How I turned job insecurity into $30k (and a freelance side hustle)

Introducing the freelance side hustle playbook.

A few weeks ago, I shared five lessons from my transition to self-employment, and it was one of my top-commented posts yet. Since so many of you are curious about freelancing, I wanted to share exactly how I got my start while working a full-time job.

I began freelancing as a side hustle in 2020 out of necessity. When COVID hit, my salary was slashed by 40% and I didn’t have a solid safety net in savings. Everyone around me was losing their jobs or getting furloughed. Naturally, I spent the first few months of the year in a panic, worrying about my fragile livelihood.

Fortunately, fear is a great motivator. I needed more income to build up my savings, and freelancing was an obvious solution. I also appreciated that a side hustle could serve as a backup plan in case I found myself laid off, as many of my friends had at the time.

I began searching for my first client during a particularly insecure time in my career. I was new to brand-direct marketing; teaching myself on the job through YouTube, trial and error, and sheer determination. Managing my impostor syndrome was a challenge, but my insecurity melted away as soon as I landed my first contract. I ended up earning an additional $30,000 freelancing in 2020 — a meaningful amount to me at the time.

I moved into my dream apartment in Fall 2020 after building up my savings

If you’re skeptical of your ability to freelance or doubt your value, you’re wrong. I firmly believe anyone is capable of landing a client, and I’m going to show you how.

Side hustles are a worthwhile pursuit because today’s employment environment remains bleak. New layoff announcements appear on LinkedIn every week, AI is making jobs more competitive than ever, and we’re in a period of economic uncertainty. Relying on one single employer is risky.

Plus, marketing is a field that naturally lends itself to freelance work. Many startups will outsource aspects of their efforts, and the skills you possess are almost certainly a gap for some companies. Better yet, this is true across multiple levels of experience — freelance marketing can span from basic tasks, such as Meta ad operations, to more strategic work, like customer insights and brand building.

I view a freelance side hustle as a protective strategy — an opportunity to grow your experience, resume, and bank account, provided you can stomach a few extra hours of work per week.

I’ll share the process I used to build my side hustle (and eventual transition to self-employment) through a three-part series for paid subscribers only:

1. Part 1 | The starter freelance side hustle playbook
   Who it’s for, what to watch out for, and how to land your first client — including the exact email I sent to Poppi that landed me a contract in a week

2. Part 2 | The ultimate guide to signing your first client
   How to set your rates, structure your contracts, and navigate freelance conversations while working full-time

3. Part 3 | How to be a great freelancer
   Tactical tips to onboard and retain clients, grow word-of-mouth referrals, and raise your rates with confidence

Want to see the exact cold email that landed me a contract with Poppi in one week, and a system you can use to land your first client, too? Subscribe to unlock the complete guide (and get Parts 2 and 3 coming soon).