CHAPTER 1- CHANGING THE MINDSET

Time to change our mindset

Have you had that client who seems to be always in your case?

The kind that no matter what you do, they never seem to be satisfied?

Or how about headache clients who seem to count every second you’re working?

Or worse…

Do you have a client who seems to only remember to pay you when they need another
job done?

I’m asking because I saw a post inside a freelancing group, asking advice on a
nightmare client who would always go and threaten her partner with termination.

And as expected, people came to offer their advice.

Now while I’m glad people chimed in with their thoughts…

The thread left me a bit disappointed.

Why?

Just take a look at these comments…

"Scout new job as back up plan"

"Makahanap pa po kayo ng magandang employer"

"I suggest mag start na siya mag apply"

"Look for a job na lang instead ganyan."

"Start looking around for another job"

"Maghanap ng ibang mas worth it na employers"

See a trend?

While they offered good advice…

They all treated freelancing as a job...

NOT a business.

Good thing my man, Glenn Mark, restored my faith in local freelancing when he
commented…

"I guess it is time to change our mindset.

If we think of ourselves as employees, magiging pabalik-balik na problema yang mga

panste-stress na ganyan ng clients or supervisors ng clients natin.

We should all rather think of ourselves as a business, as contractors who work dahil sa
value na maibibigay natin sa client.

Siguro time na ibahin natin yung setup ng pag start.

What I mean is during the interview period, ibahin natin ang climate. Imbes na tayo ang
tinatanong, dapat tayo ay may maraming tanong sa business ng client.

Sila ang lumapit kasi sila yung may problema, pain points, gaps or call them sa kung
anong pangalan.

Pag sila ay nag-iinsist na magkaroon ng authority sa call, drop it and say…

"Look, I am here to know about your business, your struggles, and everything in
between. I need to know these things to see if we are a good fit. If you are not okay with
that, I have to say goodbye at this point. Bye."

(Or kung papaano mo ipi-phrase yan)

We are here na parang doktor, abogado or dentista who diagnose, provide sound ideas,
and act on their problems.
That will give all of us an opportunity to have a command sa kung magkano ang
earnings na gusto natin every month.

If contractor ka, you can propose strategies na ikaw ang maglalagay ng plan of action
na mahirap para sa kanila na e-execute (pero madali lang sayo)…

A timeline na maari mong hahabaan to a few days kahit matatapos mo lang in a day,
ano yung mga inclusion ng service mo…

And an investment para sa client na naayon sa value ng work and effort na ilalaan mo.

Kaya napaka importanteng tool para sa ating mga freelancers ang proposal kasi using
that tayo ang may command sa scope ng work, sa timeline at sa kung ano ang
icha-charge natin.

We don’t need to work too many hours during the month to earn 100k pesos and we
don’t need many clients sa month na yan para abutin ang figure nayan.

Dapat may plan lang tayo kung paano ieexecute, paano mag on board and kung paano
mag fire ng client."

Couldn’t have said it better.

In fact, this is why I love freelancing.

I have complete control over the amount of income I want…

Work at the schedule I prefer…

And get to help clients along the way.

In short…

I get to call the shots.

So if you’re freelance business isn’t letting YOU call the shots…

Let me leave you with what Glenn Mark said…

I guess it is time to change our mindset.

Let'S Empty Our Cups

There’s this popular proverb about a certain university professor who want to learn Zen
from a wise Zen master.

"I have come to ask you to teach me about Zen," the scholar said.

"Sure", said the old man.

And as the old man quietly served tea, the professor kept talking about his own opinions
and knowledge about zen.

All the while, the master just kept pouring.

And pouring…

All the way to the brim.

The cup was filled, yet he kept pouring until the cup overflowed onto the table, and onto
the floor.

The professor watched the overflowing cup until he could no longer restrain himself.
"Stop! The cup is full already. Can’t you see?" the professor blurted.

"Exactly," the Zen master replied with a smile.

"You are like this cup, so full of ideas that nothing more will fit in. Come back to me with
an empty cup."

Now, I’m sharing with you this story to be reminded of an important life lesson.

You see, most of us are like the professor.

We don’t have the patience and humility to empty our cup and instead, we create haste
conclusions based solely on what we think.
For example…

There are freelancers who ‘think’ Upwork is the only way to get clients…

Freelancers who ‘think' working more hours is the only way to earn more…

Freelancers who ‘think’ only experienced ones should be paid handsomely…

Freelancers who ‘think’ that impressing clients is the way to go…

Freelancers who ‘think’ helping other freelancers means helping out a competition —
totally oblivious to the fact that there are hundreds of millions of clients out there…

Freelancers who ‘think’ freelancing is a job and one should strictly ‘apply’ to get hired…

And freelancers who ‘think’ having more skills ensures their success…

Just like the professor, they’ve got no more room to grow because they ‘think’ that
what’s true for them, should also be true for everyone else out there.

Not knowing they still have the opportunity to grow if only they’d empty their cup and let
go of their old beliefs for a bit so it can be replaced with better ones.

Freelancing Is Different From A Homebased Online Job

Refining Our Goals

Having the right mindset is a crucial ingredient to succeed in everything that we do in

life. A person must be a hundred percent clear about his goal.

During my session with my students, I always ask them in the beginning of our
discussion: What's your goal why you want to work as a freelancer?

Then came the most common predictable answers:

“I want to have financial stability….”

“Financial and time freedom….”
“Time control and working at home or anywhere….”
“To have more time for my family and kids….”

The list goes on and on.

And I always tell them, good, nothing wrong with that but… ​read that goal again​.

It's all about ​you​, not the client.

Nothing is wrong with having a goal that's good for you but a goal that serves you, and
you ​alone​ will not help you ​reach​ it.

And if clients will ask you during the interview, why have you decided to become a
freelancer, and you honestly gave them that answer without a second thought…

They would probably think that you are just here for easy money and that you are lazy!

What if you change your goal to “I'll help my client reach three million revenue per
month.” and let's say you are having 100k income per month.

Do you think that client will give you only 100k per month?

Of course not! you can even get up to 300k if that's the case.

Now, question:

How do I do that? how do I help them reach three million revenue in a month?

Now this is where the biggest secret comes in,

You have to understand their business and figure out how they can increase their
revenue using the skills that you already have,

You might say: “It's a lot of work. (Aaralin mo business nila? Sino namang gagawa nun?
Edi sana nagtayo ka nalang ng ganung business diba?)”

But that's pretty much how you can charge high.

That's why it's important that you serve a very specific niche. Because you understand
that kind of business, and you've been working with similar businesses before. You'll
see the patterns.

It doesn't matter if it's web development, email marketing, seo, writing, fb ads, etc.

If you can help your clients reach their goals, you'll definitely reach yours.

The Most Dangerous Number In Freelancing

For quite some time I’ve been beating the dead horse about how as freelancers — we
should be focusing on sound marketing principles…

Not​ on the latest freelancing tactics.

“Sabi ni ganito, eto daw lagay ko sa profile ko sa UpWork para makakuha ng client…”

“Sabi ni ganyan, dapat daw skill ko web dev para malaki kita.”

“Sabi ni ganire, eto daw na site gamitin ko para daw mas madaming clients.”

Puro si ganyan… si ganito…

Gumagana ba siya?

Hmmm… Puwede.

However, when you only focus on something at a tactical level, mas mabilis pang
malaos ang freelance business mo kesa sa latest meme na nag-viral.

The problem is not the tactics.

The problem is, constantly chasing after the next trick, magic bullet, or "surface level"
shortcuts just to get ahead.

Because here's the thing...

Tactics change.

And it often does in an instant.

Imagine this…

What if after all the hustle to become top-rated, your account suddenly got suspended?

What if someone hacked UpWork (or any freelancing site you’re in) and caused the
website crashing down?

Or what if the company changed the algorithm and clients can no longer find your
profile?

Will your freelance business survive?

Can you honestly say you’ll be alright?

And before you could say…

“Imposible mangyari yun!”

There was a time when everyone and their grandma who knows blackhat tactics can
rank on the first page of Google.

It was the ‘Golden Era’ of internet marketing.

For years, people have profited from it.

Heck, some even built multiple 7-figure (dollar) businesses.

Then one day, Google decided to have a little fun and — POOF!

Websites who used to be on the first page were nowhere to be seen.

Businesses who have all their marketing budget into search engine optimization (SEO)
found themselves with no other source of income overnight.
And those who offered page ranking as a service found their biggest clients leaving
them without a word.

It’s like living on borrowed land.

Kapag naisipan ka na paalisin ng may-ari, wala ka ng magagawa.

Now, I’m not trying to scare you.

On the contrary, I want you to realize one glaring fact...

Being on UpWork is just one of the many strategies to get freelance clients.

And in business, the last thing you want to do is rely on just one.

In fact, there’s a popular saying in the business world and it goes like this…

“​The most dangerous number in business is the number one…”​

What that means is…

Does your business have only one source of leads?

One major client?

One major source of income?

Because relying on just one tactic or strategy is like building a house on a sandy beach
— when the tide rises, there’s a good chance it’s gonna collapse.

And this is where good ol "principles" come in.

When your business is built on sound marketing principles like…

CONNECTING​ with your market.

It doesn’t matter if it’s UpWork, Facebook, LinkedIn, or Google so long as you do it

consistently.
PROVIDING VALUE​ that builds reciprocity and gets them to see you as an authority.

If Facebook posts, blog, instagram or any form of medium allows you to do that, then
great.

BUILDING an audience of people whom your service can help.

If podcasting, blogging, or having a newsletter allows you to achieve that, then

awesome.

Point is, tactics and medium (fb, linkedin, insta, upwork, etc...) can change...

But the principles of selling clients to work with you will always stay the same.

Sure, you can take advantage of short-term strategies every now and then…

But if the foundation of principles you’ve built are solid…

No algorithm, no website crashes, and no client no matter how huge can ever leave you
broke.

Don'T Rely Too Much On Platforms

Let me tell you a story about a chef named, ​Davide Cerretini.

Like any good restaurateur…

All he wanted was to provide great food, great service, and build up his restaurant client
base.

Until Yelp reps tried to get him to buy ads.

(If you have no idea what Yelp is, it’s a business directory service and a forum where
people can find and review a business that is listed)

Business was going strong so he respectfully turned them down.

Di naman niya kailangan eh.

Then he noticed something strange.

Suddenly, his 5-star reviews on Yelp were nowhere to be found and was replaced by
1-star reviews which he didn’t have before.

Turns out, Yelp was manipulating the reviews hoping he’d give in to their demands.

And after tons of back and forth with the platform which went nowhere, he made a very
slick marketing move.

Instead of getting 5-star ratings, he did the opposite…

"Give us a one star review on Yelp and get 25% off any pizza! Hate us on Yelp..."

That’s when his business boomed.

People had so much fun posting weird, outrageous, 1-star reviews on Yelp that the old
1-star reviews didn’t matter no more.

So much so that many refused the discount.

David became a mini-celebrity too as a result.

In fact, there was so much business that people were willing to join David’s cooking
events for $3,000 and above.

So what’s the lesson in today’s story?

Well, there are many, like zigging when others zag and not giving up in the face of
adversity.

But while it was a happy ending, the real lesson here is…

Never build your house on someone else’s lot.

David did that, built his business on Yelp and he nearly paid for it dearly.
Same thing if you’re freelancing business is reliant on a single platform like Upwork,
Onlinejobs, Facebook, Linkedin or any platform to get clients for that matter…

It’s like living on borrowed land.

Anytime pwede ka paalisin.

Take a second to ask yourself these two questions…

Where do you currently get clients?

What if you wake up tomorrow and it’s gone? Would you still have a way to get clients?

Chances are, you won’t like the answer.

And that’s the thing about owning a freelancing business or any business for that
matter…

You should be the one that has ultimate control.

How To Get Lucky Freelancing

Learning By Doing

I know that ‘learning by doing’ seems like an impossible task.

It goes against what we’re usually taught.

Heck, our whole life we were conditioned to study first before getting a job.

Now, while people might think I'm crazy for even suggesting this concept of doing the
work as you learn…

It really isn't some new age thinking.

In fact, this happens all the time in the real world. ​ ​

Think about it... ​ ​

Every second, someone gets hired for a position they barely know anything about until
they get there. ​ ​

Remember your first ever job? ​ ​

You hardly know what your duties are yet you go in there, first day at work, trying
forcing yourself to learn everything on the fly. ​ ​

Got promoted? ​ ​

You don't have a 100% grasp of your new responsibilities yet you try and look the part
anyway as if you really know what you're doing (lol!) ​ ​

Yet for some reason, it seems like a foreign concept when applied to freelancing. ​ ​

People (especially the ones starting out) think they have to be 100% ready and
prepared before they even make a single move.

So if you’re asking yourself…

Can I really do this?

You can.

The only thing stopping you really is that little voice inside your head that says you can’t.

And only when you learn how to recognize and remove them from your system that
you’ll begin to start having breakthroughs.

It’s funny how a simple shift in mindset can change your life completely.

Your Limiting Beliefs Will Fail You

Let me play the part of Manang Bola este ’Manong’ Bola in your life.
(For those who don't know, she’s the resident manghuhula sa Batibot — a 90’s
children's program)

I’m gonna predict the reason why you’ll fail freelancing this year.

Wala tumatanggap ng application mo?

Mahirap humanap ng clients?

Di ka masyadong magaling?

Hmmm… mukhang hindi…

Teka teka… may nakikita ako…

Quiet…

Concentrate…

Ayan na, lumilinaw na…

Aahhh yes… I can see it now… of course!

There’s only one reason why you may fail this year…

It’s your ​BELIEF​.

"Huh!? Okay ka lang?"

Teka, bago pa magkunot ang noo mo, let me tell you why.

You see,​​ ​your ​BELIEF​ affects your thoughts. ​ ​

Your ​THOUGHTS​ affect your emotions. ​ ​

Your ​EMOTIONS​ affect your actions. ​ ​

And your ​ACTIONS​ affect your ​OUTCOME​. ​

So if you're not getting the outcome you desire...

Doesn't it make sense to change or improve where it all starts?

For example, I used to have this belief from my childhood... ​ ​

"Rich people are evil. And the only reason they are rich is because they stepped on
other people along the way"

I grew up watching it happen sa T.V.

Tapos sa probinsiya, iba tingin nila kapag mayaman ka.

Isama mo na ung mga tsismosa mo na kapitbahay na pinag-uusapan ung may pera na

akala mo may ginawang masama. ​ ​

For years, it stopped me from charging high because deep within my subconscious, I
thought doing so would make me evil.

These kinds of beliefs run deep and it sabotages your results from behind the scenes.

And it's terrifying to think that people go through life not knowing what's really causing
them to fail.

In fact, it's only when I learned how to recognize and remove them from my system that
I began having one breakthrough month after another.

It’s funny how a simple shift in mindset can change your life completely.

CHAPTER 2- BASICS OF A FREELANCER

It's Not About You

Let us start this topic with a question from my inbox. I will try to give my full
unadulterated answer and share it here so that everyone will benefit from it.
Ang letter sender natin for today ay itago na lang natin sa pangalang…

...Criselda

Here's her question…

*Cue 'Maalaala Mo Kaya' instrumentals*

Dear Kuya,

"I am a newbie, I do not have a concrete or precise knowledge of how and what it takes
to become a freelancer.

Although, I've managed to put up an Upwork profile 2 years ago. It's still there, hanging
around, nothing to do but frown (okay I'm singing) because... I got rejected over and
over again haha…

Maybe because I can not put up a strong overview of me, a strong cover letter, and a
"superstar" portfolio.

How can I put up all these things when I do not even have a single experience [eng
herep besh]."

Well, Criselda…

There are 2 things you should know.

One, a superstar portfolio has ​nothing​ to do with you getting hired. That's your own
limiting belief talking.

In fact, whenever I talk to clients and dive deep into their problems, you'll seldom hear
me talk about my portfolio — heck, I don't even mention the word 'email' even if it's the
service I'm offering.

But you know what clients care about?

THEMSELVES​.
If you can demonstrate that you understand their business better than their own, and
show that you care enough to make your service fit their business model so they can
gain back their money, time, or peace of mind...

There's no doubt they'll hire you in a heartbeat.

I know this because if a kick-ass portfolio is what you need to be a great freelancer,
then I shouldn't be where I am today since I don't even have a website — I don't even
know what a cover letter is.

Think about it…

How can a guy who just write emails, get a client when he barely has a sample website
or blog to showcase his skills?

Which brings me to the second point I want to make...

IT'S NEVER ABOUT YOU.

I'm telling you this in response to this line you wrote…

"Maybe because I can not put up a strong overview of me…"

What you need is a strong overview ​who​ your ideal client is.

What keeps them up at night?

What's their frustration so big that they're willing to give you money for it?

When I first started out, that's what I thought too… that I should be the most kick-ass
transcriber ever first so clients will line up banging on my door.

But you know what?

I didn't have to.

Turns out, all I need to do is…

Ask them about their business.

Find out what their problem is.

And tailor fit my services based on the problems they've told me.

Because when your client feels you care more about helping them than just making a
quick buck…

That's when everything falls into place.

Listen...

Let's not make freelancing harder than it should be as it all boils down to 3 things…

Find​ who you want to help.

Ask them ​how​ you can help them.

Offer​ your service as the solution.

Freelancing doesn't need to be any more complicated than that.

Whew!

Too Much Pogi Points

Back when I was working as a service crew, we used to play this game where we bet on
who's gonna get the most names and phone number of the girls or 'chicks' (lol!) in under
an hour.

Now here's the interesting part…

The first time we did it, most of my colleagues (including girls), placed their bet on
Michael.

Who wouldn't?
Michael, for lack of a better term, we just call him 'Adonis' na may makalaglag panty na
smile.

Tall.

Well-built.

Chinito.

Maputi.

Everything a 'chick' would ever want.

I, on the other hand, placed my bet on Willy.

He stands 5 foot 6.

Darker than moreno complexion.

Dad-bod.

A slightly crooked smile.

Not exactly what you'd call a babe magnet.

But Willy was a classmate in college and I've seen him grab the attention of girls who
are, in his own words — way out of his league.

Timer starts… NOW!

Willy was off to the races… approaching every girl he sees asking their name and
phone number.

Michael on the other hand, picked a corner, carefully selecting his targets, using his
charm and good looks to make them look his way.

Now, who do you think won?

I bet you already know the answer.

As I expected, Willy won by a landslide.

Sure, Willy got rejected a lot.

But he also got seven names and phone numbers compared to Michael's two names
and a phone number.

And it's the same mindset one should have when getting freelance clients.

How will you land them as clients if you're not proactively getting them as leads?

How will you get leads if you're too scared to do prospecting?

Most freelancers rely on their portfolios, testimonials, and their skills to bag a client.

Just like Michael, they rely too much on their "good looks".

Successful freelancers, on the other hand, are like Willy.

They go to where their target customers are and just approach them without a care
whether they get rejected or not.

And it's the same mindset I want you guys to have.

I remember this conversation a while back with your fellow aspiring freelancer.

Him: Ok… so I think I found my target audience online. What's the next step?

Me: Talk to them and ask them what's their single biggest challenge is when it comes to
the problem you're solving with your service.

Him: Gotcha!

One week later…

Him: Hey, do you use LinkedIn to connect with prospects?

Me: The medium doesn't matter. By the way, have you asked your prospects what their
single biggest challenge is?

Him: Not yet. I was trying to look for other platforms they might be using.

Me: Why not ask them now?

Him: Okay. Will do.

Two weeks and two days later…

Him: Sir, sorry for the bother… what do you think of these samples (he's talking about
his portfolio)?

Me: Have you talked to any of your prospects?

Him: Not yet. But what do you think of my samples?

Me: *seen zone*

(I do hope he's reading this right now)

Listen…

I'm not asking you to be fearless.

No one is.

Rather, I'm asking to have the courage to do it ​DESPITE​ the fear.

The portfolios, the website, the certificates, the testimonials, all the training... all these
things can wait.

In fact, rarely have I gotten a premium client because of any of the things above.

But knowing your market's concerns, challenges, and frustrations so you can better
serve them...

That's something you should have been doing since ​YESTERDAY​.

Care About Their Problem

Meet Helen.

She’s 45 year-old dentist from Connecticut.

And a single mom of a 13-yr old girl.

Problema niya?

She can’t seem to get high value cosmetic cases for her dental practice.

Sure, she’s getting patients here and there.

But it's not all-the-time.

Some days are better than others. But most days are terrible.

She has a desperate burning desire to solve this problem.

In her mind, her life and her daughter’s future depends on it.

So she decided to do something about it.

The first thing she did was to go to job boards and freelancing sites like Upwork for
someone who can help her with her problem.

And an hour into posting, she already got pitches pretty much saying the exact same
thing…

"Sure, I’m a really good VA and I helped clients do FB ads"

"I have 4 years experience doing this for clients. I can help you do that"

"I’m a certified ad expert and my rate is only $X/hour"

Surprisingly to Helen…
Not one soul attempted to UNDERSTAND her problem.

There was not even an attempt to find out exactly what she was struggling with.

Instead, they all led with their solutions varying from FB ads to chatbots, to funnels to
website design.

But since she was desperate, she tried a couple of them only to be asked by the
freelancer she hired this question…

"Okay. So what do you want me to do?"

Barely knowing anything about marketing this caused her more distress than relief.

*sigh*

But then came Rudy.

He’s a LinkedIn lead generation specialist.

And he happened to meet Helen inside a LinkedIn group they’re both in.

When the two got connected, Rudy got her to open up about her business.

This is how their conversation went…

(Some small talk)

Helen: Well, one of my struggles is how to actually generate high value cosmetic cases
for my dental office.

Rudy: Hmmm… why is that such a problem?

Helen: Honestly, I just don’t have the time to do dental work and create a website or do
marketing for that matter.

Rudy: I see.
Well, I’ve been helping dentists generate more high value cosmetic cases even if they
don’t have a website and they’re totally clueless about marketing.

If this interests you, we could hop on a call and talk about how you could do the same.

What do you say?

Helen: OMG! When are you free!?

She was sold right then and there.

Long story short, he got her on a call, dug deeper into her problem, and Helen was
more than glad to pay him premium for his service.

Why am I telling you this?

Listen…

Helen is a real person with a real story.

She's one of the many types of clients most freelancers encounter on a daily basis.

No while I’m sure the previous freelancers meant well, and probably meant no harm
(yung iba di lang talaga nila alam)…

Their lack of interest on Helen’s problems automatically sealed their fate.

Sure, they got her as a client, but not at a premium fee and definitely not on a retainer
basis...

Which could have easily happened had they spared even just a couple of minutes to
listen to what she had to say.

Instead, they were motivated by the idea of getting a client as quickly as possible that
they no longer cared whether or not they were the right fit for the project.

And I won’t lie.

I too did the same thing when I was starting out.

Aarte pa ba ako? Pera na yan eh!

Back then, I also used to believe that if I don’t bring up my credentials, portfolio,
experience, and vast array of skills into the negotiating table, I have little to no chance to
close the client.

All of which, ironically, Rudy didn’t even mention.

The sad thing is…

This very same scenario is playing out every single day for most Filipino freelancers.

And it’s about time we do something about it.

So as you read this, I want you to think about the last few prospective clients you’ve
talked to and honestly ask yourself…

Did you care about their problems enough to ask them about it?

Or did you just try and ‘sell’ them to your service?

No judgement.

Just something to think about…

Keep Doing The Right Thing

Let me tell you a story about Coach Oliver S. Gelston.

He's Montclair State University men's basketball coach.

(If you're not a fan of basketball, just stick with the story and it'll make sense later) ;-)

During his eight year tenure, his teams won conference titles in 1961, 1964, and 1965.

He was ranked fifth in all-time victories at NCAA Division III colleges with 343.
And has accumulated over 359 career victories.

But here's what really made him special…

Before each game starts, Coach Gelston would remind his players of his ONLY RULE.

And every year on the first day of practice, he would say...

"You're all from different high schools, and you all had different high school coaches.

Your high school coaches all had different rules for you.

If you want to play for me, I only have one rule.

Be at the right place at the right time and do the right thing."

Personally, I follow only -- ⅓ of his rule.

I just keep on doing the right thing.

Because being at the right place at the right time relies on a bit of luck.

And as we all know, you can't control 'luck'.

But if you just keep on doing the right thing…

Eventually, you'd be at the right place … at the right time.

And that's when the magic happens.

So this is a challenge for you to ask yourself…

Are you really doing the right thing?

Learn A Skill

Ano bang skills yung magandang aralin? Yung skills na malaki yung fees?"
Well, for one, I have no idea of what things you’ve done before and what you are
capable of so I’d be guessing at best if I did answer that question.

If you’re just starting out, you would always hear me say:

Just pick a skill. Doesn’t matter HOW you do it. Just pick one.

However, that's where most freelancers get stuck.

They jump from studying one skill to the next...

Enroll dito...

Courses doon...

Hoarding all resources related to a skills they fancy until they see someone with a
different skill making bank tapos yun naman ang aaralin nila.

Only to realize they’ve wasted months (sometimes years) trying to figure out which skill
will be the most profitable.

And as much as I hate asking the obvious...

If you’re getting stuck before you even started, then how are you going to move
forward?

Your Service Is An Asset

I’m going to share a harsh truth about growing a 6-figure freelance business.

Once you understand this, you could easily double or triple your income if you wanted
to.

The harsh truth?

Most freelancers don’t know what their clients really care about.
To illustrate my point, let me tell you the tale of two freelancers…

Both doing design and creative work.

Both equally skilled.

Both equally experienced.

Client likes what he sees and sends a message out to both asking for their rate.

Freelancer #1 replies and offers to get the logo done fast at a cheaper price and sent
his portfolio.

Freelancer #2, however, didn’t.

Instead, he invited them on a call to understand exactly what kind of logo was needed to
be done and if it’s something he could help them with.

In his mind, they may not even need a logo so paying him to make one would just be an
expense.

On the call, he asked them things like what the logo is for, what assets (calling card,
boxes, signage, etc) will it be used for, and if they already have a messaging behind the
logo once it’s created.

And after the call, he sent a proposal outlining the marketing strategy, messaging, the
design, how long will it take, the investment required…

And a projection of how much the client would save if the project was done right.

Who do you think will get the project?

Just from the process alone, you can already sense who’s a professional and who isn’t

Oh, and this is a true story.

Freelancer number 1 is almost every freelancer out there.

And freelancer number 2 was Ben, who was able to close this logo project for $30k.
"Wait, $30k for a freaking logo!?"

I know. Crazy, right?

But then again, while some clients appreciate cheap rates…

That’s not what this client was worried about.

They were more worried about how much money and time they’ll lose if they ended up
putting a crappy logo on all their assets and had to take it all back…

Which conservatively put, is in the millions.

Now, if you’re the client and you could potentially save yourself from millions of dollars
worth of wasted assets, headache, and embarrassment…

Would a $30k logo look expensive?

Sadly, that’s where most freelancers fail.

They tend not to care about what their clients actually want and then cry about it when
prospects try to lowball their prices.

They always whine about being underpaid when in reality, all they’re thinking about is
how to get the work done fast, get paid, and get it over with.

They literally bring zero value to the table.

In fact, if they’re reading this, they’d probably go, "Who in their right mind would pay for
a $30k logo!?"

Well… a lot.

Research how much Apple paid the designer for their simple apple "logo" as well as
Mcdonals and Microsoft and other giant companies.

See how businesses and even non-profit organizations would pay top money for a
logo?
Then again, most would say…

"Pucha! Gaano Kaya kagandang logo ung ginawa nun para makapaningil ng ganun?"

*facepalm*

Successful freelancers, however, those who understand that the true worth of their
service is determined by how much they give in value, would ask a different question…

"What could I do/give so my service won’t be an expense but an asset?"

Now, THAT mindset is what separates a mere order taker to a highly-paid freelancer.

And like the famous lion once said…

"While others search for what they can take, a true king searches for what he can
give…" - Mufasa

Is Your Jar Full?

I’d like to tell you of this story of an old professor who wanted to make a point about
setting priorities.

To do this, he presents a group of students with a large empty jar.

While watching the students’ reactions…

He then pulled out a bag of rocks from under the table, each the size of a tennis ball,
and placed them one by one in the jar.

He did so until there was no room to add another rock.

It was then the professor asked…

"Is the jar full?" The students replied, "Yes".

The professor paused for a moment, and replied, "Really?"

Once again, he reached under the table and pulled out a bag full of pebbles.

Carefully, the professor poured the pebbles in and slightly rattled the jar, allowing the
pebbles to slip through the larger rocks, until they settled at the bottom.

Again, the professor asked, "Is the jar full?"

The students, seeing the jar filled with rocks and pebbles replied, "Yes"

The old professor then pulled out a bag of sand.

Cautiously, the professor poured the sand into the jar and it filled up the spaces
between the rocks and the pebbles.

To which he again asked, "Is the jar full?"

The students cautiously replied, "Yes?"

To their surprise, the professor again reached under the table and pulled out a pitcher of
water.

He poured water in the jar until it was absolutely full.

Now, we don’t need to finish the story to see the underlying the idea behind the
experiment.

Point is...

If we don’t put all the larger stones in the jar first, we will never be able to fit all of them
later.

It’s an easy concept to remember but rarely implemented.

Take your average freelancer for example.

In any given month, most of them would be busy filling their jar with water, sand, and
pebbles — learning another skill or doing client work for the entire day.
They become too busy to even realize that their client can pretty much leave them
anytime.

And when their clients leave them, they feel cheated for giving it their all.

They blame freelancing for being an ‘unstable’ income source…

They start thinking life is unfair.

But is it, really?

When you think about it...

They spent zero hours putting in the big rocks — connecting, building an audience,
creating systems, marketing their service, and giving value.

Tasks that every freelancer should be doing first thing in the morning to ensure they
have a stable freelance business for years to come.

*sigh*

I should know…

I squandered almost all of my income several years back (I think it was around March of
2015) simply because I forgot to prioritize the big rocks.

I mean, why should I?

I was netting more than half a mil a month and I got all the clients I can handle.

In short, I felt like the baddest motherfucker around.

I bought myself a car.

Got the house renovated.

Bought things I’ve no business buying.

Only to find out two months later that my biggest client, responsible for over 80% of my
income, was leaving me.

It was a complete wake-up call.

So I’m passing this lesson to you — in hopes that you won’t wait for an unfortunate
event to happen before you start focusing on the ‘right’ things.

Because like the story goes…

If we don’t put all the larger stones in the jar first, we will never be able to fit all of them
later.

Discard You Own Limiting Beliefs

A few weeks ago, my wife and I were on the way to a workshop.

While driving, I suddenly realize something horrible.

Naiwan ko yung driver’s license ko.

I then started to slow down, be more mindful and I was stressed.

Has this ever happened to you?

Chill lang kami tapos bigla akong na stress.

What changed?

I know I’m a good and careful driver and I don’t need to tell myself that kasi that’s
natural and innate to me.

But the moment I realized na I was driving without a license, my beliefs changed.

Nothing external changed, just my beliefs.

And in this instance, my belief was that I was a criminal.

The thing is, alam ko deep inside na I’m a good driver.

But the beliefs I was holding on to at the time kept pushing self talk like:

"Masama yang ginagawa mo"

"Ang tanga mo"

"Mahuhuli ka!"

I started to believe the idea na mahuhuli ako.

And that caused the stress.

Just from my belief.

Why am I sharing this?

Kasi I want to talk about limiting beliefs and how they are keeping us from our goals.

And if these beliefs are causing you stress, it may be because they are contradictory to
something you already know to be true about who you are deep inside.

Do you find yourself stressed out and telling yourself na ​"Hindi ako magaling..."​?

Maybe it’s because deep down, you know that you are capable of so much more.

​
Do you find yourself stressed and saying ​"pang ganitong rate lang ako..."?

Maybe it’s because you know that you are so worthy of so much more.

These contradicting beliefs could be what’s causing stress and sadness for some.

These beliefs, or rather the thoughts and ideas about ourselves that we are choosing to
believe, tend to dictate our actions and the results we get.

It’s not solely the actions we do that determine our results.

Success lies in who you believe yourself to be.

And it’s not just whether you believe yourself to be an awesome copywriter or amazing
social media manager or a 7-figure freelancer.

Do you believe you are worthy of a freelancing career?

Do you believe you are a committed person that can face any setbacks you may
encounter?

Do you believe you are a trusting person that when coaches give advice, you believe
that they are out for your best interest and that they believe in you as well?

My belief is that when we are true to who we are deep down and choose to believe
those beliefs and take the recommended actions, we’ll start to see the results you’ve
been wanting

The thing is you may not agree.

But that’s my belief

And as I choose that belief, it becomes my truth.

And that’s enough for me.

And that’s all that matters to me.

Why No One Pays What You'Re Worth

Freelancers always correlate their REVENUE to how skilled they are.

In their minds…

More skill = More revenue

And while it makes sense logically, it isn’t the case in real-life.

Take for example, Joshua Bell — one of the most (if not the most) celebrated violinist at
such a young age.

He was so talented, that enthusiasts refer to him as ‘God.’

At 17 he played as a soloist at Carnegie Hall.

And by the time he was 18, he had already played with the most prestigious orchestras
in the world.

He has received the Mercury, the Gramophone, an Echo Klassik, a Grammy, an Oscar
(almost), and his score on a movie even won an Academy Award.

(I barely even know half of those awards. lol!)

So it’s safe to say that this guy does NOT lack the talent, brilliance, or skill.

If anything, he has an overabundance of it.

But in this one experiment in 2007…

Instead of playing in a music hall, he was asked to play down the steps of the L’enfant
Plaza Station in Washington D.C in front of the general public.

Armed with his God-given talent…

A $4 million dollar Stradivarius (violin)…

With a skill he polished since he started playing at the age of 4…

While playing a musical piece written by one of the most dedicated, gifted and prolific
composers that ever lived…

A world-renowned musician is on a $4 million dollar violin playing an epic piece of

music…

What do you think happened next?

Well, here’s what happened…

Over the next hour, hundreds of people passed by…

Only 7 people stood by for a few minutes…

27 gave him money — without even pausing to listen…

And 0 people applauded after the performance.

That’s right zero.

In an hour, he made $32 and 17 cents…

Doesn’t seem too bad but when you stop to consider that $20 of the $32 actually came
from a fan who recognized him…

That’s a measly $12/hr for all that talent, work, and equipment.

And this coming from a guy who commands ticket prices starting at a $100.

Because the crux of the matter is…

Genius, talent, or skill does NOT speak for itself.

You can be the best in the world just like Joshua Bell and no one will even bother to pay
what you think you’re worth.

Unless of course you know how to market it.

Because here’s the cold hard truth…

It’s almost impossible for people, or in our case... prospective clients, to properly assess
how intelligent, skilled, or competent you are in doing a certain task.

Why?

Because people make decisions based on emotions — not logic.

That’s just how us humans are wired.

Now, this may seem like a bad thing but it’s actually good news.

Because now you know that skill or talent has less (or almost nothing) to do with you
getting a client to say YES to acquiring your services…

There’s less pressure on your end to be an expert.

Two Things That Stucks Freelancers

There are two things that are keeping freelancers stuck.

No, it’s not skills, experience, or portfolio.

And it’s not the lack of strategies and tactics either - there are a dime dozen of those on
the web.

The two things that’s really keeping freelancers stuck?

One of them is ​COMMITMENT​.

There’s an old saying that goes…

"When you’re interested, you do it only when it’s convenient. When you’re committed,
you accept no excuses — only RESULTS."

I see this everyday.

People wanting MY lifestyle but wouldn’t be bothered spending a minute being in my

shoes.

People asking…

Subscriber: I really want to learn freelancing. I’ve been reading your emails and you
really got me hooked. I just don’t know how to start things right.
Me: Well, thanks. Have you watched the videos you opted in for?

Subscriber: Yes.

Me: What have you done so far?

Subscriber: Wala pa naman… I’m still thinking of my next steps.

Me: Here’s your next step — Choose a market you want to pursue. And let me know the
day after tomorrow what you decided on.

Subscriber: Thank you coach!

Day after tomorrow came…

Subscriber: Sir, I haven’t yet found a market but I’m trying to learn a different skill which
is social media to gather some experience.

Me: Why not find a market like I asked you to?

Subscriber: Di pa kasi ako sure sir kung anong market pipiliin ko.

*facepalm*

Masyadong sigurista.

(Had she done what I said, she would’ve gotten free coaching from me until she gets a
client.)

People are so afraid to commit to just one path they’d cling on other stuff even it it
doesn’t do anything to move their cause forward — para lang ‘sure’.

In fact, they’d go to great lengths just to avoid it.

It’s the same reason why people have the shiny object syndrome.

Course dito… course doon… coaching dito… coaching doon… isa pa ngang skill
kulang pa… di naman gumagana dito sa Upwork lipat ako sa OnlineJobs… gawin ko
kaya skill niya mas mataas bayad dun… ABC and D markets might not work. Let me try
market E…

Ang ending?

Because they don’t want to commit to just ONE… hanggang ngayon wala pa ring
napapala.

They’re still in the same place where they started.

How do I know?

I was personally guilty of this.

For years, I’ve looked for that magic freelancing bullet only to find out that…

It wasn’t my market that’s the problem.

It wasn’t my skill.

It was me.

Which is why, I could say with absolute certainty — things are not gonna change until
they start being committed.

Which brings me to the second thing that’s keeping freelancers stuck — ​BELIEF​.

In fact, it’s the root cause of our entire ‘commitment’ issues.

We simply don’t have enough belief in ourselves that we can do it.

You see, if you don’t believe that you have what it takes…

And you don’t believe you can make it work…

Guess what happens?

It won't fucking work.

It’s why people are afraid to commit… afraid to go all in…

They secretly don’t believe in what they CAN do.

And that’s the problem.

Because the secret to be successful in freelancing — or anything in life really…

Is to commit to just ONE thing over time.

Just one.

You don’t need 5.

You don’t need 20.

ONE.

You have to give it some time.

Like my mentor would always say…

"The name of the game is to stay in the game until you win the game."

Because nothing that lasts comes easy.

So if you’re reading this and you’ve yet to find that ‘belief’ in yourself causing you to
have commitment issues…

Do know that I believe in you.

I wouldn’t be doing this if I don’t have 100% belief that Filipino freelancers can do it.

If it was anything BUT a hundred, you won’t see me wasting my time writing these long
ass topics.

(Aba, sayang oras at walang namang bayad to.)

But I do.
All that’s left is for you to see it too.

CHAPTER 3- CLIENTCENTRIC APPROACH

How To Find Clients

The Virgin Way To Sell Your Service

Let me let you in on a little ‘selling’ secret which if you get wholeheartedly will make your
freelancing life a whole lot easier…

(And stress-free too if done right)

You see, most freelancers think this is how you build a freelancing business…

1. Learn a skill.

2. Sell it to clients.

3. Make money like a rockstar.

That’s cool and all -- and a few did get ‘lucky’ starting that way.

But the ‘real’ world doesn’t operate like that.

Besides, would you want a business that runs on luck?

Yet most freelancers approach starting a business this way — with the skills (solution)
first.

They start by researching up a skill that makes the most money…

Try to learn it for a month or two…

Then they work backwards to figure out how to sell it.

Then and only then do they try to find clients whom they think would pay for it.

Sounds familiar?

But here’s the rub…

The real way to build a freelance business, or any business for that matter, one that
grows by leaps and bounds is totally different.

Take Richard Branson, net worth of $4 billion, founder of the Virgin group, for example.

In 1978, he and his wife were trying to catch a flight to Puerto Rico, but the local Puerto
Rican flight was cancelled.

So he chartered a plane for $2,000.

With the terminal full of stranded passengers, next thing he did was to divide the price
by the number of seats, borrowed a blackboard, and wrote…

VIRGIN AIRWAYS: $39 SINGLE FLIGHT TO PUERTO RICO

He then walked around the terminal and soon filled every seat on the plane simply by
telling them about it — he didn’t even have to sell.

This is how Virgin Airways started.

Now, did you notice that the service (the charter plane) didn’t exist prior?

First there was the audience (the folks at the terminal).

Then there’s the problem (cancelled flight to Puerto Rico)…

And only then did the solution even came about.

The result?

No hard selling.

No persuasion voodoo used.

Not even a mention of how awesome the plane is.

Yet the seats pretty much sold itself simply because it’s solves a pressing problem.

And if you think it’s only Virgin Airways started this way, think again…

Uber was born one winter night during the conference when the two co-founders was
unable to get a cab...

Alienware founder was building PCs for a lot of friends and family but mostly what he
was getting were requests to have their PCs built around gaming...

Dropbox was conceived by University student after he kept forgetting his USB memory
stick...

Whole Foods was started by a college drop-out to cater to people that needed natural
foods store in Texas...

Shopify’s founders were searching for a shopping cart solution when they were setting
up an e-commerce site for snowboarders but were unable to find one...

Lynda.com began when Lynda Weinman was told by her students that the technical
books she assigned to them teaching web design were boring...

Shutterstock was introduced into the market when the founder (then photographer)
started receiving payments to license his photos because it was affordable...

Mailchimp was jumpstarted when CEO Ben Chestnut had a stream requests from
clients who wanted email newsletters created...

And the list goes on…

Spot a trend?

By now it's glaringly obvious that solving problems is how successful businesses grow
and prosper.

And in case there’s any confusion — FREELANCING IS A BUSINESS.

So the same process applies when starting freelancing…

1. Find a market you can serve.

2. Discover their problems.

3. Offer a service (solution) that would solve those problems.

Same process goes even if you're selling a course, a software, or a physical product.

I know this quite well since I'm the one business owners hire to sell their products
through email.

And the first couple of questions I ask before I take them on as clients is, who their
market is and what problem are they trying to solve.

No amount of copywriting goodness can sell a product that doesn't solve a need or
fulfils a deep-seated want.

"But what if I already have a skill?"

Then good for you.

However, unless you figure out the kind of problem you’re solving for clients, it’ll always
be a struggle to sell your services.

Instead, focus on finding out whether or not they have a problem you can solve before
you even prescribe a solution.

Just like what Bea did to figure out what to offer her first premium client…

When I reached out to Tristan, "funnels and automation" were the skills I have in mind
to offer, but then when I dove deep into her needs (problem), what she needs was just a
simple web redesign.

So I created a proposal out of it(based on need not on her skill) and I’ve closed the deal.
I didn’t push "funnels and automation" simply because she didn’t need it.
See what I mean?

And when the time comes that the client would need "funnels and automation", guess
who the client would be calling first?

I think you get the idea.

So before you go gung-ho on learning that super-awesome skill, you may want to ask
yourself…

What problem does it solve for your would-be clients?

Focus On The Pain

All great freelancers focus on the pain.

It's the same reason why Uber is successful.

Anyone who has hailed a taxi before Uber came along knows what a pain it usually is.

How much pain?

Let me count the ways….

We have to line up and wait on designated loading areas.

Then try to negotiate the destination.

There are also the weird smells - kadalasan sira pa aircon.

The occasional rudeness kapag wala kang barya.

PLUS the fare varies depending on how good you are at haggling.

Well, Uber solved all those problems in one fell swoop.

And just like Uber, freelancers, the ones who charge premium consistent 6-figures a
month, solves a specific pain for their client.

They go way beyond than just taking their clients from Point A to Point B like normal
freelancers would.

Let's take one of my friends, Christopher who charges $500 per article as an example.

Now, most people will read that and go…

"Huwaaaaat!?"

But remember, he's not being paid for writing the article.

He's being paid that much to solve a pain.

What pain?

Lack of authority.

Lack of subscribers.

Lack of sales.

He doesn't write just for the sake of writing and submitting an article.

The articles he writes solves those problems for the client and more.

Want to charge a premium?

Find their pain.

Solve it.

Give Your Clients Experience

Last week I was in BGC with my wife to meet Facu -- short for Facundo Emanuel --
CEO of a digital marketing agency, to have a quick chat and a coffee.
Now I don't usually take my wife with me on meetings but she said she's gonna check a
place out. Since it's near the area anyway, I tagged her along.

Long story short…

Facu arrived.

We had a blast.

Meeting over.

After the meeting, I texted my wife where she was so I could pick her up and she told
me to wait at Yellow Cab on the 32nd street near a home depot.

Now, when my wife tells me to 'wait', it only means three things.

She wants to buy something.

She's buying something.

Or she already bought something.

(Please don't tell my wife. haha!)

Now don't get me wrong, I love that my wife gets to buy things she likes. In fact, she's
not even remotely compensated enough if I take into consideration all the things she
does around the house --- not to mention she has to put up with me every single day.

But there are just some things men don't quite get about women...

Like their shopping habits. lol!

So when I saw her not holding anything that closely resembles a shopping bag, I felt a
sigh of relief…

But I was wrong.

She DID buy something.

It just didn't come with a paper bag.

She just had a manicure to the tune of P2,500.

Expensive, right?

At least that's what I thought -- initially.

Yet when she told me WHY it was worth it, I couldn't help but shake my head and smile
because it's the exact same thing I teach freelancers, so they too are paid what they are
worth and more...

PERCEIVED VALUE.

The nail salon she went to knows how to increase the perceived value of something I
could get for only P50 with our friendly neighborhood manicurista, ate Edna.

You see…

The nail salon didn't just do a manicure.

They provided her with an EXPERIENCE.

They made sure that she was aware they were using a special brand of nail polish from
Japan which can only be applied using imported brushes.

They call their staff paint-technicians and were told to treat each nail on her finger like a
blank canvass waiting to be made a masterpiece.

She was even told that every paint technician has gone through a rigorous three-month
training regimen before they are even allowed to touch a client's hand.

And don't get me started with the ambiance…

She showed me pictures of the place and it was indeed fit for a queen.

Now most freelancers would read this and say…

"Who the hell would fall for that?"

Here's the thing…

Most of your clients ARE looking for that kind of experience.

We just don't know how to provide it.

For example…

Most of us don't know how to properly acquire and onboard a client which usually gives
the impression that we're NOT an expert at what we do and that we are NOT worth our
asking price.

We let them take charge of the whole process when they are actually waiting to be led
by us.

Take a look at my usual process…

I invite prospects on a call to discuss what they need.

I don't ask them when or what time… I just send them a scheduling link and they
choose a schedule according to the times I prefer by putting in their name, email, and
phone number.

3 hours before the call I send them an email to let them know I'm looking forward to the
call.

15 minutes before the call, I send them a quick message to remind them about it.

I call them on their phone exactly at the time they specified.

Once on the call, I take charge of the conversation from beginning to end asking them
questions about their business, instead of them asking me about my qualifications.

At the end of the call, I tell them what I'll send after, what they need to do with what I'm
going to send them, and what are their next steps.

No guessing.
No "what's gonna happen next?"

No wondering if I impressed them or not because that's NOT the goal.

The only focus on the call is to find out how I can help them better.

I then send a proposal on the date and time I promised, with the customized solution to
the problems they told me inside the call, a bird's eye view of the full strategy, what it
looks like implemented, and an instruction on what needs to happen first before we start
working together.

If they accept…

I send them an invoice.

They pay the fee upfront.

Then we hop on a 30-minute initial campaign call to walk them through the whole
process I outlined in the proposal so they know what the hell they just got into.

In a nutshell, I'm literally holding their hand every step of the way giving them the
EXPERIENCE that a $3/hr freelancer won't give them.

Let me ask you…

Do you think they'd even consider paying you $3 an hour after going through all that?

Just by having a process in place gives them the expression that...

You're a professional.

You've done this before.

You care about their business.

You're an expert.

And most importantly…

That you know what you're doing.

Heck, you don't even have to claim that you're all that since it's the way they'll feel about
you because of the process you have in place.

So before I go and experience that 2,500 pedicure for myself (It's for marketing research
purposes. Promise. lol!) I'd like you to examine your freelance business and ask
yourself…

Are you giving your would-be clients the experience they are looking for?

It Only Takes Three Days

People are surprised (and confused at the same time) whenever I tell them that you
don't need experience and portfolio to land a high paying client.

In fact, most 'experienced' freelancers who didn't know any other way tend to raise their
eyebrows as if saying…

Weeeehhhh!?

So before you go on your weekend, let me show you how to answer the dreaded
newbie question…

"Do you have any samples of your past work?"

Here's how I usually respond…

"Would love to show you a sample. But before that, let's hop on a quick call so I'd know
exactly how I can help you and also show you a sample tailored fit to your specific
problem"

Once they do get on a call with me, I ask them questions, drill down on the problem,
and find out exactly what they need.

Before the call ends, I say something along the lines of…
Here's what's gonna happen next…

On [insert day that's at least 3 days away] I'm going to send you the blah blah blah…

It will blah blah blah…

Together with a sample that I think fits quite perfectly what you just told me earlier.

See what I did there?

I gave myself 3 days to send the sample.

Why 3 days?

Because it gives me time to create THE PERFECT SAMPLE that fits the exact
specifications they have based on the call!

So when clients receive it… they're like…

Holy crap! This is exactly what we were looking for!

Compare that to sending a 'generic' example from your past gigs -- not even knowing
what exactly your client really needs.

The difference is just simply miles apart.

And all it takes... is just 3 days...

3 days to write a sample email if you're an email copywriter.

3 days to put up a sample blog if you're a content writer.

3 days to build a simple 1-page website if you're a website developer.

3 days to pen a single chapter if you're a book writer.

3 days to come up with a different ad copy if you're a Facebook ad manager or do a

quick ad test on the same market your prospect is in.
3 days to collect high engagement FB posts if you're a social media manager.

Three freakin' days.

That's all it takes to go from ZERO portfolio to…

"This is awesome! It's just the way we want it. Can you do the same email you showed
earlier for our brand?"

(That's an actual client remark I got using this technique)

Lol! Why wouldn't it, when I already asked them how they want their emails to be
written. ;-)

How about you?

What can you come up within 3 days?

Save Your Client From Bad Investments

Someone sent me a message saying they want emails written for them in order to sell
their info product.

"Okay…", I said.

I’m an email copywriter.

They need emails.

Sounds like a perfect fit, right?

So I invited them on a call and tried to learn about their business to find out exactly what
I can help them with and if I’m the right guy for the job.

15 minutes in and I quickly learned three things:

First, they are really ecstatic to work with me.

Second, they only have about 100 email subscribers…

And lastly... this would’ve been a horrible investment for them to make.

So halfway through the call I told them that as much as I’d like to take their money, it
wouldn’t make sense to spend thousands of dollars on my service.

Instead, I gave them an assignment to get more subscribers first before they hire me or
I could refer ‘other’ email copywriters who doesn’t charge as much as I do.

Sure, I can write the emails…

That wasn’t why I turned them down.

The problem was… the investment wouldn’t be worth it.

And no matter how good of a job I do on this project, working on it together would have
been a negative return on investment for this prospect.

I doubt they were happy to hear me turn them down but they were definitely thankful.

Why not?

I had just saved them from a bad investment and pointed them to alternatives that could
solve the problem they were trying to solve, without breaking the bank.

I also saved myself from trying to make something work from what seems to be a poor
'client-freelancer' fit right from the get-go.

But say for example I simply did what they asked me to without finding out exactly what
they need help with...

Here’s what’s more likely to happen…

You do the work.

They’re excited.
Then weeks pass and the client doesn't seem as thrilled anymore.

Their business hasn't magically grown as they expected and they start to seriously
question what the heck they spent all that dollars for.

Disappointment sets in.

Now you’re left with a disgruntled client who’s out to tell everyone he knows how much
of a scammer you are even though they’re the ones who forced you to work with them.

And I’m telling you this because it would have been very easy to simply accept projects
especially when the prospect is literally throwing their money at you.

Listen...

We have a duty to create value for our clients.

Unlike working as employee where your boss is the one ultimately responsible for
deciding what needs to be done…

The 'client-freelancer' relationship is different.

Clients come to us for help.

We troubleshoot and advise and steer the client in the right direction.

We act in the client's best interest.

It means being their 'protector' from bad investments.

It means taking time to understand the problem your client is trying to solve…

It means making the right recommendations… even if the client already thinks they
know what they want.

It's not only the most ethical thing to do but it’s also the easiest and fastest path to
premium fees.
And when prospects like these encounters someone like you who armed with a different
kind of mindset and working beliefs…

They are taken aback and most of the time impressed with your honesty and integrity
you practice in your freelance business.

In return, these prospects tend to share their unusual experiences with you with their
colleagues — boosting your reputation.

They become great sources of referrals.

And more often than not, they end up being your best clients once they become a
good-fit.

Are You Confusing Your Would-Be Clients?

I remember this one time… while I was on boarding a flight from Chicago to Austin,
Texas…

I checked in, got my boarding passes, and went on to security check.

Now, I’m no stranger to airport security.

Belts, bags, and ‘stuff’ from your pocket are a no-no so I removed them instantly.

And I piled all my stuff into 2 bins and put them on the conveyor belt.

Then that’s when things started to get confusing.

All of a sudden, a TSA agent approached our line (around 7 people) and asked us to
take off our shoes.

The other line heard it and started taking off their shoes as well.

But the TSA agent manning their line said…

"Why are you taking off your shoes for? You can put them back on"
And they did.

But the folks on my line heard it so they also started putting their shoes back on.

While there I was, confused and thinking...

So... is it okay to wear my shoes?

Seems like a trivial question.

But since malamig talaga yung airport, a seemingly insignificant question becomes an
important one.

Still, I followed the instructions and pushed my bins through.

Mahirap na, baka mapagkamalan pa kong terrorista — dami pa naman akong tattoo. lol!

Yet as I'm standing there waiting for my bins to pop out, I watched person after person
confused by the instructions.

Some were like me na napatunganga na lang and di na alam kung ano susundin.

(Turns out, bago lang pala yung sang TSA agent and di niya alam na kelangan pale
tanggalin ang sapatos — sa state daw nila okay lang meron)

Seriously though, why not just have a sign on the area that says…

"Take your shoes off for checking"

Not only is it going to make the process faster…

It’ll also remove confusion on an already stressful situation.

*sigh*

And as much as I’d like to laugh about it, I can’t.

Because we’re doing the same thing to our would-be clients.

When asked…

"What do you do?"

Instead of highlighting just one specific skill…

We tend to confuse clients by squeezing in as many skills as we can in hopes that more
skills means more chances of winning.

Parang raffle lang.

Now, there’s nothing wrong with having A LOT of skills - in fact it’s an asset.

But most of the time, it can actually work against them.

Case in point…

PHOTO

That’s a $4,500 worth of referral.

Simply by being targeted and specific at what I do, I make it easier for both clients,
network, and friends to refer my services.

Heck, they know me as "The Email" guy.

Had I been your "I Can Do Everything So Long As You Pay Me" guy, there’s NO WAY,
I would have been referred even if I excel in doing email.

And if I’m honest, the best freelancers around ARE focused on one specific skill.

Now it doesn’t mean that it’s the only thing they know how to do -- some of them are
awesome all-around digital marketers.

But they know that by not having a 'calling card' of a skill is like NOT having a sign that
says, "Take your shoes off for checking", leaving would-be clients confused on what is it
exactly you do.
In this instance, it’s like throwing away $4,500 in found money.

And I don't care how rich you think I am but I'm sure as hell won't be happy knowing I'm
wasting that much money.

So you may want to give this one a quick think…

How much money and referrals are you’re losing simply by being a jack of all trades?

CHAPTER 4— INTRODUCTION TO CCPP PROCESS

Position Yourself

Karamihan sa mga freelancers ay nahihirapan paano maka attract ng client. Ang

problema na nakita ko based on my observation is about the problem on positioning.

When they ask you what you do, what do you tell them?

Good positioning should AND will … make them go, 'How do you do that?"

It should at the very least, get them interested in your service.

Para ma solve ito, I want you to identify, clearly identify your target market.

-Be 100% clear on WHO you want to help.

-Position your services EXACTLY where the money is.

Read this:

"If I'm gonna compare freelancing to a hotdog sandwich, all those things that most
freelancers are concerned about are just the ketchup on top.
The 'hotdog' would be how you POSITION yourself within the 'Revenue Line' and the
'bun' is how you MARKET your services -- both of which wouldn't be as effective if you
don't even know who you're talking to.

Because it doesn't even matter if you're the best at what you do if no one will be willing
to find out.

Now, maybe you already know about the importance of knowing who your ideal
prospect is.

Or maybe this is the wake-up call you needed.

And because I sincerely want you to be part of the few who'll have success in
freelancing."

EXAMPLES:

A transcriptionist might say:

"All I could call myself is a Fast, Accurate Transcriptionist because I could most likely do
all audios that fall under the General Transcription category. And if clients would ask if I
could do a podcast, interview, sermon, etc, I would still say, "Yes, I do."

If you have already identified your client, like me, who are podcasters, compare the
saying above to this:

"I help Podcasters increase their brand awareness, engagement, leads and traffic
through carefully planned transcribed content."

Which one do you think would get a favorable attention from podcasters?

Say I'm an SEO expert and I'm targeting Chiropractors who're struggling to get
patients…

When asked about what I do, I can easily say, "I help chiropractors get more patients
without spending a cent on advertising using my 2 step SEO process…"

So, the first thing we need to do is to position yourself and refine our descriptions to
warrant a concern.
You Don't Need To Become An Expert

But I’m not an expert!

You have no idea how many times I get this objection everytime I send out an email.

And that’s okay.

You do not need to be an expert to be successful freelancing.

Like Sam Harris, owner of Waking Up app (which Tim Ferris has been singing praises
for) said…

You do not have to be the best at anything to be uniquely qualified for something.

I agree.

Unless you want to play in the NBA or be the fastest human in the world, you don’t need
to be really exceptional.

In fact, I remember last June in Austin (Texas), when I gave a 3-day talk in front of
hundreds of entrepreneurs from all over the world…

One business owner was having problems because his only skill is meditation.

We were on the topic of uniqueness and positioning when he asked…

"How can I position my meditation course to be unique when there are tons of course
owners who knows what I know?"

To which I exclaimed (jokingly)…

"That’s impossible!"

You can see the shock in his face as I said those words. So I asked further…

"What was your occupation before you started doing this?"

He said, "I was a teacher then a lawyer"

"That’s great!", I said.

And he gave me an even more confused look.

So I continued…

"Your unique mix of experiences is what will make a simple skill like meditation stand
out.

Think about it, you can literally say that coming from a legal background, you have a NO
B.S. approach and you don’t have the patience for long-ass meditation techniques
because for you, time is always of the essence…

And being a teacher means that while ‘others’ only know how to DO meditation, you
actually know how to TEACH it because you’ve been a teacher and you know what to
do so they can learn meditation faster and better.

Now, tell me, how many meditation course or app owners can claim those?"

"Not a lot!" he chuckled...

He then let up a sigh as if a giant boulder was removed off his shoulders.

And if you're carrying the same burden right now...

Do know that the same principle applies to freelancing.

Now, while I did ask you to choose and focus on one skill — it doesn’t mean you can’t
layer existing skills and experiences on top of it.

For example, we have someone who’s skill is creating chatbots but 2 years back was a
website designer.

Now he combines these two skills to make sure that every lead generated by the bot is
also sent to a perfectly optimized website.
He could literally say that while other chatbot experts are wasting leads, he’s the only
one that ensures that no money is left on the table.

Then there’s another example of a copywriter who also does vlogs about make-up.

She leveraged what’s she’s already good at and focused on writing copy for the beauty
market.

Her unique approach?

Out of all other copywriters they may hire, only she has the ‘actual’ know-how and
experience of creating unique ‘make-up’ tips and content.

If you’re the company owner, wouldn’t it make sense to hire her than other copywriters
who don’t know a lick about beauty products?

And then there’s me…

Most people only know me as someone who writes emails.

But what I don’t usually advertise is my uncanny knack for creating offers that sell.

It’s something I’ve learned during my days as a product and market researcher when I
was starting out as a freelancer.

And I use that experience now by helping clients make better OFFERS to make sure
that my emails convert regardless of how good I am at writing it.

NOTE: The market and the offer makes up about 90% of the sale and copy is only 10%.

So if you’re not an expert, don’t fret.

There are lots of ways to stand out from the market.

One of which is layering an existing skill or experience on top of what you have now to
create a unique position in the market.

And speaking of "positioning", let me leave you with this recent win from one of the
Tribe members, Karl.
Last July 1st here’s what he posted:

Hi guys!

Good afternoon. :)

I need help. I have a prospect that I had a chance to talk to and got to dig deep into his
troubles. I believe that he needs a different skill than what I have and need assistance
on crafting a strategy.

To which top rated freelancers chimed in and gave their ideas.

And 12 days later, he posted this…

FIRST CLIENT CLOSED!

So what happened next is we brainstormed on how to go about his problem and he

decided to grow a community that he can control. Specifically, an online store and an
email list.

The plan now is to create an e-commerce website for his brand and create and nurture
an email list so that he has more control.

So nung third meeting namin, nag stick ako in offering my services and positioned it as
helping in conversion and retention.

What I proposed is to create a survey on his existing leads and other similar audiences
from competitor brands para makapag come up with a product design that will be loved
by his audience.

I made sure na ma-close ko siya on that meeting dahil wala akong recording ng
"Discovery Call" (meeting).

Naalala ko yung Stage 2 call ata yun na ang best way to craft your proposal is to have
the perfect DC. In the end, I closed this for Gross $7,150.50 USD.

Tips in closing during meetings: Confidence, Concise Plan and Proposal, Be a helping
hand and not just a money grabber, and don't be afraid to get rejected.
See how he still offered the same skill only positioned differently?

While there are hundreds of folks who can also create an e-commerce website…

He positioned his services as a means of increasing conversion and retention.

Two things businesses really care about.

And one thing’s for sure…

You won't see a lot of freelancers doing that -- therefore making Karl's service stand
out.

So, how about you?

What unique mix of experiences can you add to your service to make it stand out?

The Revenue Line

We have to remind ourselves of "The Revenue Line." ​ ​

We all know that in any business, especially those of our prospects and clients...

They will always need an increase in the following or a combination of the following: ​ ​

1. LEADS

2. CONVERSION

3. RETENTION

​When we are able to position ourselves as the solution to increase one or even a
combination of those three..

The chance of us getting hired at premium will increase. ​ ​

In order to do this I would like to teach you the outline.

1. ​KNOW THYSELF. ​ ​

This means understanding who you are, the kind of service you are offering, and who
your target market is. ​ ​

It is imperative that you be as specific as possible. It might take some time, but knowing
this can exponentially increase your chances of getting the client of your dreams. ​ ​

2. ​ARE YOU HELPING THEM WITH LEADS, CONVERSIONS, OR RETENTIONS. OR

BETTER YET, A COMBINATION? ​ ​

Our awareness of this is key in getting the client to say yes.

That is why we have to make sure that it is something that we have to practice. ​ ​

To do this, there should be clarity in the way our services improves these three things. ​ ​

For example, you're working as a messenger marketing expert.

What exactly does your chatbot do?

Does it help get more leads, conversions, or retentions? Frankly, I think it can do all
three. But for our purposes, choose one. ​ ​

I know that this is really basic, but this is something that we tend to forget when we go
about our way.

3. ​UNDERSTANDING COSTS AND VALUES ​ ​

We are hired by the VALUE that we produce and not the hours we worked for. This
much is clear. ​ ​

Now... ​ ​

The caveat is trying to quantify this.

Suffice to say, when we have an idea of how to quantify the value that we create for a
client it becomes a cinch for us to convince them to hire us. ​

Consider this example: ​ ​

An email copywriter helps real estate development companies get more qualified leads.

These qualified leads are then easily convinced to buy expensive property. ​ ​

The challenge is how to quantify and make a projection of the total profit that the real
estate company can get. ​ ​

The service and niche are clear enough. Also, it is clear that the leads are there as well. ​ ​

What you need are the numbers to justify this. ​ ​

This means understanding the following metrics: ​ ​

a. Lifetime Customer Value

-This is the revenue divided by the number of current customers in the previous year ​ ​

b. Closing Rate

-This means the number of leads divided by the number of closed deals ​ ​

c. Value of Each Lead

-This is the customer lifetime value multiplied by the closing rate ​ ​

d. Cost per Lead

-This is overall spending to acquire a customer divided by the number of closed deals ​ ​

As per Vernard's advice, we have to focus on the Value of Each Lead and Cost per
Lead. ​ ​
In any case, our goal as partners in their business is to lower the COSTS (this may be
to acquire leads, get conversions, and retain customers)and to give more MONETARY
VALUE at a lower expense for the client. ​ ​

Consider this case... ​ ​

An FB ads expert who works with life coaches by getting conversions in course
launches can gather this info in a discovery call (DC): ​ ​

a. REVENUE FROM PREVIOUS FISCAL PERIOD OR COURSE LAUNCH ​ ​

$2000 gross profit from the previous launch for a course worth $100 ​ ​

b. # OF PEOPLE WHO BOUGHT ​ ​

20 people ​ ​

c. COST TO ACQUIRE CONVERSIONS ​ ​

The prospect has spent $1500 in using FB ads to get the previous gross profit. ​ ​

And so far it has reached at least 2000 people. ​ ​

Now I know this is hypothetical but given that information the FB ads expert can
conclude the following things: ​ ​

-> It cost the life coach $75 to get a sale of $100 dollars

-> The Closing rate is a measly 1%

-> The life coach only got a $500 profit

Now if this FB ad expert can increase the closing rate from 1% to 10% at the same ad
spend...

That means the number of people who bought the course can increase from 20 people
to 200 people out of 2000 who have seen the ad.

This would ultimately mean a gross profit of $20,000 dollars.

And since the spending is only $1500, the net profit would amount to $18,500.

This is a 3600% increase in net profit! ​ ​

With this in mind, it becomes easier to pitch his or her services for at the very least
$2000. Heck, maybe even more. ​ ​

But that is not the final thing to consider. Which leads us to ... ​ ​

4. COMMUNICATING YOUR OFFER ​ ​

It's easy to be cocky knowing what we know as freelancers. ​ ​

But Vernard always advocated the following things: ​ ​

a. HUMILITY. We're not there to show off but to be of service. ​ ​

b. CONFIDENCE. Yes, while we have to be humble of the things that we can

accomplish, we have to make sure that we are also confident in the skills and the
results that we produce.

It is this quiet self-assurance that enables us to face what to the prospect seems an
insurmountable obstacle. ​

​ c. FOCUS ON THE PROSPECT/CLIENT.

We focus on how we can alleviate the challenges, pains, frustrations, and failures of our
prospects.

We do this so we can give them the best service and to understand who they are. ​

​ d. POSITIONING OURSELVES AS THE SOURCE OF IMMENSE VALUE AND

SOLUTIONS. As we uncover the needs of the prospect, we can position ourselves as
the answer to their burning needs. ​ ​

Suffice to say, you are not the star of the discovery call or the proposal. It's the prospect
or client. ​ ​
I hope at this point this will give us an edge or an idea on how to reach out or close
deals. ​ ​

We're gonna make this work.

*How to CONNECT with clients (Cold email)

*Discovery Call

What It Looks Like Being Onboard With A Client

1. Whenever I get a message inquiring about my services, I thank them for inquiring and
suggest the client hop on a discovery call with me. Once they agree, I do a little
research on google about the client ie their website, social media pages.

2. Once on a call na, I try to set the tone of the call on the onset, so I try to tell the client
this is how the call will go: I'll tell something about myself and what I do briefly, and then
I'll ask you questions about your biz and then afterwards you can ask your questions.
So that early pa lang, they know I mean business.

3. The questions I ask, are genuine ones that I'm curious about (from my research) and
that I know will help me better understand their business and how I can position my
services... things like what the biz is about (for starters), who the target market is, where
the source of income mainly comes from, the plans for the business and where he/she
sees it going towards to in the future, what current issues or difficulties are they having
at the moment, etc.

Ask as many or as little as you feel is needed.

4. Then I give the clients a chance to answer questions, but I try to maintain control kasi
it may go off into so many different paths once they start talking.

5. I thank them for their time and say I will look into it further and send them a proposal.
I only say I will give a proposal to those clients I want to work with, kasi if on the call pa
lang, I feel na the client would be a pain to work with, I end it there na and politely
decline.
6. When it comes to creating the proposal, what I do is I go to the client's website, social
media accounts and see areas where I can be of help and areas that can be improved.

*How to write proposals

*Choose your words wisely (dream interpreter)
*How to get PAID
*Don't act needy

The Pakipot Effect Strategy

The kids we’re hungry, and so was I.

It was 7pm.

We’ve been walking for hours and dead tired from hopping on one subway to the next.

I for one can almost hear my legs screaming, "umupo naman tayo!"

And while trying to find a place to rest and have dinner, we spotted an empty ramen
shop.

(Oh, and this was in Japan)

Sign says, "Tokyo Ramen."

Sounds delicious and looks like a good place to rest too.

But you know what we did?

We skipped past the place and continued looking.

Instead, we ended up on another ramen joint where there was a full line of customers
waiting to be served.

(If you do go to Asakusa, Tokyo, make sure to drop by Ichiran to sample their ramen —
the best I’ve had so far.)
While we wait for out turn, I’ve found myself smiling because I just witnessed another
freelancing principle in action.

And it’s this…

It’s hard to get and keep clients when you’re too available.

I’ve experienced this firsthand.

The more available I was for a prospect, the less ‘want’ they seem to have for the
service I have to offer.

So I started a waitlist.

As soon as prospects found out that there’s no way they could work with me unless a
spot opens, the more clients got interested with what I have to offer.

Sure, there was my growing reputation and the constant number of referrals I receive on
a monthly basis…

But starting a waitlist was one of the best things I ever did for my freelance business.

It just made things too easy.

For example…

A prospect would send me a message saying they want to work with me.

I tell them to get on the waitlist and wait for me to announce an open spot.

They ask me how long do they have to wait.

I tell them around 2 to 4 months.

They’ll tell me they can’t wait that long.

I tell them that’s fine and I can refer them to someone else if they like.

They’ll refuse.
I tell them there’s no other way.

They’ll say it’s okay and they’ll wait.

I tell them to look for another guy while they wait.

They tell me, ‘no’, and that all this talk about giving the work away to other freelancers
made them want me even more.

Sometimes they’d even haggle to increase the price just so they can get on the
schedule quicker.

And this happens more often than you think — way more so in everyday life.

Kung lalake ka, malamang di mo pa rin makalimutan yung babaeng nagpahirap sayo na
ligawan siya. ;-)

It’s the "pakipot effect" in action.

Making something more desirable by making it harder to get.

In fact, just last week, one friend sent me this message…

"Bro, meron na ko 10 people sa waiting list. Money later. Mag-oopen ako ng slots next
week..."

I bet that if he does open up that one spot, prospective clients would be elbowing their
way to work with him.

The same way we elbowed our way to a crowded ramen store when there was a
perfectly empty one nearby.

The ‘wait’ made it more delicious.

CHAPTER 5 — SIX TRAITS OF A FREELANCER

I hate list articles.
​​
You know, the ones that look like...
​​
"5 Secrets To Lose Weight"
​​
Or…
​​
"3 Steps Para Maging Pogi" (lol!)
​​
I always thought they’re just fluff pieces of content made just for the sake of having one.
​​
And it’s probably the reason why I haven’t written one -- until now.
​​
You see, I just received a message asking…
​​
"Sir, in your opinion, what are the characteristics ba of a successful freelancer?"
​​
And to be honest, I haven’t really given it much thought.
​​
Sure, I know the steps to be one but I haven’t really broken it down into different
characteristics or traits.
​​
So while I’m here at the carwash, let me break down the 6 best traits of a successful
freelancer.
​​
1. They can generate ATTENTION to their services at will.
​​
If you’re not getting your prospect’s attention, then it would be an uphill battle to get
them as clients.
​​
It’s that simple.
​​
The best freelancers I know can pretty much divert their ideal prospect’s attention to
their service in a snap.
​​
For them, getting interested prospects is as simple as turning on a faucet.
​​
And unless you can do the same, you’ll continue to experience client drought in your
business.
​​
2. They are PROCESS ORIENTED.
​​
It feels good to aim for a P100k month or a P1 million per month income.
​​
But aiming for milestones isn’t what successful freelancers do.
​​
What they do is break down the process it takes to get them there.
​​
Instead of shooting for an income goal, they do things that are within their control.
​​
"I’ll do x calls this week"
​​
"I’ll get x leads this month"
​​
"I’ll send x proposals today"
​​
Now compare that to the usual goal setting…
​​
"Next year, I want to earn P100k"
​​
Who do you think would achieve better results?
​​
​​
3. They are VALUABLE to the community their prospects are in
​​
Let me ask you this…
​​
Do you provide value to your prospects way before they become your clients?
​​
Are you active in the community where your prospects are at?
​​
Do you have content available (a simple social media post would do) to make your
prospects think…
​​
"I need your service!"
​​
Sadly, for most of us, the answer is NO.
​​
And that right there is one of the main reasons why the best ones always get the best
clients.
​​
​​
4. They GROW with their clients.
​​
The best ones treat their clients as their business partner.
​​
Not their boss.
​​
Not a cash cow.
​​
But a partner.
​​
They have a knack for finding areas within their clients’ business which they can add
more value to.
​​
Meanwhile, most freelancers would just do as they are told and would rather ‘wait’ it out
until the client has no need for their services.
​​
Which is why you’d see statements like…
​​
"Sana di ako tanggalin ng client ko"
​​
Or…
​​
"Sana mag extend pa ng contract."
​​
Most freelancers leave it all up to the client and to chance.
​​
And last time I checked, that’s actually called ‘gambling’.
​​
​​
5. They know how to SELL.
​​
It really pains me to say this but most freelancers can’t sell their way out of a wet paper
bag even if their life depended on it.
 ​​
Heck, some people even act as if 'selling' is a dirty word.
​​
And no, I’m not talking about sleazy car salesman or MLM kidnapping tactics.
​​
I’m referring to talking to would-be clients on the phone, finding out what they need help
with and prescribing your service as the solution.
​​
As a consequence of not knowing how to sell, most are forced to work with clients they
don’t want to work with…
​​
At a fee that is less than what they desire…
​​
At a schedule that they hate.
​​
All because…
​​
"Mahirap na maging choosy. Pag hindi ko kasi tinanggap yung project, wala akong
kikitain ngayong buwan"
​​
Something that wouldn’t be a problem if we only know how to sell.
​​
Imagine how liberating it is to have the power to get a client whenever you want.
​​
That's what 'selling' does for you.
​​
​​
6. They can ARTICULATE their prospect’s problems really well.
​​
Now, here’s a simple marketing hack...
​​
Want people to instantly buy from you?
​​
Just describe their problem better than your ideal clients can describe it themselves and
they’d automatically assume you have the solution.
​​
Now it may sound unbelievable, but that’s just simple psychology at work.
​​
Problem is…
 ​​
Do you know what keeps them up at night?
​​
Do you even know what your clients are looking for?
​​
Do you speak the language they can understand?
​​
There’s this website developer I talked to recently who assumes that the problem his
clients have is not having a beautiful website.
​​
Now I’m gonna go out on a limb here but there’s a good chance his clients are NOT
tossing and turning in their sleep because their website is ugly.
​​
They’d probably lose sleep over not having enough clients.
​​
They’d probably lose sleep over not having enough leads.
​​
They’d probably lose sleep over not having enough revenue.
​​
But an ugly website?
​​
Nah...
​​
And a good freelancer knows this.
​​
So they use it to communicate by using words businesses would understand.
​​
They say things like…
​​
"Let me help you acquire more leads" instead of saying, "I do ads"
​​
"I help businesses close more sales on the phone" instead of saying "I’m a sales
support specialist"
​​
"I can increase your program retention" instead of saying "I’m a community manager"
​​
See the difference?
​​
CHAPTER 6 —

Make Your Bills Your Bitch

So an influencer/freelancer (won’t drop any names) sent me this message recently…

"Is success worth the price?"

He said, the more money he makes, the more stressed he gets and less time he has to
spend with his family.

And frankly, he’s no longer sure if it’s still worth it.

My answer?

YES and NO.

If you’re using bad strategies followed by inefficient, and inconsistent execution, then of
course not.

I see it all the time.

Freelancers working harder than they should be and eventually sacrificing their families,
health, and happiness.

What use is success when you’re miserable and alone?

On the other hand, when your freelance business is efficient, systematized, strategic,
and automated...

You spend less time ‘working’ and are able to rest, recharge, and enjoy the fruits of your
labor.

This reminds me of a reply I got from one of your fellow newsletter subscribers.

She sent me a snippet from a copywriting bootcamp she’s in which says…

"We’re here to make you work. Yup, work. Why work? Why work when everyone
promises freelancing is easy beach living - light on the labor and heavy on the free
money from a world of clients with nothing better to do than throw cash around? Fact is
this: Those folks are selling you a lie.

Freelancing is work. And you have a boss.

Who’s the boss? For you, the bills are the boss. Let’s say it like the mantra it is:

The bills are the boss."

In a sense, she wanted me to confirm that freelancing IS hard — that it’s what’s missing
from the lessons you’re getting because I paint freelancing as easy.

I guess she’s worried I may be selling you a lie.

Fair enough.

(In her defense, she’s right. Freelancing IS hard, at least when you’re starting out.)

So let me share with you what my response was because I think it’ll greatly shift your
perspective when it comes to freelancing…

[the bills are the boss] -- I don't know. That looks like a sad way to live life.

But I get it.

I used to believe in hustle and working hard.

Only to realize that what I actually needed were a system for getting clients...

Processes to make the delivery streamlined regardless if I'm the one doing the service
or not…

And be really good at spotting opportunities to provide MORE VALUE to clients.

Sure, it requires effort to get your freelance business running at the beginning...

But it's different when done right.

Let me give you April's example, who's also a copywriter...

Image_-------

That's 8 qualified prospects wanting to get on the phone with her to talk about her
service.

Oh, wait…

image---------

Make that 9.

That's her when it comes to getting clients.

And this is her when it comes to actually ‘working'...

​image---------

That's $4k for 10 days of actual work.

I say that's pretty light on the labor.

And just because the folks at the Copyhackers said otherwise…

It does not make my experience or April's experience any less true.

(NOTE: You do know they have to position 'hustle' and 'work' since it's bootcamp,
right?)

April does it.

I do it.
Others have done it.

Should I lie just to subscribe to what most people believe to be true about freelancing?

Now don’t get me wrong, it took April two years to get where she is now.

In fact, it wasn’t until she found clarity about who to serve and the right offer did her
freelancing business soar to new heights.

So yeah, it does require work — at least initially.

But making bills your boss?

I don’t know…

Does having a bunch of interested prospects on call while on a mini 4-day holiday and
getting paid $4k while taking a 20-day vacation sound like making bills your boss?

Hmmm…

If anything, it looks like April is making bills her bitch.

Which I honestly think how freelancing should be done.

Because success is actually less work, not more…

Like a rocket trying to break free from the gravitational field of the earth.

It has to reach insane speeds until you escape gravity and suddenly it’s smooth and
nearly effortless.

So which is it?

Will you make bills your boss?

Or your bitch?

Choose the latter and success will definitely be worth it.

Silence The Doubter Within

Mom and son were walking hand-in-hand.

Straight onto the biggest stage there is.

Using all five legs.

Yup, five.

Two pairs of feet… and a cane.

Not for the mom, but for the son.

He is Kodi Lee. A 22-year old blind and autistic man who recently auditioned for
America’s Got Talent in front of none other than Simon Cowell, a judge who loves
tight-fitting shirts and spewing ego-shattering criticism without remorse.

Kodi would labor when he spoke.

He did so in short bursts in an endearing childish demeanor.

As a viewer, I'm rooting for him but I just wasn't sure how his audition will pan out,
especially since he can barely even put his thoughts into words.

So, he sat down to play the piano and after a quick pep talk from mom, he was ready.

The moment he opened his mouth…

… everybody’s jaws dropped.

Watch it here. I have a feeling you won’t regret it.

So I quickly scanned the comments to see what people had to say.

It ranged from funny like…

“Wow. Whoever disliked this video must have been sobbing so hard they missed the
like button…”

… to thoughtful.

“I have no right to complain about life.”

Moments like this give us perspective.

The man had all the excuses in the world to wallow up in a ball of sorrow because he
was dealt a bad card in life.

But he didn’t.

He may not be physically and intellectually fully-abled by society’s standards but damn
does that dude have mental strength.

More than a great musical act, the reason that everyone exploded to their feet to give
him a standing ovation, was because he symbolizes a gigantic “SHUT UP!” to all the
doubters and haters telling us we’re not good enough.

Ironically, enough, our biggest critic is often ourselves

Most of the time, the doubt is not the outside but from within.

The question of…

“Kaya ko kayang gawin na makatulong kay client using my skills? parang di pa ako
handa...”

… is less about the market but more about your own self-doubt.

Granted, you have to do your due diligence like checking if people are buying
competing products, skills, etc. to make sure there’s a market for it but beyond that,
there’s a need for a shift in focus and with it, the question we ask ourselves to…

“Will my skill make my customer’s life better?

So shift the spotlight from something you can’t control to something you can.
Go ahead.

Silence the doubter within.

And get what’s yours!

Purpose Instead Of Fear

Here’s something worth thinking about...

I was talking to a Jeremy (not his real name) who also does freelancing for a living.

The topic quickly went from…

"Musta na, bro?"

Into…

"Bro, I may need help in scaling my business…"

His question caught me by surprise because the guy is already doing around 150k a
month and he’s single.

I don’t know about you but for a single guy, 150k is a LOT of money — especially if
you’re not the breadwinner of the family.

So I asked him this question…

"What’s your motivation for scaling?"

He said, "Ayoko na ulit maghirap. So I’m stocking up on as much cash as possible."

I looked at him with a sheepish grin because he reminded me of myself when I was
starting out.

And the only motivation I had back then was "wag maghirap ulit."
Sure, in a lot of ways, using ‘fear’ as motivation did help me get from doing only 30k to
over 200k each month.

It did help me to be successful.

However, it also meant not being truly happy.

Once I hit 200k, I aimed for 300… then 400… then 500…

After each milestone, my mind goes back to the, ​"I need to make money or else"​ mode.

Nothing ever felt like a ‘real’ win.

Using fear to motivate myself may have taken me far but it certainly didn’t take me to
where I am now.

Think about it…

Say you did scale your freelance business to 7-figures each month and the fear of going
back to poverty is no longer there…

(Trust me, when you know you can make money anytime you want, the fear comes
along with it.)

What happens next?

How are you gonna motivate yourself now that the ‘fear’ is no longer there?

So going back to Jeremy’s story…

I gave him an assignment.

I told him, I’ll help him out if he’ll give this one simple question the time and attention it
deserves…

What is the one goal that if you achieve it, everything else will be easier or
unnecessary?

Just something you may also want to think about.

The Penguin Hater Secret To Success

Let's end this chapter with a story.

One cold day, all the most motivated penguins on the South Pole had a convention.

And they were getting real upset.

How come every other bird that has wings can fly and they can’t?

So they had a meeting.

And one penguin on the committee suggested that they get this speaker she saw on
Facebook who can teach animals how to fly.

So they flew the flying animal expert down to the Antarctic where he was greeted with
over a hundred of penguins who were open-minded enough to learn how to fly.

The seminar went from 9 to 5.

All day the expert went over the physics of flying and the psychology of belief and
said…

Look, penguins. It’s very simple.

The only reason you can’t fly is, number one, you don’t believe you can…

And number two, you don’t flap your wings hard enough.

So the expert went over the physics, the physiology, the belief system and all that stuff.

Four hours later… the penguins broke for lunch with their eyes all glazed over.

But only half of them came back in the afternoon.

Well, they were still a lot of them left so they resumed session until 4 o’clock where
everybody took a break, while the assistants took out a couple hundred 10-foot step
ladders.

And the flying animal expert said…

Okay… last part of the seminar — we’re going to put theory into practice.

Everybody get on rung number one of the ladder.

"I want you to flap hard, believe more, and jump."

So everybody flapped hard, believed more and jumped.

And everybody fell.

Okay, rung number two.

Flap hard, believe more, and jump.

Flap hard, believe more, and jump.

Rung 2, rung 3, rung 4.

When they got to rung 5 or 6, now the penguins were twisting their beaks.

They were breaking their ankles.

It was getting really, really ugly, but they were relentless.

"Flap hard, believe more, jump.

Flap hard, believe more, jump."

Now it’s 20 to 5.

The flying animal expert only has 20 minutes left and they were on rung number 8.

"Flap hard, believe more, jump!"

All of a sudden, most of the penguins were lying on their back, exhausted… until
somebody shouted…

"Hey, look over there… it’s Ralph! He’s flying!"

After the penguins saw Ralph, they got on rung 10 and jumped.

And now all the penguins were flying.

They were diving.

They were swooping.

They were finally fucking flying!

So when the seminar ended at 5 o’clock on the dot…

They gave the seminar leader a flying ovation.

Yet every single one of the remaining penguins that learned how to fly…

Walked home.

Read that last sentence above and let it sink in because that story is the same story for
most of my subscribers.

I used to have about 14,000+ subscribers who are open minded enough to learn how to
do freelancing differently…

…to find a way to getting premium while working less.

But just like the penguins, as soon as I talked about the psychology, the principles, and
the work required to achieve such a lifestyle…

Only 6,000+ remained engaged.

The other 8,000?

They had a hard time letting go of old mindsets and beliefs.

Heck, most of them find that what I teach is too simple to even work.

So I had no choice but to simply remove them.

Just like the penguins, they never came back after lunch.

As for some of those who remained…

Most of them got RESULTS.

They were flying.

They were swooping.

They were finally fucking flying!

But as soon as they got a premium client using the methods found in these emails…

They grew complacent and stopped doing what got them there in the first place.

They thought they’re already skilled enough and decided to stop improving their
client-getting skills.

They went back to their old ways because they think it’s easier to remain where they are
than work their way up.

In short…

They learned how to fly but decided to walk home.

Now as much a I hate painting penguins in a bad light (mahirap gawing kontrabida ang
cute)…

I feel this is something that needs to be said.

You’re already here…

Why not make the most of it?