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Welcome to the 32nd edition of Expert•ish Freelancer, a newsletter that helps you grow your freelance business. Get tips, tools, and insights every other Friday to help you save time, make money, gain confidence, and work smarter—based on my 35⁺ years as a freelance writer.

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Hi, Friend!

If you’re wondering about the random photos I include at the top of each newsletter, I typically like to share pics from my travels. Sometimes, the photo 📸 is from a family vacation, mother/daughter trip, or girlfriend getaway. But many times, it’s from one of the dozens of press trips I’ve been on.

I love to travel, whether it’s right in my backyard (hello, Orlando!), on a cruise (aiming for Alaska next year), on a Caribbean island (miss you, Nevis!), or in the mountains (Rocky Mountains rock). And I especially love a great road trip!

My mind is in “travel mode” ✈️ right now, as I’ve got a ton of trips coming up in the next two months. Most of it is for a few travel guides I’m writing for a client. This means I don’t have to worry about placing articles afterwards. Whew! #presstripdebtsucks

But it does force me to buckle down and get a lot of work done ahead of time, so I’m not sweating my deadlines on the road.

I hope you’re finding balance, too, as you take time to enjoy summer travels while still running your freelance business.

Today’s newsletter highlights how to pitch dream clients—even when everything they do looks perfect.

🔍 Key Takeaways: 

✅ Research, personalize, pitch confidently.
✅ Find gaps, offer solutions.
✅ Be persistent but professional.

Today’s issue is brought to you by Authory. Sponsors help keep the newsletter free, so please click on their link to check out their offer! ⬇️ 

Looking for the last newsletter? Find it here: EF #31: 🚧 How to Set Boundaries with Editors and Clients.

How to Pitch Your Dream Client

Have you ever wondered how to approach a dream brand when everything about them screams “we've got it all figured out”?

Subscriber Allison M. wondered about this after scrolling through a dream client's website, marveling at every pixel, and thinking, “How on earth could I possibly help them?” And she submitted this question in response to the Ask Me Anything in a past newsletter.

Reaching out to a dream client that seems to always bring its A game is the kind of brave thinking that separates freelancers who dream from freelancers who do.

Here's the thing: Even the most picture-perfect brands have blind spots. And that's your golden ticket in.

Start with Your Inner Pep Talk

First, let's address the cold, naked truth—that voice whispering, “Who am I to reach out to them?” Tell that voice to zip it. 🤐 If you’ve got great ideas and relevant experience, why not you?

Remember, confidence isn't something you're born with—it's a muscle you build one brave move at a time. Reaching out to dream clients gives you some serious strength training right there.

Become a Brand Detective

When a website looks flawless, it's tempting to assume there's nothing you could add. But here's where your detective skills come in handy. Channel your inner Sherlock 🕵 and start digging deeper:

Binge on their digital presence like it's your favorite Netflix series. What makes their brand voice so compelling? How do they connect with their audience? Take notes—these observations become the foundation of your pitch.

Hunt for the gaps. Maybe their blog hasn't been updated since the dawn of TikTok. Perhaps they're crushing it on Instagram, but their email game needs work. Or their “About” page could use some storytelling 🪄magic. Even perfect brands have untapped potential.

Get inside their customers' heads. What keeps their audience up at night? What makes them hit “buy now”? Understanding their pain points helps you position yourself as the solution they didn't know they needed.

Craft a Pitch That Actually Gets Read

Generic pitches are instantly forgettable. Here's your framework for standing out:

Lead with genuine admiration. Don’t be fake. Start with what genuinely impressed you: “Your homepage instantly made me understand what you're all about—that's rare and brilliant.”

Point out a specific opportunity. This is where your research pays off: “I noticed you published your last blog post six months ago. I have some ideas for how to reignite your content strategy and keep your audience engaged.”

Offer a concrete solution. Don't just say, “I can help with content.” Instead, try: “Here's a three-step plan to refresh your blog: repurpose your top performers, launch a monthly newsletter, and add strategic CTAs to boost engagement.”

Show, don't just tell. Include a portfolio piece that's relevant to their brand and audience. Make it crystal clear you've delivered results before.

Respect their time. Keep it short, but impactful.

The “Three Rs” That Make Pitches Irresistible

Want to level up your approach? Structure your pitch around the “Three Rs”:

1. Relevance: Show how your skills align perfectly with their brand and audience needs.

2. Reach: Demonstrate how your work helps them connect with more of the right people.

3. Resonance: Prove you understand what makes their audience tick and how to create content that truly connects.

This framework works whether you're a writer, designer, strategist, or any other creative professional.

The Follow-Up That Doesn't Feel Pushy

Radio silence doesn't mean rejection—it often just means busy. (Think of how often you ignore emails when you’re time-crunched.) Follow up in a week or two with something valuable: a new idea, a piece of content they'd appreciate, or a quick tip. It shows you're thoughtful and persistent, not desperate.

Remember: “No” Isn't About You

Make this your mantra: The worst they can say is no. And then….

Remember, “no” isn't a reflection of your worth. The prospect could be busy, have no freelance budget, or already be handling it in-house. Embrace the discomfort because every pitch makes you a bit stronger, a bit better.

Think of it this way: you're not just offering a service—you're proposing a partnership that could help a brand you admire grow even more.

Just like my yoga teachers often say, “You don't have to be perfect to begin. You just have to begin.” Your dream clients are out there waiting for exactly what you have to offer—they just don't know it yet. 😉

👉 What's your biggest fear about pitching dream clients? Hit reply and let me know—I read every response, and your question might inspire the next newsletter!

High/Low

⬆️ High: I’ve got lots of travel (and travel-writing projects) lined up through the fall. #LeanIntoWhatYouLove

⬇️ Low: I feel invisible by all the ghosting I’m experiencing lately, especially from editors I’ve worked with before. #CanAnyoneSeeMe?

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

• Follow me on LinkedIn. I share more freelance tips/insights most weekdays.

• Turn to Expert•ish Freelancer’s Tools & Resources page, highlighting valuable resources to help you successfully run your freelance business. You’ll find recommendations for apps, tools, training, services, websites, blogs, podcasts, books, videos, and more! If you’ve got a resource you love, let me know about it.

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. 😊