The Freelancer’s Dilemma: Build an Offer or Find Leads First?
Elwyn Davies unravels the age-old freelancer’s conundrum: chicken or egg—or in this case, build an offer or find leads first?
New freelancers often wrestle with a timeless question: should they perfect a service offer before seeking clients, or chase leads first to understand market needs?
This classic chicken-or-egg problem can halt even the most eager beginners in their tracks. For those starting out, the pressure to nail both offer and leads from day one can feel overwhelming.
Thankfully, a practical, experience-driven approach can break the deadlock, setting new freelancers on a clear path to success.
Why Real Projects Trump Polished Plans
When I started my first agency (I was essentially freelancing in a business of two with my friend from Uni at the beginning), I was convinced we needed a flawless offer before approaching anyone. We would spend hours tweaking it, thinking that was the way to build solid foundations.
I was wrong.
Real projects, even free or discounted ones, teach you far more than endless planning ever could. Often our pride or ego will get in the way, as we blindly proclaim that we will not devalue our offering, especially if we have a degree under our belts. But this is not how the real world works, at least in most cases. Instead, we need to continually be a student of the game, always improving our offer, ensuring our customers are shouting our names from the rooftops with the fantastic service or product they have received.
Picture a graphic designer stepping into web design. They might want to perfect every skill first.
That’s a mistake.
Delivering a real project, like a simple site for a local café, lets them test their abilities, get feedback, and create something concrete. Fictional portfolio pieces don’t hold a candle to that. Real clients give you unfiltered insights. They reveal what works and what doesn’t, speeding up your growth.
Free Services: Often The Smart Way to Start
You may not want to hear this, and offering your skills for free might sound daft when you aim to make a living.
But listen up.
Early on, the experience you gain is worth more than the money. The key is to frame it properly. Always state your full price first to manage expectations.
For instance, say, “This web design package is normally £1,500, but I’m offering it free to build my portfolio right now. In return, I only ask for a short video review (and Google/Facebook review if possible) to share online.”
This tactic pays off time and time again.
By anchoring your price (£1,500), you demonstrate that you know your worth. And those video testimonials are pure gold. Stick them on your social media, and you’ve got instant trust. I once built a free site for a charity. No cash came in, but it led to three paid jobs through word of mouth.
A career-switcher moving into web design could use a discounted project for a friend to launch their new path while keeping full rates in sight.
Learning Through Doing Beats Cash Early On
Here’s a blunt truth from my 20 years in the game.
When you’re starting out, the lessons from real projects are more valuable than any payment. Every job, even a small one, sharpens your skills, clarifies client needs, and refines your offer. That’s crucial in fields like web design, where things shift fast.
Think of it like planting a seed. It won’t sprout overnight, but it grows into something worthwhile with steady effort. Maybe even a money tree if and when everything comes together!
Your freelance career is the same. I learned this the hard way with a free project for a local group. It didn’t fill my bank account, but it taught me client handling and landed me referrals. As I often say, “Good habits will always beat inspiration and passion over the long haul.”
Need Cash Fast? Simplify and Solve Problems
Not everyone can afford to wait. If money’s tight, you need income now. The good news is that you don’t have to perfect your offer to start earning. Simplify it and focus on solving a clear problem for your audience. Are they time-rich but cash-poor, or the reverse? That shapes your approach.For time-rich clients, offer a quick coaching session or a cheap guide allowing you to build a relationship. They may be able to pay for a service now, in the future, or even refer you to other potential customers.
A basic done-for-you web design package works better for busy clients. These offers aren’t lifelong commitments, so think of them as stepping stones to learning what clients want and bringing in some cash. Tweak as you go, and raise prices later.
Alex Hormozi: The Guy Who Made Sales Clearer For Me
One person who made this mess clear for me is Alex Hormozi. His books, 100M Offers and 100M Leads, are packed with no-nonsense tips on building ‘grand slam’ offers and finding leads.
Hormozi says start with a basic offer, test it with real people, and improve it based on what they say. Simple, but effective.
If you’re stuck, grab his books or check out his free courses at Acquisition.com. They’ve been brilliant for me, and they’ll help you too. Trust me on this one.
Your Clear Pathway to Get Started
Ready to crack on? Here’s your step-by-step plan to launch your freelance gig.
Craft a Basic Offer. Keep it simple. A straightforward web design package or coaching call will do.
Offer Free or Discounted Work. Hit up friends, family, or local businesses. State your full price (e.g. £1,500) but offer it free or cheap for now, asking for a video review or something else in return.
Gather Feedback. Ask every client what they liked and what needs work. Use it to sharpen your offer. Do not fear criticism; the more you ask and act upon feedback, the less negativity you will receive.
Spread Testimonials. Post those video reviews everywhere online. It’s free marketing that builds trust.
Simplify for Cash. If you need money quickly, pick one problem to solve. Offer coaching or a done-for-you service, and charge a small fee.
Keep Learning. Read Hormozi’s books, and don’t forget to join our free community where we solve these problems on a daily basis.
Takeaway Notes
Start with real projects, not perfect plans, to learn fast and build a portfolio.
Offer free or discounted services, but anchor your full price and snag video testimonials.
Early on, experience trumps cash. It’s the best way to refine your offer.
For quick money, simplify your service and solve a specific problem.
Check out Alex Hormozi’s resources to master offers and leads.
Wrap-Up
After 20 years and over 4,000 websites under my belt, I’ve watched this dilemma trip up countless freelancers. But it doesn’t have to stop you. Kick off with real projects, use feedback to grow, and lean on smart tactics to bring in cash when you’re strapped.
Important Note:
We’re launching a new course and community for freelancers at Pixelhaze Academy this April. Join our free membership at https://pixelhaze.academy/membership, and I’ll let you know when it’s live. You’ve got this!
