If I've learned anything in my 7 years of freelance photo/video work it's: Have a predictable way to bring in leads. It's probably the hardest thing to get done right as most creatives aren't used to selling themselves. You not only need to know WHO to talk to, but HOW to reach them. Then learning WHAT to say on WHY they should even give you the time of day. And that's JUST to get a response. You can't rely on word of mouth/referrals alone. It's not consistent.