Show Me the Money

Hello! And happy last week of summer break for all who celebrate.

I can’t believe the summer has come and gone, and yet I can. It’s been a busy summer over here. Not just with kid stuff and trips, but also with my work! Which I’m thrilled by.

If you’re new here, last year I was laid off for the second time in three years and decided to take destiny into my own hands for a while by going freelance — I’m a brand marketer with a niche in helping DTC brands like Needed and Hatch show up in the world, and tell their story. In the background, I’ve also been working to build up my own personal brand in ways like showing up on here and on Instagram.

Well, this month marks one whole year since I registered Ariane Anusbigian LLC (original, I know!) and took myself to Chase Bank to open up a business banking account.

One year since I wrapped Erika Veurink’s EV Salon, which ignited the solopreneur spark in me and connected me with amazing, inspiring women like Nicole Prince, Ellen Mote, Elsie Morales, Grace Abbott, Krissy Arocho, Shelbi Jones, Tori Simokov, Whit Bolster, and more. One year since I drafted my first proposal in Canva. One year since I signed my first retainer client. And one year since I sent my first invoice.

All in all, it’s been an amazing year, and one I frankly couldn’t have imagined for myself. Not because I don’t feel like I deserve good things (we all do). But more so that I couldn’t have predicted the ways in which my life and work would have come together in the way that they have.

For the past year especially, I have really tried to come from a place of just being open. Open to new opportunities, open to trying, open to experimenting, open to new people, open to whatever the universe may have in store for me.

And it’s been exhilarating.

For the first time in a long time, I don’t have a five year (or even one year) plan. That’s not to say I don’t have goals, I do. But I don’t quite know exactly how they’re all going to come together yet, and I’m fine with that. I’m more focused on the process than I am on the output. I’m choosing to trust my gut day-to-day, rather than trying to predict the future (traditionally, this has been hard for me).

Of course there have been ups and downs (new business development, anyone?), but ultimately, I really feel that my approach of putting as much as I can out into the universe and then simply remaining open to whatever may come my way has worked in my favor during this year of transition.

Kait Santos introduced me to the phrase of “increasing the surface area of your luck,” which I have loved this past year because that feels like exactly what I’ve been trying to do. I have made a conscious effort to put myself out there in all the ways. Because I’ve found that when you do, and if you remain open and interested, you’ll be amazed at what comes back to you.

So today, I’m reflecting on the past year, sharing what I’ve learned (the general and tactical), and yes, breaking down where the money is coming from.

• Tell everyone you know that you are up for hire. And do it in all the ways. This may seem obvious to some, but I’ve talked to enough people to realize it isn’t for everyone. Send the mass email. Put calls out on LinkedIn and Instagram. Talk about it in your Substack newsletter! Send out texts and ask those people to send out one more text on your behalf. Tell the person you’re waiting in line with for coffee. When you work for yourself, and especially as you’re getting started, you can’t be shy about getting the word out there. This is a referral business and if you play your cards right, the work will start to become much more inbound than outbound over time. But you have to start somewhere. And yeah, it does help to get specific (“niche” down) when explaining what you do — makes it easier for people to understand, and then think of you when a job does come up.

On this note, let it be known that I have room for another client or two starting September! If you need support in the brand marketing space or know of anything, HMU!

• Join Slack communities. Specifically Re:Brand and Old Girls Club (OGC). I have found that both are full of incredibly hard-working, kind people (mostly women) who are ready and willing to help, despite having full plates themselves. Both were invaluable to me as I was getting started in my freelance career. Great for introductions, networking, asking someone to review your first proposal, everything.

• Say yes, but don’t sell yourself short. Some people will tell you to take whatever jobs you can get to build up your resume. Others will tell you to wait for the right thing. I’m going to tell you to do a blend. Yes, when you first start freelancing, you need to compromise more to get the ball rolling. You may need to sign on for a lower rate than ideal, or take on work you’d rather not do. But I think it’s always important to negotiate. Always ask for what you want first; then be prepared to take what you need to get in the game. One thing I always tell myself when I’m getting ready to negotiate: a man wouldn’t think twice. Go after what you want, ladies!

  The remainder of this week’s post, including additional tactical learnings for going freelance and a breakout of how I’m making money, is for paid subscribers. If that’s your vibe, join me there! If not, still so grateful for you. See you next week. xx