What if success isn’t about scaling up… but about scaling back?
In this episode, Sara Howard shares the real story behind closing her writing agency of 18 years and returning to solo work, on purpose. We discuss what’s happening in the industry right now, why there’s more copywriting work than ever before, why this is the year of the freelancer, and how writers can stay relevant (and in demand) in an AI-dominant world. Sara also reveals her lead generation hack that any copywriter, be it a novice or an old timer, can use to source new clients.
What we cover in this episode:
- Why Sara chose to close a successful agency and go back to solo work.
- The rise of freelancers and why big agency models are struggling right now.
- What “slow, intentional growth” actually looks like in practice.
- The biggest mistake freelancers make with lead generation (and how to fix it).
- A simple 3-part system to create consistent leads and cash flow.
- Why referrals alone are risky and what to do instead.
- The most underrated way to win high-value clients (hint: it’s offline).
- How one conversation at an event turned into $1M+ in business.
- What to post on LinkedIn to stay visible without burning out.
- How to follow up with clients in a way that feels natural, not pushy.
- Where AI is actually impacting writing (and where it’s not).
- Why storytelling is becoming the most valuable skill in business.
- How writers can shift from “content creators” to strategic partners.
- Smart ways to use AI without losing your voice.
Bio:
Sara Howard is an author and copywriter who founded Writers Australia in 2007. Over 18 years, she grew her copywriting agency to become the go-to writing partners for major global and Australian businesses, including banks, consultancies, universities and not-for-profits. In 2025, she closed it down to focus on a new solo strategic writing consultancy, using her skills to create the high-stakes comms that need a human lens – from strategic narratives to original insight content.
Sara also published Beyond Solo in 2025, the guide to good business growth for solopreneurs and freelancers – and the book she wished she’d had when she first started out. After interrogating dozens of freelancers and agency owners about their business models, she realised there are many different ways to grow – but every successful business shares the same foundations. And she also discovered slow, intentional growth can be more resilient to change and disruption, which is the theme of her Substack essays.
When she’s not running workshops or writing for clients, Sara is planning a long coastal walk, reading British crime fiction, or procrastinating on the research for her first novel.
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