Introduction: Why Work as an Independent Contractor?

Navigating Insecurity, Value, and Growth in the Freelance Marketing World

By Keith Besherse, Bald Guy Marketing

Freelancing can be incredibly empowering; you're your own boss, set your own hours, and choose who you work with. But it can also be a minefield of self-doubt, shifting client expectations, and the constant pressure to prove your value. A recent conversation with a fellow marketer, Brandon, brought this tension into sharp focus.

Brandon works as a contracted marketer, focusing on SEO while transitioning into Google Ads. Recently, the agency he partners with brought on a new designer who also offers SEO services. Naturally, Brandon felt a pang of insecurity.

"I’ve been working with them for about five months. It’s taken time to dial everything in. Now this new guy shows up and says he's ranked sites number one. I haven’t done that yet. I’m worried about losing the client."

His vulnerability is familiar to anyone who's ever worked independently. When you're part of a lean team, or a team of one, it’s easy to feel exposed. You don't just do the work; you are the business.

So, what do you do when someone else shows up who seems better, faster, or more credentialed?

Feelings Matter - Even in Business

Many professionals try to separate their emotions from their work, believing success lies only in data and deliverables. But the truth is, how you feel about your work affects how you show up for it.

Brandon asked a powerful question: “How should I feel about this?” That’s not just a personal question; it’s a strategic question. Emotions tell us something is important. They don't tell us what is important about that thing. Betty McLean, RN BSN. https://bettymclean.com/

As solopreneurs, our personal energy and confidence are part of the product. If you're constantly questioning your value, it impacts your delivery, your client relationships, and your long-term growth.

The Power and Peril of Being an Agency of One

One of the great freedoms of freelance work is that you don’t have a boss clocking your hours. You get to decide when and how you do your best work.

I shared with Brandon that, personally, I get my best work done outside of normal office hours, early mornings and quiet evenings, because the traditional 9-to-5 hustle is full of distractions. That’s something a regular job doesn’t always accommodate. But freelancing does.

Of course, freedom cuts both ways.

When you’re a contractor, not an employee, your clients can walk away more easily. Most contracts include termination clauses. Even without a signed document, a series of emails and payment records can create a legally binding agreement. But those agreements often leave room for clients to move on if they find someone they prefer...or who charges less.

That’s the risk. But there’s also a strategic opportunity.

Competing on Value, Not Price

I introduced Brandon to a concept from the Hax Delta Model, a strategic business framework that helps providers understand how to position themselves in a market.

At one corner of the delta is commodity pricing: where your service is indistinguishable from others and price becomes the only battleground. That’s where oranges and gasoline live.

At another corner is product differentiation: where providers stand out by offering something unique. For example, people pay more for their favorite orange juice brand because they feel it’s better—even if the actual difference is minor.

At the top of the delta is lock-in. Think Neil Patel in the SEO world. People don’t hire Neil Patel’s firm expecting a deal—they expect elite service, and they pay premium rates for that exclusivity.

“Most of us,” I told Brandon, “are somewhere in the middle—trying to deliver the highest quality product at the lowest price we can afford.”

The key to moving up the triangle isn’t just better skills; it’s clearer positioning. Case studies, testimonials, unique offerings—these all help differentiate your service. So do brand presence and thought leadership.

Learning as Leverage

Brandon’s not standing still. He’s doing weekly coaching calls with a respected SEO mentor, investing time and money into improving his craft. If he started his current client engagement now—with the knowledge he’s gained in the last five months—the results would be much stronger.

That’s growth.

When to Walk Away (Or Stay Quiet)

Brandon’s conflicted. He doesn’t love working with this client. He’s gaining experience, but the vibe isn’t great. He also has an idea for launching his own agency, focused on Google Ads and therapists (his LinkedIn audience of 4,000 therapists could offer a strong base).

He’s torn between two clear options:

1. Exit on a high note. Let the client know he sees where they’re going and wishes them well. End the relationship professionally, possibly even referring them to the new SEO contractor full-time.

2. Ride it out. Continue delivering high-quality work while observing and learning from the new hire. Maybe even shift into a white-label manager role temporarily—if it makes sense financially and emotionally.

3. There’s also a third path: say nothing, continue performing, and let the client decide when (or if) to make a change.

No one can make that call for him. But naming the options helps clarify what feels right.

Building Something That’s Yours

Ultimately, the conversation turned toward ownership; not of deliverables, but of direction. Brandon doesn’t just want to freelance. He wants to build.

“I could build out a landing page for $13, pair it with my SEO, run Google Ads to it, and generate leads. I could go to conferences. I already have an audience. It’s time.”

That’s where this kind of internal conflict often leads: clarity.

Feeling insecure is human. Feeling undervalued is frustrating. But those feelings can point you toward your next bold move.

Whether that’s staying a little longer, or finally stepping out on your own.

Final Thought

If you’re feeling the push and pull of freelance life (questioning your worth, wondering whether to stay or go) know that you’re not alone. Every business owner, consultant, and agency builder hits that wall. What matters is not that you feel uncertain, but what you do next.

What part of your work feels most energizing right now?

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Brandon and Keith kick off the conversation by discussing the benefits and mindset behind choosing contract work, especially in uncertain job markets.

Business Law Basics for Independent Contractors They touch on legal concerns, contracts, taxes, and the importance of setting yourself up properly from day one.

Competing on Price, Differentiation, or Exclusivity (Hax Delta Model) Keith introduces the Hax Delta Model as a strategic tool for figuring out where you want to compete in the market.

Deciding Whether to Continue Contracting Brandon reflects on his experience and internal decision-making process when choosing whether to continue freelancing or build an agency.

Making a $1,000 Offer They explore how to craft a clear, valuable offer to clients—even with a modest budget—as a gateway to bigger opportunities. As suggested by  @TheDevinTracy .

Competing on Price vs. Quality A discussion on the risks of being the “cheap” option and how to frame your value without racing to the bottom.

Benefit of Contract Work: No Cost of Acquisition Keith shares how working under contract often means you’re not paying for leads—you're simply delivering value.

Benefit of Agency: Building Your Own Client Base Brandon compares the agency model and the rewards of owning your client relationships.

Concentration Risk: Depending on One Client They talk about the dangers of relying on just one or two clients and how that can affect your income stability.

Decision Making Timeline Brandon outlines a 3–6 month horizon for figuring out your long-term career direction.

Performing SEO on Poor Performing Sites They dive into how SEO work varies depending on the client’s current digital presence and traffic performance.

HighLevel Agency Subscription Plans Keith breaks down how tools like HighLevel support scaling, automation, and white-labeled services.

Conclusion & Final Thoughts Wrapping up with encouragement and thoughts on the path ahead—whether contract or agency life.
I have an MBA from Northwest Nazarene University,  @nwnazarene , 2022, and a BA in Computer Info Systems from the same alma mater, 1992. And I hold a MA in Adult Education from Trident University International,  @tridentuniv . . . .

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