Tell us a bit about yourself, what's your background?
I’m not really one for small talk, so I’m diving right on in with a macro answer to this question! I often feel like a Jack-or-Gill of all trades, and I suppose that could be because I’m perfectly average at everything I try, but I’d like to think it’s actually because my favourite space to be in is learner mode – the older I get, the more passionate and curious I’m becoming. There’s so much to do in this life, but not enough time, which explains why I’m an amateur gardener, surfer, dancer, fisherwoman, pianist, forager, macrame-attempter, wannabe-sourdough-queen and language-obsessed (but fluent in only one…).
The classic answer is that my grandparents immigrated from Holland to New Zealand after WWII, I grew up in Wellington and graduated in 2012 with a major in Linguistics from Massey University. I’ve been a waitress, nanny, casting assistant, actress, voice artist, film marketer, explorer. Today, I’m a self-employed copywriter and managing director of a business I founded and co-own with my two best mates, Shut Up & Dance.
Tell us about your journey as a freelancer.
When I started my company in 2016, we wanted to create a welcoming, judgement-free dance class where adults with two left feet would leave feeling better than Beyoncé. What I thought was simply a genuine and authentic excitement to share and communicate our classes to others became something I soon realised I had a bit of a knack for.
As a small business owner and creative, having another income stream was also… kind of urgent. Selling my writing services on the side seemed like a smart move, and I was a communications graduate after all. After completing my first project in 2019 I wondered why I hadn’t gone freelance years ago. I loved it.
Something I never anticipated being so useful when it came to my journey as a freelancer was my insecurity as said “Jack-or-Gill.” In fact, my *amateur addiction* is what I reckon constantly gives me perspective and helps me untangle complicated concepts and put them back together in a way that makes sense, has a rhythm or allows me to create something meaningful, no matter the project.
Something I didn’t anticipate in my journey as a freelancer was the anxiety I would (and still do) experience when creating content for others. Being a freelancer is like a never-ending class on how to back myself. Anyone else?!
What is the personal or freelance project you are most proud of? Why?
Tiwai Stories. I still pinch myself to think that the phenomenal duo Brooke Ashton-Taylor and Tor White trusted me to help bring stories from Tiwai (which has one of the lowest carbon footprints for an aluminum smelter in the world byyy the way!) to life.
I’m proud of this project because it was challenging. There was 50+ years of history, people and progress to research, understand, explain and celebrate – and it all needed to live and breathe on this digital-museum-esque platform. It’s been designed so that you get a little bit lost but totally immersed in the experience. It’s kinda like going to Te Papa, but from the comfort of your bedroom (and it’s free).
What would you say is the most rewarding part of being a freelancer?
I love that freelancing allows you to work with people that feel aligned. Personally, once I understand the purpose of any given project and fully grasp the change or the impact it’s trying to make, everything starts to flow, and it doesn’t feel like work. Dreamy.
Plus – there’s nothing more rewarding than saying no when you want to. If something doesn’t excite me, I don’t have to do it, and I’ll never be in a position where I’ll do an average job because I’m not vibing the project. Instead, someone else out there who would froth for it can do it instead, and they’ll probably do an amazing job too because it’s their jam.
Freelancing is the future. It has to be.
What is the most challenging part of running a freelancing business?
Managing my workload! Gah! I’ve had to say no to so many projects I’ve reeally wanted to do because the timing hasn’t worked out. When it rains, it pours, and when it’s dry, it’s dryyyy.
It seems to be pretty common to get project enquiries that require an immediate start or have a tight deadline too, so managing clients’ (and my own) expectations can be a little challenging as well. But an old-fashioned phone call can be all it takes to iron out any pickles.
What has worked best for you when it comes to finding new clients?
I don’t know if I could give just one answer to this one – I think there are heaps of moving parts that all need to work in harmony to find great clients or projects that get me fizzing.
In my experience, I know that having a website that reflects me, my service and my experience is essential, as well as ensuring that a portfolio or case study is publically available (as well as a private portfolio in order to provide specific examples of tone or style if needed). Being listed on a reputable database like Unicorn Factory has been invaluable and so has been investing in Google Ads, quoting with confidence and responding promptly to enquiries.
I also must say – knowing the right people helps a tonne too!
What advice would you give anyone wanting to start freelancing?
Say yes to everything in the beginning, so that you know what to say no to later on.
How can we learn more about you and your work?
Ooh! You can visit my website www.abbydamen.com anytime. Thanks for chatting with me!
