Episode Overview
What if you could land a $7,800 freelance client without applying to a job? That’s exactly what JoAnne Hopkins did. In this episode, she walks us through how she cold-pitched a brand who posted a job on Indeed—and won the project. No application. No portfolio review. Just a smart, strategic pitch rooted in clarity, confidence, and years of experience.
JoAnne shares how she’s pivoted from permalancing and burnout (after scaling a wildly successful swimwear brand) into a freelance business that’s focused, flexible, and actually fun again. If you’ve ever struggled to define your niche, navigate client boundaries, or feel “ready” enough to charge what you’re worth, this episode will feel like a breath of fresh air.
Resources
266: From Self-Doubt and a Factory Job to Freelance Biz Owner: Caroline’s One-Year Transformation
Episode Highlights
- The $7.8K Cold Pitch Win: How JoAnne skipped the job post and landed a freelance client instead
- Sleuthing 101: How she found the brand owner’s name and contact
- Writing the Pitch: What she included to personalize and land the response
- Freelancer First, Consultant Second: How she advises clients without doing everything herself
- Outsourcing with Ease: How she pulls in other freelancers (and keeps it smooth)
- Saying No to the Work She Hates: Why she skips sourcing and sewing—and what she does instead
- From Burnout to Clarity: Why JoAnne walked away from a 14-country swimwear brand
- Why She’ll Never Start a Brand Again: The stress, the scaling, and the real talk behind the decision
- Tech Design is Her Jam: How she carved out a niche she actually enjoys
- The Confidence to Specialize: JoAnne’s mindset shift and her advice for others feeling stuck
- The Seamless Win: The full-time contract that now funds her freelance freedom
Key Questions & Guest Answers
Q: How did you land the $7,800 freelance client from an Indeed job post?
A: JoAnne identified it as a freelance opportunity, researched the brand, found the owner, and cold-pitched via email with a personalized message.
Q: What did you include in your pitch?
A: A direct subject line referencing the Indeed job, a casual tone, and a note of appreciation for “grace” since she was reaching out cold.
Q: How did you structure your proposal and pricing?
A: She created a 6-page proposal with clear deliverables, broke the work into phases, and emphasized her TD (technical design) strengths.
Q: What parts of the project did you outsource—and how?
A: She hired Caroline Coleman to sew the sample, managed communication directly, and kept the client away from early cost conversations to reduce overwhelm.
Q: What was the tipping point to move from permalancing to real freelancing?
A: After years of working upstream and burning out from her own brand, JoAnne invested in Fathom and realized she’d been undervaluing her expertise.
Q: What’s been your biggest challenge in freelancing?
A: Communication and boundary setting—especially balancing being direct with being flexible.
Q: What advice would you give to someone struggling with pricing or imposter syndrome?
A: Get clear on what you love, let go of the rest, and remember that mindset and personal growth often matter more than any hard skill.
Q: What’s next for you in 2026?
A: Balancing a high-paying, full-time TD contract in seamless intimates while slowly building her dream niche in men’s swim.
About JoAnne
JoAnne is an apparel technical design leader with over a decade of experience specializing in men’s swim and surf, as well as women’s swim, surf, activewear, resort, and lifestyle apparel. She has collaborated with both established brands and start-ups to bring exceptional products to market, with a strong focus on achieving the perfect fit.
Connect with JoAnne
Email her at afibrands@gmail.com
Follow her on Instagram
Connect on LinkedIn