The fastest way to fail as a freelance writer...

Why freelancers should avoid guarantees - plus, how to set yourself apart as a high-value writer without overpromising.

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Imagine this: a friend tells you about a new coffee shop in town.

“They have the best lattes you’ll ever taste,” she insists. “Like, life-changing. You’ll never want Starbucks again.”

So you go. You order a latte, take a sip… and it’s good. But not life-changing. You feel a little deflated, but you can’t quite put your finger on why.

But as you’re leaving, it hits you - if your friend had simply said, “You should try this place, it’s really good,” you would’ve been pleasantly surprised. Maybe even delighted.

But because of the big promise, you’re feeling disappointed.

That’s the power of expectation. When someone raises the bar high and reality doesn’t match, the whole experience feels like a letdown - even if it normally wouldn’t.

As a freelance writer, this is the trap you fall into when you make lofty guarantees. So let’s talk about how to avoid it - and how to set yourself apart as a high-value writer without overpromising.

What is the trap of the guarantee? 😞

Picture yourself pitching a new client. You want to impress them, so you say something like:

• “I guarantee your blog posts will rank #1 on Google.”

• “I guarantee you’ll double your revenue if you hire me.”

• “I guarantee your audience will fall in love with my copy.”

In the moment, it feels strong - like you’re proving you believe in your work. The reality, though, is that guarantees don’t make you look professional. They set expectations you can’t actually control, which means you’re setting your client up for disappointment.

3 reasons that guarantees backfire 🧨

1. You can’t control every outcome.Imagine telling a client you guarantee their article will hit #1 on Google. Even if you write brilliantly, you don’t control the algorithm, their website’s domain authority, or their competition. You end up promising something you literally cannot deliver.

   
   

2. Unrealistic guarantees frustrate your clients.Let’s say your client loved your work - they found it clear, engaging, and well-researched. But because you promised a specific outcome and it didn’t happen, they feel cheated. Instead of focusing on the quality you delivered, they’ll see the promise you broke.

   
   

3. Lofty guarantees erode trust before you even get hired.If you guarantee lofty outcomes to a potential client, alarm bells will go off in their head. Deep down, they know no one can promise what you’re promising. So what happens? Instead of trusting you, they start to wonder if you’re naive - or worse, knowingly falsifying what you can do.

   
   

How to stand out… without overpromising 🚀

So what should you do instead? How do you set yourself apart as a high-value writer without falling into the guarantee trap?

Here are some ways to flip the trap of the guarantee on its head.

• Make realistic promises you can actually keep.Instead of telling a client they’ll rank #1 on Google, say something like: “I’ll make sure your blog posts are well-researched, engaging, and optimized for SEO best practices.” That’s a promise you can follow through on - one clients respect more than hype.

• When possible, keep deadlines loose.Give realistic delivery windows rather than rigid due dates: “I’ll deliver this by the end of next week.” That way, if you deliver early, the client is impressed, but you’re not locked into a strict timeline that you may not be able to stick to.

• Show proof of value.Share portfolio samples, testimonials, or past results. If you can say, “Here’s how my work helped a client grow their audience by 30%,” do it! Proof is far more powerful than empty promises.

• Speak with confidence, but set realistic expectations.Clients want to feel that you know what you’re doing. Confidence doesn’t come from guarantees - it comes from owning your process and communicating it clearly.

• Always underpromise and overdeliver. It’s better to underpromise and overdeliver than the reverse. Going above and beyond builds loyalty and trust, while meeting expectations is, in a client’s head, the bare minimum.

  
  

At the end of the day, freelancing is a trust game. Your reputation isn’t built on lofty guarantees, but on consistency, professionalism, and results that speak for themselves.

Skip the promises you can’t control. Deliver honest value instead. Your clients - and your business - will thank you.

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