Overcoming misconceptions that hinder prospecting Laying the foundations for effective freelance prospecting Create messages that stand out The art of following up

How to find new clients for your freelance business

6 mins

November 19, 2025

By Mark Davis

Becoming a freelancer is about making a living from a professional skill. It could be writing, coding, designing, or consulting; many employees take the leap because they've mastered a craft and wish to practice it with freedom.

But the independence of 'being your own boss' doesn't rely solely on technical expertise. It also involves knowing how to create opportunities, identify needs, and inspire trust. In short, it means taking on a second role, that of a salesperson.

This aspect is often overlooked because selling the skill doesn't necessarily align with the skill that's being sold. Yet, without regular prospecting, even the most seasoned freelancers struggle to find clients.

So, how do you overcome the fear of rejection? What makes a compelling message? And how do you secure a spot in the busy schedules of the decision-makers at the companies you'd like as clients?

To answer these questions, we interviewed Valentin Decker, a former marketing freelancer and founder of Sauce Writing, an online school that helps freelancers make a sustainable living from their skills.

Overcoming misconceptions that hinder prospecting

Common misconception #1: "If I'm good in my field, I shouldn't need to prospect."

Many freelancers believe that their expertise alone will be enough to attract clients. This is sometimes true once you're established and have a solid network. But, especially at the beginning, you need to actively make yourself known. Without a proactive approach, your business activity relies solely on luck and word-of-mouth, which are great to have but usually insufficient to launch and secure a regular income.

Misconception #2: "I have to wait until I have a perfect website or portfolio before prospecting"

This is one of the most common obstacles. Many freelancers delay the moment they start prospecting, convinced that they first need a flawless shop window. In reality, it's often a false pretext that delays taking action: in many cases, a clear message focused on the value you can provide is enough to trigger a first exchange with a prospect.

Misconception #3: "I need to contact as many people as possible to find a project"

Sending messages en masse in the hope of increasing your chances of getting a gig is a misguided idea. Generic messages sent in bulk almost always go unnoticed.

The mistake I often see is sending a generic message that's identical for everyone. The prospect feels that it's not meant for them. What makes the difference is not the quantity, but the precision and personalization of each approach. - Valentin Decker, founder of Sauce Writing

Laying the foundations for effective freelance prospecting

Identify and target your ideal customer

Prospecting effectively starts with knowing who you need to talk to. An ideal client is not defined by a vague persona profile ("digital SMEs", "innovative start-ups"), but by very concrete criteria:

the sector: in which field do you want to operate? Tech, retail, health, education... The more specific you are, the better you can speak the language of your prospects.
the size and budget of the company: a family-run small business does not have the same needs or resources as a rapidly growing scale-up or a large structured company.
the role of the contact person: within the company, who is truly the decision-maker for the type of service you offer?

Valentin Decker emphasizes this last point in particular.

Your message should land in the inbox of the right person, not in a generic address like contact@ or hello@. If you're doing copywriting, contact the marketing manager. If you're a developer, target the CTO instead. - Valentin Decker

Choosing the right channels

Not all channels are equal. For Valentin, the most effective channels today remain LinkedIn (via private messages) and email (addressed directly to the right contact).

In-person networking, on the other hand, works more effectively in the long-term: it's about building a relationship first, and only then opening a business discussion.

Preparation, the key to successful prospecting

Before sending any message, that message needs to be carefully prepared. Too many freelancers want to move quickly and dive into mass prospecting. But this is a mistake: without proper preparation, messages usually fall flat.

Specifically, this preparatory phase rests on three pillars:

1. Clarify your positioning
In other words, what do you offer, to whom, and for what purpose? The clearer your offer, the more your prospects will understand the value you bring in just a few seconds.

2. Build an initial list of coherent prospects

It's better to target a dozen or twenty companies that align with your skills and desires, rather than sending the same message to a hundred random contacts.

3. Identify a specific opportunity for each

Spot a gap, a pending project, or an obvious need. This detail will give weight to your message and show that you have genuinely taken an interest in the company.

There is a quote that I find very telling: "If I have three hours to cut down a tree, I will spend two hours and fifty minutes sharpening my axe." In prospecting, it's the same logic: the bulk of the work is in the preparation - clarifying your positioning, choosing the right prospects, and identifying their needs - even before sending the first message. - Valentin Decker

Create messages that stand out

A prospecting message has only a few seconds to convince its recipient to read it. That's why a generic email or DM sent en masse has very little chance of being effective.

The three ingredients of a personalized message

A good prospecting message cannot be generic. To capture attention, it must be tailored for a specific prospect. This requires thorough research beforehand: understanding the company, its sector, its current challenges, and most importantly, showing why you want to collaborate with them rather than another.

To capture attention, a good message must contain three ingredients:

1. An identified problem: show that you have spotted a gap, an unaddressed issue, or a missed opportunity.

2. The solution you can provide: explain concretely how you can solve this problem.

3. Signals of credibility: mention an experience, a client, or a similar project that proves your legitimacy.

Adapt your presentation according to your prospect

Avoid going through your entire portfolio or presenting yourself in a generic way.

What matters is selecting the elements of your background that resonate with the prospect's sector or challenges. Highlight the things that prove you understand their world and can meet their specific needs. - Valentin Decker

The art of following up

Following up is one of the things freelancers dread. Many fear annoying their prospect. However, a message that goes unanswered is not necessarily a rejection. Very often, it's simply been forgotten or read at the wrong time.

The follow-up should remain light and constructive. It's not about repeating your first message, but about bringing new value to the conversation.

A follow-up is not harassment: it's a reminder to your prospect that you can help them. Two or three follow-up messages are enough, spaced a week apart, and it's best to vary the approaches: humor, sharing a client case, or concrete proof of what you can offer. - Valentin Decker

Prospecting is not a sprint, but a habit to embed in your daily routine. Sending a few messages is not enough: what matters is consistency and the ability to track your interactions over time.

Tip: Organize your prospecting to sustain it over time

Following up isn't just about sending another email or a LinkedIn message. You can also nurture the relationship indirectly: comment on your prospect's posts, share relevant content, or send them a useful link.

How much time should you devote to prospecting?

The time to invest depends on the freelancer's situation.

Without a current project, prospecting should be a priority.

If you don't have clients, your full-time job is to find them: prospecting should then become your top priority, even if it means dedicating 100% of your energy to it. - Valentin Decker

With ongoing missions, it's more about maintaining a continuous pace. Two or three prospecting messages per week are enough to plant seeds, start discussions, and avoid downtime once a contract is completed.

How to track your leads?

Many freelancers get scattered, lose track of their follow-ups, and forget ongoing opportunities. There's no need for a complex CRM to do it right: a simple table on Notion or Google Sheets can suffice.

The important thing is to:

note each contacted prospect;
record the date the first message was sent;
schedule reminders to ensure follow-ups.

Adopt the right mindset towards rejection

The fear of rejection is probably the biggest obstacle to prospecting. "No"s can sting, and they discourage many freelancers from following their prospection through to a successful conclusion. However, rejection is an integral part of the sales process: it is never personal.

The fear of rejection often stems from a lack of confidence. The more you improve your skills, the more legitimate you feel. And above all, the best remedy remains practice: after a few messages, the discomfort disappears. - Valentin Decker

In other words: the more you prospect, the more you normalize the experience, and the less intimidating it becomes. Consistency is a double ally here: it feeds your prospect pipeline, but it also strengthens your confidence.

In conclusion, prospecting is not a skill we're all born with. But it's one that can be learned. With a clear positioning, targeted messages, and rigorous organization, it's one of the most effective ways to find freelance clients. It's not about volume, but about focusing on personalization and adopting the right approach: that of an independent professional who is not trying to "sell" at all costs, but to meet a real need, at the right time.

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ABOUT THE AUTHOR

Mark Davis

Mark worked for 12 years in broadcast journalism before making the switch to business audiences. A Qontoer since 2021, his focus is on writing copy that speaks frankly and directly to customers.