#69: Why Average Outperforms Great (Every Time) with Ed Deason

Send a textIn this episode, Treasa and guest co-host Jessica Farmer tackle Paul's question: How do you transition from traditional employment to freelancing, and how do you find your first client? Treasa shares her intentional transition story, while Jessica reveals how getting laid off after nine years became her best career move. You'll learn why you shouldn't take too long making the decision, the finance setup Treasa wishes she'd done from day one, and why joining a freelancer community before you transition is helpful. ALSO TALKED ABOUTWhy everyone's transition looks differentThe employee mindset trapJessica's story: Getting laid off and finding a large project within days from her networkThe finance book Treasa wishes she'd read from day one: Profit FirstHow to find your first clientsWhy you should join freelancer communities BEFORE you transitionMinimum viable product mentalityAbout Jessica FarmerJessica Farmer is a UK-based freelance content writer, editor, and manager, with nearly 15 years' experience. She Ioves untangling tricky topics to help readers understand complicated concepts. She particularly enjoys working with clients in the B2B/B2C SaaS space and marketing products that help users learn something, achieve something, or do something with a little more ease or efficiency. A former Managing Editor, Jessica is all about quality, consistency, and super-clear communication. She specializes in crafting medium to long-form content marketing assets such as thought leadership articles, SEO-driven blog posts, and case studies.Connect with Jessica:WebsiteLinkedInAbout Treasa EdmondTreasa Edmond is a content strategist, business coach, and podcast host who helps freelancers and consultants transition to confident business leaders. She's been referral-based for five years, rarely needing to prospect for new clients, and teaches practical frameworks for pricing strategy, client boundaries, and business systems through her coaching programs and the Boss Responses podcast. Her goal is to help you build the business you need so you can live the life you want.Connect with Treasa:Coaching Programs - Work with Treasa 1-on-1 or join a mastermindLinkedIn - Connect and follow for daily insightsBoss Responses Newsletter - Weekly frameworks and strategic guidanceResources & LinksProfit First by Mike Michalowicz - The finance book Treasa wishes she'd read from day one. Sets up your business finances so you can take vacations, build emergency funds, and pay yourself consistently.Jennifer Goforth Gregory's "The Freelance Content Marketing Writer" - Covers setup, finding clients, and includes the famous five-sentence LOI (letter of introduction).Support the showThank you for taking time out of your busy day to listen to Boss Responses. This podcast is a passion project that comes from years of helping freelancers shape a business that supports the lifestyle they want. Have a question you'd like answered? Send it to [email protected] If you'd like to support the podcast, click that link above. Those lattes help keep us going and are much appreciated!

Send a textIn this episode, Treasa and guest co-host Jessica Farmer tackle Alastair's question about dealing with the loneliness of self-employment, particularly when it comes to making big decisions. Jessica shares how she handles loneliness as an extroverted freelancer, including her use of FLOWN, a virtual co-working platform built on the "body doubling" effect. Treasa reveals why she worked in coffee shops to have "people to ignore," and how finding mentors and masterminds changed everything for her. They both break down the mindset shift that helps: You're not just a freelancer, you run a business and you need to think like the boss.​ALSO TALKED ABOUTWhy loneliness in freelancing is about decision-making, not just physical isolation​Jessica's experience as an extroverted freelancerFinding mentors and joining business masterminds​Virtual co-working sessions: Why they work (accountability + chat breaks)​Breaking the employee mindset: You make decisions FOR your business, not just for you​The language trap: "I'm just a freelancer" vs "I run a business"​About Jessica FarmerJessica Farmer is a UK-based freelance content writer, editor, and manager, with nearly 15 years' experience. She Ioves untangling tricky topics to help readers understand complicated concepts. She particularly enjoys working with clients in the B2B/B2C SaaS space and marketing products that help users learn something, achieve something, or do something with a little more ease or efficiency. A former Managing Editor, Jessica is all about quality, consistency, and super-clear communication. She specializes in crafting medium to long-form content marketing assets such as thought leadership articles, SEO-driven blog posts, and case studies.Connect with Jessica:WebsiteLinkedInAbout Treasa EdmondTreasa Edmond is a content strategist, business coach, and podcast host who helps freelancers and consultants transition to confident business leaders. She's been referral-based for five years, rarely needing to prospect for new clients, and teaches practical frameworks for pricing strategy, client boundaries, and business systems through her coaching programs and the Boss Responses podcast. Her goal is to help you build the business you need so you can live the life you want.Connect with Treasa:Coaching Programs - Work with Treasa 1-on-1 or join a mastermindLinkedIn - Connect and follow for daily insightsBoss Responses Newsletter - Weekly frameworks and strategic guidanceSupport the showThank you for taking time out of your busy day to listen to Boss Responses. This podcast is a passion project that comes from years of helping freelancers shape a business that supports the lifestyle they want. Have a question you'd like answered? Send it to [email protected] If you'd like to support the podcast, click that link above. Those lattes help keep us going and are much appreciated!

Send a textGreat freelancers often build average businesses while average freelancers build great ones. That sounds wrong, but it's what actually happens. The difference? Consistency beats brilliance every time, and knowing the difference between working hard and doing hard work is a big part of success.In this episode, Treasa sits down with Ed Deason to explore why "perfect" freelancers get stuck polishing every deliverable while consistent freelancers build momentum through imperfect action. They talk about the hard work vs working hard distinction, why willpower will always fail you, and how to remove emotions from business decisions.WE TALKED ABOUTWhy "perfect" freelancers build average businessesThe difference between hard work and working hardWhy willpower always fails, and how to take it out of the equation completelyThe compounding effect: How 1% better every day leads to exponential growthHow to shift from doing tasks to solving problems for clientsWhy asking hard questions is the actual hard workAbout Ed DeasonEd Deason is a business coach specializing in working with founders and entrepreneurs ready to scale, pivot, and build their ideal businesses. With over 15 years' experience and an MBA, Ed's coaching has helped clients gain clarity, confidence, and achieve real results.​Connect with Ed:Deason CoachingLinkedInMentioned Resources:Pricing PlaybookPricing CalculatorIncome Security AuditAbout Treasa EdmondTreasa Edmond is a content strategist, business coach, and podcast host who helps freelancers and consultants transition to confident business leaders. She's been referral-based for five years, rarely needing to prospect for new clients, and teaches practical frameworks for pricing strategy, client boundaries, and business systems through her coaching programs and the Boss Responses podcast. Her goal is to help you build the business you need so you can live the life you want.Connect with Treasa:Boss Responses Newsletter - Get frameworks, templates, and strategic guidance delivered weeklyCoaching Programs - Work with Treasa 1-on-1 or join a mastermindLinkedIn - Connect and follow for daily insightsSupport the showThank you for taking time out of your busy day to listen to Boss Responses. This podcast is a passion project that comes from years of helping freelancers shape a business that supports the lifestyle they want. Have a question you'd like answered? Send it to [email protected] If you'd like to support the podcast, click that link above. Those lattes help keep us going and are much appreciated!

Send a textIf you're constantly putting off marketing, planning, or skill development because client deadlines take priority, this episode is for you. If you only work IN your business and never work ON it, you'll be in the exact same place three years from now. Working on your business is the most important work you do.In this episode, host Treasa Edmond and business coach Ed Deason tackle the belief that keeps so many freelancers stuck: "I don't have time to work on my business because I'm too busy with client work." Ed breaks down why you actually have two jobs as a freelancer (doing the work + being the CEO), and why developing a CEO mindset changes everything. Treasa explains why being stretched thin is actually a pricing problem, not a time management issue, and shares her scheduling priority system: you time first, business building time second, client work third. You'll learn how to treat your business like your most valuable client and why raising your rates is the fastest way to create the space you need.WE TALKED ABOUTWhy working on your business is non-negotiableHow to treat your business like it's your most important clientThe two jobs every freelancer has: doing the work + being the CEO of the businessWhy developing a CEO mindset changes how you run your businessThe mindset trap: If you always treat your business as an afterthought, it undermines everythingWhy hustle culture is a red flag (and what to do instead)About Ed DeasonEd Deason is a business coach specializing in working with founders and entrepreneurs ready to scale, pivot, and build their ideal businesses. With over 15 years' experience and an MBA, Ed's coaching has helped clients gain clarity, confidence, and achieve real results.​Connect with Ed:Deason CoachingLinkedInAbout Treasa EdmondTreasa Edmond is a content strategist, business coach, and podcast host who helps freelancers and consultants transition to confident business leaders. She's been referral-based for five years, rarely needing to prospect for new clients, and teaches practical frameworks for pricing strategy, client boundaries, and business systems through her coaching programs and the Boss Responses podcast. Her goal is to help you build the business you need so you can live the life you want.Connect with Treasa:Boss Responses Newsletter - Get frameworks, templates, and strategic guidance delivered weeklyCoaching Programs - Work with Treasa 1-on-1 or join a mastermindLinkedIn - Connect and follow for daily insightsRelated Episodes:Listen to Treasa and Ed's in: How to Ask for Referrals Without Feeling Awkward, How to Handle Freelancing When the Economy Slows Down, Support the showThank you for taking time out of your busy day to listen to Boss Responses. This podcast is a passion project that comes from years of helping freelancers shape a business that supports the lifestyle they want. Have a question you'd like answered? Send it to [email protected] If you'd like to support the podcast, click that link above. Those lattes help keep us going and are much appreciated!

Send a textIf you've ever looked at your bank account during a slow month and thought "maybe I should just get a job," this episode is for you. The pull of stability and benefits feels strong, especially when running a freelancing business feels uncertain. But employment doesn't actually equal stability, and you can build everything you're craving into your freelance business.In this episode, Host Treasa Edmond and business coach Ed Deason break down why this isn't about weighing pros and cons, it's about going all-in on whichever path you choose. You'll learn why splitting focus between freelancing and job searching hurts both options, how to reverse engineer your business around the life you actually want, and why one employer is far less stable than multiple clients.WE ALSO TALKED ABOUTHow to build benefits and stability directly into your freelance business structureEd's story: what happens when a billion-dollar company goes bust overnightThe real question: What do you want from your business?Why most freelancers should work 20-30 hours per week, not 40The psychological safety trap: feeling safe vs actually being safeThe employee mindset trap that keeps freelancers from building the business they wantAbout Ed DeasonEd Deason is a business coach specializing in working with founders and entrepreneurs ready to scale, pivot, and build their ideal businesses. With over 15 years' experience and an MBA, Ed's coaching has helped clients gain clarity, confidence, and achieve real results.​Connect with Ed:Deason CoachingLinkedInAbout Treasa EdmondTreasa Edmond is a content strategist, business coach, and podcast host who helps freelancers and consultants transition to confident business leaders. She's been referral-based for five years, rarely needing to prospect for new clients, and teaches practical frameworks for pricing strategy, client boundaries, and business systems through her coaching programs and the Boss Responses podcast. Her goal is to help you build the business you need so you can live the life you want.Connect with Treasa:Boss Responses Newsletter - Get frameworks, templates, and strategic guidance delivered weeklyCoaching Programs - Work with Treasa 1-on-1 or join a mastermindLinkedIn - Connect and follow for daily insightsRelated Episodes:Listen to Treasa and Ed's in: How to Ask for Referrals Without Feeling Awkward, How to Handle Freelancing When the Economy Slows DownSupport the showThank you for taking time out of your busy day to listen to Boss Responses. This podcast is a passion project that comes from years of helping freelancers shape a business that supports the lifestyle they want. Have a question you'd like answered? Send it to [email protected] If you'd like to support the podcast, click that link above. Those lattes help keep us going and are much appreciated!

Send a textWhen work slows down, it's hard to tell if it's a rough patch, an economic downturn, or a sign that freelancing isn't sustainable for you. The uncertainty creates an emotional spiral: doom scrolling job boards, questioning your decisions, wondering if you should just get a job instead.​In this episode, host Treasa Edmond and business coach Ed Deason tackle both sides of this question: the practical reality of economic downturns and the emotional toll of freelancing during uncertain times. Ed breaks down the difference between macro-level economic pressures (which are real) and micro-level freelance businesses (where you only need five clients, not a million). Treasa addresses the emotional side directly, looking at why self-care isn't optional when you're struggling and why giving yourself permission to feel overwhelmed is sometimes enough to move forward. They also discuss when freelancing might not be the right fit, and why that's okay.​WE ALSO TALKED ABOUTThe macro vs. micro reality: Yes, downturns are harder, but you only need a handful of clients​Why doom scrolling job boards is never the answer (and what to do instead)​The self-care question: How to prioritize your emotional health so you can show up for your business​When freelancing might not be sustainable, and why that's a valid realization​The 24-hour rule: Setting time limits on emotional spirals so they don't consume your business​"Worry time": a strategy for parking anxious thoughts and breaking the cycle​About Ed DeasonEd Deason is a business coach specializing in working with founders and entrepreneurs ready to scale, pivot, and build their ideal businesses. With over 15 years' experience and an MBA, Ed's coaching has helped clients gain clarity, confidence, and achieve real results.​Connect with Ed:Deason CoachingLinkedInAbout Treasa EdmondTreasa Edmond is a content strategist, business coach, and podcast host who helps freelancers and consultants transition to confident business leaders. She's been referral-based for five years, rarely needing to prospect for new clients, and teaches practical frameworks for pricing strategy, client boundaries, and business systems through her coaching programs and the Boss Responses podcast. Her goal is to help you build the business you need so you can live the life you want.​​Connect with Treasa:Boss Responses Newsletter - Get frameworks, templates, and strategic guidance delivered weeklyCoaching Programs - Work with Treasa 1-on-1 or join a mastermindLinkedIn - Connect and follow for daily insightsRelated Episode:Listen to Treasa and Ed's episode on building a referral system to fill your schedule: How to Ask for Referrals Without Feeling AwkwardSupport the showThank you for taking time out of your busy day to listen to Boss Responses. This podcast is a passion project that comes from years of helping freelancers shape a business that supports the lifestyle they want. Have a question you'd like answered? Send it to [email protected] If you'd like to support the podcast, click that link above. Those lattes help keep us going and are much appreciated!

Send a textAsking for referrals feels awkward when you think of it as imposing on your clients. But clients who've had great experiences working with you actually want to help, and they want to connect people they care about with service providers they trust. The problem isn't the ask; it's that most freelancers don't have a system for when and how to do it.​In this episode, Treasa and guest co-host Ed Deason break down how to build referrals into your business process so it feels natural instead of forced. You'll learn the exact timing for asking (including why the project wrap-up email is ideal), the language that makes it feel authentic, and why reaching back out to past clients quarterly can fill your schedule faster than any other marketing strategy. Ed brings his coaching perspective on why people actually enjoy making referrals, and Treasa shares the surprising benefit most people miss: referred clients don't need to be sold, they show up ready to work with you.​WE ALSO TALKED ABOUTWhy referrals should be part of your standard workflowThe exact language Treasa uses and why it works​Why you should only ask clients you genuinely enjoyed working withThe quarterly check-in strategy for one-off clients that keeps your pipeline full​What makes referred clients easier to work withWhy "marketing you" doesn't work, and why authentic, sincere asks do​The one type of client you should never ask for referrals (and why)​About Ed DeasonEd Deason is a business coach specializing in working with founders and entrepreneurs ready to scale, pivot, and build their ideal businesses. With over 15 years' experience and an MBA, Ed's coaching has helped clients gain clarity, confidence, and achieve real results.​Connect with Ed:Deason CoachingLinkedInAbout Treasa EdmondTreasa Edmond is a content strategist, business coach, and podcast host who helps freelancers and consultants transition to confident business leaders. She's been referral-based for five years, rarely needing to prospect for new clients, and teaches practical frameworks for pricing strategy, client boundaries, and business systems through her coaching programs and the Boss Responses podcast. Her goal is to help you build the business you need so you can live the life you want.​​Connect with Treasa:Coaching Programs - Work with Treasa 1-on-1 or join a mastermindLinkedIn - Connect and follow for daily insightsResources & LinksGet the Free Referral Guide:Treasa's complete guide covering when to ask for referrals, how to do it, and the exact language to use so it feels authentic and professional.→ Download the Referral GuideSubscribe to Boss Responses Newsletter:Weekly frameworks, templates, and strategic guidance for freelancers and consultants ready to lead their businesses.→ Support the showThank you for taking time out of your busy day to listen to Boss Responses. This podcast is a passion project that comes from years of helping freelancers shape a business that supports the lifestyle they want. Have a question you'd like answered? Send it to [email protected] If you'd like to support the podcast, click that link above. Those lattes help keep us going and are much appreciated!

Send a textEver sent a proposal, only to hear… nothing? You’re not alone. In today’s episode, we tackle the age-old freelancer problem of proposal ghosting. Is it your pricing? Your process? Your client selection? My special guest co-host Jamie Brindle and I break down two different approaches—one that involves a streamlined, high-conversion proposal system and one that cuts proposals out of the equation entirely. Whichever path you choose, this episode will help you land more clients with confidence.WE ALSO TALKED ABOUT• The biggest mistakes freelancers make when sending proposals• How to structure a proposal that converts (hint: it’s not just about the price)• Why your proposal process should start before you even send the document• The power of presenting pricing live on the call instead of in a proposal• How to prequalify clients so you stop wasting time on people who were never serious• The secret to closing deals without second-guessing your rates• Why deadlines, follow-ups, and video walkthroughs can make all the difference• The one email you should send instead of a proposal if you know a client isn’t a fitAbout Our GuestJamie Brindle been freelancing for 16 years, and in that time he's worked with clients ranging from local mom and pop restaurants, to Fortune 500 companies like Google, Hillshire, Netflix, and Lionsgate. In 2020 he began producing social media content for his fellow freelancers on TikTok, Instagram, YouTube, an LinkedIn. Today he helps over 500,000 freelancers everyday with practical tips. Links You Might WantJamie's NewsletterFreelance Year One ebookThe Freelancing ProgramConnect with Jamie onLinkedInInstagramSupport the showThank you for taking time out of your busy day to listen to Boss Responses. This podcast is a passion project that comes from years of helping freelancers shape a business that supports the lifestyle they want. Have a question you'd like answered? Send it to [email protected] If you'd like to support the podcast, click that link above. Those lattes help keep us going and are much appreciated!

Send a textTrying to market yourself as a freelancer but drowning in a sea of conflicting advice? Social media, SEO, cold outreach—where do you even start? In today’s episode, my special guest co-host Jamie and I break down exactly how to cut through the noise and focus on the right strategies that actually bring in clients. If you’ve ever felt overwhelmed by all the ways you could market yourself, this episode is your shortcut to clarity.WE ALSO TALKED ABOUT• The reason freelancers struggle to market themselves (hint: it’s not about social media)• Why broad marketing messages don’t work—and how to get specific about your value• The exact questions to ask yourself before you even think about marketing• How to identify where your ideal clients are hanging out (and position yourself there)• Why offering value before you start selling leads to easier client acquisition• How audience research can reveal your best marketing angles• The biggest mistake freelancers make when marketing on social media (and how to fix it)• Why marketing to other freelancers isn’t a business growth strategy• The easiest way to turn engagement into paying clients without feeling salesyAbout Our GuestJamie Brindle been freelancing for 16 years, and in that time he's worked with clients ranging from local mom and pop restaurants, to Fortune 500 companies like Google, Hillshire, Netflix, and Lionsgate. In 2020 he began producing social media content for his fellow freelancers on TikTok, Instagram, YouTube, an LinkedIn. Today he helps over 500,000 freelancers everyday with practical tips. Links You Might WantJamie's NewsletterFreelance Year One ebookThe Freelancing ProgramConnect with Jamie onLinkedInInstagramSupport the showThank you for taking time out of your busy day to listen to Boss Responses. This podcast is a passion project that comes from years of helping freelancers shape a business that supports the lifestyle they want. Have a question you'd like answered? Send it to [email protected] If you'd like to support the podcast, click that link above. Those lattes help keep us going and are much appreciated!

Send a textEver finish a project, pat yourself on the back for a job well done, and then… nothing? No follow-up, no repeat work, just radio silence. You know they liked your work—so why aren’t they coming back? The answer has nothing to do with talent and everything to do with positioning. In this episode, Jamie and I share how to go from “task-completer” to “strategic partner”—and why that’s the key to locking in long-term clients.WE ALSO TALKED ABOUT• Why doing great work isn’t enough to get repeat business• The key shift from “task-completer” to “strategic partner” (and why it changes everything)• The role of messaging and positioning in attracting ongoing work• How to lead clients toward their next project before they even realize they need it• Why retainer agreements work—and how to get clients to want one• The power of prequalifying your clients so you’re only working with people who see your value• How small language shifts—like using “partner” instead of “hire”—change client perception• Why being the person who “solves problems” (not just “delivers work”) makes you indispensable• An analogy that will forever change how you think about client workAbout Our GuestJamie Brindle been freelancing for 16 years, and in that time he's worked with clients ranging from local mom and pop restaurants, to Fortune 500 companies like Google, Hillshire, Netflix, and Lionsgate. In 2020 he began producing social media content for his fellow freelancers on TikTok, Instagram, YouTube, an LinkedIn. Today he helps over 500,000 freelancers everyday with practical tips. Links You Might WantJamie's NewsletterFreelance Year One ebookThe Freelancing ProgramConnect with Jamie onLinkedInInstagramSupport the showThank you for taking time out of your busy day to listen to Boss Responses. This podcast is a passion project that comes from years of helping freelancers shape a business that supports the lifestyle they want. Have a question you'd like answered? Send it to [email protected] If you'd like to support the podcast, click that link above. Those lattes help keep us going and are much appreciated!