Charge More for Your Creative - And Get It!

It's time to stop giving away your creative efforts, both literally and figuratively.  Just because it's a buyer's market is no excuse to do projects on spec or reduced rates every... single... time!

The Promo Code believes you should be charging more!  That's not a typo - You should be charging more for your creative!  (I can hear your head nodding.  Read on...)

But it's hard to sell creative at the old rates these days, you reasonably argue.  Part of the problem is that you've bought that premise and are willing to settle for less.

Here's the thing: You're probably better than what you're charging; however, you don't want to miss any opportunities, no matter what your gut tells you.

You can see these conundrums coming a mile away - even without binoculars!  It invariably goes something like this, "Give me a break this first time, then we can adjust next time."  Trouble is, there rarely is a future where you're greeted with flowers and candy.  (Hmmm, where have we had that before?)

If you agree to a deal that fills you with regret, it doesn't go away.  More specifically, the regret never leaves, but the projects often do, because higher budgets rarely materialize.

But what about doing projects on spec, you counter?  Certainly, they represent a foot in the door and, in many cases, are the only way to win business.

In this instance, it's key to differentiate between spec and a pitch.  The former is smaller in scope and is often a representation of what you can do for a single project. The latter is for much more and focuses on an entire campaign.  If you know the deal going in, then pitch away!

Working for free is fine when it's explicitly for charity, not so much when it's charity at your expense.

So, how can you charge more for your brilliance, and get it?  Glad you asked...

Charge by the project, not by the hour.  Readers of The Code know that charging for creative by the hour is a terrible idea.  For details, see here . 

Establish a budget before you start.  This can be achieved by asking one simple question, "How much is allocated to this project?"  Once determined, it's much easier to work backward.  Your first vendor?  Yourself.  Then you know how much to spend elsewhere. 

Manage expectations.  Smaller budgets yield less expensive productions.  Larger budgets, well, you know...  And "revisions" is not slang for "an infinite number of changes."  Set limits from the beginning, including the meaning of the word, "reasonable."

Be confident.  You got the gig because they wanted you.  If not, they would have chosen someone else..  Remember that when you're asked to do more for free (See "Manage expectations.")  Note:  Cocky is not the same as confident.

Don't half-ass it.  OK, you've agreed on the budget and scope of the project.  Plus, you're off the clock.  Let the fun begin!  Is this something you'd put on your website or in your portfolio?  If not, find a way to make it a contender.  Hey, not every project or campaign is going to bring hardware, but every project can represent your best effort.

Keep getting better.   Learn from other professionals around you.  This works both ways.  Chances are, the wunderkind just out of college has an innate understanding of digital media, while the veteran knows how many frames to hold in order make the scene a tear-jerker.  No matter what you know, you can always know more.  And that makes you better.

Remember, you are a professional creative and possess skills that others need.  Not everybody can write/design/edit/produce like you.  Acknowledging your own worth while earning a living isn't just admirable.  

It's essential to your professional growth and the health of our industry.

Now get out there and... charge!

-Ed Roth
edrothshow@gmail.com

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