Most Freelancers Don’t Have a Sales Problem (They Have a Skills Problem)

Last week, I posted a controversial video that got a lot of freelancers fired up:

I said: "Most of you guys don't have a sales problem. You have a skills problem."

The comments and DMs were… interesting. Some people got defensive. Others had lightbulb moments. But here’s what I noticed: the freelancers who disagreed were the same ones constantly complaining about lead generation, cold outreach, and that “the market is saturated”.

Meanwhile, the most successful freelancers I know barely do any business development.

They’re too busy servicing long-term clients they’ve had for 9 months, 12 months, even 2+ years. As a matter of fact, three out of my four clients I’ve had for more than two years. One of them since January 2019 (that’s going to be 7 years in January).

You can’t make this up.

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The Real Problem Most Freelancers Have

Here’s what I see constantly: Freelancers spending hours on LinkedIn trying to generate leads, buying courses on cold email, obsessing over their sales funnels.

But when I look at their actual work? It’s… fine. Not bad, but not great. They’re using strategies from 2022. They haven’t learned anything new in months.

The best freelancers I know don’t spend nearly as much time on business development. They spend their time getting really good at what they do.

While you’re crafting the perfect cold email, they’re learning the latest iOS changes that are affecting Facebook ads. While you’re optimizing your LinkedIn profile, they’re testing new creative strategies that their competitors haven’t discovered yet.

Guess who gets more referrals?

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The Most Underrated Freelance Marketing Strategy

You can’t spell “experts” without an X.

The most underrated freelance marketing strategy is learning from the experts on X (formerly Twitter). While everyone’s LinkedIn DMs are full of pitches, X is still relatively untapped for learning.

Here’s what I do: I follow the really smart people who spend way more money than I do on Facebook ads. People who have access to Meta reps, bigger budgets, and more resources than I’ll ever have.

These experts know how to become a successful freelancer and share their knowledge for free. New iOS updates, creative strategies, audience insights, campaign structures—it’s all there if you know where to look.

While I’m managing my campaigns, I’m also learning from people who are 10 steps ahead of me. This makes me better at my job, which makes my clients happier, which leads to more referrals.

If you want to see how this plays out in real life, check out 9 Marketers Who Successfully Transitioned to Full-Time Freelancing. Most of them didn’t “sell” their way to success—they got so good at their craft that clients came to them.

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Why This Actually Works

If you’re constantly learning and staying ahead of the curve, your clients start seeing you as the expert.

Instead of you chasing them, they start referring you to their network. “You need to talk to Alex—he always knows the latest strategies before anyone else.”

That’s how you build a business where clients come to you instead of you chasing them.

Want to build a network that sends you deals on autopilot? Read How to Build a Network That Consistently Sends Freelance Deals Your Way.

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What Are the Top 10 Freelancing Skills In-Demand?

After working with hundreds of freelancers and running my own business for years, I've seen which skills actually get you paid. Here are the top 10 freelancing skills​ that clients are actively seeking right now:

1. Paid Advertising (Facebook, Google, LinkedIn) - Clients need people who can generate ROI, not just run ads.
2. Copywriting & Content Strategy - If you can write words that sell, you'll never worry about finding work.
3. Email Marketing & Automation - Everyone's building lists. Few know how to monetize them properly.
4. SEO & Content Marketing - Organic traffic still prints money for businesses that get it right.
5. Social Media Management - Not just posting—actual strategy that drives business results.
6. Video Editing & Production - Short-form content is everywhere. Good editors are worth their weight in gold.
7. Web Development & Design - Especially no-code solutions like Webflow that let you move fast.
8. Marketing Analytics & Data Analysis - Clients will pay premium rates for people who can make sense of their data.
9. CRM & Marketing Automation - Setting up systems that work while your clients sleep.
10. Brand Strategy & Positioning - Helping businesses stand out in crowded markets.

Notice what's missing? Generic freelancing skills​ that anyone can do. These are specialized skills that solve expensive problems for businesses.

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How to Build Freelancing Skills That Attract Clients

Most freelancers learn whatever seems easiest or trendy, then wonder why they can't charge premium rates. But here's what works:

• Start with the market, not your interests. What are clients actually paying for? Look at job boards, freelance platforms, and what successful freelancers in your niche are offering. That's your roadmap.
• Learn by doing real work, not just courses. I see freelancers with 20 courses completed and zero clients. Take on projects (even cheap ones at first) so you can learn under real pressure with real stakes.
• Follow the money trail. Which skills command $5,000+ monthly retainers? Which ones get people stuck at $500 projects? Focus on high-value skills that clients see as investments, not expenses.
• Become platform-specific, not general. Don't be a "social media marketer." Be the person who crushes it with Facebook ads for e-commerce brands. Specialists get paid more than generalists.
• Document everything you learn. When you test a new strategy, write down what happened. Build your own playbook. This becomes your proof when selling to new clients.

Want to know how to start freelancing the right way? Don't wait until you're "ready." Start building freelancing skills​ while taking on clients. You'll learn faster and earn while you learn.

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‍Freelance Skills You Can Learn in a Month

One of the biggest myths in freelancing? That it takes years to build valuable skills. Here are legitimate freelancing skills you can learn well enough to start getting paid within 30 days:

• Facebook Ads Basics - Most small businesses just need someone who understands the platform better than they do. Learn campaign structure, basic targeting, and how to read the data. You're already ahead of 90% of business owners.
• Email Marketing - Set up a few sequences, learn a platform like ConvertKit or Mailchimp, understand basic copywriting principles. Boom - you can charge $1,000+ to set up email automation for small businesses.
• Landing Page Design - With tools like Unbounce or Leadpages, you don't need to code. Learn conversion principles, design basics, and how to use the software. Clients pay good money for pages that convert.
• Content Repurposing - Take long-form content and turn it into social posts, emails, and graphics. This is incredibly valuable and doesn't require years of experience.
• Basic SEO - Keyword research, on-page optimization, and content planning. You don't need to be an SEO guru to help local businesses rank better.

The secret? Pick ONE skill and go deep for 30 days. Not three skills. Not five. One.

Spend 2 hours daily learning and practicing. By week three, start offering your services. By week four, you should have your first paying client.

This is exactly what I did when I started. I picked Facebook ads, learned like crazy for a month, and landed my first client at $1,500/month. Was I an expert? No. But I knew more than they did, and I got them results.

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The Freelancing Skills vs Sales Framework

Here’s how to shift from sales-focused to skills-focused:

• Instead of spending 2 hours on LinkedIn outreach, spend 2 hours learning from experts in your field on X.
• Instead of buying another “how to get clients” course, subscribe to newsletters from the top performers in your niche.
• Instead of optimizing your cold email templates, test the latest strategies and document what works.

Also, if you want to see how your personality can get you more business, check out Screw "Average": Why Your Personality is Your Best Marketing Tool.

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The Old Freelancer Way vs. The Modern Freelancer Way

The old freelancer way:

• Spend hours on cold outreach and sales tactics
• Buy endless “how to get clients” courses
• Constantly chase new leads

The modern freelancer way:

• Invest time learning from industry experts
• Apply new strategies to deliver better results
• Let referrals and reputation bring clients to you

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Your Action Step This Week

Here’s your homework:

1. Go to X and search for your specialty (Google Ads, Facebook Ads, Email Marketing, etc.)
2. Find 10 experts who regularly share insights and follow them
3. Turn on notifications for their posts
4. Spend 30 minutes daily reading and learning from their content
5. Apply one new thing you learn to your current client work

When you become genuinely better at what you do, clients will chase you.

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