I have seen so many social media managers on TikTok recently sharing how tough Q4 is shaping up to be. Many described September as one of their worst months yet, with clients pulling out, content budgets cut, and income dropping overnight.
But that is not what we saw at activ.
And even if it had been evident in some way, it would not have shaken us. Our growth model, and the way we teach our franchisees to run their marketing businesses, is not built on luck or trends. It is built on structure, multiple income stream forecasting, and long term client relationships.
It frustrates me to see brilliant, creative people losing sleep over the next invoice because they have never been shown how to make their income secure. The issue is not their skill. It is the lack of structure and guidance that turns creative chaos into commercial stability.
No one should live in that feast or famine cycle when they are self employed. I’ve been there, back in 2014 when I started out as a solo freelancer.
When I first went self employed, I had two clients. The contract values together came to £6.5k. At the time, that felt incredible. I thought, this is it, I am winning already.
But no.
Those projects consumed me. I had no time for business development, no processes, and no real boundaries. I was learning client management, pricing, and systems as I went along. What looked like profit on paper turned out to be pain in reality.
That was a massive wake up call.
I realised that you cannot build a business relying on two or three individuals to decide whether you get paid that month. Even though I have been there, I still find it crazy to think that so many self employed marketers are doing exactly that right now.
Recurring income is what makes your business predictable. It gives you space to breathe, plan, and grow. It is the foundation that keeps your income steady when projects slow down or clients pause work. And yes, it needs to be secured with a contract!
If your clients are paying you on retainers or subscriptions with clear agreements in place, you are no longer waiting for someone else to decide whether you can pay yourself. You are running a business, not chasing invoices.
Now, the Pareto Principle tells us that 80% of your revenue usually comes from 20% of your clients. That is a natural pattern, but it is also a dangerous one when you only have a handful of clients in total. If one of those key clients leaves, your income takes a huge hit.
The goal is not to fight Pareto, but to rebalance it. Have enough clients in your mix that if one pauses, your bank account does not. A larger client base means smaller percentages per client, and that gives you security.
A forecast should be used to build a healthy mix of income streams that blend subscriptions, monthly fees, retainers, and one off project work. This approach gives balance, flexibility, and resilience. It allows you to plan ahead rather than live month to month hoping your next reel or pitch fills the gap.
My #SoloPower approach is about creating structure and strategy so that freedom is built in, not hoped for.
Here are five actions you can take right now to step out of the feast or famine cycle.
The feast or famine cycle is not a test of resilience. It is a sign that your business is missing structure.
Freedom does not come from working alone. It comes from systems that protect your time, income, and creativity.
That is exactly what I teach through #SoloPower, an approach built to help solo marketers and freelancers create security, community, and recurring income that lasts.
If you are ready to take the next step, my next FREE guide on How to Combat The Time Ceiling And Build Financial Security shows how to create sustainable structure in your business.
👉 Workbook- How to Combat The Time Ceiling and Build Financial Security