Owner of SuccessfulFreelanceMom.com Abbi Perets is exactly what her website’s name suggests. With 20 years of experience writing copy, she knows precisely what type of copy you need to begin converting quickly.
At SuccessfulFreelanceMom.com, Abbi Perets demonstrates great passion “about writing email sequences and sales pages that help women get their courses in front of the people who need them most.” She follows a signature approach in her work; she focuses on “building powerful, long-lasting relationships with readers so that they open every email you send.”
As the owner of SuccessfulFreelanceMom.com, Abbi Perets understands that writing copy is “INSANELY difficult,” even if you were a great writer. It’s very easy to distract yourself from writing effective copy or email sequences, where you end up “organizing the files on your Google Drive or resizing all of your images for Instagram” instead of sitting down to write.
To help you overcome this problem, Abbi Perets and SuccessfulFreelanceMom.com will help you write copy that speaks “directly to the women you serve,” because you “don’t want to use a formula created by some guy back when people didn’t know what webinars were.”
After a process that only takes three weeks, SuccessfulFreelanceMom.com and Abbi Perets will help you “sell more courses WITHOUT the stress of launching constantly,” “engage with your audience authentically,” “go on vacation without affecting your income,” and many more.
I’m changing the lives of women — and by extension, families — in a very real way. Abbi Perets, SuccessfulFreelanceMom.com
Jerome Knyszewski: Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
Abbi Perets: In 1999, I had my first baby, and I didn’t want to go back to my office job, so I decided to become a freelance writer, even though I had no idea what that really meant or any kind of plan. This was pre-Google (Alta Vista, anyone?), so I read a lot of books from the library and figured everything out as I was doing it. Over the next 10 years, I had four more babies, and kept writing for clients around their schedules.
In 2013, my kids were all in full-day programs, and I signed a contract to take on the largest project I’d ever had — it was around $30,000. Two days later, my son Adi — who is developmentally disabled — was diagnosed with leukemia, so I shut down everything and spent the next three years in the hospital.
Jerome Knyszewski: What was the “Aha Moment” that led to the idea for your current company? Can you share that story with us?
Abbi Perets: When my son was better, I wasn’t quite ready to go back to client work, and I’d met a lot of moms who needed a more flexible way to earn money while caring for kids with cancer and special needs, and so I started teaching them how to get started in freelance writing. I started Successful Freelance Mom in 2017, and every second of this journey has been amazing. I’m changing the lives of women — and by extension, families — in a very real way.
Jerome Knyszewski: Can you tell us a story about the hard times that you faced when you first started your journey? Did you ever consider giving up? Where did you get the drive to continue even though things were so hard?
Abbi Perets: When you first start an online business, you’re looking at the success stories — people who have 7-figure launches and huge audiences, and everything they post goes viral. If you have an email list of 7 and a Facebook group with no engagement, and your mom is the only person who follows you on Instagram, it’s easy to get frustrated. But because I started this part of the journey after watching my kid literally fight for his life, I felt like everything in business was easier than cancer. So I didn’t ever feel like I wanted to give up on the business. — what I do matters. There are women and families who need what I’m teaching, and I have an obligation to show up for them.
It’s being consistent and doing the work over a long period of time.
Jerome Knyszewski: So, how are things going today? How did your grit and resilience lead to your eventual success?
Abbi Perets: In 2017, Successful Freelance Mom was just me and a bunch of ideas in my head. Today, I have a team of 5 plus other on-demand help as I need it. And while there’s a part of me that wakes up and thinks, “Oh my gosh, how did I get here?” there’s another, logical part of me that says, “By showing up every day.” In the beginning, I did everything myself. I’m not a tech person, and I’m not a designer, but I figured out the stuff I needed to do. I made mistakes. I learned from them.
For months, I just worked on the business. I didn’t go out with friends, I didn’t watch TV, and I didn’t take days off. I worked. It’s not sexy, and it’s not a big secret, but there it is.
A few years ago, Adi (my developmentally disabled son) mastered tying his shoes and texting on his phone about 6 weeks apart, and I talked about his progress a lot. People kept asking, “What happened all of a sudden that he gained these skills? What did you change?” And I literally laughed out loud. There was NOTHING “all of a sudden” about it. It was the result of fourteen years of physical, occupational, and developmental therapy. It was Adi showing up every day, even when his figures didn’t move the right way, even when it was hard and frustrating, and even when he really, really didn’t want to.
Business is exactly the same. There’s no “one thing” you can change and hit 7 figures overnight, and I don’t care how many pictures of private jets you post. It’s never just one thing. It’s being consistent and doing the work over a long period of time.
Jerome Knyszewski: Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘takeaways’ you learned from that?
Abbi Perets: The first time I ran my course, Writing for Money, I recorded all the lessons on my laptop, sitting on my couch in my living room. In Week 2 or 3, I was recording a video on growth mindset, and somewhere in the room, a watch started beeping. I ignored it, but it kept beeping. For like 45 seconds, whereupon I LOST IT, and I said “HOLY CRAP THE WATCH WILL NOT STOP BEEPING,” and then I didn’t have time to re-record the video, so I kept it in the course, and now it’s the “famous” “beeping watch” video, and I have a whole lesson about the fact that I learned from that mistake and got better, and people LOVE it.
I definitely learned a lot about checking your surroundings before you record — but also that no one wants perfection. They want real. They want to know that THEY, TOO, can make mistakes and move on.
No one can read your mind. Abbi Perets
Jerome Knyszewski: Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Began Leading My Company”? Please share a story or an example for each.
- You’re going to have to do a LOT of personal development work. In 2013, I was growing as a freelancer and my kid got cancer. In 2017, when I started SFM, I had a lot of fear around success that was directly related to that, and I had to work to uncover and address that fear. I feel guilty that I’ve never been homeless or hungry. Like everyone in the world, I suffer from imposter syndrome, and like many women and mothers, I often struggle with boundaries. All of these impact business. I had NO IDEA how much personal work I’d need to do.
- Firing people SUCKS, even when they’ve earned the firing. My business manager handles this piece, and it’s still really hard.
- Freelancers can be terribly unreliable. I sort of knew this, as all my clients had commented on my extreme reliability, but it’s AWFUL when you’re depending on someone for something, and they’ve absconded to the farthest reaches of the Internet and don’t answer your email.
- No one can read your mind. I am constantly reminding myself that unless I TELL my team what I want, they don’t know. They can’t magically intuit that information, as helpful as that would be. Just recently, I needed some help gathering testimonials. I struggled on my own for a few days, and then I got smart. I told the team EXACTLY what I wanted, and within HOURS it was done.
- You don’t have to listen to everyone’s advice. When you’re starting out, you spend a lot of time thinking that what you know or think can’t be right, or good enough, and that other people must know better or more or whatever, because they’re ahead of you or more successful, or making 7 figures. But if they’re doing something that violates your personal values, or that doesn’t feel good to you, or in a totally different industry, their advice might not be right for you. And that’s okay.
Jerome Knyszewski: How can our readers further follow you online?
Abbi Perets: Check out Successful Freelance Mom on:
Jerome Knyszewski: This was very inspiring. Thank you so much for the time you spent with this!