📈 Defying gravity

Happy Friday! The second episode of our new video series, Inspector Lander, dropped yesterday. Did you watch it? Click here if you missed it. Then hit reply and let us know what you think.

Mentioned in today’s edition: TikTok, Meta, BuzzFeed, and CNET. Plus why upselling clients is doing them a favor, and one simple copy hack to squeeze out more conversions.

Read time: 2 minutes and 30 seconds

Making the Rounds

  • Ad spend on TikTok defies gravity. Industry slowdown? Never heard of her. Big advertisers like VaynerMedia continue to ramp up ad spend on TikTok with no taper in sight.
  • Meta pays BuzzFeed for help with content. BuzzFeed, the former king of viral content thanks to its quizzes and listicles, is getting $10M from Meta to help creators make content for Facebook and Instagram.
  • CNET unleashes the AI kraken corrections. After being outed for publishing a slew of AI-generated articles, the company issued corrections on 41 of the 77 stories. Woops. Worth noting: they said the AI tool in question was not ChatGPT. 

Working With Clients

Why Upselling Clients is Doing Them a Favor

Most freelancers would rather get a root canal than take a sales call.

Let alone try to upsell an existing client.

But here’s a quick reframe to help you see things differently…

Once you’ve established a successful working relationship, you’re actually doing the client a favor by upselling them on more work or another project.

Why?

Not only are you helping them achieve their goals faster…

You’re also saving them valuable time and money they could end up risking on another spin at the freelancer roulette table.

You see, good people are hard to find…

And hiring can suck up a boatload of bandwidth for busy entrepreneurs.

So if you’re a trustworthy freelancer who delivers high-quality work…

Don’t feel sleazy or guilty about upselling.

Start seeing it as a service to clients instead.

Who knows…you may even learn to like it 😉

From The Copywriting Gig

1 Simple Copy Hack to Squeeze Out More Conversions

Want to know the easiest way to spot a junior copywriter?

Choppy transitions.

And in print, an avalanche of abruptness is a giant panda-sized problem, because if readers struggle to go from one graph to the next…

They’ll never make it to the bottom of the page and buy.

So if you want to squeeze out as many conversions as possible…

Make friends with these transition words and phrases:

  • But
  • However
  • Because
  • Here’s why
  • For example
  • Case in point
  • With that said
  • Let me explain
  • What this means is
  • Here’s what I mean
  • So I’ve concluded that

Ultimately, you want readers to slide down the page with little to no effort.

So next time you’re writing a piece of copy…

Read it out loud to identify the verbal stumbling blocks before you hit publish.

Or better yet, ask someone else to read it out loud for you.

And if you’re looking for even more transitions to add to your arsenal…

Then check out this list:

[READ]: 117 Transitional Words and Phrases For Sales Letters and Marketing Emails

Gig Alerts

Looking for clients? These freelance jobs were posted on Upwork in the last 24 hours:

NOTE: We only share job postings from Upwork. We’ve found it to be the most trustworthy platform with the highest-quality clients. Furthermore, job postings must be for high-income skills like copywriting, media buying, funnel building, graphic design, remote closing, etc in order to qualify.

Quote of the Day

“Embrace what you don’t know, especially in the beginning, because what you don’t know can become your greatest asset. It ensures that you will absolutely be doing things different from everybody else.”

— Sara Blakely

🎙️ Podcasting on TikTok

Happy Thursday! Our brand new marketing strategy section launches today. We are hella fired up about this, so be sure to check it out below. And hit reply to let us know if you find it helpful!🙂

Discussed in today’s edition: TikTok, Google, CNET, and ChatGPT. Plus 4 good reasons to track your expenses like a Siberian snow leopard, and the easiest way to position yourself as a marketing strategist.

Read time: 2 minutes and 27 seconds

Making the Rounds

  • TikTok launches new podcast feature. It allows users to keep listening to audio even after they switch out of the app, functioning just like a podcast or audiobook would. Audible and Spotify beware.
  • Google clarifies that AI content is allowed (as long as it doesn’t suck). With many publishers racing to deploy to ChatGPT and pump out more content, Google has made it clear that AI-generated content is allowed so long as it’s actually useful to readers. Speaking of which…
  • CNET forced to issue massive correction to article written by ChatGPT. The article originally stated someone could earn $10,300 in interest by depositing $10k into a savings account paying out 3% interest… when really, it turns out they’d only earn $304.53. Woops.

Working For Yourself

4 Good Reasons to Track Your Expenses Like a Siberian Snow Leopard

True or false:

If you got audited right now, you’d be digging through a stack of shoeboxes 3 years of unread emails trying to find all your receipts.

… ?

If you’re like most freelancers, chances are your expense records have more holes than a block of Swiss cheese.

Which is no bueno.

So here are 4 good reasons to track your expenses like a Siberian snow leopard:

1 – Maximize deductions and reduce your tax bill

2 – Protect yourself against a future audit

3 – Track profit margins accurately

4 – Price your products & services better

Bottom line is:

Keeping accurate records is part of treating your business like a grown-up.

Because if you want to build a business that pays you a life-changing income…

Running it off the back of a napkin ain’t gonna cut it.

Marketing Strategy

🕵 Introducing Inspector Lander 

One of the easiest ways to position yourself as a strategist is through an audit.

  • Copy
  • Funnels
  • Ad accounts
  • Landing pages
  • Etc etc

Put simply…

Being able to analyze any marketing asset and provide valuable feedback on how to improve it is a MASSIVE value-add for clients.

So…

On that note, we’re thrilled to announce the launch of a brand NEW weekly feature called…

Inspector Lander 🕵

Each week, you’ll get to watch over our shoulder as we dissect and deconstruct a landing page we’ve found out in the wild to help you become a better marketing strategist.

You’ll discover our simple framework for auditing any landing page, step-by-step…

And then see exactly how we craft impactful suggestions to optimize it.

If you’re ready to add a powerful new skill to your freelance skillset so you can confidently raise your rates and serve your clients at an even higher level…

Click below to check out the first episode:

[WATCH]: Inspector Lander #001: Micro Content Mastery

Gig Alerts

Looking for clients? These freelance jobs were posted on Upwork in the last 24 hours:

NOTE: We only share job postings from Upwork. We’ve found it to be the most trustworthy platform with the highest-quality clients. Furthermore, job postings must be for high-income skills like copywriting, media buying, funnel building, graphic design, remote closing, etc in order to qualify.

Quote of the Day


“Amateurs sit and wait for inspiration, the rest of us just get up and go to work.”

— Stephen King

🧑‍💼 AI interns

Happy Friday! In case you’ve been living under a rock, 2023 is shaping up to be the year of AI, as evidenced by the stories in today’s edition. 

It’s easy to worry about the future impacts of this new technology — and many of those worries are totally justified — but the most effective way to empower yourself is to educate yourself. 

And we’re here to help you do just that.

So buckle up, because this year is going to be a wild ride.

Mentioned in today’s newsletter: AI interns, Google, Bankrate, and CNET. Plus one mistake to avoid when looking for new clients, and why this matters more than features and benefits when it comes to making sales.

Read time: 2 minutes and 59 seconds

Making the Rounds

  • Marketing agency “hires” AI interns. Aiko and Aiden, the two digital software models acting as “interns” for Codeword, a tech-marketing agency, reportedly chose their own names and avatars. And if you think *that’s* creepy, just imagine getting a Slack message from one of them 😅
  • Financial publisher Bankrate is using AI to write some of its SEO content. One of the biggest finance sites on the internet, Bankrate has begun using AI to create some of its content for search engines like Google. And they’re not the only ones…
  • CNET has published 73 articles written by AI. The articles display on the site as being written by “CNET Money Staff”, but when you click on the author, a disclaimer appears that reveals it was generated by AI and “thoroughly edited and fact-checked by an editor on our editorial staff.” Google’s stance on AI-generated content (and ability to detect it) will have major ramifications for publishers depending on search traffic.

Working With Clients

Don’t Make This Mistake When Looking For New Clients

You know what they say about planting trees…

The best time to be slinging seeds was 20 years ago…

The second best time is now.

Same thing goes for finding new clients.

You should be setting time aside each week for prospecting and business development.

If you’re using a freelancing platform like Upwork, you may benefit from a shorter sales cycle since some clients are looking to hire ASAP…

But if you’re relying on cold outreach, networking, or almost any other acquisition strategy…

Chances are, it’s going to take time for the seeds you plant to blossom into paying customers.

So don’t just jot this down on a to-do list somewhere…

Put it in your calendar.

There’s a reason why personal finance expert Ramit Sethi often says, “show me your calendar and I’ll show you your priorities.”

Because when it’s in your calendar, it’s far more likely to actually get done.

And when it comes to getting fully booked…

The secret is to schedule time for finding your next client.

From The Copywriting Gig

Forget Features & Benefits (This Matters More For Making Sales)

Humans are lazy creatures.

We don’t like to act if we don’t have to.

And even if you’re not part of the 20% of adults who struggle with chronic procrastination…

Most of us usually need a little extra nudge when it comes to making decisions…

Especially when it comes to buying something.

That’s why urgency is one of the most powerful levers for increasing conversions from your sales copy.

And it’s all because of a cognitive bias known as “loss aversion.”

Which basically means…

We’re hardwired to care more about losing $20 than we are about finding $20.

How does this apply in sales copy?

Missing out on a big discount or a limited-time opportunity to get access to a unique solution is much more likely to motivate a buyer than any potential gain.

So here are a few proven words and phrases to help inject urgency into your writing:

  • “Grab your discounted copy before it expires”
  • “Hurry! Get instant access now before the timer hits zero”
  • “We missed you on the webinar! Here’s your last chance to register for the encore…”

It’s a clichéed tactic to be sure…

(doubly so when it’s not done authentically)

But the truth is, the reason it’s become so commonplace is because it works.

So don’t miss out on your chance to get more leads and sales 😉

Gig Alerts

Looking for clients? These freelance jobs were posted on Upwork in the last 24 hours:

NOTE: We only share job postings from Upwork. We’ve found it to be the most trustworthy platform with the highest-quality clients. Furthermore, job postings must be for high-income skills like copywriting, media buying, funnel building, graphic design, remote closing, etc in order to qualify.

In Case You Missed It:

Quote of the Day


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

— Ayn Rand