Hey there, it’s Hannah. :)

I've been thinking a bit about how most new freelancers start on Upwork or Fiverr. I forget at times that this is still pretty much the first exposure many have to working online, and that for some, it's where their entire business lives. And that's fine - in the beginning! I started there too, though on a different platform that no longer exists - showing my age. My first-ever gig was for $5 (I know, I know), and I quickly decided this was not how I would proceed and that there had to be better ways.

Staying solely on these platforms forever is a trap.

When you're just starting, these sites can feel super exciting and full of opportunity. They hand you a marketplace, a payment system, and a stream of potential clients all in one place. It makes total sense that so many begin there.

However, top earners quickly realize that these platforms are merely a launchpad or a supplement, most definitely not a destination.

The most successful VAs and freelancers aren't engaging in bidding wars for random gigs. They're getting contacted by warm leads, people who heard about them from someone they already trust, or people who know, like, and trust them from either meeting them at IRL events or digital spaces. This doesn't happen by accident.

Think about how B2B businesses grow - it's rarely through just cold outreach or chance gigs. Almost always, it's through relationships, word of mouth, and reputation. At its most sustainable, freelancing works exactly the same way.

I'm not saying you need to abandon gig platforms overnight, but you do need to invest in relationships in parallel, so that over time you need these platforms less and less. Having a presence on them and taking time to scour opportunities once in a while is still smart, and yet: every happy client is a potential referral source, every conversation you have publicly (on LinkedIn, in communities, at events) is a seed, and every moment you spend investing in relationships will serve you well for a long time yet. In addition to this, the clients you will meet outside of gig sites are typically going to be the ones who value you more (they aren't looking for a quick, cheap fix, for one), keep you around longer, and respect your role.

You don't need a huge audience to be successful outside platforms, but realistically, you need a small group of people who genuinely trust your work and know what you do. That's it. That's the whole strategy.

“corphet norms”

What you’re really doing is stepping away from what I've dubbed “corphet norms”: the passive model of applying, waiting, hoping to be chosen. Instead, you’re choosing a more proactive, self-directed path where you create opportunities, build relationships you feel good about, and take ownership of your income.

And in a world that constantly tries to slot us into predefined roles and ways of existing, often ones we were never supported or set up to succeed in, choosing a different way of working isn’t just practical - it's protest - and it's profitable.

It’s also worth noting that the VAs and freelancers who thrive long-term aren’t always the most talented, but they are the most remembered. That’s why I always say business acumen matters more than anything else. Being great at what you do doesn’t automatically mean you’ll know how to sell it, price it well, or attract enough of the right clients to support the life you actually want.

That comes from business skills. Business skills start with adopting a proactive mindset.

Any time I ask members of our Virtual Excellence Academy where they landed their first clients, the answer is almost always the same: referrals. Rarely gig platforms. It’s so consistent that this is exactly why I forget how many people are still relying on those platforms alone.

And it’s exactly why this work matters. Because when you’re dependent on random gigs being posted, you’re also signing up for the feast-or-famine cycle that sadly comes with it. I just posted on Instagram for anyone who wants to share their story of how they landed their first clients - come and share - or get inspired!

If you're great at what you do and you're only hanging out on gig platforms, you, my friend, are doing a massive disservice to yourself and your future clients who would love to find you sooner.

That's all for this week - if you're signed up for April's class (above), you're in for a treat as this is newly updated to reflect the current freelancing landscape, so you are best equipped to see out 2026 like a seasoned professional - even if you're just getting started.

Cheers from the mountains of Mexico! And remember: Nurture your network, it will nurture you back. 💦🪴

Hannah