What’s been harder for you as a freelance developer — building the product or getting clients?

I’ve been speaking with a lot of web developers lately (traditional, WordPress, and people using AI tools), and a clear pattern keeps showing up:
Most are confident in their ability to build.
Far fewer feel confident in consistently finding and closing clients.
I’m currently putting together a practical freelancing system focused on that second part — positioning, outreach, pricing, proposals, and turning first projects into repeat work.
Curious to hear from others here:

• What has been the hardest part of freelancing for you so far?
• Was it getting the first client, pricing confidently, or something else?
• Is there any advice that actually helped you more than the rest?

Would appreciate any real experiences.