I can't believe this is my seventh annual year-in-review post, but here we are again!
2021 was a whirlwind of a year for me.
Work-wise, I was the busiest I’ve ever been. I feel like writing this, it’s the first time I’ve taken a beat to slow down and go, “Whew. That was a lot.”
Keeping so busy was good for me financially: By keeping several different plates spinning (more on this in a bit) my overall revenue was up 75% year-over-year, making this the largest gross revenue year for my business to date.
That also meant it was the highest salary I’ve paid myself so far in my eight years of freelancing full-time, but honestly…in sitting down to write this and crunching the numbers, I’m not sure that bump in salary was worth the strain of such a large workload.
I would’ve liked a lot less stress, more time to be outdoors and to work on a non-work-related writing project, and overall just…less responsibility. (At one point I was so frazzled I came down with a case of stress-induced Shingles. Not cool.)
So, this is one of my big goals for 2022: To take on fewer projects at a higher price point with clients I really enjoy working with on a long-term basis.
Here are a few other things that happened in 2021.
The year of side projects
2021 was a year full of side projects within my business. If you’ve been following me for a while now, you know that I like experimenting with different things to see what works, what I enjoy, and what gives me more variety in my day-to-day. This is how I learn to evolve with my business rather than staying in one specific lane.
This year’s side projects include:
Launching the Freelance Writing Coach Podcast with my friend and fellow freelancer Emma Siemasko.
In 2021 we recorded 27 episodes (three seasons) that have just under 10K total downloads. Season four is coming out at the beginning of January, and once a week we’ll be rolling out new episodes. I can’t wait for you to hear them—it’s always fun when Emma and I get to hash out things about the type work we do (even when we don’t have similar stances sometimes!)
Slowly ramping up a new productized service, Content Remix.
This offering makes it easy for videos, audio recordings, or podcasts to be turned into narrative-style blog posts. We haven’t done much marketing so far, but even just with personal outreach and word-of-mouth referrals, we’ve worked with 22 different clients in 2021 (including SaaStr, MarketerHire, ConvertKit, and others) on $50K worth of projects. There’s a fantastic team of writers and editors behind the scenes bringing these to life, and we’ve been working out the kinks in recent months before we lean into any sort of marketing push. I also just brought on a Project Manager to oversee things there, so I’m hoping to scale this operation up in 2022 without my time being super tied to it.
The Freelance Writer’s Den Course.
In October, I collaborated with the Freelance Writers Den for a four-week intensive course on writing skills. It was my first time building an online course from the ground up, and it ended up being far more time-intensive than I originally planned for. I liked the experience of interacting with students within their forum, but between planning the lessons, making slides and video recordings, weekly calls, and reviewing participants’ homework, this really maxed me out (and it wasn’t very financially lucrative, either.) Live and learn.
Reporting work.
I cut my reporting work back quite a bit this past year, pitching and publishing just a few pieces on retail trends and sustainable fashion over the past 12 months. The reason: I was busy, it doesn’t pay much, and my inspiration well was a little dry. I did, however, start writing for The Quality Edit, which has been a fun team to be part of and gives me a bit more creative freedom than business-style reporting.
Consulting.
Rather than one-to-one coaching for freelance writers, this year I switched my consulting focus. Why? To leverage my expertise with building content teams of freelance writers and to speak on topics related to the retail landscape. As a result, I booked a few private group consulting sessions + a few virtual (paid) speaking gigs, landed an ongoing consulting retainer, and helped a few startups navigate building out their team of freelance writers. I also did a few one-to-one sessions with established freelance writers looking to scale up their businesses via subcontracting. I really enjoy doing this type of work, and hope to focus my energy there in 2022.
Writing resources.
My digital writing resources brought in about $8K this year (down a bit from last year), but as usual, I didn’t do much promotion of them beyond my newsletter and the occasional Twitter plug…so I’m happy with that. I still haven’t launched my Podia storefront with new and updated resources, but…soon, hopefully. I also decided to break out my writing brief template from the larger bundle as a standalone, lower-cost option for those who want it.
Trips & Travels
When it come to travel, 2021 was another year that felt like a bunch of stops and starts. I was constantly asking myself, “Will this event get canceled? Can I plan for that trip?”
In the end, I did get a few trips on the books over the summer, but overall, travel was pretty pared back with COVID concerns (and kind of…still are? Sigh.)
Portland
In June, Brandon and I went to Portland for a few days to experience van life and explore the coast. While we were there, we spent one night in a refurbished Airstream trailer at The Vintages and had the most incredible dinner one night cooked by the founders of Tournant, chefs who specialize in cooking over the fire. We ate at sunset high on a hill overlooking a vineyard and ate some of the most incredible food I’ve ever tasted. Chef’s kiss!
We also went crab fishing one day, did some hiking, and stopped into a cute little river-side drive-in called Sugarpine for more A++ food.
This trip was magical, and after months of not traveling, the change in scenery was so refreshing.
Michigan
A few weeks later we went off to stay at the Eppstein House in Michigan, which was designed by Frank Lloyd Wright. Brooks (dog) got to come along for that one.
When we weren’t enjoying this gorgeous home, we were either eating tacos, picnicking, or enjoying the beach at Lake Michigan, which wasn’t too far away. This was Brooks’s first beach experience, and he loved splashing around and digging holes in the sand like a maniac.
NYC
In early December, I was hired for a private group consulting session in NYC where I spoke about the retail trend of capsule wardrobes and bundling for convenience. Brandon came along and we got to do some exploring after that wrapped up. We went to a few basketball games, explored the Morgan Library, visited Little Island, had tea service at The Plaza Hotel, walked Central Park, and checked out the public library.
Highlight: One day I had the most delicious cacio e pepe pasta I’ve ever tasted. (It’s always mostly about the food for me, okay?)
St. Louis
To celebrate my eight-year anniversary of self-employment, I spent the day at the Four Seasons Spa in St. Louis in late October (a splurge, but so incredible.)
It was still nice enough to enjoy the rooftop pool in the afternoon, so I spent some time reading there and soaking up the last of the warm weather. Gotta celebrate those milestones when you’re a team of one; no one else will do it for you.
Life Things
Remember in 2020 when I said we bought a house? Welp…we’re just about to move in. It’s been a project, to say the very least. We’ve done extensive remodeling work over the last 14 months, but it’s still not quite done.
Between delays on furniture to having the hardest time getting contractors who are available for work (and to show up!) has been super difficult. Soon, though!
As usual, I tried to be intentional about being outdoors during the warm months. I spent one day hiking at Dixon Mounds and a nearby nature preserve; on another I went to the Art Museum in St. Louis and walked in the park. I also just spent a lot of time reading in the sunshine.
I also have to say: I have SO missed going to yoga classes. I started doing Barre3 at home, but it’s just not the same. I miss people.
Favorite Reads
Speaking of reading…here were some of my favorites from 2021.
Beautiful World, Where Are You by Sally Rooney: I love the way Sally Rooney lets you get inside the minds of her characters. It’s an uncomfortable space, but so raw and honest that you can’t help but be impressed by the complex feelings she’s putting words to.
Animal by Lisa Taddeo: I described this writer’s words to Brandon as a bullwhip to the face. It was written so sharply, so viciously, that it nearly knocked me over. What a signature writing voice!
Sorrow and Bliss by Meg Mason: It felt like this book was written just for me. Major Fleabag vibes. It’s funny, it’s honest; it made me laugh and ugly cry. Definitely my #1 book of the year.
Blonde by Joyce Carol Oates: Quite a long read, but beautifully done. It’s not a historical account, but a fictional one that really helps you see and understand Marilyn Monroe as a human, not just a public figure.
Project Hail Mary by Andy Weir: What a fun time! I didn’t read much sci-fi this year, but I finished this in about three days. I couldn’t put it down.
When We Cease to Understand the World by Benjamín Labatut (audiobook): If you like philosophy, physics, and the people who study them, this fictional piece is fascinating. A good thread/theme running through the whole thing.
You can see all the titles I read this year in my IG highlights if you’re curious or looking for new books. This was my most voracious reading year; I got through at least 60 books (but have lost the official count!)
Goals for the year ahead
Aside from my regular client work, I’d love to do more panel moderation and public speaking, as well as more consulting work where I get to present in person. I’ve got one already lined up for May at Brian Clark’s Creator Economy Expo (yay!)
Beyond this, I really just need to take better care of myself.
I’ve talked about my issues with workaholic tendencies in the past, and in 2021 I slid right back into bad habits. I need to focus on having time each day to exercise, eat three full meals, and spend way less time on social media.
What are your plans for 2022? If you have a year-end recap, send it my way. I love reading these and hearing what you’ve been up to!
Thanks for reading, and hope your New Year is off to a good start.
Want to read past year-in-review posts? I recap every year, writing up a short summary of strides made and travel completed:
