Episode 40: How Freelancers Can Build Passive Income Streams With Sandra Beckwith

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How can you make passive income from work you’ve already created as a freelancer?

In this episode of The Talk Freelance To Me® Podcast, host Ashley Cisneros Mejia sits down with award-winning publicist-turned-book-marketing-coach Sandra Beckwith to explore how writers can monetize what they already know. With decades of experience in PR, publishing, and content creation, Sandy shares how she transitioned from freelance client work to building a business that earns half its income through passive revenue streams.

Sandy breaks down practical, low-pressure ways to get started using the tools you already love. She also shares a behind-the-scenes look at her newest resource, Repurpose for Cash, a product designed to help writers transform their content archives into sellable products.

This is an action-packed episode full of mindset shifts, tactical tips, and reminders that you don’t have to sell yourself short (or sell your soul!) to make money with your writing.

In this episode, you’ll learn:

• Why traditional publishers don’t do your marketing — and why you must
• How to reframe book promotion so it feels like service, not self-promotion
• Where to begin with passive income if you’re a freelance writer or author
• The importance of learning (before launching) new revenue streams
• How to ethically and effectively use affiliate marketing
• The most helpful tools for creating digital products, even if you’re not techy
• What Repurpose for Cash can help you uncover in your own content library
• A key mindset shift every freelance writer needs to sell what people want

Time Stamps

01:25 Exploring Book Marketing with Sandra Beckwith

03:08 Sandra Beckwith’s Journey and Insights

05:31 Debunking Myths About Book Publishing

09:34 Generating Passive Income as a Writer

20:26 The Importance of Email Lists

23:07 Tools and Platforms for Content Creation

26:46 Repurpose for Cash – Turning Content into Income

33:43 Save 25% on Repurpose for Cash with Listener Code

About Sandra Beckwith

Sandra Beckwith is an author, book marketing coach, freelance writer, and national award-winning former publicist who teaches authors how to save thousands of dollars by doing their own book marketing and promotion. Her Build Book Buzz book marketing blog is ranked 7th among thousands of book marketing blogs globally and has been honored as a top website for authors and writers seven times.

Start Making Money From Your Existing Content

Sandra has released an invaluable new digital product, “Repurpose for Cash: How to Turn Your Existing Content Into New Products That Sell.” This 87-page downloadable playbook provides a step-by-step system, complete with 14 exercises and 45 pages of worksheets, to help writers, podcasters, bloggers, and content creators identify, document, and transform their existing content into new, profitable digital products. Learn how to refresh older products, discover new product ideas, find your pricing sweet spot, and leverage tools you already use to generate passive income. Sandy’s proven process has helped her add thousands to her income by repurposing her own vast content library. Ready to make your content work harder for you? Get 25% off “Repurpose for Cash” with code TFTM at checkout. Click here to get your copy!

(The above link is an affiliate link. Clicking the link and making a purchase may result in a small commission for me at NO extra cost to you. This supports the podcast and allows for continued content. Thank you!)

Noteworthy Quote From This Episode

“Anybody who wants to think about passive income probably knows their audiences really well. Now, focus on what you can specifically bring to them that will be useful to them and that they will pay for.”

Sandra Beckwith

Listen Now

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Find Your Best Business Niche!

We’ve released our “Niches Get Riches” Brainstorming Worksheet – and it’s absolutely free! This worksheet will help you identify the most profitable niches for your freelance writing business. Simply download and go through the prompts to explore potential niches that will quickly set you apart in the marketplace! Grab your copy here: https://pages.talkfreelancetome.com/

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Read The Transcript

This transcript has been lightly edited using AI for clarity and length.

Welcome to the Talk Freelance To Me Podcast

Sandra Beckwith: [00:00:00] Anybody who wants to think about passive income—and I think writers who are thinking about this—I believe they probably know their audiences really well.

They’ve likely been creating content, whether it’s client articles or pieces for publications. So now it’s time to focus on what you can specifically bring to that audience—something useful that they’ll actually pay for.

Ashley Cisneros Mejia: Welcome to Talk Freelance to Me, the podcast for women freelance writers, 1099 independent contractors, and solopreneurs.

I’m your host, Ashley Cisneros Mejia. For more than 20 years, I’ve worked as a journalist and freelance writer. Today, as a mom of three kids, I’m passionate about helping other women leverage the freedom that freelance offers.

Here on Talk Freelance to Me, we’re all about the business of freelancing. If you want to learn how to monetize your talents, make money on your own terms, and design a flexible work life that actually works for you—this show is for you.

Before we get started, don’t forget to follow us on your favorite social media platforms, review us on Apple Podcasts or wherever you listen, and share this episode with a friend. Visit TalkFreelanceToMe.com for free resources and join our email list to be the first to know about our latest offers.

Meet Sandra Beckwith: Publicist, Writer, and Book Marketing Coach

Ashley Cisneros Mejia: Today we’re exploring the world of book marketing and passive income with a wonderful guest, Sandy Beckwith.

Sandy is a fellow freelance writer and an absolute pro when it comes to helping authors get their books noticed. What I really appreciated about our conversation is how she helps writers reframe the way we think about self-promotion—and even how we generate income beyond client work.

In this episode, Sandy debunks some major myths about the book publishing industry and marketing that every freelance writer needs to hear. We also dive into the nitty-gritty of passive income.

Sandy has built a significant portion of her income from passive sources, and you can learn how to start exploring these opportunities too.

She’s also developed a fantastic new product called Repurpose for Cash—a step-by-step system for taking all that valuable content you’ve created over the years and transforming it into new income-generating products.

Stick around to the end for details on how to grab this amazing resource (plus a special discount just for listeners!).

From Publicist to Author to Book Marketing Coach

Ashley Cisneros Mejia: Sandy, thank you so much for being on the Talk Freelance to Me show today. You’ve done so many amazing things—working in public relations, writing, coaching authors, and helping them really market their books.

Can you tell us a little bit about your journey and how you got to where you are now?

Sandra Beckwith: [00:03:00] Yeah, it’s interesting, Ashley. I’m glad you asked!

My degree is in public relations and journalism, and I got it a long time ago. So I’ve basically always been doing what I studied in college. I started out as a publicist—primarily a product publicist—and did that for about 20 years before I totally burned out on the constant pitching.

Around that same time, I got my first book contract. So I became an author.

I have three traditionally published books, and all of them came out in the pre-social media era. My first book sold out its first printing. My second went through three press runs. And my third also sold out its press run.

As I was burning out on PR and gaining this experience as a published author, I realized it was time to make a shift. I wanted to leverage everything I knew about book marketing, but also start working as a freelance writer.

The pitching is just different when you’re promoting your ability to write versus pitching someone else’s product.

So while I’ve always been doing what I set out to do after high school, it’s morphed over time. But it’s been very organic—and very rewarding. I love working with authors. It’s just really fun.

Rethinking Book Promotion for Freelance Writers

Ashley Cisneros Mejia: That’s amazing. And I’m part of your Facebook group, which I love!

Sandra Beckwith: Yeah, it’s a great group, isn’t it?

Ashley Cisneros Mejia: The people are wonderful. It’s been such a great space to learn, observe, and discover new books and projects people are working on.

You’ve seen the industry change so much over time—from how we promote ourselves to how we use technology. What do you think are the biggest myths or fears writers have when it comes to promoting their new book?

Sandra Beckwith: Great question. Let’s go back to my traditional publishing background.

The biggest myth I hear all the time is this: “If I get a traditional publishing deal, they’ll handle the marketing for me.”

Huge myth.

Publishers, generally speaking, do not market your book. At best, they might write a book announcement press release and send out some review copies. Sometimes, they don’t even do that.

So no matter which publishing route you choose—traditional or self-publishing—you are responsible for the marketing. If you want people to discover, read, and recommend your book, that’s on you.

That’s the myth.

As for the fear or hangup? It’s usually this: “I don’t like self-promotion. I’m uncomfortable talking about myself.”

I hear that constantly from authors. And I get it.

Reframing Self-Promotion for Freelance Writers

Ashley Cisneros Mejia: I love the way you framed that. I think it’s really powerful.

I don’t know if it’s because writing is such a vulnerable form of art, or maybe it’s because of our professional backgrounds—like in journalism or PR—where we’re trained not to put ourselves in the story. But either way, self-promotion can feel really uncomfortable.

Your perspective makes it feel less… slimy.

Sandra Beckwith: That’s such a great word—slimy! And yes, I think a lot of writers do feel that way.

But here’s the reframe I like to offer: Your book is the product, not you.

You’re obviously connected to it, but when you’re promoting your book, you’re not promoting yourself. You’re offering a public service. The people you wrote it for? They’re not going to find it unless you tell them it exists.

So marketing your book becomes about helping people—educating, informing, or entertaining—rather than bragging about yourself.

And if you can shift your mindset to that, then being on podcasts, doing guest blog posts, or joining group author events becomes a lot easier.

From Writer to Teacher: Earning Passive Income as a Freelancer

Ashley Cisneros Mejia: That’s fantastic. You have such a wealth of knowledge—from PR and writing to coaching and teaching.

I know you recently gave a talk at the ASJA conference in New York City about passive income. That topic is super relevant for creative freelancers right now. Can you walk us through some of the most accessible ways writers can get started?

Sandra Beckwith: Yes, I’m so glad we’re talking about this.

One of the reasons I pitched that talk to ASJA was because I noticed a lot of freelance writers were starting to feel insecure about client work—and their ability to keep earning.

Right now, half of my income comes from passive income. So I thought, “Let me share what I’ve learned and help others get started.”

The very first step? Get smart about it.

Just like people who try to write and publish a book without learning the process, writers often jump into creating passive income products without taking time to learn how this all works.

Study What Works (and What Doesn’t)

Sandra Beckwith: I recommend spending time learning before doing.

What’s worked for me is subscribing to email lists from people doing what I want to do. I study their approach—what resonates with me, what turns me off.

For example, I got an email recently filled with f-bombs. Totally not my style. Maybe that works for their audience, but not for mine.

So that becomes a data point: “That’s not how I want to show up.”

I also sign up for virtual summits on topics like email marketing, using video to sell, or digital product creation. Sometimes I’ll watch 20-minute presentations over lunch. I treat it like class time.

You absorb a lot just by paying attention to how people teach, pitch, and position themselves—and how you feel about it as a consumer.

Why Value-First Marketing Matters for Freelance Writers

Ashley Cisneros Mejia: That’s so helpful. And I really appreciate what you said about paying attention to what repels you—because that teaches you a lot about how you want to show up.

I once attended a course webinar where the creator spent the whole time selling. I expected at least some content, but it felt like a bait-and-switch.

It left me feeling kind of… duped.

Sandra Beckwith: Yes! And just because everybody’s doing something doesn’t mean it’s right.

Years ago, when I started experimenting with digital products, the advice was to use webinars that told people the what and why, but never the how.

But I couldn’t do it. I’m a teacher at heart. I want to give people value. I want them to walk away knowing something useful—even if they don’t buy from me.

I figure: If I give them something helpful now, they’ll trust me to deliver even more when they do buy. That’s my approach.

The Truth About Affiliate Marketing for Freelance Writers

Ashley Cisneros Mejia: I love that. It’s such a refreshing take on passive income—especially when so many online creators make it all about high-pressure sales.

You mentioned that about half of your income comes from passive streams. What’s been the most profitable offering for you—courses, downloads, or something else?

Sandra Beckwith: Honestly? It’s not what you might expect.

The most profitable thing for me has actually been affiliate marketing. I make more from promoting other people’s products than I do from my own.

Now, that’s not necessarily due to volume. It’s more about pricing. I don’t charge a lot for my own tools because my audience—mostly writers in the second half of life—isn’t flush with cash.

So I keep things affordable. That means my stuff sells well, but it’s not high-ticket. Meanwhile, the people I partner with as an affiliate often sell products at higher price points. That means better commissions for me.

One software developer I work with makes amazing book marketing tools for authors. Once I use and love something, I promote it to my audience. And it works because I truly believe in it.

Affiliate Marketing Tip: Only Recommend What You Use and Trust

Sandra Beckwith: If you’re a freelance writer just starting out, affiliate marketing is a great way to generate passive income before you’ve created your own products.

But here’s my number one rule: I only promote tools, programs, or trainings that I’ve used, trust, and love.

People often reach out asking if I’ll promote their product or service. If I’m not familiar with it—or if it doesn’t align with what I use—I politely decline.

You need that credibility.

If someone on my list asks, “Does this tool do XYZ?” I want to be able to say, “Yes, I’ve tried it. Let me show you how it works.” Or, “Let me go test that for you and report back.”

That kind of personal experience builds trust—and trust sells.

Building an Email List: The Freelance Writer’s Best Business Asset

Ashley Cisneros Mejia: That’s fantastic. You’ve touched on your email list a few times—and I know that’s something you emphasize a lot.

Many freelance writers feel overwhelmed by email marketing. Where do we even begin? And why is it so important?

Sandra Beckwith: Start small. But definitely start.

Before you even create a lead magnet, get clear on who your audience is. You can’t create something for everyone. Know who you serve and what they need.

Then, create something of value—a freebie, resource, or “ethical bribe”—that solves a specific problem. That becomes your lead magnet.

Use a platform like ConvertKit (which I use, now called Kit) to create a landing page with no distractions—no navigation bar, no links, no “butterflies” to chase. Its only job is to collect an email address in exchange for your free resource.

And make sure your list is opt-in only. Never just add people without permission. That can get you flagged as spam and banned from your email provider.

Once people join your list, serve them. Create a newsletter that focuses on them, not you.

That’s the big mistake I see. Writers send out email updates that are basically, “Me, me, me.” Flip that. Give them tips, resources, or links that help them solve problems or get inspired. That’s how you build connection—and sales.

Favorite Tools for Freelancers Building Digital Products

Ashley Cisneros Mejia: I know you’ve worked with a lot of tools over the years. What are some of your favorites—especially for freelance writers or authors who aren’t super tech-savvy?

Sandra Beckwith: Honestly, most of us aren’t tech-savvy! But that’s okay—there are tools that make things easier.

For video content, a lot of people start with Loom because it’s free. I tried Loom, but I had trouble with editing, so I switched to Camtasia. It has a learning curve, but it’s powerful.

And if I don’t know how to do something, I just Google it. “How do I trim video in Camtasia?” Boom—there’s a walkthrough.

But the one tool I think every freelancer should learn is Canva.

Canva is my go-to for creating everything from printable products and templates to promotional graphics, course thumbnails, and even Etsy listings. You can start with the free version, which is excellent, and upgrade to Pro later if you want access to more features and assets.

For my Etsy shop, I bought a $2 pack of Canva templates to help me create professional product images. Total game-changer.

If you’re creating digital products, courses, or even blog posts—you’ll need visuals. Canva makes it doable, even for non-designers.

Repurpose What You’ve Already Written and Get Paid

Ashley Cisneros Mejia: I know you recently released a new resource called Repurpose for Cash, and I’ve had early access—it’s fantastic!

It’s such a useful tool for freelance writers who are sitting on years of blog posts, presentations, or even client work. Can you tell us more about how it works?

Sandra Beckwith: Absolutely. Repurpose for Cash is a step-by-step workbook that shows you how to turn the content you’ve already created into sellable digital products.

Writers, bloggers, podcasters—we’re all content creators. And over time, we accumulate a lot of material that just sits there doing nothing.

In my case, I’ve been blogging about book marketing for 20 years. That’s a lot of free content.

So I created this system for reviewing, organizing, and transforming that existing content into products I can sell—like workbooks, mini-courses, or lead magnets that build my email list.

The workbook includes lessons, activities, and 14 guided worksheets. When you’re finished, you’ll know which product to create, what format makes sense, and how to move forward.

It’s not about creating something from scratch—it’s about monetizing what you already have.

Don’t Sell What They Need—Sell What They Want

Sandra Beckwith: One of the biggest lessons I’ve learned is this: It doesn’t matter if I think my audience needs something. If they don’t realize they need it, they won’t buy it.

For example, I created a program called Who Will Buy Your Book?—it teaches authors how to identify and find their target audience.

In my opinion, it’s the number one thing authors need to understand. But it doesn’t sell that well.

Why? Because people don’t think they need it—so they don’t go looking for it. Now, I’ve learned to offer what they want and then sneak the essentials in through the back door.

Writers can apply this to their own freelance products too. You may want to teach people about something deep and foundational, but you have to package it in a way that feels immediately valuable and relevant to them.

Final Advice for Creative Freelancers Exploring Passive Income

Ashley Cisneros Mejia: That’s such a huge business insight—and a really important reminder for creative freelancers like us who want to create offers that actually sell.

You know your audience so well, and it shows in how you design your products and communicate your value.

Sandra Beckwith: Thanks, Ashley. I’ve learned that the better you know your audience, the more effective you can be—whether you’re building an email list, creating a course, or launching a new resource.

And for freelancers who already create content professionally—this is the perfect time to start thinking about passive income. You probably already know what your audience wants. You’ve been writing for them for years.

So now the question becomes: What can you offer them that’s useful, needed, and worth paying for?

It might be a printable, a mini-course, a workbook, or a service template. Start small. But just start.

Where to Find Sandra and Grab Her Passive Income Resource

Ashley Cisneros Mejia: I love that. And now really is the perfect time—especially with freelance work being in a weird place for many of us.

If you’re finding yourself with a little more time, why not use it to learn and experiment with something new?

Sandra, this conversation has been incredible. I know listeners are going to want to learn more about your work and grab a copy of Repurpose for Cash. Where should they go?

Sandra Beckwith: The best place to start is BuildBookBuzz.com. You’ll find all my blog content, digital resources, and course information there.

If you have questions, you can always email me at . I love hearing from writers and helping however I can.

Ashley Cisneros Mejia: Thank you so much, Sandy! And for all our Talk Freelance to Me listeners and viewers, we’ll have a special link and promo code in the show notes so you can grab Repurpose for Cash at a discount.

This episode has been packed with insight—and I know it’s going to inspire so many creative freelancers to take that next step. Thanks again for being here!

Sandra Beckwith: Thank you, Ashley. This was a joy. I love helping writers succeed and build businesses that work for them. Let’s keep the momentum going.

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