Writer Shea Karssing
About this podcast episode…
FREELANCE WRITER SHEA KARSSING
This time we're off to South Africa to hear the freelancing story of writer Shea Karssing.
Shea was changing jobs every couple of years. Boredom setting in again.
Taking freelance projects on the side to keep things interesting, she eventually realised she didn’t need a ‘job’ after all.
In this episode we chat about setting boundaries, building a business without relying on social media, working from home, building a one-on-one network, the benefit of writing her own book and being ‘niche resistant’.
Because now the freelancing side hustle has firmly become the main income. Boredom banished thanks to Shea resisting the advice to niche. Her flexibility has become her calling card - it keeps her interested, learning, and happy - keeps her a freelancer.
Read a full transcript & get Links in the tabs.
More from FREELANCER SHEA KARSSING
Shea’s website
She’s book ‘Freelance Like A Boss’
More from Steve Folland
Steve on Instagram
Steve’s freelance site
Being Freelance Community
Steve’s course for new freelancers
The Doing It For The Kids podcast
Transcript of the Being Freelance podcast with Steve Folland and SHEA KARRSING
Steve Folland: All right, so we're off to South Africa to chat to freelance writer Shea Karssing, hey Shea!
Shea Karssing: Steve, great to be here.
Steve Folland: How about we get started hearing how you got started being freelance?
Shea Karssing: Yeah. So I had been a serial side hustler for pretty much my whole working career. And I'd always carried on with a bit of freelance writing on the side. And I was working as a marketing manager full time in an office, you know, usual gig. And then I ended up finding a freelance role that paid me more, fractionally, than my full time gig.
So it became a bit of a no brainer to quit my job and go full time freelance. So that was about seven years ago, and I've never looked back since.
Steve Folland: So you're working full time as a marketing manager but you you're starting to freelance on the side. Where were you finding that work?
Shea Karssing: I think it was on some kind of job board or something like that. So my initial gigs were via personal connections and my network who knew that I could write and needed a bit of help on the side and a bit of subcontracting. And then I think that particular role I'd found on a job board. So clearly in the back of my mind, I'd always been looking and ready and exploring opportunities.
I knew I wasn't going to be in full time work forever.
Steve Folland: What was it about full time work or rather the allure of not full time work?
Shea Karssing: I just found I would be in a role typically for about two and a half years. And then I would get bored and I would just start looking at job boards, seeing what else was out there, change, find a new company to work for. And now, I mean, I've been freelancing for seven years and it's never been a thought in my mind to change careers or do something different.
And I think that's because of the freedom that we have to be able to grow and evolve in our career. So I started out doing more of a marketing management kind of role. And then over the years I realized, Hey, what actually I love was writing. So that's how I've sort of refined my business over the years. And hey, maybe in a few years time or a few months time, if I'm over writing, I can pivot to another skill.
So I think that's what's kept me in the freelancing world is that flexibility to sort of forge a career on your own terms.
Steve Folland: So when you decided to leave that full time role, had you built up a an online presence, like a website, were you on social or anything like that?
Shea Karssing: Not at all. So, and that's why in my book, Freelance Like A Boss, I really advocate for freelancers, not to let those kinds of things hold them back because you can see how many roadblocks one can put in place to say, Oh, well, I don't have a website, I'm not on any social media platforms. I have no following, I have no email list. Therefore I can't become a freelancer. And I really think that shouldn't hold you back at all. I only got my website, I think five years into going freelance, but I was busy from my network, from referrals. And I'm not saying it's a good thing not to have a website, you know, my business has grown a lot and I've earned a lot more credibility since having my website, but it definitely wasn't something that held me back in the beginning from growing.
So no, I didn't have anything like that. I did have some side hustle clients that I was working for. And then through my network and just letting people know who I was and what I was doing, I was able to build my client base. And I think the best marketing you can do as a freelancer is just do good work and be a nice person to work with because then you get referrals, which are the easiest form of business because you don't have to go through a long lengthy sales process.
Most of the time, it's just immediate trust, you get the job and can grow and snowball from there.
Steve Folland: Have you become proactive about getting referrals or do you just leave them to chance?
Shea Karssing: I think it's important to be proactive about it. So I do let my clients know if I've got capacity or a gap. And I also follow up with previous clients that I've done project work for. If I have any capacity that I need to fill, let them know that I've got a gap in my schedule. So really through my network has been definitely the most powerful way to grow the business.
Steve Folland: What about the kind of work that you do? Have you become known for a particular type of writing or a niche in terms of industry or something like that?
Shea Karssing: So those who know me, will know that I actively call myself niche resistant. And I think it has to do with the boredom factor because what I love about what I do is learning about different industries, different types of writing, flexing my writing muscles. So I actually try use that now as a competitive differentiator.
So something that makes clients choose me. Is that I can write to any brief or any format or, so I do quite a lot of work for agencies because I think for them, it's nice to have a writer that has that kind of flexibility to service their range of clients and the range of content that they need to produce.
So I know the gurus don't agree. But I am still very niche resistant.
Steve Folland: Niche resistant. Those niches just bounce off you. So you stay varied in the types of clients you work for, the industries you work for, but also the type of writing that you do.
Shea Karssing: Yes, it just keeps me interested and keeps me learning. So even if it's something that I haven't written before, I'll be upfront and transparent with the client to let them know this isn't something I would consider an area of expertise. I haven't done this before and perhaps I'd offer a bit of a discounted rate based on that.
But then it's a new format that I get to learn. And then I do have an example of work that I've done in that niche or in that medium. So keeps it interesting, keeps me learning and keeps me happy and. Keeps me a freelancer.
Steve Folland: When you decided to step away from full time work, you'd been freelancing a little bit on the side. Did you know or feel like you knew what you were doing pricing wise, business wise, contracts, all of that kind of stuff that goes alongside the actual doing?
Shea Karssing: Absolutely not. That was very much the baptism by fire. And that's actually what caused me to write Freelance Like A Boss, because as freelancers, we can have a skill, so for me writing, for example, and wonderful, you could be the best writer in the whole damn world, but if you're unable to run a business, you're not going to be a successful freelancer.
So a lot of those lessons I learned the hard way, you know, just in the frying pan as it was happening through making mistakes, realizing what wasn't working and having to pivot from that. But I do wish I had perhaps at the start of my journey, invested a little more in understanding the business side of freelancing before diving head in.
And it also wasn't something... So my parents were both salaried employees. Entrepreneurship wasn't really a conversation in our family or those kinds of skills. I wasn't really exposed to it from a young age and then I'd got into a salaried position. So it was all very new to me. So I did lean on a network of fellow freelancers, as we all do for a lot of help and Q and A and setting up systems and then just learning the hard way over the last seven years, really
Steve Folland: Were those fellow freelancers online or in person?
Shea Karssing: Both. So a lot of the side hustle work I was doing initially was subcontracting work for friends who were freelancers. So they were very helpful in getting me set up, you know, in the beginning and, and throughout my journey, but also online, I've been amazed by the fellowship that there is with fellow freelancers.
It's not about competition. It's about connection and collaboration. And it's been really helpful to get involved in a lot of those online communities too.
Steve Folland: It sounds like you made mistakes along the way, figured stuff out in terms of business. What did you put in place that particularly helped?
Shea Karssing: So I think having processes and systems. So instead of just flying off the seat of your pants for every job that comes along to have a system that you work through of. Getting the information from the client, putting a contract in place, getting your payment structures in place and your payment terms, having that all in your contract and having that sort of a copy paste almost process that you can go through for every client so that you're not customizing everything and wasting a lot of time on administrative work.
That was quite huge. And then also realizing that you don't have to do everything yourself. So I started and I mean, I am not an accountant or bookkeeper by any means. And there I was sitting and fiddling with Excel spreadsheets and trying to work out how to log on and do my tax filing. And it's silly.
That's not my area of expertise. So why should I be wasting time that I could spend on client work doing something that's going to take me a whole lot longer than it will someone else. So I think also learning where it's best to outsource and actually seek expert help was also huge. And then something else along the journey was learning how to say no.
So, and I think many of us, when we start out as freelancers, we'll take anything that comes across our desk because it's a job and it's a business, and you don't know when the next one's coming from, but we fail to take into account the opportunity cost of, well, if I'm working on this, that perhaps isn't in my expertise or isn't paying me that well, what opportunities aren't I chasing because I'm taking on everything?
So that was another big lesson along the way.
Steve Folland: How do you filter things though, when it comes to saying no, when, you know, you enjoy taking on a variety of stuff?
Shea Karssing: So now things that I'll look at: firstly, the biggest one is, how much does it pay? So when I first started out, I would almost let the client decide. Dictate okay, this is the job and this is how much we're going to pay you for it. Whereas now I've gone through an exercise of working out what is the minimum, I don't work on hourly rates, but if I was to estimate what is the minimum hourly rate that I'll work for.
And if anything falls below that, and if there's no room for negotiation, that would be a hard no. And then there are some projects that come across my desk that I just think... I don't feel inspired to do or excited to do. And if I don't need that job right then and there, I think sometimes it's best to let those go.
Sometimes also you get a feeling and this only comes, I guess, with a bit of experience about a particular client that you just... your values don't align, or there's a couple of red flags and you just feel like, Hmm. And I've made this mistake. I've worked with a client who, it was, revision after revision, after revision, after revision and out of scope and calling me at inappropriate times.
And I don't know what was wrong with me, but I ended up taking on another job for them. And again, I just completely regretted, even though the pay was fine completely regretted taking on that work because I knew that that client didn't respect my boundaries, yet I took on that work anyway. So there is a lot of learning that goes into deciding what is worth your while to come across your desk and you'll still end up with projects that perhaps Don't necessarily light your fire, but it's good to have a couple of criteria in place before you get started.
Steve Folland: Yeah, what works for you in, in setting those boundaries?
Shea Karssing: Yes, so I think a big lesson I learned is from the beginning to have clear, transparent communication with your client. And you can put that in writing in your contract. If it makes, it makes the conversation flow a little easier or it's just letting the client know as part of your process, this is how you work.
So I'm available between. X and X hours, you can contact me via this channel. And I think it's also really benefits your clients because then they know how best they can work with you and how well they can get the best kind of results out of you. So it's something that you often miss. At the beginning of a relationship is just having those transparent conversations, and it's not about enforcing boundaries or it's how best can we work together?
And sometimes the conversation will end up that you maybe compromise on something to accommodate the client where they need. But I think just being on the same page from the beginning is the best way to avoid any kind of relationships going sour or work that you don't enjoy.
Steve Folland: You're obviously a fan of processes and systems. Do you have something in place for after you've done the work in terms of testimonials?
Shea Karssing: Yes, I always just put a note in my calendar once a project, you know, a week or so after a project is done, completed, invoiced, just to follow up with the client because often also with the kind of work that you do, you want to hear, have there been any results or have you got any compliments on your new website copy or whatever it may be.
And like you said, that makes great testimonial fodder too. So definitely worth calendarizing, otherwise you do forget and it also just keeps the relationship going and shows that you're adding a bit of value and that you care, which I do, you know, I want my clients, I don't want to just drop them with reams of copy and say, Cheers.
Hope it does well for you. You know? I am invested in their success because if they're successful, then they're likely to hire me again for something else.
Steve Folland: When you started you didn't have a website. A lot of it was word of mouth, Job boards that kind of thing. Has that changed now?
Shea Karssing: It has. And I can confirm that I have been able to grow my business since investing in doing my own marketing. So as we know, at first it was a bit of fly by night, networking, take what I could saying yes to everything. I'm definitely able to be more selective now that I actually have some kind of marketing and content marketing that I'm doing and similar to you, Steve, in that now I've also, because of the book I've got a whole new audience of fellow freelancers. So I've actually been having a lot of fun with that kind of content specifically on LinkedIn and I've put a bunch of resources together to compliment the book for fellow freelancers. So I've been enjoying having those kinds of conversations and creating that kind of content that supports the book too.
Steve Folland: Have you found that the book helps you client wise though? Because they're different audiences of sorts.
Shea Karssing: Yeah. So indirectly I would say yes, because I have had a number of old clients that I haven't reached out to for a while, get hold of me and say, Oh, we see you've written a book. That's cool, but we need you for X, X, and Y. So definitely just in terms of publicity and visibility and credibility, you know, they may have never read the book or have any desire to read the book, but I think it just lends an extra reminder that I'm here and a stamp of credibility.
So indirectly I would say definitely has affected my client work too, but it's added another layer to my freelance career. So, and again, averting boredom because it's given me almost a sense of purpose in what I do. So, and I'm sure perhaps you feel something similar, in that your client work, let's be honest, it's not always going to change the world or make a massive impact - perhaps on your clients, but maybe not on greater society.
Whereas with the book and the kind of work I'm doing to support fellow freelancers, I feel like, hey, I'm really able to use what I've learned in some of my expertise to make a difference and help people out there. So that's been kind of the most rewarding part is when people get hold of me and say, thank you so much.
This resource or your book, whatever it is, has helped me do X and Y and it's given me, yeah, like I said, a renewed sense of purpose in what I do.
Steve Folland: Yeah, I like that. It's not just about money.
Shea Karssing: Exactly
Steve Folland: In terms of marketing though, I don't think social media has really come up in this conversation, which often it does. Do you not use social media for your business?
Shea Karssing: I started using LinkedIn about a year ago almost in advance of the book coming out and being published. So that was my impetus before that I didn't and I don't use social media personally much. I do have a Facebook profile. I don't have Instagram. For me, I don't know if it's, it's kind of mental health or just capacity reasons that it's not a huge priority for me, although I do value the community I do get online.
So kind of my approach is pick one. And for me, that's LinkedIn because I use it professionally. I've made some really good connections on there and communities. Is it something I would pay someone to do for me? Not really, because I feel like it's all about authenticity. So I wouldn't want to lose that.
So I can only commit to doing one platform authentically and going all in. So I choose LinkedIn.
Steve Folland: Yeah, but it's interesting, even that is a fairly recent addition that actually you grew a freelance business for many years without any social presence
Shea Karssing: I mean, I don't offer social media services, if I did offer social media service, it would look a little different because you know, you won't be able to put your money where your mouth is, but that's not something that I offer. So Yeah. I mean, I could be missing out, but at the end of the day, I'm carving out the career that I want for me.
Social media is a slog so why do it if I can choose not to?
Steve Folland: There will be quite a lot of people listening, going, Oh, I wish I could do that. I think a lot of us convince ourselves that we need to be. On there, and there's a nice part of it where actually do communicate with other freelancers or other business owners, but you also convince yourself that, hey, this is where work comes from.
And actually, I do feel like that's true, but here's evidence, which I love that actually you don't need to, if you really don't want to, if that doesn't fit with what you're doing.
Shea Karssing: And I think it's also, you know, we always go, I love going back to the good old Pareto principle of you could spend 80 percent of your time on social media and only generates 1 percent of your business from there, you know? So for me, my best form of business is networking referrals. Some of that does happen over social media for sure, but it's those personal relationships that have kept me going and kept my business growing.
So that's where I need to focus my time because it's limited.
Steve Folland: Do you go to in person networking events?
Shea Karssing: I don't because my client base is more global. So for me to go to local networking events, isn't as effective. So mainly done online, you know, I like to get in touch with fellow freelancers because, for example, I work quite well with web developers, I love doing website copy.
So when they need a copywriter, they'll call me in for part of their project. So I don't know. For me, I like to keep things quite personal, one on one, following up with people just via email, staying in touch on LinkedIn. So that's, for me, what's worked.
Steve Folland: Ah, so you might do like a cold email outreach to, cause you mentioned agencies earlier as well, to people who might need that additional writing support?
Shea Karssing: Exactly. And it doesn't have to be a transactional relationship because often, you know, you just share ideas, learn from one another. That might be the end of it. But it's, you might've created for yourself an advocate, even if not a client. So now that person might remember you when they hear of someone else who needs your kind of services.
So I try not to be too transactional about it and forge actually genuine relationships that are mutually beneficial.
Steve Folland: How about the way you work? Do you work from home?
Shea Karssing: I do. Hence the active wear, hence the dog barking in the background, hence far too many snacks, but I love it. I must be honest. I do not miss the office one bit. When I've had local clients, I have popped in to the office occasionally which isn't my preference to be honest. And also it's time, you know, getting dressed in real clothes, traveling somewhere, takes some time out of your day and time is the most precious thing we have as a freelancer.
So I am all for the home office. And I find I don't get lonely. I know it's something that a lot of freelancers struggle with, but I think having online communities help. Making time to chat to friends and fellow freelancers. So I don't miss it at all.
Steve Folland: But you mentioned boundaries earlier with your clients. Do you have a boundary? You know, when you work from home?
Shea Karssing: So it's a work in progress. I'll be honest. And I have gotten a lot better at it. Because as you know, when your laptop is in your view and accessible and you think, Oh, let me just reply. Let me just, let me just, let me just, and before you know it, you haven't had any time to yourself. So what I have done is I've started calendar blocking to try to be a bit more intentional about the way that I spend my time so that I know, this is when I'm closing down for the day. You know, hopefully no fires are wrapped and nothing happens to disrupt that. But I know that I've now scheduled what I need to do today so that by 5 PM or whenever it is, I can sign off without any guilt. So it doesn't happen every day, but I'm definitely getting better at it.
Steve Folland: And how about more prolonged periods of like holiday wise or weekends - how good are you with that?
Shea Karssing: So when it comes to weekends, I probably pretty much will always, unless I've got a personal project that I'm working on, I'll take the whole weekend off, but I also like to remind myself, you know, part of the reason you freelance is for flexibility. So if on Friday, you feel completely flat. You don't have any deadlines for that day, take your Friday as a Saturday and do your Friday work on Saturday or whatever it is.
So, you know, I think it's important not to over boundary yourself with that kind of thing. And then holiday is my time off. I take off completely. I will not take a laptop with me on holiday. I let my clients know, and I think, you know, it's important again, comes down to processes to make sure you've done everything you need to do that. You can go away in good conscience knowing the world's not going to explode. You're going to get a proper time off, come back, rejuvenated for what you need to do. So that's definitely a priority for me.
Steve Folland: Shea, If you could tell your younger self one thing about being freelance, what would that be?
Shea Karssing: I would say don't be afraid to say no. Know your worth, which is part of saying no to things that don't align with where you want to go in your career. So that was probably my biggest lesson along the way was a lot of opportunities I may have missed for saying yes to too many things that actually had also led to me becoming a bit burnt out really.
Which, you know, is a killer of any freelance career. So learn to say no and don't be afraid to say no. It's probably a lesson I'd like to go back and tell myself.
Steve Folland: Shea, thank you so much and all the best being freelance!
Shea Karssing: Thank you so much, Steve. It was great to be here.
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