🌪️ Headwinds on the horizon

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Mentioned in today’s newsletter: Meta, TikTok, and Instagram. Plus what clients are really buying when they hire a freelancer, decluttering your mind, and how not to run paid ads at a profit.

Estimated reading time: 3 minutes and 24 seconds


Making the Rounds

  • Meta warns employees of “fierce headwinds” through the rest of 2022. Chief product officer Chris Cox sent a memo to employees to “underscore that we are in serious times here.” You can say that again: between inflation, recession fears, signal loss due to iOS 14, and competition from TikTok, Meta’s stock price is down 52% year-to-date.
  • TikTok admits China-based employees can access U.S. user data. The admission came in a letter sent to nine U.S. senators in response to accusations the company was surveilling American citizens.

  • Are Instagram carousels the best way to boost organic engagement? If you’re looking to grow your audience on IG, this article from Future Social explains why carousels might be the most effective way to juice the algorithm and attract new followers.

Working With Clients

WANTED: Money at a Discount

Let’s say you’re a copywriter, media buyer, or funnel builder.

The “product” you sell is actually a service, right?

Wrong.

As a service provider, the “product” you sell is an OUTCOME.

  • Leads
  • Appointments
  • Product demos
  • Sales calls
  • Clients
  • Free trials
  • Purchases
  • Renewals
  • Etc

Clients aren’t looking for another line item to add to their expense report…

They’re looking for the fastest and most direct way to achieve a specific outcome.

And in marketing, that outcome usually means “buying” money at a discount (by paying you to produce a result that generates revenue for their business).

So the next time you’re pitching a new prospect…

Remember: clients don’t buy services, they buy results.


Working For Yourself

Work in a Clean Office Just Hits Different

Workspace distractions sap your focus.

And while a cluttered desk may not *always* be the sign of a cluttered mind…

Keeping your physical workspace organized will help you get more done (and faster.)

As David Allen, productivity expert and author of Getting Things Done, says:

“When your space is filled up with things you haven’t organized, all of those things are constantly ‘yelling’ at you.”

So, if your office looks like a disaster…

Carve out 15 minutes to tidy it up this week and see how it affects your productivity.

Getting work done in a spotless office hits different.


From The Paid Ads Gig

How NOT to Run Paid Ads at a Profit

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

“The secret of life is to fall seven times and to get up eight times.”

— Paulo Coelho