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Scare Away the Clients

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An advanced technique if you have too much incoming work (or just want to test your own limits) is jacking up the price. Just think of what the fair price would be and add thirty percent. If this makes the client run away screaming, great! On less item on your plate. If they accept your shameless price, great! More money for you, and more motivation to move things around in your calendar and put in the extra effort.

I usually give the high price first, being willing to go down, if I meet resistance. You can steal this tactic:

“My going rate for something like this would normally be around (insert high amount)…”

Take a moment. Sometimes the client will jump in going: “That sounds reasonably.” Boom! No need to negotiate further.

If, on the other hand, your hear them fall of the chair on the other end of the line, you can pick up your thought:

“…but since (it’s you/ it’s part of a larger project/ it sounds like a relatively simple task) I’m sure we can work out (a discount/ lower rate/some sort of bundle deal). How about (insert lower amount)?”

Pricing is all about supply and demand. I’m sure you can find plenty of people willing to undercut you. I mean, you can get a freelancer to do almost everything for $5 on Fiverr.com! You do not want to think of that segment as your competition. 

If your unique expression is what the client is looking for, price matters a lot less. They’re paying for you, for your personality and the experience you bring to the table. If a client mentions that they can get the same thing cheaper elsewhere, I’d recommend you simply agree with them and perhaps even direct them to some of your lower paid colleagues. 

What you offer as a professional is something other than bargain prices, it’s industry experience and a unique skill set. If you speak the same language as the client, culturally as well as professionally, you are great at what you do, flexible and accommodating, understanding of your clients needs – those are reassuring qualities worth paying premium for. Especially if you go the extra mile in terms of showing up in person for a briefing, getting on the phone instead of hiding behind e-mail. 

Deliver on your promises every time and the clients will keep coming back – even if some graphic designer in Bangladesh can do the same thing at a tenth of your rate.

This post is an excerpt from my book SOLO – Survival Guide for Creative Freelancers – Order now on Amazon.

Copyright and IP

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Who owns the rights to a piece of art or a character? Can you sell the same story twice and what if someone steals your artwork?

In most cases and artist hired to do a specific job retains the IP (Intellectual Property) of their work. Creating a jingle, a op-ed illustration or a short story for a magazine doesn’t mean signing off ownership. It means you lease the work you did to a client for a specific purpose and/or time period. If there’s a contract involved this should specify exactly who owns what right but as a rule of thumb, it’s you as the creator. 

In comics, there is work-for-hire (in which case the publishing company owns all the rights) and creator-owned (in which case you bring the project to the publisher and sign off the publishing rights but retain the intellectual property). If you’ve been on retainer or creating something while working for Disney or Microsoft, you bet they will keep the IP – and trying to fight them on it will cause you a lot of time and headaches  and likely bankruptcy.

If on the other hand you were hired to design a poster and the company decides they want to use it for a banner ad or a free give-away sticker, you’ll likely be able to get more money or get them to cease and desist, since you still own the IP. Theoretically you could sell the same piece of work twice but you risk pissing off both clients, where they ever to find out. Comics artists do this all the time, selling original artwork that was printed in a book and I’m sure it’s similar in other industries.

If a client should present you with a waiver or contract leaving them with all the rights to your work for all use in all eternity and known universes, I’d be very wary of signing it. And if I did, I’d expect to be well compensated. Some clients will try to get all the rights but it’s usually negotiable if you push back. If you do sign off say publishing rights, make sure the rights revert back to you after a period of time – the standard is two to three years.

Some of my earlier clients have thought they just owned whatever they bought from me, to use for whatever. I’ve sometimes introduced the idea of rights and been able to charge a higher price for my work, by offering broad usage with no time limit – mostly in cases where I cared less about the artwork, and had no use for it myself. The client might find it more convenient to buy you out from the beginning instead of having to negotiate a new rate every time they find a new use for your jingle, illustration or whatever. And that’s totally fair, as long as they pay premium.

Copyright is another can of worms but basically no one is allowed to steal your work and present as their own or use it for commercial purposes without your explicit permission. There’s something called “fair use” which means if a blogger reviews my comic I can’t very well sue them for using an image from the book.

If you’re a semi-pro artist I’m sure you use stuff like Instagram to promote your art. Some artists are wary of putting their content on these platforms as it might get stolen or copied. And while it certainly happens, I wouldn’t worry about it too much. You can post work-in-progress or detail shots rather than finished artwork and your followers will be just as happy. Besides, the more loyal fans you have out there, the bigger the chance that they will let you know if your work shows up in weird places.

If you do find your work popping up somewhere online you can take two different approaches:

1. Let it go. Usually there’s no ill intent behind it, people just don’t realize that you can’t copy/paste whatever you find online. Or maybe they’re evil bastards (like the people who put my book The Devil’s Concubine on a torrent somewhere in China), who knows? But the chances of you getting them to cease and desist are slim at best.

Usually there’s no ill intent behind it, people just don’t realize that you can’t copy/paste whatever you find online. Or maybe they’re evil bastards (like the people who put my book The Devil’s Concubine on a torrent somewhere in China), who knows? But the chances of you getting them to cease and desist are slim at best.

2. Send a nice e-mail  to the owner of the site, asking them either to take it down or at least credit you – or simply send them a bill! I wouldn’t expect them to pay but it might help persuade them to remove your work from their page.

This post is an excerpt from my book SOLO – Survival Guide for Creative Freelancers – Pre-order now on Amazon.

The Art of Selling – and Selling Your Art

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I recognize the need for an artist to be more mindful of the business aspect. But I’m feeling a lot of resistance to the whole product/market lingo and finding it hard to implement in my own life.

If people want to sell you something, you’ll notice that they all more or less follow the same model of proposition.

First they describe a problem that – maybe – you have. If it’s targeted marketing and not just the random (and annoying) TV or radio commercials, they’ll often get it right.

Then they will tell you who they are and their unique value proposition (USP), what they offer. And ultimately how they solve your problem.

Here’s an example: “Tired of spotty wifi? We here at TeleWhatever have 50 years of experience and a unique global network. We know how annoying it is to not have wifi. That’s why we offer 24-hour wifi for only 9.99 a month, that includes blah blah blah. Make sure you never miss out on an important cat video and sign up today with 25% off!”

This model is used almost everywhere. It is especially gag-inducing when used in selling medicine or insurance, where first they mention all the ways you could die horribly or lose all your stuff in a fire. That would suck, right? Luckily they happen to have a product that will save you from all this disease and disaster. Phew! A plan that most likely ensures their survival rather than yours, but that’s another discussion.

What I want you to take away from this, is this model for selling anything: Problem -> unique offer -> solution.

Whoops, did I say “anything?”

If you are reading this, you are either an artist or an aspiring artist. I’m taking a wild guess that you would eventually like to make money on this and not just have it as a hobby.

And here’s the problem:

Art doesn’t solve any problems.

No. Really. It doesn’t.

As Oscar Wild put it: “All art is quite useless”.

In other words, the sales tactics you can find online or read in books are invalid. You can’t use the above model to sell art.

You can’t focus group art either. Knowing what your customer wants makes total sense in the business world. In the art world I believe the opposite is true. Thinking too much about the wants or needs of the end user derails the artistic process and/or makes for boring art.

I’ve created this little Venn diagram (very marketing biz, right?) to illustrate the three overlapping elements of a creative career. Without the product (your art), nothing to sell. Without the audience, no one to sell to (And I’ve added the passion element, because it’s darn hard to produce art that you’re not passionate about).
What you CAN learn from business, is finding the right people to put your art in front of. I’d start with surveying whatever little audience you already have and figure out who they are and where they hang around online and offline. That way you have a better idea of where to market your stuff.
Art is a product just like any other. But it doesn’t solve a need or a problem. Rather it touches people in ways they didn’t know they wanted (that sounded inappropriate, but you know what I mean). Which is why normal sales tactics don’t really work.
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Any other artists out there feel the same contradiction or dilemma? Let me know how you think about marketing your art in the comment section!