What to do when work isn't coming in

Ask the Illustrator #5

Hi there Anoosha! I was wondering what to do if times are slow, and the work is coming in more slowly. It's pretty disheartening, and seems like a desert! What are some of the things you do not to lose heart, and keep yourself busy ... as well as snag that first client out of a dry period? :) Thanks so much!

I first wanted to reassure you that work and inquiries have been slow for literally everyone in pretty much all areas of the illustration and animation industries. It’s not you! Your work is stellar and you are doing everything right, it’s just a tough time.

I have spoken to a bunch of friends who are having the same worries, and it seems that no one has escaped it and seen lower incomes than in previous years. In addition to the recession and huge layoffs at many companies, I have seen that publishers are tightening their pursestrings as well; leading to fewer work offers and even smaller advances than before.

Honestly, the last two years have been quiet for me and it had me worried. I had literally no inquiries coming in for most of 2023, unusual compared to previous years, and I was getting so nervous. Thankfully that Spring, a cold email to an editor I loved had worked out and I was able to get a new book project (The Salt Princess, coming April 1st 2025!). I also was able to work on a board book series, but taking on a lower advance than I usually see.

Apart from that... nada. No enquires, no nothing.

I’m ‘lucky’ that this dry spell coincided with my pregnancy and maternity leave so it’s not a huge blow that I am not working right now since I wouldn’t have the capacity anyway. But I worry about 2025 and how my career is going to look in this climate. The insecurity is real.

So I am going to give you the same advice that I am giving myself as I plan my time for 2025 to keep myself financially stable.

As a freelancer, I think it’s incredibly important to have multiple revenue streams so that you have a safety net if any of them dries up. Although illustration for picturebooks is my main source of income, I also have a YouTube channel, author visits, freelance animation and illustration work, and do conventions as well.

Of course, it can be incredibly difficult to juggle all of these income streams, so it’s important to only handle what you can chew, try your best to schedule your time, and plan out your creative content in an efficient way. For example, if you create an illustration for your portfolio, you can try to repurpose it in as many ways as you can. Like:

✷ Recording the process so you can share the video on Patreon, Substack and/or Youtube

✷ Repurposing that video in multiple Instagram Reels and TikToks

✷ Turning that illustration into a print or downloadable

✷ Repurposing it for merchandise like calendars, T-shirts, stickers, and so on

Speaking with a few of my friends, I know several of them who have spent this quiet season investing their energy into re-branding and opening an online store. My friend Olivia Amoah did this so successfully last year, creating stickers and coloring books and running a profitable store, if you need some inspo!

I know another person who has diverted more of their attention into smaller projects, like editorial illustration or licensing. More importantly, I know quite a few people who have taken on part-time or even full-time work to help with their income and give a bit more stability. They then use their non-working hours to rebuild their portfolio to be ready for cold-emailing and inquiries when the time is right.

This is my plan:

In 2025 I plan to refocus on my YouTube channel because I haven’t been posting as frequently, and I want to try to schedule two videos a month for next year so I can make the most of the passive ad revenue.

I also hope to restart my online store and strategically reinvent my image into a more recognizable brand, focusing on kid’s/nursery decor (can you tell that my baby has been a huge source of inspiration?). In the past, my online store was just a hobnob collection of art that I happened to make, but this time I would intend that the store has specifically curated items that fall under this new brand.

At the same time, I want to really focus on marketing with a concrete strategy on TikTok and Instagram; it’s time I finally learn all about SEO! I also want to apply and attend as many conventions and local markets as I can.

During my maternity leave, when all I can do is watch videos while I nurse, I have also been educating myself on other industries like licensing and education, to see if I might be able to dabble in other revenue streams that I didn’t know about previously.

Apart from these revenue streams, I think this is also the time to start working on your own personal projects. I always tell people that it’s so important to not undervalue yourself and take on cheap paying work when instead you could use that same time to develop portfolio pieces of things that you are actually passionate about. It is totally valid to have a full-time job to aid in your freelance career, especially if it’ll give you the security you need while you value your worth as an artist and create pieces that are fulfilling and true to who you are. So in that vein, this is the time to create original work. If the publishers are not coming to you, you have to create your own opportunities. If you have ever wanted to write a book (sidenote, you absolutely can, don’t wait until you are ready!) work on that manuscript and book dummy. Work on your graphic novel idea! Work on your web comic and create the stories that are in your head so you can pitch them.

This winter I plan to dedicate my time on original work and create my manuscript/for my third (and potentially fourth next year!) author/illustrator book, as well as potentially a chapter book. I don’t know if it would be any good or if anyone would want to read it, but I won’t know unless I try and this is the time to do it.

I hope this advice helps a little bit! Know that you are not alone, supplement your freelance work with other revenue streams/a salaried job, and create original work!