Think pro wrestling is all theatrics? Think again, writes Santiago Steiner. Beneath the spectacle lies a shrewd marketing strategy. We reveal the surprising techniques freelancers can use to build a magnetic personal brand to attract amazing clients
Pro wrestlers create larger-than-life characters. They stick to those characters, even in interviews or on social media. They are consistently “in-persona.”
This is also known as Kayfabe, a mutually agreed tactic between pro wrestlers and their fans. No matter how ridiculous or overly staged a wrestling match is, everyone pretends it’s the real McCoy. It’s the idea of maintaining the illusion, the storyline, even when you’re not in the ring.
Now, why is this relevant to freelancers? In a crowded market, you need to stand out. The number of people joining the freelance economy is growing to the tune of 1.57 billion freelancers worldwide, making up 46.7% of the global workforce, according to data analysts Demandsage. In the US, more than 64 million people are freelancing, contributing $1.27 trillion to the economy. That’s a lot of competition.
Are you resonating with your target clients?
Just as wrestlers, you can create a compelling on and offline persona. It’s not about lying or being fake. It’s about highlighting your strengths and presenting them in a way that resonates with your target clients.
Think about what makes you different. Are you incredibly organised? Do you have a knack for creative solutions? Are you a subject matter expert? Do you take clients out of their comfort zones so they can stand out from their competition? Do you help clients’ businesses become better? Save them money or attract new customers?
You can then accentuate these strengths in your online presence. A perfect example is Sarah Townsend, a freelance copywriter and non-fiction author whose self-confessed obsession of good grammar and spelling has become part of her freelancer persona and career. Her latest book, The Little Book of Confusables 2, was named non-fiction runner-up in the 2025 UK Selfies Book Awards.
Consistency leads to success. Like Sarah, you need to maintain this persona across all your platforms, from your website to your social media profiles.
Some freelancers build a business on sharing their own experience. Sam Laliberte, a self-employed digital nomad host of the Freedom Lifestyle podcast series is a great example. After spending years jumping between entrepreneurship and working 9-5s, Sam is now following her dream of working from her laptop, travelling the world, and empowering others to do the same through flexible work. Through this journey, Sam created “Launch a Podcast on a Budget” to help other aspiring podcasters and freelancers understand the skills and strategies to be successful in launching podcasts of their own.
However, what if you’re struggling to pinpoint who or what your persona is? Ask yourself this: When people think of you, what do they think of? What are you genuinely good at? What do you enjoy doing and can naturally talk about? If you can’t put your finger on it, ask a friend. Think back to a project or scroll back to LinkedIn posts where you offered a tip, solution or comment that resonated and actually helped people.
What are some examples of freelancer personas?
The Boffin
A boffin is an expert in their field with a deep understanding and years of experience. When a journalist wants a quote on their area of expertise, the boffin is the go-to person. They’ve got a proven track record, and they communicate clearly and confidently. They are the approachable “brainboxes.”
They attract clients by positioning themselves as the authority in their niche. They share their knowledge through insightful blog posts, articles, and webinars, and back it all up with testimonials and case studies that show how something is done and with positive results.
They encourage return business because they’re proactive, offer insights and suggestions and build genuine relationships with clients based on trust and mutual respect.
An example is financial journalist turned money-saving expert, Martin Lewis. He is regarded as a highly effective consumer champion because he has the ability to simplify complex financial matters so people can avoid paying more than they have to, from their weekly shop to their energy bills. He empowers individuals with practical money-saving advice and he does so with authority and empathy.
The Fixer
A fixer’s core traits include a sharp mind with a knack for strategy. They’re excellent listeners, focused on understanding what the client really needs and finding the optimal solution.
Clearly explaining how they can solve specific business problems, they keep attracting clients. Their portfolio and client testimonials demonstrate their problem-solving skills in action.
Consistently delivering results that hit the client’s objectives, communicating clearly and concisely throughout the project, and proactively tackling any potential issues, they encourage repeat business. They may even grow their business to a level where they engage other freelancers to take on bigger projects with them.
An example would be a freelance strategist who metaphorically holds up a mirror up to a company so they can see their strengths and weaknesses from an independent source. They then help teams set up a strategy to address issues and attain new goals. They will have worked with clients from various industries, so they can offer real-life examples to help reluctant CEOs get out of their comfort zones and try a new course of action.
The Grafter
As you can imagine, the grafter is organised and meticulous, with excellent time management skills. They’re reliable, responsive, and always get the job done. They seem to be able to juggle a variety of projects while keeping clients happy and informed.
They will have a natural ability to deliver projects on time and within budget. However, they will use project management tools to ensure everything runs smoothly and transparently.
They are known for meeting deadlines without fail, providing regular progress updates, and proactively managing client expectations. Now, they do need to make sure their work still stands out. Just filing on time does not always make clients happy. Work delivered must match their client’s brief and any changes made along the way must be communicated and the reasons given.
A project manager is a good example. They use project management software to keep track of everything and ensure timely completion. They are not afraid to nudge people on their progress and remind them of deadlines, briefs and making the client happy. They see the bigger picture and often have to wear many hats depending on the industry they are working in on any given project. They can manage issues and demands from all management and stakeholder levels.
The Creative Spark
The creative spark is someone who is often referred to as a breath of fresh air. They are original and innovative. They’re passionate about their work and bring fresh ideas to every project. They often pleasantly surprise clients because they encourage them to take calculated risks that realise new and exciting concepts. Their portfolio speaks for itself, allowing clients to clearly see their talent and ability to bring a vision to life.
They will have repeat business and be open to feedback and collaboration and constantly pushing creative boundaries.
Think of a freelance creative director who specialises in delivering stunning brand identities and content. Their portfolio is full of examples that showcase their unique design style and ability to capture the essence of a brand while also bringing something fresh to a project. They can coordinate tasks that carry out their vision to various team members. They then manage objectives, timelines and budgets. They do not copy others, others copy them. Often, their campaigns are award-winning. As in Cannes Lions-good.
How to discover who your ideal freelance client could be
The above examples may inspire you to develop your own Kayfabe persona. However, if you are still stumped, one way is to create a dream profile of a client and work from there.
- Do they have to be from a specific industry?
- For profit or non-profit?
- Large or small?
- Are you happy to work B2B as much as B2C?
- What would the client be looking for in a freelancer?
- How much visibility or input would they be willing to give you in their company?
- What type of relationship would you have with them? Collaborative and professional? Autonomous and hands-off?
While the perfect client might be elusive, you can begin your search by exploring resources such as Comparably, conducting general web searches, reviewing company award announcements and reading Glassdoor reviews. However, your freelance identity shouldn’t solely depend on any single client. Instead, focus on how your strengths and long-term goals can shape your ‘freelance persona’, allowing you to identify and attract clients you genuinely believe would be a good fit.
Are you a freelancer or thinking of becoming one?
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Source: How to use pro wrestling's 'persona' marketing tactics to attract more
