The Designer's Guide to Marketing and Pricing will answer all the common questions asked by designers trying to stay afloat in their creative business - and also. Editorial Reviews. About the Author. A marketing consultant to creatives since , Ilise Benun partnered with designer Peleg Top in to create Marketing . Your brand is the sum of every interaction people have with your product, company and team. Page 1. Quick & Dirty. 2. Getting Smarter. 3. Keeping Up .
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The Designer's Guide To Marketing And Pricing. How To Win Clients And What To Charge Them. By Ilise Benun and Peleg Top. Trade Paperback. eBook. The Designer's Guide To Marketing And Pricing book. Read 9 reviews from the world's largest community for readers. Do what you love and make money!. GD&I Guide Title Pages6/22/ AMPage iThe Graphic nd Designer's a Guide Pricing and Negotiating 81 Pricing Rules of the Road Negotiating Your Price Of course, spam is the torrent of unwanted email that we get every day.
This all culminated in one specific project that completely changed my mindset on pricing.
Most Freelancers Start Out With An Hourly Rate
Clients care that the work is done and it is done well. I was happy as it looked like a great client. He provided all the assets, the scope of work, the site map and the content upfront. He gave everything to me and then I plugged it into a new website design.
I finished the website in 3 hours… And worst of all, the website looked freaking good. The client was ecstatic and happy that I had finished so quickly, and we both parted ways after the project.
That was a tipping point in my mind where I realized something was wrong. I knew the site that I just created for that client was worth far more money. I knew people were charging thousands of dollars for sites of equal scope.
I knew I had to change my pricing. I was getting good at my craft and I was working fast. If I could start charging based on the project , and not the time I worked then I had a huge potential to earn more income in less time. And that is the beautiful thing about project-based fees. The end result is all that the client cares about. Just 30 days after my incident with the 3-hour web design project I came across another client.
They needed a website for their business, and I was happy to provide them with an estimate. This time I quoted the project based on a predefined scope of the work included. I emphasized the end result of the project, and not the amount of time that I worked. The website took me roughly 5 hours to build. And this is the thing, the client walked away happy.
They loved their new website. Shifting the focus of my freelancing away from the time I worked and toward the value I delivered changed everything. It completely changed my income potential and how much I made. It was at this point onward that I realized that this was the proper way to go. I began pricing everything on project-based fees.
The Graphic Designer's and Illustrator's Guide to Marketing and Self-Promotion
Project-based fees helped increase my income while working far less time. But the bigger question is: How do you come up with a price point for these projects?
Determining How Much To Charge While moving toward project-based fees sounds beneficial, there is still the question of how much you should charge for a project.
This is a challenging thing that many creatives mess up early on. Often creatives set their project-based fees on a few misaligned criteria. Mistake 1 To set project-based fees, many creatives estimate the time that they will spend. They look at the scope of a project, estimate the number of hours, and then multiply the hours by their hourly rate. They add a few extra hours for buffer and send over a quote. This is the wrong way to go.
If you are going to do this then you might as well just bill the client hourly. Utilizing this method puts more risk on your end if the scope of the project begins to creep up. While you never want to bid a project lower than the time it would take you, charging based on a time estimate is the wrong way to go. Mistake 2 Another problem is that many creatives base their pricing off of what other people charge. They know that this person charges this much for a project, so they charge accordingly and match their rates to the market price.
Neither of these methods of pricing do anything to help you make more money in the long run. Both methods of pricing keep you stuck in the same grind of low pay for a lot of work.
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How do you come up with a price point that the client will download and will increase your income? The truth is much simpler than you think. It comes down to one simple method to determine your pricing. Make up your pricing for every client. There is no formula, no rules, and no perfect way to do it. Instead, your pricing is made up based on a handful of criteria that I will explain in a moment. While there are some criteria to consider, it is important that you understand that there is no formula and are no rules to pricing.
This seems like a ridiculous way to base your pricing but it is one of the most important criteria. When a client comes along, you are letting that person into your life.
You are going to be collaborating with and helping them for the next few months if not years of your life.
Thus, how much you like a client is extremely important. If a corporate client comes along, they may have a large budget for the project that does not look creatively stimulating. On the flipside, sometimes an artistic client comes along. Maybe they are a musician or a visual artist.
Often I may take these projects on a lower rate for the creative enjoyment that comes from them. Other times, it comes down to the personality of the client.
Sometimes clients can be picky or have a strong attention to detail. If it is the kind of client that is going to be tweaking every little thing, then you need to base your pricing with that in mind.
This one gets a bit tricky on the ethical side, but it is the most important criteria of all. The first prospect is Startup Sam.
No copyrights needed — just use it. Once you get everything answered, you should create a design brief and present it to the client.
You should never start working on the design before everything is clear. It will save tons of headache and work, mainly on your end. You will sometimes prefer to do this part before you close the deal, since only after getting those answers you could really know how to price this project. Pro tip Create a template of questions you can send the client, and reuse it for every client. Design it beautifully and add your brand logo. For example — do they need a Facebook page? And so on and so forth.
Ian Paget's Tip 'A bullet point list makes it easy for your client to skim through, which also allows them to assess the project and make any changes needed before you begin. This also acts as a tick-list you can follow whilst designing, and a reference point to refer back to when presenting designs.
19 Free eBooks All Designers Should Read
The brand might already have some history and style that your client will want to preserve. If this is a business-to-be, however, research is even more essential. They might not even know how to put it into words — maybe they need your help as a designer for that.
What the interactions are between them and the business. You should try and read about the business online, try to better understand the product they are selling — the business model behind it, and the culture around it. You should even try to talk to different workers at the business: they might get you more ideas and new angles. You also need to know who their competitors are, and what the uniqueness of this specific business is.
Finally, you want to find references. Minimum hours.
Pro tip Ask your client to send you references to other logos he or she likes, or to other businesses with logos they can connect to.This seems like a ridiculous way to base your pricing but it is one of the most important criteria. However, there are two distinct advertising tools you can use in design and illustration— free listings and display advertising—and we will study each of them in this chapter.
Finally, network marketing gives you the opportunity to practice all the skills you are learning—or learned and forget to use—that come with running a business. Thanks to my adopted family: If a project has been done before, I ask the prospective clients what they paid for this same project last time. If you can emphasize the value that you provide to the client in your proposal process, then you will begin to see your income grow as a result of it.
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