đź“şAds incoming

Happy Friday! Today marks the only Friday the 13th of 2022. Can somebody tell the crypto markets?

In the meantime, here’s what’s going on as we head into the weekend.


Making the Rounds

  • Elon plans to reinstate Trump’s Twitter account if the deal closes. At the Future of the Car conference, the Tesla CEO said he thought it was wrong for the platform to ban the former President. Trump claims he’ll stay on Truth Social even if he is reinstated, but if there’s an over/under on him coming back once the deal closes, we’ll take the over.

  • Netflix warns employees that ads are coming. After losing 200k subscribers in Q1 (along with $170 billion in market value over the last year), Netflix is moving quickly to launch an ad-supported tier of streaming service by the end of 2022.

  • Google announces the first-ever Pixel Watch. The new smartwatch will launch this year alongside the Pixel 7 and will integrate with Fitbit accounts.

Working With Clients

When in Doubt, Refer Out

Got a lead you can’t help?

Don’t just send them away…

Refer them to someone else in your network.

Becoming a “connector” helps you build goodwill and social capital with both parties — the lead and the person you refer them to.

Something that often comes back around to you…

Whether it’s a referral fee, a client being referred to you, or something else altogether.

And if you don’t have a network of other service providers you can refer to, it’s time to start building one.

Aim to have at least one person you can refer to for all the services adjacent to yours.

– If you’re a copywriter, get to know someone who runs paid ads
– If you run paid ads, get to know someone who does graphic design or video editing
– If you’re a graphic designer, get to know someone who builds funnels

A bigger network always means more opportunities.


Working For Yourself

If Ifs and Buts Were Candy and Nuts

One of the hallmarks of high-performers in any arena is a high say-do ratio.

When they say they’re gonna do something…

They do it.

Plain and simple.

No ifs, ands, or buts.

Following through on what you say you’re gonna do builds confidence and centers your locus of control.

So if you keep saying you’re gonna…

– apply to more freelance jobs
– start doing cold outreach
– post more on social media
– find a mentor
– go to a live event
– grow your network
– raise your rates
– etc etc

Then do it.

Prove to yourself you are in control.

And save the excuses for later.


From The Paid Ads Gig

The Lazy Media Buyer’s Guide to Riches Winning Video Ads


Hooks are often what separate winning video ads from creatives that won’t convert.

So…

If you’re producing video ads, or having someone else produce them for you…

Record the first 5 seconds separately from the rest of the video ad.

This way, you can easily transplant new hooks onto an existing video to test new angles.

And what you’ll find is…

A new hook can extend the life of a winning video ad, sometimes by a lot.

Eliminating the need to create entirely new videos from scratch.


Quote of the Day

“I do not know anyone who has got to the top without hard work. That is the recipe. It will not always get you to the top, but should get you pretty near.”

— Margaret Thatcher


đź“ş New ad market projected to 2X

Happy Wednesday! May the Fourth be with you. The original Star Wars movie, A New Hope, was released almost 45 years ago on May 25, 1977, and grossed $775.8 million on a budget of $11 million. Now there’s an ROI to make the even world’s best media buyers blush.

Here’s what’s happening…


Making the Rounds

  • Elon’s Twitter endgame could be another I.P.O. As he seeks out more investment to avoid putting up so much of his own money in the deal to buy Twitter, Elon’s been telling investors he could take the company public again within as little as three years, according to the WSJ. Sounds bold, but we know better than to bet against him.

  • Advertisers spent 57% more on streaming ads in 2021. The Connected TV market is projected to double in size from 2020 to 2022. And Netflix hasn’t even launched their ad-supported tier yet.

  • EU says Apple violated its antitrust laws. Limiting the iPhone’s touchless payment system to only support Apple’s service was a no-no, Axios reports. The newly agreed-upon Digital Markets Act could force Apple to allow people to download apps via 3rd-party platforms in Europe. Not exactly what they want to hear from the world’s second largest economy, we’re guessing.

Working With Clients

What to Do When a New Client Questions the Strategy

Kidding.

While you may want to Force choke a client on occasion…

(we’ve all been there)

Truth is, client success can be boiled down to one thing:

Learning how to manage expectations.

It’s the bedrock that long-lasting relationships are built on.

Here are some tips to help you to do it better:

  • Be transparent about the process
  • Offer multiple options or strategies
  • Set deadlines with wiggle room
  • Overcommunicate
  • Avoid getting carried away with too much excitement or enthusiasm 

And if a client is eager to pursue their own strategy instead of the one you’ve suggested…

Make the potential risks clear.

Explain that it’s your job as the expert to speak up.

Then establish clear criteria to determine whether the strategy is successful or not.

If it pans out, they’ll appreciate you pushing forward despite disagreeing.

And if it doesn’t, they’ll respect your judgment for being right.

Win-win.


Working For Yourself

The Force is Strong With This One

Spoiler alert: sitting for 5+ hours a day isn’t good for you.

According to Stanford neurobiologist Dr. Andrew Huberman, sitting for 5 hours or more per day is enough to erase the benefits of doing 180 minutes of cardio per week.

Fortunately, you can use a standing desk to avoid sitting for so long…

But one thing you can’t avoid?

Typing and mousing all day long.

That’s why it’s so important to have a daily strength and stretching routine for your hands and wrists.

Luckily, our friends at GMB have got us covered with this excellent tutorial on how to keep your wrists healthy and injury free.


From The Paid Ads Gig

Avoid Making This Retargeting Mistake

Retargeting is a key part of any paid ads strategy.

Even in a post-iOS 14 world.

But there’s one common mistake we see advertisers make with their retargeting strategy:

Not retargeting people to a different offer.

If someone sees your ad, clicks on it, hits your lander, but doesn’t opt-in or buy…

Retargeting them with same offer again and again amounts to saying:

“Hey, I know you decided you didn’t want this the first time you saw it… but how about now??”

Can this approach produce *some* results?

Yes.

But as a skilled media buyer, you can do better…

By retargeting them to a different offer (and ideally, one that lowers the commitment.)

For example:

  • Retargeting ecom buyers with a free + shipping offer
  • Retargeting info product buyers with a quickstart guide
  • Retargeting SaaS buyers with free 7-day trial
  • Retargeting coaching clients with a low-ticket group challenge

Presenting them with a new offer creates a “reason why” for your ad…

And increases the chance they’ll take action.


Quote of the Day

“Either you run the day or the day runs you.”

— Jim Rohn


đź“ş Netflix and spill

Happy Thursday! They say April showers bring May flowers. But what do May flowers bring? Find the answer at the bottom of today’s newsletter.

Here’s what’s happening…


Digital Marketing News

  • Could ads finally be coming to Netflix? The streamer revealed they lost 200k subs in Q1, which led the stock price to sink 35% yesterday. And in a stunning reversal, CEO Reed Hastings said they’re aiming to create an ad-supported tier for people who are “advertising tolerant.” Ads, ads everywhere.
  • Instagram users can now tag products in their feed posts. This latest update strengthens the case for brands to invest in influencer marketing and user-generated content (UGC). Stories are still off-limits for now.

  • Meta is testing custom audience expansion on Facebook. This one’s a head-scratcher though — custom audiences are usually used for retargeting. Can you imagine seeing an ad that says “Hey! You left this in your cart” from a website that you’ve never visited before? Us either. Fingers crossed advertisers will be able to opt-out of this new feature in the future.

Working With Clients

Big Marketing Budgets Got Us Like…

If you’re on the hunt for the perfect freelance client, here’s a quick tip to narrow your search:

Bigger companies can afford to spend more on marketing.

You may have an easier time convincing a local business to hire you if you’re brand new…

But big companies always make better clients.

Why?

Three reasons:

1 – Their products and services have already been validated by the market (people want them)

2 – They usually have lots of existing assets for you to work with (copy, videos, past promotions, etc)

3 – They’re used to spending money on marketing (and freelancers)

Pro tip: put together custom sample pieces for every big client you’re pitching free of charge.

This delivers value up front and will help you immediately stand out.


Working For Yourself

How to Get Your Creative Juices Flowing Again

Struggling to come up with a creative solution to a work problem?

There’s a reason why famous thinkers like Darwin, Einstein, and Nietzsche used daily walks to stimulate their creativity.

Next time you’re feeling stumped, try this:

STEP 1: Direct your mind to find a solution

STEP 2: Go for a walk

STEP 3: Get back to work & request the solution

What you’ll find is that your subconscious mind continues working on the problem, even after you’ve shifted your active focus away from it.


Tools We Love

Don’t Ask Me Again

Death, taxes, and password resets.

Three things you can count on when doing business online.

And if you want to keep track of all your usernames and passwords, both for yourself and for clients, without going mad…

Or having to ask for them again and again…

LastPass has got you covered.

Trusted by 30M+ happy users, it’s the simplest way to keep your sensitive info safe, secure, and highly organized.

Try LastPass for free and get peace of mind today.


Quote of the Day

“Formal education will make you a living; self-education will make you a fortune.”

— Jim Rohn


Riddle of the Day

Answer: Pilgrims. The Mayflower was an English ship that carried them to the New World in 1620.