1. Only work with clients you’re confident you can help
Your time and energy are limited. Study the project.
Assess whether you can truly deliver results and say a firm no if not.
2. Set expectations early, and manage them continuously
A good result that doesn’t match expectations = a bad result.
Ongoing communication is key. There will be turbulence - testing, failure, adjustments.
If the client knows and is prepared for this, there’s no frustration.
3. Focus on one niche
For me, it’s Google Ads for e-commerce. I know I’m one of the best in this space - TOP 1% on a platform with millions freelancers.
The feeling that you’re “missing out” by specializing is false.
4. You don’t just get chosen - you choose too
I do client scoring. We need to align in values, communication style, and mindset.
When the goal is shared, motivation isn’t needed. That’s where synergy happens.
5. Be transparent and honest
Mistakes happen. Yes, even the best PPC specialists in the world make them.
If it happens - own it, share a recovery plan, and deliver it. You’ll earn more respect than if you try to cover it up.
These principles go far beyond freelancing and Upwork.
They apply to any service business.
I still use them with my team today and refine them constantly.
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