. Do good. Give thanks. 😊

With gratitude,
Lisa Beach

FYI: In yoga, the instructor often closes the session by saying “namaste” as a way of acknowledging and honoring the light, spirit, or goodness within each person in the class. 🧘‍♀️ It’s often used as a closing to convey unity (we’re all interconnected), gratitude (thank you for this shared experience), respect (I respect you and your journey), and peace (may you find peace within yourself). Essentially, it's a way to acknowledge the shared experience and to leave with a sense of peace and connection. 😊