Why Saying 'No' Is Good For Business (And Great For Your Health)

Since I started saying 'no' to potential clients my business has boomed and I feel great. Seriously, I know it sounds crazy, but let me explain.

Back in early Summer, I had something of a ‘Jerry Maguire moment'. After a rocky couple of years following the closure of my previous business and a family loss, I pulled my socks up and decided to jump back into the corporate side of the gaming industry. However, within just days, I realized the madness of the move - the commuting, the added hidden costs, and the promised stresses. So, I walked out and took the plunge, setting up as a freelance iGaming and crypto copywriter, copywriter, and consultant.

And, despite a shaky first few months (not helped by widespread internet problems on the island where I live), it’s proving to be the best thing I ever did. My earnings potential per hour has improved, I’ve got way more free time, and I feel great. Apparently, it’s even visible on my face. So, what has been the secret to turning things around? I think it’s saying no to most potential clients.

Every opportunity is a double-edged sword

You see, although we’re conditioned to think that the key to success is taking every 'opportunity’, and attempting to please as many people as possible, I think the exact opposite is actually true. We need to be discerning with opportunities and who we attempt to please. The customer isn’t always right (indeed, some would argue, they are rarely right), and all opportunities are a double-edged sword. Even the best opportunity has a cost.

Take for example my bread and butter work - writing content for iGaming affiliates, providers, and operators. In terms of my ability, I have complete faith. I’ve written thousands of pieces of content for hundreds of brands over the past seven or so years. And, I was writing in other capacities for many years before that. Yep, the writing part is no problem. The same goes for expertise in all things online casino, iGaming, and crypto - I’ve been immersed in these sectors for a long time. Then there’s the SEO aspect - again, I’ve been involved with it for so long (way before I got into iGaming) and worked with so many expert teams, that I’m confident I can deliver.

So, if that’s all true, why would I turn down most potential clients? Simple. How long is a piece of string? And, if that baffles, then it illustrates my next point perfectly.

Context is everything. Two clients can want a very similar piece of content, but the experience can be vastly different in terms of time, cost, and stress. The range of talent, expertise, and mindsets between different companies varies massively - even within the same sectors. While one company may have a content manager who knows exactly what they want, provides a clear and concise brief, and has realistic expectations of the result and cost, others are a mess. And, unfortunately, they aren’t the exception. As any content writer will know, it's common to get into a veritable game of tennis with drafts - often because the original brief has a habit of morphing after the job has been ordered, or because something important was missed from the original. These are the mud that will bog you down and turn an opportunity into a net loss.

Of course, understanding this is critical if you are running a business where most jobs are billed by word count, rather than hours. In fact, I suspect part of the problem is that the marketing teams within companies are salaried, so they have no real incentive to be efficient - whereas the freelancer being paid by the word very much does.

Luckily, because I’d already worked in the industry for years, I understood this before I launched my freelance career a few months ago. And, right from the start I vowed to only take on jobs that I felt confident about. This means I get as much detail as possible, and check out the briefs, before accepting. I’ll only take them on if I think I can get the job done efficiently and effectively - earning me good money and adding real value for my client. Anything else, I simply politely turn down. No worrying about offending people, and no regrets.

The world is big, but I am small. My time is precious and I need to focus my efforts where I can make the most impact.

Wider pressures to say yes to everyone

When I put it like this, it all sounds quite logical, right? Don’t gamble taking on jobs when the odds of it being a profitable success aren’t in your favor. So, why are so many people doing the opposite? Why are so many freelancers, and even larger businesses, always chasing every potential customer, engaging in a ‘race to the bottom?’

Well, it’s not something unique to the iGaming or even wider online marketing sectors. It’s a phenomenon that's been worsening for decades, globally. Even my own father fell victim to it. Many years ago, when I was at college and university, he ran a small interior contracting business. On the surface, he seemed successful. He drove an Audi, lived in a nice place, frequented the theater, and mixed with millionaires. But after about a decade, he went bankrupt. It wasn’t because he didn’t have the work on, or that he particularly mismanaged his personal finances. It was because he couldn’t bring himself to say no to potential clients. He always wanted to say yes. He tried his hardest to please everyone, and this resulted in him taking on projects that turned into quagmires. They literally bled his business dry - and sent him to hospital with a nervous breakdown.

Today, the problem is everywhere. That’s why I’m writing this blog post - in the hope of helping at least a few people from going down that slippery slope. In a world bursting at the seams with gig economy platforms like Fivver and Upwork, the pressures on freelancers and self-employed are immense. Marketing materials from such platforms pressure users into going after every potential client - because those platforms make money mostly from service providers, rather than commissions/service fees on completed jobs. And, with the rise and fear of AI content, the pressure will likely get worse.

But, I think the problem is also driven by wider, societal pressures. It seems that we are indoctrinated from a very early age to chase every opportunity - and made to feel ashamed if we don’t. Everything from our education system to popular culture like movies (remember ‘Yes Man’ starring Jim Carrey?) and TV seems to reinforce this. And, it has to be said, platforms like LinkedIn can be guilty of it too.

But, the truth is, everything has a cost, and no opportunity is one-sided. Everything should be weighed up. You don’t need to chase every opportunity or land every (or even most) client. What you need to do is select the right opportunities and work with clients where the relationship will be truly mutually beneficial.

So, if you’re freelancing or running a business, remember, it’s good to say 'no'.