Hey there, future freelancer! 👋
Let's address the elephant in the room: figuring out what services you can offer as a freelancer is like trying to write your dating profile—suddenly you forget everything interesting about yourself and panic-type "I like long walks and… um... breathing oxygen?"
As someone who went from healthcare compliance (literally the most boring sentence starter ever) to a top 1% Upwork copywriter working from my RV, I'm living proof that you don't need to have it all figured out to start making money online.
Full disclosure: This post is the written companion to my video training (above), but I've included EVERYTHING here so you can follow along even if you hate watching videos as much as I hate unexpected phone calls. 📱🙅♀️
How I Accidentally Became a Six-Figure Freelancer (Despite Having Zero Relevant Skills) [00:45]
Let me paint you a picture: It's 2020. I'm drowning in chronic illness while working in healthcare administration. When I finally ask for accommodations, my employer's brilliant suggestion is to "close my office door" on bad days.
So I quit. Like any rational human would. Like someone having a complete mental breakdown might.
After three years of chasing passive income dreams (aka buying courses that collected digital dust), my husband loses his job after 25 years and my dad gets diagnosed with terminal cancer.
The universe basically looked at my life and said: "You think THAT was challenging? Hold my beer." 🍺
With my back against the wall, I returned to Upwork—a platform I'd tried and quit in 2019 because it felt "too hard."
Plot twist: I decided to market myself as a copywriter.
BIGGER plot twist: I am NOT naturally good at writing. My high school English teachers are probably spitting out their coffee reading this. ☕💦
What I did have going for me:
Strategic thinking abilities (from fixing broken healthcare departments)
A past in sales (that I hated because #introvertproblems)
Early adoption of AI tools (because new tech is my love language)
Basic marketing knowledge (from all those passive income courses that emptied my wallet)
That hodgepodge of random skills was enough to get me started. Six months later, I had walked my rate from $15/hour to $85/hour and was making more than my corporate salary ever paid me.
The Specialization Funnel: The Most Important Concept You've Never Heard Of [06:56]
Here's where most people get it completely backward: they try to enter the freelance market as specialists charging premium rates from day one.
That's like showing up to your first-ever boxing match and challenging the heavyweight champion. Good luck with that, champ. 👊
(Spoiler alert: You will get knocked out. Possibly literally.)
The Upside-Down Freelance Strategy That Actually Works
Let me introduce you to what I call the Specialization Funnel:
(Here’s the deeply unsexy mouse-drawing I did on the live training.)
This funnel explains EXACTLY how successful freelancers actually build their careers (versus what they tell you in their fancy courses). Let me walk you through it step by step:
1. The Top of the Funnel: Broad & Beginner-Friendly
When you first start freelancing, you're going to position yourself at the TOP of this funnel:
What you offer: Very broad services (like "writing" or "design")
Your rates: Lowest they'll ever be ($15-20/hour was my starting point)
Competition: You're competing with EVERYONE else at this level
Effort level: Highest it will ever be (lots of applications, lower conversion rate)
Example: "I'm a writer who can help with blogs, emails, product descriptions, or whatever you need!"
At this stage, you're essentially saying "I'll do almost anything in this broad category." This feels counterintuitive—shouldn't you be more specialized to stand out? NOPE.
Here's why:
You don't yet have the experience to be credible as a specialist
You need to explore different types of projects to discover what you enjoy/excel at
You need to build up reviews and client history
You need to earn while you learn
Reality check: This stage is a grind. You'll apply to lots of jobs, charge less than you "deserve," and work harder than you'd like. BUT IT'S TEMPORARY.
2. The Middle of the Funnel: Finding Your Focus
After your first few thousand dollars in earnings (which might take a few months), something magical happens:
What you offer: You narrow down to services you enjoy and are good at
Your rates: Start increasing significantly ($25-50/hour)
Competition: You're competing with fewer people
Effort level: Begins decreasing (more invites, better conversion rates)
Example: "I'm a copywriter specializing in email sequences and sales pages for coaches and consultants."
Let me show how this worked for me in real time:
I started by offering general writing services. After completing about 10-20 jobs, I realized:
I enjoyed sales copywriting more than blog writing
I was better at long-form content vs concise (so I favored website, sales page, email copywriting over social or short from ad copy)
I particularly enjoyed working with coaches and course creators
So I started specializing in that direction, and my income jumped immediately. I was able to increase my rates while actually getting MORE clients because I was positioning myself as a better fit for specific needs.
3. The Bottom of the Funnel: True Specialization
After several months and consistent client success, you'll reach the bottom of the funnel:
What you offer: Highly specialized services for specific types of clients
Your rates: Premium ($75-200+ per hour)
Competition: Very few people can compete with your specific expertise
Effort level: Minimal (clients come to you, high conversion rates)
Example: "I create high-converting sales page copy specifically for course creators and coaches with mission-based businesses, specializing in launching signature programs to existing audiences."
This is where the magic happens. You've narrowed your focus so much that:
You become the obvious choice for a specific type of client
You can work much faster because you've done similar projects many times
You can charge premium rates because few people offer exactly what you do
Clients find YOU instead of you hunting for them
The Income vs. Effort Paradox
Look at the sides of the funnel—notice how your effort is highest when your income is lowest? And vice versa?
This is why so many people quit freelancing early on. They get stuck in the top of the funnel, working super hard for not much money, and think "this isn't worth it."
But if you persist through this phase, something incredible happens:
As you specialize and move down the funnel, your income goes UP while your effort goes DOWN. It's literally an inverse relationship.
Looking at my own journey when I returned to Upwork, but this time using this strategy:
September 2023: Started at $15/hour (despite coming from a six-figure job)
November 2023: Hit $50/hour (replaced my corporate salary)
February 2024: Reached $85/hour before moving off-platform
Today: My profile lists $333/hour, and I STILL get inquiries (though I pretty much exclusively work off-platform these days through referrals)
This progression didn't take years—it took MONTHS. Because I followed the funnel instead of fighting it.
Here's the million-dollar question: Would I have gotten better results by starting at $50/hour out the gate? ABSOLUTELY NOT. I would have *STRUGGLED* to land jobs, I would have locked myself into a specific skill/offering I felt was “worth” $50/hour instead of finding new and exciting work I *enjoyed* doing, and probably would have quit in frustration before I ever got momentum.
Why You Can't Skip Steps
Many beginners want to jump straight to the bottom of the funnel. I get it! The top looks like a lot of work for little reward.
But here's why that strategy fails:
You don't yet have the proof to back up specialist claims
You don't have the reviews to overcome client skepticism
You don't have the experience to actually deliver specialist results
You don't know which specialization is right for YOU yet
You have to earn your way down the funnel. There are no shortcuts.
Think of it like dating: You can't propose marriage on the first date and expect good results. There's a process, and it can't be rushed.
The "What The Heck Can I Actually Offer?" Diagnostic Tool [12:34]
Before you spiral into an existential crisis about your marketable skills (been there, done that, have the therapy bills to prove it), I've created a diagnostic tool to help you identify your natural freelance fit.
The Freelance Service Profiler Tool ✨
This 12-question assessment will map your:
Past job experiences (even the ones you hated)
Natural talents (including stuff you do so easily you don't value it)
Personality traits (introverts, I've got you)
Work preferences (because life's too short to build a business you hate)
After completing the assessment, you'll see results like this:
Don't overthink this! This isn't a blood oath to only offer these services for all eternity. It's just your starting point—your "door #1" that you can walk through to start exploring.
(And let's be honest, you can always try door #2 if door #1 turns out to lead to a broom closet instead of your dream career.)
Your Step-By-Step "Figure Out What The Heck To Offer" Action Plan [25:01]
Alright, here's where the rubber meets the road. I'm going to walk you through EXACTLY how to go from "I have no idea what I'm doing" to "I have a specific service I can start offering tomorrow."
Step 1: Create a Basic Upwork Account
Don't worry about crafting the perfect profile yet—we'll cover that in the 10 Days to Paid Challenge. For now:
Go to Upwork.com and click "Sign Up"
Enter your email, name, and location
When it asks for your professional headline, skills, etc., just type "Test" or whatever the minimum character count allows
Skip uploading a photo for now
Set any rate (you'll change this later)
The goal is just to get account access so you can browse jobs—we'll perfect your profile later.
Yes, I'm literally telling you to half-ass your profile setup. This might be the only time in your life a professional advises this approach. ENJOY IT. 😂
Step 2: Download the Research Worksheet
Get the Research Worksheet here 📝
This will help you organize your exploration without going down seventeen rabbit holes and forgetting where you started. (Not that I've ever done that. cough)
Step 3: Browse Jobs Like You're on Freelance Tinder [30:15]
Now the FUN part—it's time to figure out what makes your little freelance heart flutter:
Log into Upwork and click "Find Work" in the top navigation
In the search bar, type an asterisk (*) to display ALL available jobs
Look at the "Categories" filter at the top of the results
Select the primary category from your assessment (e.g., Writing, Design & Creative)
Scroll through job listings and pay attention to your gut reactions
This is NOT about what you think you "should" do or what might pay the most. This is about what makes you go "Ooh, that sounds interesting" as you scroll.
Pro tip: Your body knows what you enjoy before your brain does. Notice what listings make you lean forward or feel a little spark of curiosity. ✨
Step 4: Document Your "Hmm, That's Interesting" Moments [37:26]
As you find job listings that catch your attention:
Note the category and specialization in your worksheet
Type that specialization into the search bar to see more similar jobs
Look at how many jobs are available (more is generally better for beginners)
Note the typical pay range (don't get too hung up on this yet)
List what skills/tools would be required
Identify your current gaps
Let me walk you through a real example I found during the video:
I noticed several resume writing jobs that caught my interest, so I searched specifically for "resume writing" and found:
130+ active jobs (solid demand)
Pay ranging from $30-150/hour (great potential)
Required skills: Basic writing, formatting, understanding job markets
Potential gaps: Resume formatting best practices (easily learnable)
This quick search revealed a solid potential niche that many beginners overlook!
And yes, I just saved you from making the "I'll be a general virtual assistant" mistake that 9,372 other beginners are making right now. You're welcome. 💅
Step 5: Explore Multiple Options Without Commitment Issues [42:50]
Spend 30-60 minutes exploring different categories and specializations. Fill out your worksheet with at least 3-5 potential services that spark your interest.
Remember, you're NOT deciding your forever career path. You're just identifying potential starting points.
The "But I Don't Know How To Do Any Of This!" Solution [44:31]
Here comes the part where I save you thousands of dollars in course fees: You don't need to know everything before you start.
I had NO IDEA how to write proper sales copy when I landed my first clients. What I did have was:
Google (seriously, it's your best friend)
YouTube (free tutorials on literally everything)
AI tools (your secret weapon—more on this below)
For any gap you identified, ask yourself: "Can I learn the basics of this in a weekend?" For most freelance skills, the answer is YES. Remember, we aren’t trying to turn you into specialist overnight. You just need to bridge the gap from where you are now, to your first generalist jobs. Then a little bit at a time, you hone your craft and learn the new skills you need to specialize.
Side note: If your inner perfectionist is screaming right now, please give her a Diet Coke and tell her to chill. Perfect is the enemy of paid. 🥤
My Not-So-Secret Weapon: AI As Your Personal Coach [46:15]
I'm going to let you in on something that most freelancers won't openly admit: AI tools have completely transformed what's possible for beginners.
When using AI, you get:
A 24/7 personal tutor for ANY skill
Templates and frameworks for ANY deliverable
Someone to check your work and suggest improvements
A way to work 3x faster while you're building experience
When I started copywriting, I knew the basic concept of sales pages but struggled with execution. AI helped me bridge that gap while I learned the craft properly. These days, I could write a sales page in my sleep and at a fraction of the time it used to take me.
A practical example: If you want to offer resume writing but have never written one professionally, you could:
Ask AI to explain the key elements of a modern, effective resume
Have it analyze a few sample resumes to see what works/doesn't work
Use it to generate templates you can customize
Have it review your work and suggest improvements
The real skill becomes knowing how to use AI effectively—which I'll be teaching throughout our future trainings.
And before anyone gets all "but that's cheating!"—clients don't care HOW you deliver great results. They just want great results. Period. 💯
We’ll cover this in future trainings, but I *literally* SHOWCASE the fact that I use AI for my copywriting services and that didn’t stop people from hiring me. The key here is becoming a highly-skilled, super user of AI - and you’re in luck, because that’s part of what I’m going to teach you as we continue this path together.
Your Brain Right Now: "But What If I Pick The Wrong Thing?" [48:30]
I can feel some of you spiraling into analysis paralysis. Let me ease your mind:
The ONLY wrong choice is not starting at all.
Your first freelance service is just that—your first. Not your forever. Not your defining career move. Just your entry point.
I started with copywriting but evolved into an Online Business Architect combining copywriting, systems building, and strategy. I never could have predicted that path when I started.
Your first goal is simply to start making some money and gathering real-world experience. Everything evolves from there.
You can't steer a parked car. Start moving, even if you're not 100% sure of the destination.
What's Next: 10 Days to Paid Challenge [50:53]
Now that you have a better idea of what services you might offer, it's time to actually land clients and start making money.
That's why I'm launching the 10 Days to Paid Challenge next week. In this free challenge, I'll walk you through:
Setting up your Upwork profile strategically
Finding and applying to beginner-friendly jobs
Writing proposals that actually get responses
Delivering work that earns 5-star reviews
Building momentum that leads to consistent income
Sign up for the 10 Days to Paid Challenge here 🚀
Each day, you'll get specific, actionable tasks that move you closer to landing your first client and earning your first freelance dollars.
If you're thinking "I don't have time for a challenge"— If you have time to watch Netflix, you have time for this.
For My Fellow Overthinkers: The Deep Dive Option [54:02]
If you're sitting there thinking, "This is nice, Erica, but I need MORE DATA before I can decide anything," I've created an optional deep-dive resource just for you.
The 20 Questions Deep Dive Analysis 🧠
This document walks you through 20 detailed questions about your experience, preferences, strengths, and goals. After answering them thoughtfully (which takes about an hour), you'll use the included AI prompt to generate a comprehensive personalized freelance roadmap.
Is this necessary? No. Will it satisfy those of you who need to feel like you've examined every possible angle before taking action? ABSOLUTELY.
I see you, spreadsheet people. This one's for you.
Remember: From $10 to $30,000 [56:30]
Let me leave you with this perspective: My first paid freelance gig was a $10. My most recent contract? $30,000 ($2,500/month for 12 months working just 5 hours weekly).
We all start somewhere—usually at the bottom of the pile making less than we "should" be making. That's not failure; it's the necessary first step on the path to creating the freedom-filled life you want.
Your freelance career won't be built in a day, but it also won't be built if you never start.
So, what freelance-ready skills are you discovering about yourself? Drop your results in our community chat—I'd love to see what pathways you're exploring! 🙌
With caffeine and optimism (but mostly caffeine at this point),
Erica
P.S. I'm currently typing this from my RV in the foothills of the Blue Ridge Mountains, because freelancing gave me the freedom to travel full-time. As my Dad heads back to Mayo Clinic for treatment in June, we will be wagons West so I can be with family. Whatever YOUR freedom looks like—more time with family, escaping a toxic workplace, paying off debt, or just having a financial cushion that lets you breathe easier—it starts with that first freelance job. Let's go get it. ✨
P.P.S. If nothing else, freelancing will give you enough money to buy the good toilet paper or the 18-pack of eggs. And isn't that what we're all really after? 🧻
Share this post