40 Things Every Grown-Up Needs to Make Good Money With Their Craft

I’m 40 years old! It’s disgusting!

But, I spent my 40th in Iceland 🇮🇸 with my best friends in the whole world, which made it less disgusting. They creamed me in the face with a cupcake. We drank French champagne. We bought ridiculous coats. And then the Chief of Police of Iceland emailed me with a speeding ticket. 🤣 (The photo they attached of us with our rental car is friggin’ hilarious. ⬇️)

In the meantime, however, I realized that people who have forty-year-old eyeballs (!!!) are qualified to offer advice on things that people with thirty-nine-year-old eyeballs are not qualified to offer, mostly because that one extra day of experience really counts.

So I thought, shoot, I should really share some of these gems, before the Icelandic police force imprisons me.

Alas, I’ve compiled 40 (true and helpful) pieces of business advice for anyone in a creative field, who has been tasked with the revolting task of having to sell one’s self. 🥴 Whether it’s your art, your photography, your writing, your illustrations, or some other creative endeavor, there is a fine line between “making enough to get by” and “making enough to buy the fucking Louvre.”

And, I think we know which one WE’D prefer. Mostly so I can finally learn how to pronounce “louvre.”

*CLEARS THROAT*

*STOMPS OUT CIGAR*

Let’s begin!

1. It’s OKAY if you have no freakin’ idea how it’s going to work yet. 💯 (You won’t!)
   Just start with one simple product. Get that product or service together, start small, sell one thing, and don’t put too much pressure on yourself to have this whole portfolio, and this booming website, and all these socials, and all these bells. You can literally start with a basic landing page. The biggest trap is feeling like you have to have it all perfect before you launch (because people are looking! 👀), but those who have experience in this game know the truth: you will forever be changing everything—literally everything—and it will NEVER be done. Not your website, not your product pages, not your elevator pitch, not your bio. You will forever and ever and ever be tweaking it all. Therefore, there’s no use in waiting for some magical day to arrive when you are 100% happy. 😃 There’s no such thing as 100% happy, so get used to aiming for 50% happy—and then go, go, go. And adjust along the way!
2. We remember the girl who makes the vintage lampshades. 💡
   We do not remember the girl who makes the vintage lampshades, the cheeky pins, the frilly tops, and the refurbishes armoires. Branding your work is just as important as doing wonderful work. And you know what a big part of branding is? Becoming known for something. But, that’s really hard to do when you’re trying to sell everything at once. 🙂 Start with just ONE offer—and make it weird, memorable, distinctive, fun, and unforgettable. Then, let ‘er rip.
3. Random doesn’t sell. Curated does. 🪄
   If you have to sell multiple products, the way you gain brand equity is by creating a theme around those products. How do the products all hang together? How does your body of work all hang together? What’s the common denominator? (Middle school math references for the win!) Find the common thread, and sell that. And if you don’t have a common thread? Engineer one. Become the cupcake artist who only designs killer flower cupcakes. (And then laugh your way to the bank with your 1.3 million followers.)
4. People respect premium. Don’t charge loser money. (I love you!) 💰
   Make your thing wonderful, and then charge wonderful money. This is far better than making a subpar product, that you charge less money for, so you can have more sales. More sales = more customer service, more refunds, more admin, more work, more weirdos. Less sales = more time to focus on your art and be fulfilled. “Less sales” does not necessarily mean “less income,” so long as what you do is good (and you charge accordingly). Handcrafted is the future, in a world that’s become exhausted by fast consumerism, mass produced in China.
5. What you say about yourself is how people will define you. You are in control of the narrative. ✨
   The words you use to describe what you do are the same words OTHER people will use to describe what you do—so make ‘em hella clear. Make sure a complete stranger could say “oh my god, I so need that!” Most of the time, this isn’t the case, because most of the time, creatives describe themselves with vague, obscure, cryptic terms, trying really hard to sound unique & profound. But, guess what: nobody hears “life activation coach” and thinks to themselves, “oh my god, I so need that!” So, make sure the words you use are the same ones your customers are using. Your bank account will thank you.
6. Feeling that imposter syndrome? It might be because you DON’T have the words yet. 🤷‍♀️
   Speaking of words, did you know that coming up with the right ones can give you SO much more confidence? Sometimes, that feeling of inadequacy comes from simply not being able to describe your ideas. If you can’t describe your idea, it feels like the idea is bad. (Because it doesn’t have any clear vision!) So a good first step, once you’ve figured out what you want to sell? Is to spend a week trying like hell to “pitch” your idea on paper. Once you land the pitch, you suddenly will feel invincible. Good ideas need good language.
7. Art needs story. 🎨
   And, people need to be able to see themselves in the story. This is why we don’t say “would you like to hire a garden designer?” and instead we say “would you like me to turn your entire property into a stunning English garden full of rose bushes that’ll stop traffic and turn your lawn into a fairytale dream land???” The first one doesn’t make it clear what the benefit is; the second, on the other hand, is something I KNOW I want. The more you can contextualize your services and products for people, and give them ideas for exactly how they fit into their life—and their dreams—the more you will sell. Period.
8. Earning respect requires you to do something respectable. 🏆
   The best marketing is the kind that happens automatically because people can’t stop talking about you. And the kinds of things people talk about are the wacky, bold, one-of-a-kind ideas that make ‘em smile. (Like this guy, who’s planting giant, big, splashy bouquets of flowers in New York City trash cans.) No one has much to say about your everyday, run-of-the-mill wedding photographer, so…why be one???
9. There will always be someone who thinks you’re a moron. 🤡
   Fuck ‘em.
10. If you aren’t making enough money, you aren’t making enough offers. 🙋‍♀️
    This is my #1 golden rule of sales. You don’t have to pressure people into buying from you, but you do need to ask them if they want your help. Really, that’s all that selling is! Would you like my help with this? Would you like to make people gasp when they walk into your living room? Would you like a book cover that sells 50% more books??? Would you like me to turn your entire property into a stunning English garden FULL of rose bushes that’ll stop traffic and turn your lawn into a fairytale dream land?????? The selling is in the asking. (Sometimes it’s really that simple.)
11. Customers DO NOT KNOW things. 🤔
    They don’t know how long it takes, or what’s involved, or how hard it is, or the complications that can arise, or the research you had to do, or the drafts you had to write. They don’t know that it took you twenty years to get this good. They don’t know that it’s harder than it looks. They don’t know that you make it look easy. They don’t know that sometimes, it takes weeks to get this result. And that means that they’re going to significantly devalue your work. That’s because they’re not in the industry. That’s because they’re what we (lovingly) call “uneducated consumers.” That’s because they look at that one page of copy you’re delivering and assume it took you fifteen minutes (when really it took you fifteen hours). This is why it’s critical to educate them; to walk them through the whole process; to show your work; to make sure that the effort is visible. This won’t just help you sell your work for the appropriate compensation, but it’ll help justify the price point in the minds of the customer, too. And at the end of the day? We want your customer to feel like they’re getting a DAMN GOOD DEAL (not a damn rotten one).
12. Customers are paying for your experience, not your time. ⏰
    Whenever you can avoid it, don’t charge hourly. This is one of the quickest ways to devaluing YOURSELF. A customer doesn’t care if it took you 3 months or 3 years to write a book—they’re still paying the same amount for the book. Similarly, a customer doesn’t care if it takes you 3 hours or 3 days to finish their project—they just want the result. So, make sure you’re selling them the right thing.
13. The rights to your intellectual property do not transfer until final payment is made. (Said with a kiss.) 💋
    Calling all writers, designers, illustrators, painters, photographers and creatives: this is a must in your client agreements. Not because you are trying to be an unreasonable donkey smear, but because you are a person creating art for another person. Art is subjective. Art is personal. And most of all, once someone has your files, there’s really nothing stopping them from using those files (even if they haven’t made good on their end of the bargain and paid their balance). Unless, of course, you have an agreement you can enforce. It’s important to have that legal recourse and protect yourself, darling. That, or just buy a tank and drive it to their house. That would be fun, huh?
14. Stripe Atlas makes registering your business so freakin’ easy. 📜
    Recently used for a new project. (Wait until you see what I have coming this fall!) Highly recommend. It’ll form your biz into an LLC, get you an EIN, and give you operating docs, all for $500 or so—without the headache.
15. Please, for the love of hot, gooey mozzarella sticks that were fried in brand-new oil, make + sell a digital product. 💻
    It is one of the best, most fun revenue streams on this modern earth, and if you don’t have one, you are leaving A LOT of money on the table. The benefits are endless: you can make and deliver a product automatically online without overhead or having to mail out physical products; your customers can gain access to your work and your brain in a way that’s more financially accessible to them; your on-the-fence customers can get a feel for your work and fall madly in love with you and then be convinced they want to hire or commission you; and finally, you raise your profile as a leader in your field (because people who aren’t leaders don’t make these kinds of things).
16. Customer pushing for a rate over the phone? 📞
    Don’t be afraid to tell ‘em: “There are a number of factors I take into consideration when pricing projects, such as timeline, complexity, size, and more; let me do some crunching and I’ll send you some options this afternoon.”
17. Yup, it’s true: $599 is different than $600. 💵
    Humans look at the first number as the category. Is it in the $500s category, or the $600s category? It doesn’t matter if we are all smarter than this—psychology is still a thing. (I swear.)
18. Newsletters sell more than any other marketing activity out there. 📝
    No newsletter, no soup. Even if you have no idea what to write, and even if you think you’re a mediocre writer, and even if you’re scared sh*tless you won’t be able to stick to a schedule, start a newsletter. Make it the star of your business. Ask everyone to opt into your newsletter. Splash it everywhere. Put it in your socials. Put it in your email signature. Put it on a billboard. This should be the first step for any customer or client engaging with you. Why? Because they can click out of anything else and forget about you forever. But once you start an email love affair? Now you two will become friends. You can have conversations. You can develop a relationship. And you can sell your art in a way that feels natural and fun. And that, right there, is called “the long game.”
19. People want to know what YOU think. That is why they are reading your newsletter. If they wanted to read a Wikipedia summary, they’d go to Wikipedia. 📖
    Imagine writing to your best friend. You’d be honest, you’d tell jokes, you’d ponder life, you’d share inspo, you’d swap ideas, and you’d be tight. This, right here, is what people want from your newsletter: they want a friend! They want to feel like they’re reading something human, and personal, and insightful, and unique. Nobody wants to hear from your company. They want to hear from a person. And, that person is you. DO NOT DISCOUNT YOUR VOICE.
20. Don’t forget to sell to the creepers, too. 😉
    By “creepers,” I mean the folks who are following you because they wanna be you. In other words, fellow industry peeps! They’re prospective clients, too—because they absolutely, 10,000% want to know what you know, especially if they’re new to the biz. Every person who’s making or selling things is watching and studying their competitors, so why not give them something to buy?
21. The word “donate” is a death sentence. 💀
    For anyone running a non-profit, or raising money for charity, or doing anything that requires donations, I just gotta say: the word “donate” is the fastest way to make someone walk 100mph past you (yes, even digitally!) The word “donate” means I’m going to be put on the spot, and I’m going to be judged by how much I give, and I don’t know how much to give, and I don’t want to be insulting, but I also don’t want to go broke, and, and, and…..(you see where I’m going here). A much better way is to ask for a specific amount
22. The clients who pay the least will take the most time.
    This is a universal truth of doing business. Keep it in mind the next time you’re tempted to say yes to a project that you don’t really wanna do (but it’s “quick and easy money.” Bahahahah—FAMOUS LAST WORDS.
23. Being fast to respond is 99% of success.
    Or, like, at least 87%. It always amazes me how much people drop the ball, which means that YOU have an opportunity to shine just by showing up. Legit, most people are slow as hell, they’re unresponsive as hell, they’re unorganized as hell, and they’re skittish as hell. If all you do is respond quickly and hop on the phone and get ‘em over a quote same day? YOU WILL HAVE THE BUSINESS.
24. Your customers didn’t even THINK to hire you to do that, too. (Make sure you tell them what you can do next.)
    One of the most underrated ways to generate revenue is by simply telling your existing clients what else you can do for them! Because, most clients have no ideaaaaa. They have no clue that you can ALSO write copy, or handle their newsletter, or do their socials, or whatever it is that you can do. So, after the first project, a great practice is simply to say something like: “Great! I had some other ideas for your newsletter, too, if you’d like to hear them. I think we could get your open rates to 50%—what do you think?!”
25. Professionals don’t look like amateurs. Visuals matter. Your logo matters. Your website matters. Your photos matter. Your image matters.
    I know that sucks to hear. But, nothing is worse than a stock photo of a couple holding hands walking on a beach....paired with a blurry selfie of you with a weird smile because you feel awkward and your hair’s a mess and you aren’t feeling very photogenic (UGH)…paired with a logo made with Comic Sans font. It will affect your sales. And then you will feel like a monkey’s armpit. And then you will think it’s you. And it was never you! It was this crap. So, we definitely want to get this crap sorted. (Stay tuned for something BIG coming from me this fall that will help!)
26. You’re spending too much time on social media.
    I had my best year ever last year and I’m hardly ever on social—at least strategically—which is really just me here to remind you that you can do things your way. You are 100% in charge of the way you run your biz. No one is going to respect you less; in fact, they might respect you more. Do what feels right for YOU.
27. Your job is to make a customer feel good buying from you.
    They want to trust you, and they want to feel like they’re making a good decision, and they want to feel like you’re in it together as a team (versus sitting on opposite sides of the table from one another, one person being sold to and the other person doing the selling - ick). The best way I have found to do this is by actually searching for clients that I enjoy working with, because then we ARE a team. And I DO really care. And I DO naturally go out of my way to go above and beyond. And I DO make things easy for them with payments, and flexibility, and whatever they need. And overall, that creates a happy, healthy working relationship. And I really think it starts with finding your people, and sticking your freak flag in the sand, and really being enthusiastic about the work you do.
28. You’ll never build a business because people feel sorry for you. The whole “buy from me so I can keep this thing going” is an ineffective sales strategy. ❌
    Just in case you were thinking about doing that. 🤣 (I see this on Substack all of the time. Probably because most writers on Substack are natively writers, not natively digital creators.)
29. Always, always, always offer 3 options: the one the clients says they want, the one the client really needs, and the one that offers them everything in your power. 💪
    The way to figure that out is by really listening when you talk to them on the phone. They’ll tell you exactly what they need, and you’ll be able to figure out exactly how you can best help them. And then it’s just a matter of presenting them with options—and you will be surprised at how much they will squeal with delight that you HEARD THEM. And 9/10, they will also purchase an upgraded package—which is just nice for everyone, because we are all in this together.
30. Humor works. Learn how to write fun, creative, awesome copy that delights. 🦄
    Delight really is magic. It disarms, persuades, gets attention, and makes people feel good. What more could you ever want? My best tip here is to pay attention to details. Add some humor to the footer of your website, in the small text. Add some levity in the signature of your emails. Add some personality to the P.S. in your newsletter. Add a fun little one-liner in your estimates. Recently, when helping a contractor get set up online, I helped him write an estimate that included a bunch of very proper contractor-y things, and then: “Also includes endless supply of bad jokes.” Sometimes, it’s those one little lines that make a world of a difference—especially in a competitive environment where you’re bidding against the next guy (who definitely just wrote down a price and sent it).
31. Make it obvious what happens next. If someone has no idea what happens once they push “purchase,” they are going to JUMP SHIP. 🚢
    This is one I see sometimes, where it’s like “buy my course!” but then no copy about what, exactly, happens once they do. Are they getting instant access? Will it happen on the next screen? Will it be emailed to them? Will they have lifetime access? Will it be via video? Audio? PDF? Something else? Get really specific about what people can expect after they push “buy.” Soothe that little voice inside that’s telling them it’s scary to buy from you!
32. “The confused mind always says no” is the most true thing, next to “both people have to eat garlic or else your breath will be hideous.” 🧄
    In the same vein, be hyper clear about what your service or product includes, and how it all works, and exactly on what timeline, and for whom it’s made for. Go out of your way to be redundant. Remember that people scan, not read. Make it 100% clear what your offer is, and what it will do for you, and what’s involved. Tell me what’s inside. Tell me what we do every week. Tell me how we schedule it. Tell me how it all works. Do not underestimate the importance of clarity.
33. Productize the sh*t out of your services. It makes everything easier. 🧘
    Custom quotes and projects are cool because you do have the opportunity to upsell…but they can also be really difficult when you’re just starting, because you’re going to be spending A LOT of time working on estimates and talking to clients that may not pan out. Perhaps, if it makes sense for you, productizing your service is a good way to begin. That means that you standardize what the offer is, how much it costs, what’s included, and how it all works. It’s the difference between “let’s design your website from scratch!” and “I’m going to use this website template, and we’re going to do 5 pages, and you’re going to fill out the information I need, and then you’re going to have 48 hours to request any changes, and then she’s all yours!” Not only can this be easier for you, but believe it or not? It can be easier for your clients, too. Removing the overwhelm is always a good business strategy.
34. Nothing is permanent—you can always pivot! 🐙
    This is for you if you’ve been worried about picking the perfect direction—which is DEFINITELY A THING—but guess what??? You can always pivot in 3 months, or 6 months, or a year, as you start to get into the work and realize where your real strengths lie, and what you enjoy doing most, and how the business will work best. Don’t worry about making mistakes right now—nothing is permanent! You are actively evolving. Your business is alive. It’s like yeast, but…um…you can’t make soft pretzels with it. (Which is a real bummer, but hey.) Just remember: this is just phase one. Phase two might bring something new altogether. Let that be okay.
35. You can always go back to what you were doing before. 🌼
    On that same note, I’d also like to remind you that if you give up your stellar career in advertising to strike it out on your own, and it doesn’t work out? You can literally always go back to doing what you were doing before. No one is going to say NO, you’re not allowed! No, you’re a traitor! No, you’re a failure! No, you’re out on your ass! Entire industries do not do that. You have all the options in the world. Every option is available to you. Do not buy into the scarcity mindset. This world is brimming with opportunity around every fucking corner. All you gotta do is go find a new one. 💥
36. What’s your superpower? Sell THAT.
    You are going to be better than someone else—not at everything, but at one thing. What’s the one thing??? What’s your signature move? What’s THE THING you know you’re magic at? Take it, and capitalize on it. Tease that out. And then tell people exactly why they should work with you: I can’t do everything, but I am the best in the world at this.
37. If you’re booked all the time, it’s time raise your rates.
    Friendly reminder! This is the basic law of supply and demand, and it applies to freelancers, too. If you’re booked solid, that’s a sign. It’s not about price gouging, it’s about respecting your time, your availability, your reputation, and the gorgeous demand you’ve created for yourself. Enjoy it!
38. Your Aunt Susie, who is an insurance agent, may have the BEST hair, and the BEST mashed potato recipe—but she’s proooooobably not qualified to give you business advice.
    I know you want support, but always keep the source in mind. Aunt Susie is AWESOME, but if Aunt Susie has never done what you are attempting to do, the advice she offers will always be filtered through a blurry lens. A better approach might be to find mentors in your actual craft, who have accomplished the things you’re hoping to accomplish, and see if you can buy an hour of their time. Then you know that everything they’re telling you? Is based on experience, not a lack thereof. (AKA fear.)
39. Your mental game is everything.
    If you can get comfortable feeling in over your head, you can swim anywhere. Okay, THAT WAS THE WORST SENTENCE I HAVE EVER TYPED. But, I mean, it’s true! You are always going to feel in over your head. That’s the game. That’s when you’re alive. If you don’t feel that way, you’re probably sitting in a cubicle somewhere, filing your nails. You’ve decided you don’t want that. You’re trying for something new. And that means that you gotta risk drowning a little bit in your own shit. Try like hell to ignore yourself. Swipe left on your own thoughts. And go, go, go—despite what you think about yourself.
40. Do the biggest and brightest thing you can imagine.
    Have I mentioned that? This is truly the real magic, right here. You cannot market something you don’t care about. You won’t want to shout about it from the rooftops. You won’t want to dedicate more time to it than you have to. You won’t want to write a newsletter, or share your ideas, or even go to work every day. And, isn’t that the point? To do something that feels wonderful and free? In order to do that, we must consider: what might make us feel wonderful and free? What are we really interested in? What are our real obsessions? How does that intersect with our body of work? Does it? Or are you due for a career change? What lights you up? Makes you excited? Takes you down a rabbit hole? Go find that. Do that. Be the person that shines so fucking brightly, other people can’t help but stare. Anything less is murder for your soul.
    
    Trust me, I’m 40 years old now.
    
    And I’m still very much alive.