There’s a certain kind of relief that comes with landing a new project when you need the money.
You can finally stop looking for work and get back to doing the work.
But before you know it, weeks have passed without much effort to attract new customers.
And then the project ends. You look up, and there’s nothing coming next.
So you start looking for work again.
.perspective
When you’re working alone, it’s easy to fall into this cycle.
In an agency, someone can be out bringing in new business while someone else is delivering the work.
But when you’re solo, both responsibilities fall on you.
So when you’re already busy, marketing can seem almost counterproductive.
Why go looking for more work when you barely have time for what you’ve already committed to?
It’s a reasonable concern. You don’t want to take on more than you can handle or make promises you can’t keep.
But there’s an assumption worth challenging.
Generating more interest doesn’t mean you have to take on more work.
.opportunity
Having more demand than you can accommodate gives you options.
You can raise your prices, become more selective about the projects you accept, book work further in advance, or bring in help.
But you can’t make those decisions without sufficient demand.
So keep giving people reasons to want to work with you, even when you’re busy.
And when someone reaches out, have the conversation. Find out what they need. If the timing isn’t right, let them know when you’re available.
You don’t have to accept every opportunity to benefit from having more of them.
Because the best time to find your next customer isn’t when you need one.
It’s when you don’t.
