Want to build an empire the size of Martha Stewart’s? Find your freelancer tribe

By Katherine Steiner-Dicks Last updated Aug 16, 2024

Martha Stewart has consistently used freelancers to build her business.

83-year-old entrepreneur Martha Stewart says she owes much of her success to the talent of freelancers who have helped her build her business and focus on core objectives.

Could you imagine rebuilding your business after six months in jail? Have your personal life dissected in the tabloids, your brand tarnished, and even a tell-all book written about your faults and downfall? Most people would struggle with just one of these challenges, let alone all of them while running a business.

But Martha Stewart did just that. This iconic American entrepreneur, who built a multi-million dollar empire from her passion for cooking and entertaining, faced these very obstacles head-on and emerged stronger than ever.

How did she do it?

Through sheer stubbornness. Well, that, and her innate curiosity, an industriously minded Polish-American upbringing and a tribe of supportive and loyal customers. Those customers and supporters got her through her darkest days at Alderson Federal Prison Camp where she served for five months after being caught up in a questionable stock trade. She served the full five months and was released on March 4, 2005, per CNN.

At the time of her release, she sent out a statement:

I can tell you now that I feel very fortunate to have had a family that nurtured me, the advantage of an excellent education and the opportunity to pursue the American dream. You can be sure that I will never forget the friends that I met here, all that they have done to help me over these five months, their children, and the stories they have told me.

The following year, she would author the book titled, “The Martha Rules: 10 Essentials for Achieving Success as You Start to Build, or Manage a Business”, which she would dedicate to her daughter, Alexis Stewart, and “all other young entrepreneurs with hopes and dreams for a fine future.”

In that book, she reveals the life and business lessons that came in handy during her time in prison and when she and her company at the time, Martha Stewart Living, received hundreds of thousands of letters and emails of support: “I know many entrepreneurs who talk about their customers in a most caring and loving way. I have met others, however, who do not understand what it means to forge a deep connection.”

Caring for clients and your freelancer tribe pays back

She says to be a really successful entrepreneur, you must “constantly strive to understand your customers.” She adds, “You also must appreciate them and care about their happiness.”

Many freelancers do a great job for their clients, but do they really care about them and their happiness? That’s a big ask, but when put into practice, brand loyalty usually follows.

Martha Stewart has built a tribe of supporters through a combination of factors, including:

Expertise and Authority: Martha’s deep knowledge and experience in homemaking, cooking, gardening, and entertaining have established her as a trusted authority. People turn to her for advice and inspiration, and her success in these areas has made her a role model. What could you showcase as your expertise and authority?

Relatability: Despite her success and wealth, Martha presents herself as approachable and down-to-earth. She shares personal stories and struggles, making her relatable to her audience. She can also laugh at herself and be steadfast in her opinions.

Martha has fostered a sense of community among her followers, encouraging them to share their experiences and connect with each other. This has created a loyal tribe of supporters who feel a sense of belonging and connection to Martha and her brand.

Accessibility: Martha has built a vast media empire, including magazines, television shows, books, and websites. Her content is easily accessible to a wide audience, making her a constant presence in their lives. What type of presence do you have with clients and prospective ones?

Consistency: Martha has maintained a consistent brand and message over the decades. Her commitment to quality, style, and practicality has resonated with her audience, fostering trust and loyalty.

Adaptability: Martha has evolved with the times, embracing new technologies and trends while staying true to her core values. This has allowed her to connect with younger generations and remain relevant in a changing world.

Community Building: Martha has fostered a sense of community among her followers, encouraging them to share their experiences and connect with each other. This has created a loyal tribe of supporters who feel a sense of belonging and connection to Martha and her brand. Freelancers who also support the freelancer community often build a support network that can help them get through tough times like Martha did.

Never stop trying new things

Why all the interest in Martha Stewart? The 83-year-old Sports Illustrated cover model and buddy of rapper and entrepreneur Snoop Dogg is expanding her brand into the freelance economy by being featured in a new ad campaign. And in true Martha style, she doesn’t take herself too seriously in the advert (watch video below), but she probably did when it came to negotiating her remuneration to take part.

In the advert, Stewart plays the underappreciated yet wise office intern. She inadvertently highlights to some younger office workers how freelancers could be better utilised so permanent staff could focus on their objectives.

Stewart would know.

Her journey from catering business owner to media mogul is a masterclass in resourcefulness. In the early days, with limited resources, she relied on freelance talent to fill gaps in expertise, from graphic designers for her cookbooks to photographers for her magazine. This allowed her to maintain a lean operation while delivering high-quality products.

Even as her empire diversified and grew, Stewart continued to leverage freelancers for specialised tasks, enabling her to scale her businesses efficiently and stay ahead of trends. From web developers to social media strategists, freelancers have been instrumental in keeping her brand fresh and relevant.

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Key Facts About Martha Stewart’s Career

She began as a stockbroker on Wall Street after graduating from Barnard College. Once she married and started a family moving to Connecticut, she transitioned to a catering business in the 1970s. Showcasing her talents in cooking and entertaining, after a decade it would be turning over $1m.

Rise to Fame: Authored numerous successful cookbooks and lifestyle guides, establishing herself as an authority on homemaking and entertaining. Launched Martha Stewart Living magazine and television show, further expanding her brand and influence. Should would go on to found Martha Stewart Living Omnimedia, a media and merchandising company that grew into a multi-million-dollar empire and floated on the NYSE in 1999. On the day it floated, Stewart became a billionaire.
Controversies: Faced insider trading charges in 2001 in another stock leading to her resignation as CEO of Martha Stewart Living Omnimedia. Convicted in 2004 and served five months in prison, followed by five months of house arrest. Once she was released, she continued to publish books, host television shows, and expand her business ventures.

She remains a prominent figure in the lifestyle and entertainment industries. In 2023 Stewart first appeared on the cover of Sports Illustrated Swimsuit and made history as the oldest cover model at 81 years old. She will be featured again on a special collectable cover for the 2024 60th anniversary issue, celebrating past cover stars who have become legends.

Business and life tips inspired by “The Martha Rules”:

Do what you love. Passion is essential for success. If you’re not passionate about what you’re doing, it will be difficult to sustain the long hours and hard work required to build a successful business.
Be organised and efficient. Time management and organisation are crucial skills for entrepreneurs. Develop systems to keep track of your tasks, appointments, and deadlines.
Pay attention to the details. The little things matter in business. Make sure your products and services are of the highest quality, and that your customer service is excellent.
Be prepared to take risks. There is no such thing as a sure thing in business. Be willing to take calculated risks to grow your business.
Never give up. Building a successful business takes time and perseverance. Don’t give up on your dreams, even when things get tough.

Life Tips:

Be curious and always keep learning. The world is constantly changing, so it’s important to stay up to date on the latest trends and technologies. Never stop learning new things.
Be kind and respectful to others. Treat everyone with kindness and respect, regardless of their position or status.
Give back to your community. Find ways to give back to your community and make a positive difference in the world. You will feel more fulfilled.
Take care of yourself. Make sure to eat healthy, exercise regularly, and get enough sleep. Taking care of yourself will help you be more productive and successful in all areas of your life.
Don’t be afraid to ask for help. No one can do it all alone. Don’t be afraid to ask for help from friends, family, or colleagues when you need it.

Martha Stewart features in freelance platform advert

Stweart speaks of why she partook in the Fiverr ad,

This partnership with Fiverr has been a wonderful experience that allows me to share a different side of my business acumen that people don’t usually see.

My businesses have always used freelancers for projects ranging from my cookbooks to my television programs, and I appreciate Fiverr’s freelance platform for making it easier for entrepreneurs like myself to extend the expertise of their teams.

Martha offers consultations

In her role as a Fiverr Limited Edition Pro freelancer, Martha is offering 30-minute business consultations to three Fiverr users along with $1,000 in Fiverr credits to help them grow their business. Applications for a consultation with Martha Stewart took place between July 25th through August 6th, 2024 and the three Fiverr users will receive their business consultations with Martha Stewart at the end of August 2024.