📽️ Reaching for Shorts

Happy Monday! Welcome back to this newly slimmed-down edition of The Gig. One piece of reader feedback that’s consistently come up is “the shorter, the better”. So we’ll be experimenting with new ways to keep the newsletter as punchy as possible over the next few months. 

If you’ve got any other feedback you’d like to share, please hit reply and send us an email.

Discussed in today’s newsletter: YouTube Shorts, Delta Air Lines, and the Federal Trade Commission. Plus how to grow your freelance biz without finding new clients, and 4 steps to high-converting customer testimonials.

Read time: 3 minutes and 8 seconds

Making the Rounds

  • YouTube aims to get more reach for Shorts creators. The company has launched a new experiment where it suggests a series of relevant hashtags to creators before they upload new Shorts so they get more reach.
  • Free WiFi coming to domestic flights on Delta Air Lines. The new service rolls out on February 1, courtesy of a partnership between Delta and T-Mobile. Let’s just hope it’s not fast enough for Zoom calls.
  • FTC wants to ban noncompete agreements. FTC Chair Lina Khan proposed the new rule last week, saying noncompetes deprive workers of higher wages and better working conditions. 

Working With Clients

How to Grow Your Freelance Biz Without Finding New Clients

The easiest sale you can make is to an existing client or customer.

You don’t have to waste any time prospecting…

Plus you’ve already established know, like, and trust.

Now, this often means just taking on another project, like writing another email sequence or building out another landing page for them…

But another way to grow your business without finding new clients is… 

Offering to consult for them on an ongoing basis.

Because launching something is just the beginning.

Once a new funnel, offer, or email sequence starts getting traffic…

The client then has to shift their focus to split-testing and optimizing it based on the data.

And this is where YOU come in.

By helping them interpret results and make data-driven decisions on how to improve their marketing performance…

Like what new headlines, angles, images, videos, or price points to test…

You can deliver massive value to the client…

Help them get even more out of the work they’ve already paid you for…

And unlock a new recurring revenue stream for yourself at the same time.

From The Copywriting Gig

Follow This 4-Step Checklist For High-Converting Customer Testimonials

Proof is the #1 prerequisite to persuasion.

If you want to persuade someone to take action, you need to PROVE the claims you’re making are true.

And when it comes to persuasive proof…

Customer testimonials are at the top of the list.

Problem is, not all testimonials are made equal.

So if you’re writing a sales page or an email sequence to promote a product or service…

Here’s a simple 4-step checklist to help you find ones that will actually move the needle.

STEP 1: Does the person represent your ideal customer?

“Will this work for me?”

That’s the objection most prospects have in mind when they’re looking at reviews or watching customer testimonials.

So when they see someone who looks like them, talks like them, is of a similar age, etc…

It’s much more likely to resonate with them.

STEP 2: Do they describe their “before” and “after” transformation?

People don’t pay for products and services…

They pay for a version of the future without a specific problem or set of problems.

So, look for testimonials that clearly articulate a “before” and “after”…

Ideally, with specific results…

Because when a prospect can visualize the path from A to B and all the benefits that come with it…

They quickly become primed to buy.

STEP 3: Do they discuss their experience with other solutions?

If someone’s looking at buying your product or service…

Chances are, they’ve tried other ways to solve the problem and come up short.

So prioritize any testimonial where the customer describes their attempts to solve the problem in the past…

And what ultimately led them to you.

STEP 4: Do you have images or video to back up their words?

Written testimonials without a headshot or video are about as trustworthy as an email from a Nigerian prince.

Why?

Because they could just as easily be made up.

There’s no way to verify their authenticity.

Now plain text testimonials are better than nothing, so if that’s all you’ve got, then you should definitely use them…

But always aim to have visual proof whenever possible.

Gig Alerts

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Quote of the Day


“Control over your destiny is the ultimate compensation.”

— Jocko Willink