Read on Twitter
1/ 
Clients are not made equal + expectation setting.
Not every client and every freelancer, or agency, are made to work with each other.
Some people, personally or professionally, do not end up being a good fit. And this can change over time, as well.
Ex: $$$
Clients are not made equal + expectation setting.Not every client and every freelancer, or agency, are made to work with each other.
Some people, personally or professionally, do not end up being a good fit. And this can change over time, as well.
Ex: $$$
2/ Client A could be giving you $2,500/mo but it’s closer to 3 or 4x the time it takes compared to Client B who is giving you $1,500/mo.
Hell, it doesn’t even have to be TIME - it could be your energy, which is also valuable.
Hell, it doesn’t even have to be TIME - it could be your energy, which is also valuable.
3/ It might make more sense to get more projects like Client B if you still have the mental capacity for more clients, emails, sales, coordination since time wise, it makes more sense from a “$/hr.”
4/ "But Matt, what if Client A gives me a ton of fulfillment and enjoyment compared to Client B?"
Well cool! That’s awesome.
Then that’s on YOU to determine your priorities and goals.
Maybe you can have one fun client, one money making client, and one neutral one.
Well cool! That’s awesome.
Then that’s on YOU to determine your priorities and goals.
Maybe you can have one fun client, one money making client, and one neutral one.
5/ Or you can focus on $$.
Or being satisfied with your work day in and day out.
Motivations, priorities shift and change.
I’ve chased fulfillment. I’ve chased the money. I’ve chased even building a team and agency out briefly.
I’ve chased seemingly everything.
Or being satisfied with your work day in and day out.
Motivations, priorities shift and change.
I’ve chased fulfillment. I’ve chased the money. I’ve chased even building a team and agency out briefly.
I’ve chased seemingly everything.
6/ Right now what is my goal? Fulfillment & flexible freedom.
Not burning myself out over a load of money but not trying to take a ton of time off and slack off.
Not burning myself out over a load of money but not trying to take a ton of time off and slack off.
7/ Want to work hard, work smart, lower stress, and continue to be able to focus on my health and other aspects of life.
This could change. It will at some point. But that’s what I’m up to right now.
Client’s aren’t made equal and everyone’s freelance goals are different.
This could change. It will at some point. But that’s what I’m up to right now.
Client’s aren’t made equal and everyone’s freelance goals are different.
8/ People work for different reasons.
I can’t tell you what you should do. I don’t have enough context and nuance to know you and your motivations.
I can educate you on what things to consider and think about, though, which I am doing today.
Money, time, energy,
I can’t tell you what you should do. I don’t have enough context and nuance to know you and your motivations.
I can educate you on what things to consider and think about, though, which I am doing today.
Money, time, energy,
9/ capacity, stress, fulfillment, future potential, learning or skill development,
network/connections/relationships…
all factors and variables involved when having client projects.
Rank them if you need to!
network/connections/relationships…
all factors and variables involved when having client projects.
Rank them if you need to!
10/ I don’t plan on linking out too much in these but this post from Julian Shapiro, is DEAD ON the money about life planning/priority.
Seriously.
It’s so good that I am taking the time and space in a THIRD line to tell you about it.
Seriously.
It’s so good that I am taking the time and space in a THIRD line to tell you about it.
11/ Open it up in a new tab and read it after you finish this
Maybe money matters most to me right now, and then once I save X or hit Y per month, then I can adjust and find more fun or cool projects.
Or lower stress.
Maybe money matters most to me right now, and then once I save X or hit Y per month, then I can adjust and find more fun or cool projects.
Or lower stress.
12/ Or it could be the same price but it takes half the amount of time?
Or you raise your prices and your client says “okay” and you have flexibility to just drop a client and have the same income as before?
Or you raise your prices and your client says “okay” and you have flexibility to just drop a client and have the same income as before?
13/ You’re very likely not as “stuck” as you may think and have more options to choose from.
I will also start to wrap up and caution you with this: if you keep smelling dog shit, look under your own shoe.
I will also start to wrap up and caution you with this: if you keep smelling dog shit, look under your own shoe.
14/ You may need to be brutally honest with yourself and have a gut check if you keep churning through clients and complaining about them.
Sure there’s bad luck and genuine bad fits even after you’ve been in the game and vetted them before signing on, shit happens!
But!
Sure there’s bad luck and genuine bad fits even after you’ve been in the game and vetted them before signing on, shit happens!
But!
15/ If it’s a vast majority or a very consistent thing.. Look inward.
Here’s the one MAJOR thing I’ve discovered that will make or break you as a freelancer...
Are you setting expectations properly?
This is by far and away number one.
Here’s the one MAJOR thing I’ve discovered that will make or break you as a freelancer...
Are you setting expectations properly?
This is by far and away number one.
16/ This goes beyond performance of the work. This goes for interactions and alignment from the SALES call, or even EARLIER.
Let me preface what I’m about to say next -- don’t be an asshole. Don’t be pretentious. Don’t be a dick.
Let me preface what I’m about to say next -- don’t be an asshole. Don’t be pretentious. Don’t be a dick.
17/ Okay, now that's out of the way, let’s keep going.
If you get a client inquiry or referral and respond in 2 minutes and say they can text you or call you whenever… you’re setting that as the precedent for communication and your availability.
If you get a client inquiry or referral and respond in 2 minutes and say they can text you or call you whenever… you’re setting that as the precedent for communication and your availability.
18/ It’s REALLY hard to walk back from that.
Good luck trying to get them to stop texting you or calling you without scheduled meetings.
But hey, if that’s who YOU are and what you PREFER to text, then so be it.
Good luck trying to get them to stop texting you or calling you without scheduled meetings.
But hey, if that’s who YOU are and what you PREFER to text, then so be it.
19/ Just know that the first response, what you say, how you say it, is the start of the client relationship and sets the tone + pace.
Even if you don’t sign them.
Even if you don’t sign them.
20/ I’m not saying take 6 days to respond on PURPOSE to make it seem like you’re “busy” and trying to gain leverage that way.
That’s sorta gross, IMO.
That’s sorta gross, IMO.
21/ Depending on your email checking schedule (real time, batched, certain time blocks) and what you got going on, generally respond to new leads within 24 hours, or wait till Monday if its late Friday or over the weekend. No problem.
22/ ^ that is my philosophy for any sort of client communication, actually. And I literally now say that when I’m signing a client.
Here’s an example snippet I grabbed from an email awhile ago while onboarding a new client:
Here’s an example snippet I grabbed from an email awhile ago while onboarding a new client:
23/ “you can expect email responses within 24 hours (often much sooner)
-a weekly call if you want/need it
-a data dashboard setup if you don't feel like jumping into ads manager to review things
-a weekly call if you want/need it
-a data dashboard setup if you don't feel like jumping into ads manager to review things
24/ -text/call XXX-XXX-XXXX for emergencies (I'm PST) otherwise, email is preferred for me for communications”
Like.. it can be that simple.
Now, this wasn't easy. Simple does NOT equal easy.
It took me a looooooot of trial and error to get to this point.
Like.. it can be that simple.
Now, this wasn't easy. Simple does NOT equal easy.
It took me a looooooot of trial and error to get to this point.
25/ To find out what MY boundaries and expectations are and how I work best.
I will never volunteer myself to enter a client’s Slack channel, ever again. For me, that “always on” and “instant message” mentality is NOT why I become a freelancer.
I will never volunteer myself to enter a client’s Slack channel, ever again. For me, that “always on” and “instant message” mentality is NOT why I become a freelancer.
26/ I was just a poorly paid part time employee with how much work went into projects like that.
A quick message could derail you so fast. Slack inherently makes things “urgent” where most of the time it’s probably more so “important, but not urgent.”
A quick message could derail you so fast. Slack inherently makes things “urgent” where most of the time it’s probably more so “important, but not urgent.”
27/ It’s caused much stress and anxiety. Drastically decreased productivity. Didn’t even feel comfortable using my (personal) laptop on the weekends for worry I might see a Slack message and think about client requests.
Sheesh.
It was a rough learning experience.
Sheesh.
It was a rough learning experience.
28/ But that is why I am here to try to share it with you!
And again, I will say Slack isn’t evil. Some people love Slack and can manage it and set expectations with clients. FOR ME, I can better set expectations and keep it in my email inbox.
And again, I will say Slack isn’t evil. Some people love Slack and can manage it and set expectations with clients. FOR ME, I can better set expectations and keep it in my email inbox.
29/ And that’s just the communication piece of things.
If there is a performance or quality component related to your work, in my case, a certain return on ad spend (ROAS) needed for Facebook Ads, then be realistic with them AND yourself.
If there is a performance or quality component related to your work, in my case, a certain return on ad spend (ROAS) needed for Facebook Ads, then be realistic with them AND yourself.
30/ Please don’t try to lie your way to clients and money. If you really need the money or gig, try something like this instead:
“I think your goals or expectations are pretty high based on what I can see from past data and your website conversion rate.
“I think your goals or expectations are pretty high based on what I can see from past data and your website conversion rate.
31/ If you’d like to hire me, you can still do so but I cannot promise a certain result right away as it’s not entirely in my hands.
32/ I believe we can work towards X over time through producing more compelling ad creative, making a new landing page, or getting more testimonials on the site.”
This approach positions you as a trustworthy and reliable PARTNER before you even start working together.
This approach positions you as a trustworthy and reliable PARTNER before you even start working together.
33/ You won’t believe how many people bend the truth or even straight up lie just to win work.
If you end up getting that goal or crushing past it, GREAT! If you don’t, well, you sort of already pointed this out and set expectations accordingly.
If you end up getting that goal or crushing past it, GREAT! If you don’t, well, you sort of already pointed this out and set expectations accordingly.
34/ A quick hit list of other things you can (and should!) set expectations with and then we’re done for today:
-Communication method/style
-Communication timing/speed
-Timeline and milestones
-Communication method/style
-Communication timing/speed
-Timeline and milestones
35/ -Number of reviews/revisions
-Deliverables included, scope creep / budget increases
-What’s NOT Included in the project or scope of work
-# of assets produced
-How long the project lasts (month to month, 3 months, 1 year?)
-Deliverables included, scope creep / budget increases
-What’s NOT Included in the project or scope of work
-# of assets produced
-How long the project lasts (month to month, 3 months, 1 year?)
36/ -(mostly for monthly retainers) If you want to end our agreement, please give me a 30 day notice
You’re not just a freelancer, you’re the CEO of your business of one. What you let happen, is on you.
You’re not just a freelancer, you’re the CEO of your business of one. What you let happen, is on you.
37/ If you don’t take charge, someone else will.
Remember, not all clients are made equal and set those expectations or else they will set you.
Remember, not all clients are made equal and set those expectations or else they will set you.
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