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| Even cats in suits get it. |
Sometimes it's a demo. Or a few scripts. Even a marketing plan for a new product launch.
You're fine if it's part of the original bidding process, but something feels wrong about this one. Twenty hours and three meetings later, you realize you've been set up. Now you're so far in, it's just easier to finish, cross your fingers, and hope for the best.
Once again, you should have paid attention when your spidey sense was tingling. Next time will be different, you promise yourself, but it won't be.
Trouble is, it's an extremely competitive market and you don't want to miss any opportunities, especially if you're not that busy at the moment. So, what do you do? What...Do...You...Do? (Yes, that was my Karl Malden impression.)
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| Dr. Steve Brule has tons of ideas. |
In this situation, you are being pro-active, and your enthusiasm shows. You can feel it when you're developing your ideas and are eager to share them.
However (here we go...), when requests for further development start to pile up, and it feels like you're already on board, but you're not, then alarms should go off.
Just because you're paranoid doesn't mean they're not out to get you... to do more work for free!
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| Be wary when strings are attached. |
- You do a music demo, but now they want more horns, especially in the chorus.
- You develop an overall strategy for a grand opening, but now they want a day-by-day timeline.
- You write concepts for a sales presentation, but now they want an entire script.
- You produce a sample episodic, but now they want to see three more eps.
- You rough out new logos, but now they want them flushed out.
So, where do you go from here? Excellent question, which can be answered with some honest introspection and willingness to set boundaries. Ask yourself these three questions:
1. Does this feel wrong in my gut? If it doesn't sit right, your body's trying to tell you something.
2. Is this different than the original request? Changing parameters of a job is par for the course; it isn't when you're showing how you would approach it.
3. Is this a demo of my ability, or am I being directed to create a final product? If it feels like the latter, it probably is.
There's a reason demos for :30s come in at :34, prospective plans feature broad strokes and three different on-air scripts are presented. You're selling yourself/your creative, as opposed to looking for approval.
Keep that in mind, and you'll always know how much you should do for free.
-Ed Roth
edrothshow@gmail.com
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Wow -- wish I'd read this about 100 freebies ago!!
ReplyDeleteLisa
(Copywriter)
Lisa, now you're more experienced (notice I didn't say older) and wiser. Embrace it!
ReplyDeleteAlthough I haven't tried it yet personally, I heard someone else say to the "Do this one for free and I'll have more work for you" line, that it's time to reverse that order.
ReplyDeleteTheir counsel was pay me for this one, and I'll do the next one for free or a discount. I'll actually put it in our agreement. Even that is a bit risky, but too many of us are still waiting for the "next one," and like Lisa said, it's been years.
Good subject for a post. It's a dance and it seems to be all about sensitivity---who is the first to step on the other one's foot?
This article provides great reassurance to what I had already been starting to feel lately.
ReplyDeleteMy new strategy in winning new clients is to skip the freebie, and offer a substantial discount for the first round of work. Then, if more work is needed, the client has known from the beginning that the discount was a one-time-thing and they will now have to pay regular rates for more work. They are still getting a discount, but it keeps them honest about how much they expect. Also, it also lets me establish parameters for the relationship, including treatment as a professional, which has to be a part of the relationship in the present, or it won't be in the future.
They aren't doing you a favor by hiring you for free - you're doing them the favor. The problem is, they don't realize it. If they double of triple the work for you, $0 x 3 is still $0, so they don't feel the difference.
Thanks for talking about this all-too-common issue.
Neal and mkublin (can I just call you m?), I think you're both right on the money, so to speak. As long as both parties are on the same page, it works out. However, when one side feels cheated, the resentment never quite goes away.
ReplyDeleteSide issue: I find that the smaller clients usually require more emotional energy than the bigger ones. Is that your experience as well?
I once gave a friend of a friend notes on one of his scripts for free. Not once but twice. By the time he rolled around a third time, I explained to him that I generally charge for my services, but I gave him a break the first two times. If he wanted me to give another critique, then he would have to pay for it. I've learned with experience that you have to ask for clarification before you simply agree to provide information. No matter how much you want the gig, never sell your self short.
ReplyDeleteLorisa, you seem to have found the line between doing a favor and being a sucker. Out of curiosity, on round three, did your friend still want your critique?
ReplyDelete