Episode Overview
After years of bouncing between permalance gigs and undefined roles, Martha Fogarty got clear on one thing: what she actually does best. That clarity—paired with a strong niche and productized offer—changed everything. In this episode, she breaks down how her 3-tier “boarding pass” system helped her land multiple five-figure clients, set boundaries that stick, and finally run her business like a business.
If you’re tired of trying to be everything to everyone, this episode will show you how focus and structure can attract the right clients—without a massive following or any paid ads.
Episode Highlights
- From Confusion to Clarity: How Martha finally defined her niche and core offer
- Word-of-Mouth Magic: Why getting clear helped her network start sending referrals
- 3-Tier System Breakdown: What’s inside each offer and how they’re priced
- Power Dynamics: How saying “this is what I do” flipped her client relationships
- Permalance Pitfalls: Why Martha left behind overwork and underpayment
- Real Pricing Numbers: What she charges ($18K–$75K) and why
- Boundary Wins: Why clarity helped clients treat her with more respect
- From Bartender to Consultant: How working in a bar helped build her network
- Unintended Marketing: The LinkedIn posts that brought in real leads
- Why Your Friends Might Not Know What You Do—Yet: And how to fix that
Key Questions & Guest Answers
Q: How did you land multiple 5-figure freelance projects without running ads?
A: It started with clarity—defining what I do and communicating it clearly helped people I already knew refer the right clients to me.
Q: What was the biggest shift that helped you attract better clients?
A: Getting clear on my niche and offer. Once I could confidently say, “This is what I do,” people started seeing me as the go-to.
Q: How are your freelance offers structured?
A: I offer three tiers: a lower-touch education-based package, a mid-tier coaching/execution hybrid, and a top-tier “ghost design” done-for-you package that starts at $75K.
Q: How did you come up with your pricing?
A: I reverse-engineered what it would cost to do this work in-house, plus added in the value of my network, execution, and speed.
Q: What made the biggest difference in your business this year?
A: Productizing my offer. Now people know exactly what they’re getting—and I can set expectations and boundaries from day one.
Q: What’s something you wish more freelancers talked about?
A: The adjustment to working from home. It takes time to build a routine, especially when all your work is remote.
About Martha
Martha is the founder of LIFTOFF — fashion’s ultimate brand launch lab. Part design school, part business bootcamp, it’s where early-stage founders learn how to build labels that don’t just look good but become successful, profitable companies. She’s spent 25+ years helping companies go from scrappy idea to runway darlings with record-breaking revenues, including Chris Benz and Brandon Maxwell. Along the way, she’s picked up CFDA awards, launched, scaled and sold two brands of her own, and guided dozens of founders from “I think I want to do this” to 7-figure business owners. Her mission? Demystify the fashion industry, skip the gatekeeping, and equip and empower future founders to lead like both the Creative Director and the CEO of their future.
Connect with Martha
Email her at martha@321liftoff.net
Check out her website
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