🎯 Politicians take aim at Google’s ad biz

Happy Tuesday! On this day in 1883, the Brooklyn Bridge was officially opened for the first time. Connecting Manhattan and Brooklyn, it took 14 years to build and cost $15 million to make — approximately $320 million in today’s dollars. HBD, BB 🎂

Now here’s what’s going on…


Making the Rounds

  • Twilio CEO suggests opening coffee shops instead of offices. With 50% of his workers going remote during the pandemic, Jeff Lawson wants to experiment with a different approach to in-person work.
     
  • Etsy announces SEO update for product listings. Retailers can now optimize their search engine ranking based on keywords.

  • Will Google be forced to break up their ad biz? A new Senate bill would prevent companies generating more than $20M in yearly ad revenue from participating in more than one part of the process (i.e dominating both the buyer and seller side of the transaction).

Working With Clients

3 Magic Words to Make Clients Trust You

If a client asks a question, you should always have the answer… right?

Wrong.

In fact, trying to weigh in on something when you’re out of depth is the fastest way to make yourself look silly.

So, what’s the answer?

Don’t be afraid to say “I don’t know.”

Being open about what you don’t know shows honesty and will give you credibility.

This is known as the “damaging admission” in copywriting…

And it’s often used on purpose to build trust and reduce skepticism.

Plus it creates an opportunity for you to find the answer and demonstrate your resourcefulness to the client.

A win-win for both of you đź’Ş


Working For Yourself

Level 10 Productivity: Activated

When the kitchen, the couch, and the TV are all just a few steps away…

Or the hustle and bustle of the coffee shop rises up to the level of a dull roar…

It can be tough to focus on work sometimes.

That’s why listening to non-lyrical music can help you put the blinders on, drown out distractions, and get sh*t done.

Some of our favorites include:

  • Lo-fi
  • Chillwave
  • Binaural beats
  • Atmospheric sounds

Experiment with each and see what works best for you.

If you’re looking for an eclectic mix of lo-fi, chillhop, house, and spacey vibes, check out The Future Beats Show.


Tools We Love

Simplifying Split-Tests

Running split-tests is key to extracting maximum profits out of your marketing and advertising.

But if you’re working with a site built on WordPress… 

Or you’re operating on a lean budget… 

Or if you’d prefer not to use traditional solutions like ClickFunnels, VWO, or Optimizely, which can often hurt your page speed…

Then it’s time to check out Google Optimize.

It’s a simple and free split-testing tool that lets you run experiments, track conversions, and analyze results.

Optimize integrates directly with Google Analytics…

So there’s no need for any fancy funnel building or split-testing software…

Making it the perfect choice for freelancers.

Set up your next split-test in minutes by setting up Google Optimize for free today.


Quote of the Day

“The harder I work, the luckier I get.”

— Samuel Goldwyn


🥶 Hiring freeze

Happy Monday! Reigning F1 world champion Max Verstappen was not to be denied in Miami this weekend. Despite starting from P3, he overtook second-place Carlos Sainz in Turn 1, passed pole-sitter Charles Leclerc a few laps later, and then never looked back.

He still trails Leclerc in the championship race, but it’s shaping up to be another thrilling season on the grid.

Now let’s get you caught up on what else is happening…


Making the Rounds

  • Would shoppers really pay to go ad-free? A new survey found 28.1% of shoppers would pay $50 per month to go ad-free on social media. Meanwhile, what most shoppers are actually doing these days is cancelling their subscriptions. That’s why Netflix and other streamers are rushing to build out new ad-supported tiers. Bottom line: consumers vote with their wallets, not their mouths.

  • Facebook initiates company-wide hiring freeze amid revenue slowdown. Internal memos leaked to Insider reveal the company is putting a kibosh on new hires for the foreseeable future. Something tells us the $10B per year they’re spending on AR and VR probably isn’t helping the bottom line right now, either.

  • Dwindling ecommerce sales send stocks plunging. Shopify, Etsy, Amazon, and Wayfair have all suffered big drops in share price recently as overall online sales have declined 1.8% compared to a year ago. 

Working With Clients

Scored a Big Win For Your Client? Here’s What to Do Next

Scoring your first big win for a new client is a great feeling.

It also creates the perfect opportunity for you to make a strategic request:

Ask them for a 2-minute video testimonial.

Clients will (almost) never volunteer these on their own…

And you never want to wait too long to ask for one.

So make sure to put in the request while you’re both riding high on the heels of a job well done.

Plus, this way, you can transcribe it to text and have their testimonial in both written and video form.

If you want to take your testimonial game to the next level…

Check out testimonial.to — it lets you automatically collect text and video testimonials so you can display them on your site.


Working For Yourself

Not All Athletes Wear Gym Shorts

Being your own boss sounds pretty great in theory…

But in practice, it’s a lot harder than it looks.

That’s because there’s no one watching over your shoulder to hold you accountable if you show up late, call in sick, or botch that TPS report.

So if you’re struggling to build momentum or hit the next income goal in your freelance biz…

Here’s some advice:

Start treating your life like a pro athlete.

Even though you may not feel like an athlete…

Your goals are the same:

Performing at a high level and sustaining that performance over the course of an entire season.

This can mean:

  • Waking up and going to bed at the same time each day
  • Developing a morning routine
  • Eating healthy
  • Exercising regularly
  • Finding ways to relax and de-stress

The more seriously you take your day-to-day habits and routines…

The better results you’ll see inside your business.


From The Paid Ads Gig

Resist the Temptation

One of the easiest media buying mistakes to make is changing too many things at once.

Especially when your ads are converting well.

Not only does this prevent the algorithm from optimizing…

But it also muddies the data and makes it almost possible for you to analyze effectively.

So resist the urge to make changes to campaigns that are crushing it.

If something’s working, let it work.

Run up the score.

Because you don’t want to end up “testing away” all your profits.


Quote of the Day

“It took me quite a long time to develop a voice, and now that I have it, I am not going to be silent.”

— Madeleine Albright


🍎 $16 billion reasons to hate Apple

Happy Thursday! Today’s a great day to remind yourself how lucky you are. Life is good 🙏

Now let’s get you caught up on the latest…


Digital Marketing News

  • Apple’s privacy updates may cost Meta, YouTube, Snap, and Twitter up to $16 billion in lost revenue this year. Meta and Snap are projected to be the hardest hit, followed by YouTube and Twitter. Ouch. Something tells us Apple may get left off the social media Christmas card list this year.
  • Making money in the metaverse. Meta is experimenting with new ways to help creators monetize in Horizon Worlds, its Quest VR metaverse platform. Meta will reportedly take a 25% cut of all virtual items and effects sold by creators, on top of a “platform fee.”

  • Etsy sellers go on strike to protest price hike. Speaking of transaction fees, Etsy just raised theirs from 5% to 6.5%, and sellers are not impressed. More than 14,000 have gone on strike this week to protest the increase.

Working With Clients

Try This Simple Growth Hack to Get More Clients

Most freelancers tend to overcomplicate the process of getting clients.

So here’s a simple tip to try:

Once you’ve scored a big win for a new client and asked them for a video testimonial…

Ask them for a referral.

Keep it simple and straightforward by saying something like…

“Given how we’ve been able to [achieve client’s desired result], I wondered if you might know anyone else looking to [achieve desired result]. I’m looking to fill a spot on my client roster and I’d love to help someone in your network achieve similar results.”

That’s it.

You can also get creative and incentivize them by offering a discount, gift card, bonus, or referral fee. 

Bottom line is:

Referred clients are typically much higher-quality than those found via cold outreach or on freelancing platforms.

Plus, everyone likes to “have a guy.”

It allows us to build social capital by playing the connector.

So when it comes to finding new clients, you should always start with your existing client base.


Working For Yourself

Why Not All To-Do Lists Are Made Equal

To-do lists are probably our favorite productivity hack….

But they’re not all made equal.

That’s because the most effective to-do lists are written the night before.

If you want to hit the ground running first thing in the morning, you should already know what comes first, second, and third.

Otherwise, you’ll waste valuable energy and momentum trying to decide what to tackle first.

Plus, as an added bonus, you’ll sleep better too.


Tools We Love

We’re Pretty Sure You Deserve a Raise

If you’re an international freelancer, getting paid in USD is great…

… Until you actually convert it into your own currency.

Traditional solutions like PayPal (or god forbid, your own bank) will make you pay out the nose to convert USD into your local currency.

That’s why we use Wise (formerly TransferWise). 

Not only do they give you a much better rate than PayPal on currency conversions, but they also give you a local USD bank account so you can get paid via bank transfer instead of a wire.

Open a free account today and start keeping more of your hard-earned money for yourself.


Quote of the Day

“I am not a product of my circumstances. I am a product of my decisions.”

— Stephen Covey