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Do You “No” Your Way to Greater Success?

Will Kenny

Many of us, perhaps most of us, moved to freelancing from a “no” as much as from a “yes.” While we were attracted by what we believed (perhaps a bit naively) a freelancer’s life would be like, we were also saying “no” to a whole bunch of things that annoyed us about working in a larger organization. We figured we would say “no” to idiot bosses, endless meetings, mountains of paperwork, the need to look busy, dressing up, pretending to agree with stupid ideas, and so much more.

Of course, a couple of funny things happened on the way to the freelance life:

  1. We discovered that most of these annoyances were still part of making a living through self-employment, and
  2. We forgot all about that little word “no.”

Most of what you can do about #1 requires reversing #2. The most successful freelancers, the ones who are really happy in their work and life, are the ones who know how to say “no,” and often.

Courage, Me Hearties!

After making the initial brave move to set up your own business, you may have found your courage shrinking rather quickly. The challenges of finding prospects and turning them into customers are constantly before us, and most freelancers find it all but impossible to turn down any perceived opportunity or advantage.

“Perceived”
is the key here, producing unrealistic and wasted effort. Freelancers who can’t write will take copywriting courses, those who can’t draw will take design courses, those who are terribly shy and really want to be alone will end up working as business or lifestyle coaches.

All because of fear. Many freelancers wake up every day knowing that this is the day that business will dry up. We’ll finish our last projects for our current clients, and no one will ever call us again.

So, naturally, we can’t pass up a single chance to bring in a little more revenue, or to put a new skill or service on the market.

Focus, For Heaven’s Sake!

Over the years, we cling to a host of half-baked, half-tried ideas. We move from one “solution” to the next, never going deeply into any one, for a long enough time, to reap the rewards of our new tool or market or service.

We end up with a wide and shallow business plan. We mentally list every single thing we could do, and every single client that might be remotely interested. And our list grows and grows, because we never prune the dead wood (clients or ideas).

After all, you know as well as I do that if a stranger from some company calls up and says, “Do you do X?” there are very few of us who do not do X, whatever X is. And we aren’t lying, we believe it! We figure, well, it may be a stretch, but we can do it.

We all are tempted to say “yes” to every contact or project with a speck of potential. All, that is, but the most successful freelancers.

Some Great Ways to Use “No”

Those freelancers who somehow manage to produce good revenue while enjoying their personal lives are masters of “no.” Here are some of the places they use this powerful word:

  • Target Markets. If you never say “no” to any prospect, you do not have a target market.
  • Product/Service Catalogue. Once a product, always a product? The most successful freelancers recognize when one of their ideas, products, or services fails to perform, and they kill it, no matter how appealing it seemed when it was created.
  • Networking. We love spending time with people like ourselves, other writers or designers or consultants, etc. . . . most of whom do not buy from us. If you spend a lot more time with people who are like you than you do with people who are like your potential customers, you are not saying “no” to your colleagues often enough.
  • Qualifying Prospects. Some prospects will talk to you long and often, and that feels great. But if they don’t have the resources to hire you, or never seem to move beyond “picking your brain,” it’s time to move on.
  • Doomed Projects. Whether from a new prospect or a current client, a project that won’t work won’t help you. If the American Association of Tick Farmers wants you to write their marketing campaign on “Why Ticks Are Our Friends,” pass it up. The campaign will fail, and a lot of people besides the tick farmers are going to notice.
  • Marketing Measure. We don’t call, write, or otherwise market and sell ourselves because we’re afraid of rejection. Great marketers know that the more “no” answers you collect, the closer you are to finding a “yes.” If you don’t hear “no” often, it means that you aren’t making the marketing effort your business requires.

Cart and Horse

It is tempting to respond to this view with something like, “That’s all fine and good for the successful ones. The ones who have made it to the top can be choosy, they can afford to say ‘no.’ But I’m not there yet, I still have to take everything that comes up.”

I disagree. If that’s your view, maybe you just have things backwards. The horse that pulls the cart is the ability to say “no.”

That is, successful freelancers are doing well because they say “no” often. They aren’t saying “no” because they are successful.

Try working “no” back into your working vocabulary. Keep score, as you would for any lifestyle (or “workstyle”) change program.

Saying “no” more often is just another way of saying “yes” to the great things that drew you to the freelance life in the first place.

Leave a Comment
  1. This couldn’t have been posted at a better time. I swear its like FsW reads my mind :)

  2. Amazing post as usual!

    Keep Rocking!

    Aloke Pillai

  3. Great work. Very insightful. :)

  4. Saying “no” often is a good piece of advice for it helps keep you focused on high priority jobs and projects because you don’t have that other little project sitting in the back of your mind taking up valuable creativity.

    But saying “no” often isn’t a perfect message, you didn’t tough upon the fact that if you say “no” to everything you won’t have any work or projects to work on because you’ve turned down all the offers. The key is saying “no” it’s being smart about when to say “no” and when to say “yes”.

    And it’s a delicate balance. Saying “yes” to a high-profile Internet entity can really boost your audience and potential clients (not to mention your bank account), but at the same time, saying “yes” to a small Internet-group that dreams of providing new, innovative ways of presenting information and services to the web may not bring in a lot of public attention or money, but it could play out good for you in the long run when that group does end up achieving their dream.

    To be a truly great Freelancer you don’t have to have your primary word or response be “no”, you have to look into each and every job that you are offered and see how it might play out in the end. If you see a client failing in the future (near or far) then say “no” and pass on the offer, but if see that client poised for greatness then by all means say “yes”.

  5. Great post as well as a great follow-up by Fire G. I have had some success with the power of “no”, though I’ll admit that I don’t call upon it as often as I could. The greatest part of finding out that an entity isn’t going to work out (both in the long and short run) is that you don’t have to deal with the negativity. The only thing you have to loose out on is money… and believe me, cooler, more positive projects are most often much, much, better than money.

    Stay positive. Just say “no”.

  6. Good call Will. I have seen design companies that say ‘yes’ to everything, and they seem scattered and frazzled. I think saying no also gives you automatic credibility in the area that you do say yes to.

    Now that I finally know what I want to focus on I need to start putting your tactics to work. Here we go ‘no’!

  7. I agree with you Mike, it is like FS reads my mind as well. I love it, this site and community has become my entire world recently as I too am looking to ‘take the plunge’.

    Commenting on what Fire had to say about having ‘NO’ not be a primary word… You do have to look at every job and weigh in all the factors to determine if this will work for not only you, but if you will work out for the client. When interacting with new clientèle, I always think about what they say in the aspect as if I were asking the same thing. Can this work? and is this person/company going to take me there or make my project come to life? If I feel uneasy about any aspect of development, I always bring this forward to the client and suggest options that will work. This allows me to sleep better at night by not lying to the client or taking on something I cannot do because I want/need the money, but it also shows the client that you are honest and more willing to help, it shows you care.

  8. I fell into the trap of never saying no because I was afraid no one would ever call again. But then a couple of weeks ago, I said no three times, and it was unbelievably freeing. I actually jumped up and down after the first one! I’ve never felt so much a master of my own destiny — and isn’t that a big reason we get into freelancing in the first place? And yes, the phone is still ringing.

  9. “That is, successful freelancers are doing well because they say “no” often. They aren’t saying “no” because they are successful.”

    Truer words were never spoken. Great article!

  10. Great article! I totally agree about needing to take each job, weigh the pros and cons, and have the courage to say “yes” or “no”. I just did this with a client whose project started out looking promising, but deteriorated over the last few months. When I figured out that the project wasn’t a good fit anymore, saying “no” to doing further work with the client felt like dropping a huge dead weight! Right away I had more energy to devote to other things!

  11. I’ve found this to be true for me too.

    Charging premium rates = saying no to lower offers often.

    It means the jobs you do get are quality jobs.

    Doing quality jobs raises your profile.

    More people want you.

    I’ve never been as busy as when I say “No” a lot (it seems to be a magnet for more work rather than less work — I think because people feel you must be the best of the best.)

  12. There is no “no”! Only a scale of premium estimates! …. says the mercenary! ;)
    However, I agree, saying no to jobs were you can sense that they are troublesome is A LOT better than have to deal with the trouble later. Sometimes the best payments aren’t worth it. The trick is to sense when a client/job will be troublesome and it takes some experience to get this skill. So if you have some terrible projects in the beginning, do not bother, instead learn from it.

  13. Sometimes this freelance stuff sounds depressing…. can you not write an article about hows life as a freelancer. It could be encouraging for us wannabes.

  14. “We move from one “solution” to the next, never going deeply into any one…” This is so true.

    I have a full-time job and I wish we’d sometimes say “no” to clients who want something and we end up being the middle-man. With the little freelance I do I’m pretty acustomed to saying “no.” I’ve learned from experience that if I don’t see the project as interesting or being able to be completed to my satisfaction (execution-wise or monetary-wise) I pass it up.

  15. Starting out, I am spending a lot of time responding to my fear . . . tending it and feeding it and keeping it at bay. I create percieved safety-nets, say yes because I don’t feel entitled to ask for more. Afterwards, I *always* see that I wasted my time and energy. Fear for me is the force behind self-doubt and self-doubt is the force behind seeing myself as begging for scraps rather than searching for good projects.

    Clarity, focus, self-confidence, and query query query, if only I spent 100% of my time feeding those qualities.

  16. I enjoy the new angle on an age old problem of freelancing. And although I agree with what you’re advice, I do have a few caveats about saying ‘no’.

    1.) If you’re brand new to freelancing and still trying to establish a referral network, sometimes saying yes (when you probably should have said no) can be a necessary evil. It keeps the money in the bank, and the hours coming in. I’m not espousing saying yes to everything, but just like the corporate world, you have to start somewhere - headaches and all. Of course, if getting work/hours isn’t a problem off the bat, then you can afford to say no except for the cream of the crop.

    2.) Sometimes a ’stretch’ client that pushes the limits of our professional skills is worth it - for the stretch in our skills. But, I’d reserve this kind of stretching only for the skills you find enjoyment doing, and want to eventually specialize in.

    Even with those caveats said (and even if you disagree), I’m sure all of us reading the article agree on the important theme underlying it all - to be comfortable with yourself and your skills, and avoid decisions made out of fear and obligation.

    Cheers,

  17. Excellent point. I was once like that, saying yes to whatever, so I could make sure to keep money flowing in. I finally got to the point where I didn’t have to worry about it when I started to focus in on a few areas, and stopped taking clients outside that specialty. I was able to better target my marketing, both paid and organic, and got very good at just that one area. I always keep my eye out for new hot areas though, because there is always the possibility that what I do right now won’t be in as much demand in the future.

  18. Just have to remember that you’re in the freelancing business to make yourself rich, not another business. Protect yourself with quality rates, that will ensure your products are of the highest quality as well. Be able to identify potential clients that are out to just find the cheapest price. Saying “No” isn’t a bad thing, you just have focus on your talents and take on work that is a good match of those talents.

    I know I suck at print work, so I don’t do it. But within that, think about networking with others to keep those clients close and perhaps continue to grow your business from the core out. There’s opportunity everywhere, so don’t be scared that well is going to dry up any time soon.

  19. “The most successful freelancers recognize when one of their ideas, products, or services fails to perform, and they kill it, no matter how appealing it seemed when it was created.”

    I’ve been freelancing since 1993, and I’ve found the following to be one of the hardest things to consistently do. However, I have noticed that when I pull the plug sooner, rather than later, it has cleared the way for greater success.

    Kinda like cleaning out your closet — the longer you procrastinate, the more it weighs on your mind. But, the sooner the task is done, you feel so much freer.

    I constantly keep this in mind to keep from inhibiting the growth of my freelance business.

    Yuwanda

  20. Thanks for a great post with some fantastic ideas.

  21. Saying no is something I’m still learning to do. I entered the world of being a freelancer and the most common piece of advice I was given was “If there’s work there, take it. You never know when you’ll get a quiet spell” 2 years later and the quiet spell hasn’t arrived - saying no is definitely something I need to implement more often, after all - clients never have trouble!

  22. an easy rule for saying no:
    Does saying “yes” help you to get where you want to be in three years from now?

    Great article!

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