Happy Monday! Another pole position, another race loss for Ferrari driver Charles Leclerc in Baku yesterday. Meanwhile, Jurassic World: Dominion topped expectations with a $143M domestic opening.
Mentioned in today’s newsletter: Facebook, AdBlock, Gen Z, Ghostery, Google Chrome, and YouTube Premium. Plus why new client onboarding matters, the #1 attribute of high-performers, and a copywriting tip that would get you an F in college.
Estimated reading time: 3 minutes and 20 seconds
Making the Rounds
- Ad industry pushes back against federal opt-in privacy proposal. The bipartisan proposal would prevent companies from tracking users online without their explicit consent.
- Facebook facing steep drop offs in user activity. As Gen Z flocks to Instagram, Snapchat, and TikTok, eMarketer is projecting Facebook’s adult users will only average 30 minutes per day on the platform this year, down 7% compared to 2021.
- Chrome planning to end support for legacy extension platform. Popular ad-blocking extensions like AdBlock and Ghostery may no longer work as well — if they can even make the transition to the new platform in the first place. Could this be Google’s top secret plan to juice YouTube Premium subscriptions?
Working With Clients
Is Your Onboarding Process Making New Clients Seasick?
What’s the most high-stakes aspect of working with clients?
A) The sales process
B) Submitting your work for approval
C) Seeing how your work performs
D) Getting paid
None of the above.
The most high-stakes aspect of working with clients is the onboarding process.
That’s because the onboarding process sets the tone for the rest of your work together, including what expectations they have, and how they perceive your work.
In fact, according to ZenDesk, 62% of B2B customers buy again after a good customer service experience.
But unfortunately, most freelancers don’t have a structured onboarding process in place.
So new clients are stuck feeling like they’re prepping to cross the Atlantic in a rubber dinghy…
Instead of a $40M yacht that will get them safely and smoothly to their final destination.
If you want to give your clients clarity and confidence that the project is going to be a smashing success, develop a rock-solid onboarding process.
This should include:
- Signing an official agreement
- Filling out any worksheets + background docs you need to start the project
- Getting access to any software tools, ad accounts, shared folders, etc
- Discussion of timeline, budget, project expectations
- A kickoff call to review and make sure everything is in order before you begin
If your onboarding process could do with a little bulking up, share the newsletter with just 3 friends and we’ll send you the Digital Marketer’s Template Toolkit — a bundle of worksheets for new clients to fill out so you can extract all the information you need to knock the project out of the park.
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 etc
Then do it.
Prove to yourself you are in control.
And save the excuses for later.
From The Copywriting Gig
Your English Teacher Wouldn’t Approve
Good news for anyone who couldn’t stand studying Shakespeare:
The art and science of writing words that sell has nothing to do with what you learned in English class.
In fact, it breaks pretty much all the rules.
Some key points to focus on:
- Keep paragraphs short (1-2 lines)
- Avoid using big words (3 syllables or less)
- Ellipses are your friend
It may feel funny at first…
But if you want to sell more stuff, train yourself to write conversationally and in plain English.
Looking to speed up the process? Put your copy through Hemingway before submitting it.
Quote of the Day
“Ambition is a dream with a V8 engine.”
— Elvis Presley