Expert Insights: How to Start Your Freelancing Career with Jan Slovnik

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Scotton with the Daily Google News I'm here with my buddy Jan Slo.

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Nick?

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Yes.

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How did I do?

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Good.

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Yeah.

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Long time YouTube subscriber asks Brilliant, brilliant questions.

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One of the sharpest guys that shows up to our live regularly.

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How long have you been watching us on the Tubes?

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I think I've subscribed before you had one K subscribers.

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Back when we didn't know what we were doing, the truth is, is we

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still don't know what we're doing.

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in the infancy of the YouTube days super appreciate you man.

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You've always been just like, so engaged.

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and you bring hard questions.

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And those are my favorite people.

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'cause it means you're thinking , Jan moved from the agency

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world to the freelance world.

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Correct.

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And I love those stories 'cause I feel like so many people.

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Need to do that in art maybe or want to do it and don't know how.

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we're gonna hopefully get there a little bit.

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Jan, tell us, if you don't mind, just a little bit of your background.

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A little of the story.

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Yeah.

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Maybe I just wanna touch on, because you said I think a lot

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of people are scared to do it.

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Yeah.

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Because.

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it's a hard move to make because you don't know, like whenever something

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is hard, I feel like you grow, right?

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I think it's really important to ask yourself those questions if you are a

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right person to do something like this.

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And if you can do it or, or at least try to do it, it's gonna make you grow no

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matter if you go back to work for someone else or if you're gonna stay a freelancer.

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I grew like personally and on a business level the most since I've moved.

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So it's been, three good three years now.

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I started in an agency because my brother is an agency owner, but

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I quickly figured out it wasn't for me like the nine to five.

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I'm not a morning person, so it was really hard for me to get up.

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I like to stay up late at night.

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I figured, and also he figured out like after a year and a half-ish

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that it just wasn't working right.

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This isn't where you're most effective.

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I wanna meditate on that for just a minute.

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We, for some weird reason globally, like to shame people that don't fit in the box.

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Agree.

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Yeah, right.

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Like that's, you just, there's something about it.

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It's like, oh, you don't conform, and so you need to feel bad about yourself.

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You're doing it wrong, it's such a flawed model because.

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Often not to pander, but those are the sharpest people.

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the people that really should maybe be given the flexibility that they need

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to go do the thing that they're doing.

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And my business partner John Moran, is, he's like that, John's a night owl

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stays up two o'clock in the morning.

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John is horrible at following processes.

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John doesn't do a bunch of things that if we were a brick and

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mortar, no, not brick and mortar, but like, you know, ivory tower.

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White glove agency, like he wouldn't have lasted 30 days, and yet he's the best

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Google Ads guy in the whole wide world.

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Yeah.

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So what I'd love to do, and this is more for our listeners and our

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viewers, Yan, than it is for you, but I love what you said, like, oh, I

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figured out this didn't work for me.

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That's okay.

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Stop trying to smash yourself into a box like your Play-Doh.

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You're not.

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if people really like the nine to five and they feel really comfortable with

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the security and they're like, gosh, you know, I have a ton of fun being here.

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Awesome.

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If not, there's nothing wrong with you and do what Y did and

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take the leap, which is scary.

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So talk to us about that.

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Like a year and a half in the agency you figured out like, all

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right, this isn't really my jam.

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Were you scared?

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Were you ready?

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How did that feel?

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I definitely wasn't ready.

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I wouldn't say I was scared ' I'm like not such a person to be

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intimidated by something I feel.

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Yeah.

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Like I just go with the flow.

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Right.

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What happens, happens.

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I'll figure it out in a way.

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Right.

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But I can just step back a bit 'cause I think it's important

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'cause it starts in school, right?

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Because you just learn.

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wide variety of topics and you can be only good at one, but the school

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system tells you, ah, you are bad.

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Right?

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Right.

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But if you're good at that one thing, just do that one thing Right.

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And just do it great.

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And things are gonna work out for you, I feel.

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I don't think I was scared, but now that I have.

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Eight clients.

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I manage eight clients with my girlfriend as well.

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Business is going great.

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when you answered two of my questions Yes.

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But, but you skipped forward.

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Go out on your own.

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When you go out on your own, how did you get your very first client?

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Because that's every freelancer's biggest problem is where does

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my first client come from?

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So basically, My girlfriend was working with a guy that was

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working as a freelancer for another company, and he said that they

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needed a Google Ads advertiser.

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Okay.

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So it was kind of easy to get the first one.

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Yeah.

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so thats the story that I hear from a lot of people is they started their freelance

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career after a client fell into their lap.

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Yeah.

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And so really for those watching that wanna, start freelance, maybe that's

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the key is run a flag up the poll.

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Yeah.

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You know, on, on LinkedIn, put word out, start talking to your network and just let

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people know, Hey, I'm interested and you don't have to quit your job by the way.

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You can work your job, work freelance on the side.

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And then, kind of figure it out.

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How did you decide what to charge them?

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How did you know what to bill?

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Basically the agreement was about a minimum wage for Slovenia.

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let's say you get about a thousand euro net in Slovenia, it's a bit lower,

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or it was a bit lower at the time.

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when I went as a freelancer you have to open a sole proprietorship

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and you have to pay taxes.

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So it was like a thousand plus the taxes, let's say.

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So I knew I was covered On the lowest level I could be.

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And then I was like, okay, I'll get through the day with this kind of money.

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Right?

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And the initial agreement was that I will be working eight

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hours a day for that company.

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And I also did and still do some, a Facebook advertising for them.

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But nowadays I don't do closely to eight hours a day for that company.

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But I don't think that matters at the end.

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At the end is what you bring to the table, right?

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how well you can do your job, right?

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Yeah, dude, so you just said something that I think is really brilliant.

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the first piece of the freelancing model for me is you have to cover your nut.

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Like make sure that you can cover your core expenses.

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And then once you've done that, now you can start to be, you know, branch

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out, be more sophisticated, have higher end clients, but covering your core

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expenses is critical, number one.

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Number two, the thing that I really liked is, Avoid anything that's hourly.

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It's not about the time in, it's about the output.

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What is it that you're doing?

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What is it that you're pushing out?

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And that's, the freelance model.

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If you're gonna be paid hourly, go be an employee somewhere.

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That's my soft opinion.

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I guess maybe I don't wanna project that onto you.

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Do you agree or do you work on an hourly basis?

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I totally agree.

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I.

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Really rarely work on an hourly basis.

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If I know it's gonna be a really short project.

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For example, I might go with hourly rates, but I really try

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to avoid it as much as I can.

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Yeah.

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And so if you've got eight clients, how did you get the other seven?

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Yeah, I think for about a year I only had that one client and I

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didn't feel like even I was capable enough to take on more clients

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'cause I was still figuring it out.

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Right.

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So I was mostly working for on Google ads and sometimes I felt

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like I had no clue what I was doing.

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And that's where your channel came in.

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It doesn't go away, by the way, Jan, yeah, You're doing some right?

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I still have this.

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Yeah.

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But at least now I know.

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Okay.

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I can do it at a decent level, let's say.

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Right.

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To put it mildly, but I was still figuring out a lot of stuff.

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I was watching your channel, like I still do basically daily, that's how I leveled

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up my knowledge and everything I do.

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And then I got the second client.

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After, I think it was just about a year, maybe a year and two months

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after the first one, and they reached out to me on LinkedIn.

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It was an agency that was looking for a digital agency that was looking for a

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Google ads advertiser because they didn't have a proper one in-house, let's say.

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And I still work with them to this day.

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And I work on a, on two projects with them.

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That's awesome.

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I love that they came from LinkedIn, by the way.

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I, I feel like LinkedIn is underappreciated and it's a really

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good opportunity to do some networking.

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Not, not that cold outreach, Dr.

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Jump in your dms bss, but like some, honest to goodness

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real networking and outreach.

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If I, if a meteor hit my business tomorrow and I had to just pound

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the pavement and get new work, it, it would be on LinkedIn for me.

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It's so many people are so accessible and if you'll take the time to

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really get to know them and their needs I get that question a lot.

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Where do you find clients?

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And I think LinkedIn is a good place, but it's not just like, oh, can I do

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your Google ads via direct messenger?

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It's, it's being, you know, intelligent and sophisticated

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and having good conversations.

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I don't even do that much on LinkedIn on its own.

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it's kind of surprising to me how.

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Many outreaches I get how many people write to me that they need help with

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something or even job offers, and I.

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Basically always decline them because they want someone on the site, right?

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Mm-hmm.

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And I'm like, no, I'm really grateful I can do this,

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freelancing work from my home.

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Especially like I'm a big introvert, even though it might not show I kind of

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learned how to be an extrovert, let's say.

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But in my core, I'm still a huge introvert and I really don't like,

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Big groups of people and that's why this didn't work for me.

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Right.

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most of my clients came from LinkedIn or referrals.

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Someone knew someone that needed help that's the easiest way.

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I feel like the longer you are in business, more people

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will reach out to you.

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Work flows to the competent.

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That's exactly right.

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Yeah.

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And when did your girlfriend start working with you?

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It's been almost a year now.

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Maybe a bit less.

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Okay.

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Maybe eight, 10 months, something like this.

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Yeah.

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she also brought a client with her when she started working.

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we don't do work with them anymore because It was too stressful, too painful.

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And I think that's also important, knowing when to say no.

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do everything for money, right?

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Like, I mean, of course cover your basic expenses, like we said at

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the start, but at a certain point, just don't do it because of money.

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It's not worth it.

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It's really not worth it.

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Your business won't grow until you start saying no.

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I agree.

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that's a weird lesson to learn, and it took me longer than it should have.

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But your business will not grow until you start saying no.

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And a lot of times this no has to come because also a client

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says, okay, I can't pay this much.

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Can you go lower?

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You have to say no at a certain point.

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Right?

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Yeah.

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I think it happens quite often, especially in Slovenia, it's a small market.

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There's 2 million people, in Sloman.

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It's.

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A really, really small market.

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I don't think we have a billionaire in Slovenia.

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No company I think ever sold, or maybe one sold close to a billion.

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it's a really, really, really small market and the average income is

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also not high, but that's why people will always try to push on the price.

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Hmm.

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And you just have to start saying No here.

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It's really, really important, I feel.

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Are all your clients in Slovenia?

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Yes.

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All of the clients are in Slovenia, but they mostly sell internationally.

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Like I think like the community, like e-commerce community in Slovenia

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is quite strong, I would say.

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there's a lot of companies and they start to mimic each other.

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They're really similar in certain ways.

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A lot of times they copy, what do they do?

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Like sell similar products and so on.

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But most of them basically sell outside of souvenir you can make a

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living, but it's kind of small, right?

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Yeah.

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you're not gonna get super rich if you just sell.

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In Slovenia.

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So but yeah, I have two clients that have over 10 million in revenue, which

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is quite, quite, quite big for Slovenia.

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It is quite big for here.

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Course I'm not at 10 million in revenue.

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hopefully there will come a day.

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What are your plans for the agency?

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Do you want to grow in scale as big as you can get?

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Do you prefer a lifestyle business?

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Like what's the, what's the grand scheme?

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that's a tough question.

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I don't think I wanna like grow it as much as I can.

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I don't think that the market is even maybe big enough to support

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just Google ad specific agency.

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Probably is, but you would have to Be really well networked.

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I'm not this kind of person I feel, it would be kind of hard, I feel Hmm.

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To grow as an agency.

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Maybe if I would be a lower level and someone else takes

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over the business side of things.

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Yeah, sure.

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But it's not a goal right now.

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I just want.

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For my clients to do Well, basically I want to take that burden of Google

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Ads and do the best work as I can.

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And also I wanted to talk about client education, right?

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'cause I feel like you and John taught me so much about how you should think as

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an advertiser, because in an agency you.

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Don't think from a business development perspective, you just think as an

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advertiser, when I worked, I'm jumping a bit here, but when I worked in

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an agency, I get a fixed pay.

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I'm not incentivized.

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I'm sure not all of the agencies work in such a way.

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Also, I was a junior, there's that, but you're not incentivized.

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To think in a business development way as an advertiser in an agency, I feel.

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And if the agency doesn't have someone that will think in that way, then

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the agency will basically stagnate.

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And now that I.

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Transferred into freelancing.

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Yeah.

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From start, I was still thinking in an advertiser way, but now the more

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I educate myself, I realized how important it is to tell the client,

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look, it's not all about the roas, right?

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especially here, with most things, we're like three to five years behind the curve.

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Normally on general things, it's the same is true for advertising, I would say.

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And everyone still talks only about roas.

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No one talks about MER or they talk about lifetime value, but

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they don't really calculate it.

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Mm-hmm.

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Or customer acquisition costs like, Okay.

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You still have to have the cashflow for this.

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And there's not that much investment going on like in the US 'cause I know

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there's companies that get millions and millions of dollars and can't

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afford to have negative cashflow, basically because they get investments.

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But still e-commerce business owners don't think in such a way.

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And I think this is really important.

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I wanna bring this forward.

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Too light.

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And so they start thinking in that way because they will grow out of it.

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And like we will all grow as a result.

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that's really, important, I feel.

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Yeah, I love that note.

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What other advice do you have for either people that wanna become freelancers

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and, dude, you know what's funny I don't consider you a freelancer.

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A freelancer for me is somebody who's doing ad hoc projects.

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is more of like a Ronan, you know, they're a traveling samurai.

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You're an agency owner.

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You've got eight clients consistently.

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You've got a staff member who's your girlfriend, but still you

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have a team that's an agency.

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It's a small agency.

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And I'm not.

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If you're, well in the freelance badge with pride, then good for you.

Kasim: 00:15:12

I don't wanna take it away from you, I think it it, for me, freelance is one step

Kasim: 00:15:16

below agency and you've graduated agency.

Kasim: 00:15:18

And for whatever that's worth, I wanna congratulate you on it

Kasim: 00:15:21

'cause it's not a small feat.

Kasim: 00:15:22

what advice do you have for people that wanna move into

Kasim: 00:15:24

freelance and or agency ownership?

Kasim: 00:15:26

I would say don't be scared, even if it looks like a big task to overcome.

Kasim: 00:15:33

It's not as tough later on.

Kasim: 00:15:36

I would say when you make that first step you'll figure out a way.

Kasim: 00:15:40

I feel people they thrive on like challenges.

Kasim: 00:15:45

I feel.

Kasim: 00:15:46

Maybe it's not for everyone, but I feel that most people that are

Kasim: 00:15:50

just even thinking about this are.

Kasim: 00:15:54

One, foot through the door, right?

Kasim: 00:15:56

Yep.

Kasim: 00:15:57

So just like shy le above says just do it.

Kasim: 00:16:00

I think s Shy le Buf stole that from Nike, I'm pretty sure.

Kasim: 00:16:03

Yeah, yeah, probably.

Kasim: 00:16:05

But he made it popular.

Kasim: 00:16:07

Yeah.

Kasim: 00:16:08

Yeah.

Kasim: 00:16:08

I don't know what else.

Kasim: 00:16:10

we were talking about how I feel like I wasn't prepared, I didn't know how much.

Kasim: 00:16:14

Work still has to go into this business side of things.

Kasim: 00:16:18

I had to figure out stuff like taxes invoicing and everything

Kasim: 00:16:22

that comes with it, right?

Kasim: 00:16:23

So it takes a good chunk.

Kasim: 00:16:26

The more clients you have, the bigger chunk it takes out of your day.

Kasim: 00:16:30

But it's not like impossible to do, right?

Kasim: 00:16:33

Hmm.

Kasim: 00:16:34

It's not that hard that you won't figure it out.

Kasim: 00:16:36

You will Yeah.

Kasim: 00:16:38

it's been the best move I've made.

Kasim: 00:16:40

So yeah, just did it.

Kasim: 00:16:42

Would you take clients that come to you from outside of Slovenia?

Kasim: 00:16:46

Yeah.

Kasim: 00:16:47

But it kind of depends.

Kasim: 00:16:49

I and my girlfriend, we do Google ads for companies from Slovenia,

Kasim: 00:16:53

for other countries as well.

Kasim: 00:16:54

So it would be kind of easy.

Kasim: 00:16:56

But I feel like the US market, for example, is so much harder than

Kasim: 00:17:02

European market because whenever I try something in the US, I.

Kasim: 00:17:06

It has like 50% chance of not working if compared to if I try it

Kasim: 00:17:11

in on any European market almost.

Kasim: 00:17:13

Except maybe the bigger ones like are also tougher, like uk,

Kasim: 00:17:17

Germany, France, for example.

Kasim: 00:17:19

France is one of the hardest ones, by the way.

Kasim: 00:17:20

I'm definitely open to it.

Kasim: 00:17:22

If everything you also have to feel the energy from the other side.

Kasim: 00:17:25

I feel sure.

Kasim: 00:17:25

sometimes get on a call and I just don't feel it.

Kasim: 00:17:28

after the call okay, I don't think this will work out.

Kasim: 00:17:30

I wish you well.

Kasim: 00:17:31

And that is it, right?

Kasim: 00:17:33

you have to have similar goals in mind.

Kasim: 00:17:36

I feel.

Kasim: 00:17:37

How many languages do you speak?

Kasim: 00:17:39

Well, it's English, Slovenian, and then server Ian.

Kasim: 00:17:43

I speak it three and a half outta five.

Kasim: 00:17:47

also speak some Spanish, like basic level, here's what I'm asking.

Kasim: 00:17:50

If you're willing to take clients, and maybe it sounds like specifically

Kasim: 00:17:54

clients from Europe could be.

Kasim: 00:17:56

Great for you.

Kasim: 00:17:57

And then there's a multilingual thing to contend with in Europe that the

Kasim: 00:18:01

States doesn't have quite as much.

Kasim: 00:18:03

If somebody's watching this video and they wanted to work with

Kasim: 00:18:05

you, how could they reach out?

Kasim: 00:18:07

LinkedIn is the best.

Kasim: 00:18:08

Okay.

Kasim: 00:18:08

We'll include a, a link to your LinkedIn profile in the description of this video.

Kasim: 00:18:13

Last words to you, anything else that you want to touch on that we didn't touch on?

Kasim: 00:18:17

I just want to thank you, John, Regina, FA, Osama Colby, I don't know.

Kasim: 00:18:25

I probably missed someone.

Kasim: 00:18:27

You guys are doing God's work, really.

Kasim: 00:18:30

I can't believe your content is free.

Kasim: 00:18:32

We've tried to charge for it.

Kasim: 00:18:33

It just goes poorly.

Kasim: 00:18:34

So we never cracked that code.

Kasim: 00:18:37

I mean, in a way it's not free.

Kasim: 00:18:41

I feel like in a way it's not free Of course you get something out of it, right?

Kasim: 00:18:45

Yeah.

Kasim: 00:18:45

But just the fact that someone can type in something Google ads related

Kasim: 00:18:52

on YouTube and get it like this, right?

Kasim: 00:18:56

It's a miracle of humanity, isn't it?

Kasim: 00:18:57

Yes.

Kasim: 00:18:57

Like we're just all helping each other, and then you get it back

Kasim: 00:19:01

by many, many multiples, which is pretty cool too, I think.

Kasim: 00:19:05

Like creating content is, I don't know, like this great.

Kasim: 00:19:11

Think that one can do.

Kasim: 00:19:13

I don't do a lot of it.

Kasim: 00:19:14

I don't feel like I'm the right person to do it.

Kasim: 00:19:18

'cause it's really stressful for me to do such stuff.

Kasim: 00:19:21

But whoever does it, I admire them lot.

Kasim: 00:19:24

so I'm a bit of a gamer myself and I've tried streaming, for

Kasim: 00:19:28

example, it's so damn hard.

Kasim: 00:19:30

I swear to God.

Kasim: 00:19:31

It's really hard.

Kasim: 00:19:32

Everyone thinks you just sit there and play games.

Kasim: 00:19:35

It's.

Kasim: 00:19:35

Much, much harder than that.

Kasim: 00:19:38

So whoever does content, I know how much work goes into that.

Kasim: 00:19:42

And I just applaud you really.

Kasim: 00:19:45

And I really, really wanna Thank you.

Kasim: 00:19:47

I learned so much from you guys.

Kasim: 00:19:49

who do you like more?

Kasim: 00:19:50

Me or John?

Kasim: 00:19:53

Hmm.

Kasim: 00:19:54

That's so hard to answer.

Kasim: 00:19:55

I know the answer's obvious.

Kasim: 00:19:57

no, no.

Kasim: 00:19:57

I, it's not obvious.

Kasim: 00:19:58

you just have such different traits that you are not comparable.

Kasim: 00:20:02

I feel you're a great team.

Kasim: 00:20:05

That just works together seamlessly.

Kasim: 00:20:07

you are both great at what you do.

Kasim: 00:20:09

That's a very diplomatic answer, man.

Kasim: 00:20:11

I appreciate you.

Kasim: 00:20:12

He's, the brains behind the operation for sure.

Kasim: 00:20:14

I like to make people uncomfortable and ask that question.

Kasim: 00:20:16

'cause I know how smart that guy is.

Kasim: 00:20:18

Dude, you do great.

Kasim: 00:20:18

you said you're uncomfortable creating content.

Kasim: 00:20:20

That's surprising to me 'cause this was a great video.

Kasim: 00:20:22

It's a great interview.

Kasim: 00:20:22

I think you're gonna provide a ton of value to people.

Kasim: 00:20:24

If you're watching this hit ya on up.

Kasim: 00:20:27

If you're anywhere in Europe and you're looking for a Google

Kasim: 00:20:29

Ads manager, it sounds like he's gonna be awesome, knows what he is

Kasim: 00:20:32

doing, has a heart for his clients.

Kasim: 00:20:33

If you're thinking about freelancing, do it.

Kasim: 00:20:37

Go for it.

Kasim: 00:20:38

Make it happen.

Kasim: 00:20:39

what's the worst that can happen, right?

Kasim: 00:20:41

what is the worst that can happen?

Kasim: 00:20:43

Don't quit your job.

Kasim: 00:20:44

I hate that whole narrative, like burn the boats, jump ship, you know, go all in.

Kasim: 00:20:47

No, don't do that, run a flag up the pole and just tell some

Kasim: 00:20:49

people, Hey, I'm looking for.

Kasim: 00:20:50

freelance client or two, and then be honest.

Kasim: 00:20:52

What I like to do what I did in the, anytime I enter any new market, I'm

Kasim: 00:20:55

like, Hey, I have no idea what I'm doing.

Kasim: 00:20:57

I'm brand new at this.

Kasim: 00:20:58

I'm still figuring it out.

Kasim: 00:20:59

Now the trade off there is you're gonna get it for way cheaper and you need

Kasim: 00:21:01

to get it otherwise, and I'm going to dedicate my life to getting good.

Kasim: 00:21:06

And I think there's a lot of businesses that are really, really

Kasim: 00:21:09

receptive to that type of narrative.

Kasim: 00:21:10

So if you're thinking about freelancing, going, with that heart and just be

Kasim: 00:21:13

honest and It sounds like it's the best thing that happened to you.

Kasim: 00:21:15

It's the best thing that ever happened to me is going out on my own, and

Kasim: 00:21:18

I know half of our subscribers are, maybe thinking along those lines.

Kasim: 00:21:22

I appreciate your inspiration today.

Kasim: 00:21:24

Dude, if you're watching, like coming and subscribe, I shoot a video every day.

Kasim: 00:21:27

I'll see you tomorrow.