A tech perspective from CHL member Allen J. Clements of Otaku Motion Digital Media Group.
Self Worth, Value in Your Art
One of the most frequent conversations I have with my fellow CHL members is what to charge for a mural, painting or drawing. So, what's your time worth?
I'm not a master of the subject but I am a student of the idea. This is something I struggle with everyday, and I think I've made some real breakthroughs in the past few months regarding charging what I feel I'm worth for my services. I'd like to share these with my friends at CHL.
It seems everyone out there is looking at price these days but that doesn't make it impossible to sell value! But that's the thing, you have to sell value. You have to convince your buyer that price isn't the only issue.
My marketing 201 definition for price is the amount of money someone is willing to exchange for your good or service. That's beautiful! You see the market doesn't set the price for your illustration people do. What I want you, the artist, to do is switch places for a moment. What is the amount of work you are willing to put forth in exchange for your client's budget? Explain this to them. You see? It's completely reciprocal.
I guess believing in yourself is a huge part of it. Not something you can take a pill for or take a class on, but let's just say that if you are having a talent-esteem problem, just see me or one of our friendly CHL members, and we'll talk!
At the local chapter of an American Advertising Federation meeting, we had a fantastic guest speaker. If I had bought her book (and I should have) I would remember her name. Regardless, she speaks to various groups about charging your full rate for your services, not giving discounts, and instilling a confident feeling of value in your customers. She recounted the most absurd experience she had, giving her standard speech then having a blank-faced listener approach her and ask for her book at a discount. "A 25% discount?" she replied. The would-be fan nodded. "Then which 25% of the pages would you like me to take out?”
Another way to explain value to your client is this little antidote. A member of a local networking group consults on mold removal. He told me that he charges friends and offers no freebies. This is why. When you give someone something for free, the value in it is lost, especially in consultation. If this gentleman takes his two hours to inspect a friend’s house, and another half hour writing up a report and explaining the mold results to them, they will probably not act on his advice. If nothing else, they have subliminally failed to see the value in even his free service. We associate quality with price at all times—whether we like it or not. Remind your client that they want quality and that what they pay for is strong and lasting.
Here's an easy and typical objection. A lot of freelance designers, artists and consultants will tell you the same thing: the tighter the budget, the more work you will end up doing on the project. Somehow these things go, inexplicably, hand in hand. So it's ok to say no to a job if you don't think a client is ready to invest in the full price of your service.
Here’s the inspirational finale; your service has value. Whether you are creating a custom logo for a local firm or a piece you intend to show and sell at a gallery, charge what your time is worth. But first consider what your time really is worth; think of how a person may use your work. What it is truly worth to them now, two years from now, ten years from now? Believe in yourself and you will live more comfortably and confidently.