💲Buy now, pay later

Happy Friday! Congratulations to the Golden State Warriors, who won the NBA Finals last night. Hopefully our favorite Formula 1 driver Charles Leclerc can channel some of that championship energy in Montreal this weekend at the Canadian Grand Prix.

Mentioned in today’s edition: PayPal, Apple, Firefox, Twitter, and Elon Musk. Plus why one is the most dangerous number in business, 3 criteria for finding fulfillment in your career, and the secrets of a high-converting FAQ.

Estimated reading time: 3 minutes and 47 seconds


Making the Rounds

  • PayPal Monthly offers monthly payment options for up to 24 months. The new installment program lets users break down the total cost of a purchase into equal monthly payments over a 6 to 24 month period. With Apple recently throwing their hat into the “buy now, pay later” ring, this space is really starting to heat up. If you listen real close, you can hear the collective sigh from all the other VC-backed BNPL firms in the middle of massive layoffs.
  • Firefox launches Total Cookie Protection. The new tool prevents third-party tracking across multiple websites. When a cookie is deposited into your browser, it’s “confined to the cookie jar assigned to that website.” In other words, no more reaching into other website’s cookie jars to access any data they might have collected. Womp womp.

  • Elon confirms “strong bias” towards in-person work in Twitter all-hands meeting. He didn’t elaborate on what the new remote work policy might look like. But he did hint at the need to reduce headcount so the company can “get healthy” — something a strict in-person policy might help with.

Working With Clients

Why “One” is the Most Dangerous Number in Business

One big advantage of freelancing is being able to diversify your income streams.

There’s a reason they say “one” is the most dangerous number in business…

Because if you rely exclusively on…

  • One traffic source
  • One ad account
  • Or one client

… for all of your income, then you’re in a very precarious place.

And it wouldn’t take much to knock you off your perch.

So…

A word to the wise:

Avoid relying on one client for 100% of your income.

Aim to have at least two — this way you have something to fall back on if things go sideways with Client #1.

Plus, as you build your track record…

The list of clients you’ve worked with in the past will grow…

Which can also serve as a back-up plan if you need to drum up work.


Working For Yourself

Finding Fulfillment in Your Career Starts By Checking This Many Boxes

Finding fulfillment is something many freelancers struggle with in their careers.

If you’re one of them…

Look for work that aligns with these three things:

1 – What you enjoy doing 🙂

2 – What you’re good at 💪

3 – What you can get paid for 💰

We like to think of this as the “fulfillment trifecta.”

Pursuing a paycheck at the cost of personal enjoyment is just as bad as choosing a career you enjoy or are good at, but has minimal market demand.

The road to happiness starts by finding alignment between all three.


From The Copywriting Gig

Secrets of a High-Converting FAQ

The frequently asked questions (FAQ) section is like the red-headed stepchild of any landing page or sales letter.

Most copywriters get lazy here because:

A) They write it last
B) They’re tired of repeating themselves
C) They assume anyone who’s gonna buy doesn’t need it

But the truth is, the FAQ gives you a perfect opportunity to overcome objections.

Especially since most readers will skim to the bottom first, then return to the beginning and read the page from top to bottom.

So here are some conversion-boosting answers to include in your FAQ:

– “Why should I choose over something else?”
– “How do I use ?”
– “Which order option is right for me?”
– “Is safe?”
– “How soon can I expect results with ?”
– “How soon can I expect to arrive?”
– “Why should I trust you when I’ve been burned by others in the past?”

Make sure to finish off every answer with a strong call to action.


Friday Recap

Time flies when you’re making money online.

Here’s a quick recap of what happened this week:

Monday: 👀 Privacy state of mind
Tuesday: 🐻 Bear with me
Wednesday: 👑 Ad market empresarios
Thursday: 🛒 Amazon influencers


Quote of the Day

“The question isn’t who’s going to let me; it’s who’s going to stop me.”

Ayn Rand


💦 Twitter unleashes the firehose

Happy Friday! Formula 1 is in Baku this weekend for the Azerbaijan Grand Prix. And Jurassic World: Dominion aims to unseat Tom Cruise at the box office with a projected $125M opening. 

Mentioned in today’s newsletter: Elon Musk, Walter Isaacson, TikTok, Twitter, and Ready Player One. Plus the one thing that can make or break your freelance portfolio, four ugly truths about being a digital nomad, and an old school trick to keep your attribution clean even after iOS 14.

Estimated reading time: 4 minutes and 23 seconds


Making the Rounds

  • Twitter unleashes the firehose on Elon Musk. The board has finally caved to Elon’s demands and will give him access to its massive internal data stream of 500M+ daily tweets. Will Musk be satisfied? Or will it prompt him to formally pull out of the deal? Either way, one person loving all this drama (aside from Elon himself) is probably Walter Isaacson, who’s been working on a biography of the Tesla CEO since 2021.

  • TikTok introduces Avatars. Similar to Facebook, Instagram, and Snapchat, TikTok users can now set up and “become” their avatars when recording videos. Ready Player One takes place in 2045 in a world where people spend most of their time living as their VR avatar, and so far, the timeline is looking pretty accurate.

  • Twitter launches Product Drops. As we’ve reported in recent weeks, the push into shoppable ads and content continues to heat up. And now Twitter is entering the fray with Product Drops, which allow users to sign up for reminders about upcoming launches right from the feed.

Working With Clients

The One Thing That Can Make or Break Your Freelance Portfolio

Want to increase your chances of getting the gig?

Make sure you’ve got relevant sample pieces in your freelance portfolio.

There are two ways to think about relevance:

1) Task-specific
2) Market-specific 

Task-specific relevance means that if you’re applying for a job to write emails, you should highlight email work you’ve done in the past (instead of sales pages or video scripts).

Market-specific relevance means that if you’re applying for a job to run ads for a health company, you should highlight previous work you’ve done in the health space (instead of another niche like finance or relationships).

And if you want to pull a Mike Tyson and hit the bullseye…

Aim to have both.


Working For Yourself

4 Ugly Truths About Being a Digital Nomad

The laptop lifestyle is what attracts a lot of people to freelancing and digital marketing.

But it’s not everything it’s cracked up to be.

Here are a few ugly truths about digital nomadism we’ve learned the hard way:

#1: Everyone else is in vacation mode

Working from exotic locations is tough.

Spending 8 hours a day glued to your laptop while everyone else is partying, sightseeing, and having fun isn’t exactly what most people have in mind when they board a plane overseas.

Temptations are everywhere.

Staying focused when you’re surrounded by distractions is less fun than it looks.

#2: You have to work odd hours

Having clients in the West means you might have to stay up until 12-1 AM to take calls and attend meetings.

This can be brutal.

If you’re an early to bed, early to rise kind of person, this will really jam up your normal rhythm.

Which leads us to…

#3: Routines are hard to maintain

As Jocko Willink says, discipline equals freedom.

But when you’re living overseas and often on the move, it’s hard to maintain structure.

You’re always on the lookout for good coffee shops, gyms, grocery stores, etc. near your new place.

Which sucks up more brainpower than you might think.

#4: Relationships are transient

You can meet lots of cool people while you’re traveling.

But it’s unlikely any of those new relationships will compare to the ones you have back home.

You can’t recreate that kind of depth in a week or a month.

Everyone’s headed in different directions, so nothing lasts.

Now this isn’t to say that it can’t work for some…

In fact, your humble newsletter writer spent a life-changing 8 months in Southeast Asia.

But the digital nomad lifestyle isn’t for everyone.

And since it’s always glamorized so much on social media…

We think it’s important to shine a spotlight on the not-so-sexy parts of it.


From The Paid Ads Gig

iOS 14? Never Heard of It

Apple’s iOS 14 update detonated a bomb on browser-based tracking last year.

Paid ads haven’t been the same since.

And even though every SaaS company and their grandma claims to have “solved iOS 14,” the truth is that the ad tracking capabilities we used to have ain’t coming back.

But the good news is…

There’s an old school strategy that can help you combat Apple’s anti-ad agenda:

Building separate funnels for each traffic source.

If you’ve only got traffic from one source (like Facebook, YouTube, organic, etc) coming into a specific funnel, attributing ROI is a cakewalk.

There is a bit more work up front to get this set up…

But as you (or your client’s) company grows, you’ll be glad you did it.


Quote of the Day

“The only thing that overcomes hard luck is hard work.”

Harry Golden


🍎 Apple vs Google?

Happy Thursday! 20 years ago today, The Wire premiered on HBO. Despite never being a big ratings hit, the show ran for 5 seasons and is widely regarded as one of the best TV shows of all time. 

Here’s the latest…


Making the Rounds

  • New social media censorship law blocked by Supreme Court. The controversial Texas law would prevent social media platforms from enforcing their own content moderation policies and allow users to sue them for violations. We’d venture to say it would also reduce the fun quotient on Elon’s Twitter acquisition by a factor of 10 to the power of 7823489, as platforms could be flooded with lawsuits if the law takes effect.

  • Is Apple planning to launch its own search engine? Google pays Apple $10+ billion a year to be the default search engine on Apple devices. But that agreement may be coming to an end: the iPhone maker is apparently working on a search engine of its own.

  • Elon tells Tesla employees to come back to the office or GTFO. If you ever wondered where the Technoking stood on remote work, now you know. In an email to staff earlier this week, he explained that anyone wanting to work remotely had to be in the hours at least 40 hours per week. At least you can still put in overtime in your PJs.

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

Table For One

Work-life balance is a constant struggle for freelancers.

That’s why, in addition to having a structured workday where you start and end around the same time…

One of the best ways to create separation between work and personal is to eat lunch away from your desk.

Even if it’s just 15-20 minutes…

Giving yourself a break from the computer screen is good for mind and body.


Tools We Love

Fred Has Entered the Chat

Taking notes on a Zoom call can be a major pain in the you-know-where.

Listening and typing at the same time is no small feat……

Meanwhile, everyone else is forced to listen in as you hammer away on the keys as fast as you can.

And sure, you can record the call..

But if you’ve got to go back to review something someone said…

You’re often stuck skipping around trying to find the exact moment where it was discussed.

That’s where Fireflies.AI comes in.

It’s an AI assistant that lets you record, transcribe, and search across your voice conversations.

Once you sign up for free, all you have to do is invite Fireflies (aka Fred) into your meeting.

Then he takes care of the rest.

After the meeting is finished, you’ll have a searchable transcript so you don’t have to worry about taking notes.

Try Fireflies.AI for free today.


Quote of the Day

“You come at the king, you best not miss.”

Omar Little


📱 Social media mysteries in the metaverse

Happy Wednesday! And welcome to June. This is The Gig with news, tips, and A+ memes to help grow your freelance biz.

Here’s the latest…


Making the Rounds

  • Substack abandons $75M fundraise. The newsletter-biz-in-a-box company was attempting to raise $75M to $100M in new funding at a valuation of $750M-$1B. But with VCs and Wall Street bearish on tech companies these days, it looks like they’ll have to wait.

  • SpaceX president defends Elon Musk against sexual misconduct allegations. Gwynne Shotwell, who’s also COO, came out in support of Musk in an email to employees, saying she believes the allegations are false.

  • Foursquare founder announces $4M in funding for mysterious new social media metaverse company. The project is called LivingCities and aims to integrate web3 technology into a “mirror world” you won’t be able to find in app stores. Not sure exactly what that means? Don’t worry – us neither. 

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)

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 Dark Side of a Short Commute

Blurred lines are an occupational hazard when working from home.

Sure, the morning commutes may be a breeze…

But when the office is always just a few steps away, it can be tough to turn off your work brain.

That’s why one of the best ways to stay sane is…

Create a structured work schedule and stick to it.

That means getting up, starting, and finishing work around the same time each day.

Establishing boundaries like this will not only help you be more productive…

But you’ll sleep better too.


From The Paid Ads Gig

Ads Not Working? Try This

Ads not performing?

First things first: check to make sure the link isn’t broken 😂

But assuming that’s not the problem…

The next step is to analyze the leading metrics so you can figure out where the dropoff is happening.

This includes:

  • CPM
  • CTR/CPC
  • Page speed
  • Landing page conversion rate

A sub-1% CTR + high CPC could mean a market-message mismatch or a weak creative.

Slow page speed could mean visitors are exiting before the page loads.

And if your landing page is converting at 20% or less, that’s a sign you may need to do some conversion rate optimization (CRO) before the campaign hits your KPIs.


Quote of the Day

“A great leader’s courage to fulfill his vision comes from passion, not position.”

John Maxwell


👀 What do Facebook users see?

Happy Monday! And a happy Victoria Day to our friends in Canada. If you haven’t had a chance yet, it’s not too late to fill out our 2-minute subscriber survey

Now here’s what’s happening…


Making the Rounds

  • Twitter tells employees the deal with Elon is still on. Despite his tweet about the deal being “on hold,” executives at Twitter recently told employees they won’t renegotiate the deal and intend to enforce the merger agreement if necessary. Speaking of Elon…
     
  • Facebook releases Widely Viewed Content Report. Two stats that stuck out to us: 1) the most posts with the most content viewers in the US only represented 0.1% of all content views on Facebook, and 2) 20.5% of the average user’s newsfeed is made up of Group posts. See the full report here.

  • SpaceX flight attendant accuses Elon of sexual misconduct. She alleged that while on a corporate flight, Musk exposed himself, then asked for an erotic massage and offered to buy her a horse, according to Insider. The flight attendant was reportedly paid 250k two years after the alleged incident and signed an NDA. Musk replied by calling the story a “politically motivated hit piece” and said there is “a lot more to this story.”

Working With Clients

Channeling Your Inner Liam Neeson

Finding your first client is arguably the biggest challenge you’ll ever face in your freelance career.

Especially if you’ve got no experience or track record.

So…

If you’re new to the game and looking for advice on how to land client numero uno…

Check out this article from our friends at Hustle Startup:

[READ]: 19 Actionable Ways to Get Your First Client

We’ve also got a little something for you in the referral section of today’s newsletter 👇


Working For Yourself

Base of Support

They say you should always invest in a good pair of shoes and a good mattress.

Why?

Because if you’re not in one, you’re in the other.

Well, we’ve got one more item to add to that list:

A good office chair.

Because if you’re spending 4-8+ hours working on the computer in a crappy chair…

You could easily end up with back, neck, or wrist pain.

And your skeleton deserves better than that.

Our top choice is the IKEA Markus.

But if you’re looking for a side-by-side comparison…

Check out TechRadar for some of the best office chairs of 2022.


From The Paid Ads Gig

Ads on Easy Mode

CPMs are on the rise.

Competition on the big ad platforms is getting stiffer.

And targeting ain’t exactly what it used to be.

So if you’re struggling to make paid ads profitable in 2022, you’re not alone.

But what’s the fix?

Well, it’s not a sexy marketing “hack” and it’s got nothing to do with flipping switches or the way you set up your campaigns…

Instead, the way to put your paid ads on easy mode is:

Launching a high-ticket offer.

One high-ticket sale of $2,000 to $5,000+ can liquidate a ton of ad spend and turn entire campaigns from bottomless money pits into cash-printing machines.

The two most common ways to do it from a traffic perspective are…

1) Promoting a low-ticket offer with an application on the backend

2) Driving traffic straight to a VSL or webinar that pushes leads to book a call

Bottom line:

The days of running profitable ads promoting low-ticket offers are over.

Traffic costs are only going to go up as the big ad platforms continue to mature…

So to make paid traffic work in 2022, you need to go high-ticket.


Quote of the Day

“Learn to recognize good luck when it’s waving at you, hoping to get your attention.”

Sally Koslow


📱Frequency-capped ads

Happy Friday! Our eyes will be on Barcelona this weekend as Formula 1 touches down for the Spanish Grand Prix. Here’s to hoping Gig favorite Charles Leclerc and hometown hero Carlos Sainz can fend off surging world champion Max Verstappen. What are you up to? Hit “Reply” and let us know.

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


Making the Rounds

  • YouTube announces new Frequency campaigns. The new frequency-capped campaigns promise to cut down on over-delivery and wasted ad spend. Now you’ll only have to see that one annoying ad 47 27 more times before the algorithm lets you off the hook.
     
  • Texas law banning tech platform censorship could throw a wrench into Elon’s Twitter takeover. The law would force social media platforms to spread content that is typically moderated (like violence, murder, hate crimes, and propaganda) and allow any user to sue if violations occur. Elon’s Twitter, along with Facebook, Reddit, and others could soon be flooded with lawsuits if it survives a legal challenge.

  • Branded Missions let advertisers on TikTok crowdsource user-generated content. After launching TikTok Pulse earlier this month, the platform appears to be racing to build out its ad offerings. While the Pulse program requires creators to have at least 10k followers, Branded Missions are open to micro-influencers with as little as 1,000 followers.

Working With Clients

Know Your Numbers

What gets measured gets managed.

That’s why, when it comes to working with clients…

You should be tracking your prospecting numbers on a weekly basis.

  • How many people you reached out to
  • How many calls you booked
  • How many proposals you submitted
  • How many clients you landed

This allows you to identify where the constraint is — just like analyzing a client’s underperforming sales funnel — and then try new things until you crack the code.


Working For Yourself

Be Right Back

One of the biggest benefits of working remotely is being able to shift your schedule to suit your lifestyle.

Whether that’s running errands in the middle of the day…

Hitting the gym at the precise moment that all the squat racks are free…

Or just taking a much-needed break from staring at the screen.

But as you may know…

Stepping away from the computer instantly increases the chance you’ll be needed for something by approximately 92.47%.

Especially if all’s been quiet.

So, here’s how to make sure you’re ready for anything:

Download all work apps on your phone so you can be available even when you’re away from the computer.

  • Zoom
  • Slack
  • Telegram
  • WhatsApp
  • Messenger
  • Google Drive
  • Ads Manager

Get everything you could possibly need to communicate or collaborate.

This way, you can step outside with peace of mind.


From The Copywriting Gig

Don’t Forget to Make it a Steal After You Twist the Knife

Humans are emotional beings.

And the limbic system (where we process emotions in the brain) is a key factor in helping us make decisions.

In fact, UCLA neuroscientist Antonio Damasio once had a patient who, after having a tumor removed, couldn’t make decisions because he was unable to process emotions.

Talk about analysis paralysis.

But a common mistake in copywriting is to focus exclusively on the emotional side…

And ignore the logical side.

That’s why it’s important to win both the hearts and minds of your prospects.

To win their hearts… 

Focus on how it feels to be struggling with the problem (shame, guilt, embarrassment, envy, etc) AND what it will feel like to solve it (confidence, happiness, freedom, etc)

Then, to win their minds, focus on why your solution is the smartest and most logical choice (how it will save them time + money, make them look smart, is discounted for a limited time only, etc).

A winning offer or marketing campaign always has both.


Quote of the Day

“If you aren’t in over your head, how do you know how tall you are? “

T.S Eliot