As freelancers, we often focus on what we think makes us less attractive to potential clients. Location outside your target market is one of those perceived disadvantages that can hold you back from pursuing bigger opportunities. But what if that “disadvantage” could actually become your strongest selling point?
In a recent Freelance to Founder episode, Dieter from Europe asked whether American clients would be open to working with European freelancers, and whether the cultural differences would create insurmountable barriers. His question reveals a common mindset that many international freelancers struggle with: the assumption that being “foreign” automatically puts you at a disadvantage.
Key Takeaways from this Episode:
Turn perceived geographic disadvantages into powerful positioning strengths by highlighting multicultural skills and global perspectives. American clients are increasingly open to working with international talent, especially from Europe where language barriers are minimal. Focus on the unique value your location brings rather than apologizing for where you’re based.
The Global Freelance Reality
First, let’s address the elephant in the room: Are American clients willing to work with freelancers from other countries? Absolutely. The freelance economy has become increasingly global, with businesses routinely working with talent across continents.
Preston Lee, host of Freelance to Founder, emphasizes this reality from his own experience: “I have multiple members of my team who live in different countries—one in Mexico, one in Pakistan. I’ve had people from other areas around the world as well.” This international approach isn’t just about cost savings; it’s about accessing the best talent and leveraging time zone differences for round-the-clock productivity.
The key factor isn’t your location—it’s your ability to communicate effectively in English and deliver exceptional results. European freelancers often have a significant advantage here, as many speak fluent English and share similar business cultures with American companies.
Flipping Disadvantages Into Advantages
Austin Church, founder of the Freelance Cake community, offers a powerful reframing technique: “What are your perceived disadvantages? How do we flip that? How do we invert that and say, no, this is an advantage?”
For European freelancers, this means repositioning your international status as a strength. Instead of apologizing for being based in Germany or France, you highlight the unique value this brings:
Multicultural Expertise: Your experience navigating different cultures, languages, and business practices makes you exceptionally collaborative and adaptable.
Global Perspective: You understand international markets and can help American companies think beyond their domestic bubble.
Time Zone Advantages: While American clients sleep, you’re working, ensuring projects move forward continuously.
Diverse Problem-Solving: Your exposure to different approaches and methodologies brings fresh perspectives to challenges.
The Power of Positioning
Church suggests taking this advantage-based thinking even further in your positioning: “Maybe you just take a stronger stance and you’re like, listen, if you think it’s weird to work with someone in Germany or someone in Europe, we shouldn’t work together. But I do work great with people who understand that a multicultural team will almost always deliver a better outcome than a team that’s homogenous.”
This approach does two things: it filters out clients who aren’t a good fit while attracting those who value diversity and global perspectives. Rather than trying to appeal to everyone, you’re specifically targeting clients who see international collaboration as an advantage.
Cultural Similarities Outweigh Differences
One concern many international freelancers have is whether cultural differences will create communication or working style conflicts. However, the business world has become increasingly standardized across developed countries.
As Preston notes, “There are companies in the UK, in Germany, in France, there are companies in Australia who probably have the same sensibilities as American companies.” Entrepreneur culture, in particular, tends to be remarkably similar across Western countries.
The key is recognizing that your target audience isn’t defined purely by geography. A tech startup in Berlin might have more in common with a tech startup in San Francisco than with a traditional manufacturing company in the same city.
Overcoming Cultural Miscommunications
When cultural or linguistic differences do cause friction, Church’s experience with developers from Russia and Ukraine provides valuable guidance. Initial miscommunications or cultural misunderstandings are normal and manageable.
“When we had conflict, we overcame it,” Church explains. “These people have become friends because when we had conflict, we overcame it.” The key is approaching these situations with maturity and understanding, treating them as opportunities to build stronger working relationships rather than insurmountable barriers.
Most American business owners understand that working with international talent requires some adjustment and are willing to work through minor communication hiccups for the value international freelancers provide.
Practical Steps for European Freelancers
Survey Your Market: Instead of assuming what American clients want, research or directly ask past clients whether they prefer specialists or larger agencies, domestic or international talent.
Emphasize Problems Solved: Focus your marketing on specific business problems you solve rather than generic capabilities you offer. American clients care more about results than your location.
Leverage Your Unique Strengths: Highlight aspects of your background, location, or cultural experience that provide unique value—whether that’s understanding of GDPR compliance, multilingual capabilities, or international market insights.
Start Small and Test: Rather than completely overhauling your approach, test American market messaging with a few prospects to see what resonates.
The Bottom Line
Your location outside the United States isn’t a barrier to American clients—it’s a differentiator. In an increasingly connected world, clients are looking for the best talent, not the closest talent. By reframing your international status as a strength and focusing on the unique value you bring, you can turn perceived disadvantages into compelling reasons for American companies to hire you.
The freelance economy rewards expertise, reliability, and results. If you can deliver those while bringing fresh perspectives and working across time zones, your European base becomes an asset, not an obstacle.
Don’t let geography limit your ambitions. The global marketplace is waiting for the unique value only you can provide.
