❌ Accidental overspend

Author

Jim Hamilton
April 26, 2023

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Mentioned in today’s newsletter: Facebook ads, Snapchat, and AI. Plus 4 key elements of a freelance client avatar.

Read time: 2 minutes and 51 seconds

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Making the Rounds

  • Facebook ads error forces ad accounts to overspend. If you haven’t checked your Facebook ad account in the last few days, you better take a look. A glitch in the system caused many ad accounts to “significantly overspend” on the weekend. Talk about a woopsie. Meta is reportedly planning to credit advertisers for the overages.

  • Snapchat’s My AI bot is not a hit. Since rolling out their new GPT-infused AI chatbot to all users last week, Snapchat has received a flood of complaints and 1-star reviews. One of the reasons? The bot is permanently pinned to the top of the screen unless you shell out $4/month for Snapchat+.

  • First study on AI and productivity reveals the obvious. You may be shocked to hear this, but a new study from Stanford and MIT has found that AI can, in fact, improve productivity. In other breaking news, water — wet.

Working With Clients

4 Key Elements of a Freelance Client Avatar

Looking to work with better clients?

It starts with having a detailed client avatar so you know exactly who you’re speaking to, how they feel, and what they want.

Here 4 key elements you should have mapped out in painstaking detail:

1) Pains

Pains are how the customer’s problems show up in their day-to-day life.

  • Don’t have the bandwidth to tackle new marketing initiatives

  • Struggling to reach a revenue target

  • Profits are declining

2) Fears

Next are fears. Fears are typically future-based.

Such as:

  • They’re afraid of trusting their logins and passwords to a freelancer they don’t know

  • They’re afraid you’ll just disappear after they pay your invoice

  • They’re afraid you’ll miss the deadline or deliver subpar work

Often, clients won’t verbalize their fears.

But they’re always there, lurking in the background.

And it’s important to understand that so you can address them.

3) False beliefs

False beliefs are misconceptions the customer has about themselves or about your service.

Examples of these could be:

  • “I should be able to break even on ad spend right away”

  • “Hiring a freelancer means I don’t have to create any content”

  • “Nobody watches webinars anymore”

Deconstructing these false beliefs is key to closing clients.

4) Trigger moments

Clients aren’t actively thinking about their problems all the time.

In fact, they spend most of their time ignoring them.

It’s not until a trigger moment takes place that their problems become top of mind again.

Such as:

  • Sending an email to their list that bombs

  • Running an ad campaign that flops

  • Spending hours and hours creating marketing assets when they’d rather pay someone else to do it for them

Trigger moments put people in a “problem state of mind.”

That’s why it’s important to map these out in advance.

But also identify them when you’re on a sales call.

Bottom line:

If you want to work with top tier clients, you need to understand exactly how they think, feel, and see the world.

Bonus Points

Looking to level up? We’ve scoured the internet to find even more helpful content for you across all of our favorite platforms:

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.

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