Self-Marketing on LinkedIn feels....cringe

Sometimes when I’m scrolling through my LinkedIn feed, I read a post from a freelancer and it…well….

Feels desparate and needy.

There, I said it.

New freelance writers or copywriters feel they need to OVERLY promote their business to get a client.

This might look like

• Constant Self-Promotion: Every post on LinkedIn is a direct pitch about your freelance services, from ‘Check out my new portfolio!’ to ‘Here’s why you should hire me!’ This can overwhelm your network and make you seem insincere.

• Aggressive Networking: Sending A LOT of direct messages to connections with a hard sell, such as ‘I’d love to work with you’ or ‘Here’s a special offer,’ can be off-putting. Build relationships first before promoting your services.

• Overemphasis on Achievements: Constantly showcasing personal milestones, like ‘I just completed my 10th project!’ or ‘I received another award!’ can come across as self-centered.

And many freelancers are doing these exact things. Maybe YOU are one of them?

That’s okay! There are ways to change so that you aren’t overly promotional or looking like you need work all the time.

Instead of constant self-promoting your freelance or copywriting business, here are some things you can do that feel like you’re really connecting and networking.

• Showcase Your Process: Share behind-the-scenes looks at how you approach projects. For example, "Here’s a glimpse into my process for creating engaging blog content from start to finish." This helps demystify your work and provides value without a direct pitch.

• Share Personal Experiences: Post about lessons learned or personal growth related to your freelance journey. For example, "Here’s what I learned from working on a challenging project and how it helped me grow professionally."

I love creating these types of posts, the BTS of my business.

These simple posts (that don’t make you feel cringe) highlight your process or your skill and knowledge in a particular topic/industry.

In my Analytics, while mostly content writers saw this post, around 5% were founders or owners.

Instead of aggressively networking and sending dozens of DM’s asking for work, here are some better ways to communicate to prospects:

• Build Rapport First: Before pitching anything, engage in a friendly conversation to build rapport. Ask open-ended questions or offer useful advice. For example, “Hi [Name], I saw your comment on the latest marketing strategies. What’s your take on integrating AI tools into content creation?”

• Provide Value in Your Initial Message: Offer something valuable in your first DM, such as a helpful resource or insight. For example, “Hi [Name], I came across an interesting article on improving freelance productivity and thought you might find it useful. Let me know if you’d like me to share it with you!”

• Avoid Hard Selling: Don’t push for a sale or direct offer in your initial message. Instead, express your interest in connecting and learning more about their work. For example, “Hi [Name], I’d love to connect and hear more about your recent project on digital transformation. Looking forward to learning from your experiences!”

Instead of thinking you HAVE to constantly share ANY little win you’ve done in your business, here’s what you can do for forge lasting client work.

• Share Case Studies or Success Stories: Yes, you CAN share successes! Present your achievements as part of a broader case study or success story that illustrates how you solved a problem or added value. For example, “I recently worked with a client to revamp their content strategy, resulting in a 30% increase in user engagement. Here’s a breakdown of the strategy and its results.”

• Contextualize Achievements with Industry Trends: Relate your achievements to current industry trends or challenges. For example, “Having recently completed a project focused on sustainable practices, I’ve gained insights into how businesses can adapt to new environmental standards. Here’s how these insights can be applied to your own projects.”

It’s OKAY to add a “DM me if you need a B2B writer that knows about fintech” at the end of each post you create on LinkedIn.

It’s just something I don’t do and it isn’t necessary unless you have a lot of engagement on your posts and can reach a broad audience.

I hope you found these tips helpful!

I do share more LinkedIn post ideas and X/Twitter post ideas in my Client Attraction Bundle