I spend a lot of time speaking with illustrators and designers who are trying to grow their business.
And the most common struggle I hear? Finding consistent work.
Not just one-off projects, but reliable clients that keep things moving month after month. And while there’s no magic formula, I’ve found this to be true:
The strongest, most sustainable creative businesses aren’t built on viral posts. They’re built on relationships.
If you want steady client work, you need to build a network. Here’s how to do it without feeling inauthentic, pushy, or overwhelmed.
1. Show up where your people are
You don’t need to be on every platform. You just need to be where your ideal clients spend time.
Here’s what that might look like:
LinkedIn for professional and B2B opportunities
Instagram or Threads for creative community and connection
Behance for showcasing your range and process
Industry events (virtual or in-person) for face-to-face relationships
Think quality over quantity. Visibility builds trust, and trust leads to work.
2. Engage before you promote
Networking isn’t about pitching. It’s about connection.
Start by making a list of people and brands you genuinely admire. Then:
Comment on their posts with something thoughtful
Ask questions or respond to updates
Celebrate their wins
Share their work when you love it
People remember those who make them feel seen. And genuine support creates the kind of goodwill that leads to long-term relationships (and referrals).
3. Reach out with purpose
Cold outreach doesn’t have to feel cold.
Before you send a message, do your research. Understand what they do, what they value, and how your work might be relevant. When you reach out:
Be clear about why you admire their work
Show how you can help
Emphasise collaboration, not just a transaction
And most importantly, follow up. A polite message a week or two later can be the difference between being ignored and landing a dream project. People are busy. Your message may have been missed, not rejected.
4. Give before you ask
Before you ask for a referral, a feature, or a collaboration, focus on offering value first.
That might look like:
Sharing a helpful tip
Leaving a meaningful comment
Cheering someone on
Introducing two people who should meet
You don’t have to overdo it. Just be consistently generous. It shows you’re here for more than just your own gain. And over time, people remember that.
5. Nurture relationships you already have
Sometimes we get so focused on finding new clients that we forget about the people already in our orbit.
Your past clients are often your best source of future work.
So:
Make your process smooth and memorable
Follow up after projects with support or a quick check-in
Stay in touch: not to sell, but to show you care
Happy clients come back. And they bring their friends.
Relationships create opportunities
You don’t need a huge audience to get consistent work as a creative. You need a strong network built on visibility, value, and real relationships.
Because in this industry, the best opportunities don’t just come from what you know… but from who knows you.
Want a more structured way to find and reach out to clients?
If you know relationship-building and outreach matter, but you still find yourself wondering who to contact, what to say or when to follow up, The Client Outreach Playbook gives you a practical system to work from.
Inside, you’ll get:
guidance on identifying better-fit clients
ready-to-use outreach and follow-up scripts
filled examples you can adapt to your own voice
strategies for reconnections, referrals and partnerships
a worksheet and checklist to help you plan your approach
an outreach tracker so opportunities don’t disappear into your inbox
The goal isn’t to turn you into a salesperson.
It’s to make finding and starting the right conversations feel more intentional and repeatable.
More practical help for your creative business
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