Cookie-cutter marketing advice works great—for cookie-cutter businesses. But if you’re reading this, you’re probably not running a one-size-fits-all operation.

Your business is unique.

Your clients are unique.

And yet, the advice we’re often given treats every business like a carbon copy of the next.

In the world of freelancing and entrepreneurship, every project and every client represents more than just a paycheck. For many of us, it's about building something meaningful, creating relationships, and ensuring the work we’re doing aligns with our values. This is where “crush clients” come in—clients that make us genuinely excited to do our work, the ones who give us energy rather than drain it.