Whether it’s an artist, musician, designer, blogger or any other creative profession, why is it so difficult to get people to pay for creatives?
Do it for the exposure!
If you’re reading this and happen to be in the creative industry, I am sure you will have come across people who are after a freebie, or a cheap deal, or even have the cheek to ask why you’re charging so much, even though you know you’re underselling yourself. I’ve heard it so many times: ‘Can you do me a drawing for cheap?’, ‘Can you do a quick design?’, ‘I’ll show my friends and family so you’ll get exposure’.
Should you pay for creatives?
I mean, they seem to find the work pretty easy? It even looks like they enjoy it!
If you’re reading this and are not in the creative industry, hopefully this will offer some insight.
Firstly, it is possible that an artist can do someone a favour, give a freebie, or offer family discount, but this should never be expected. Would you expect your family member or friend to work for free or cheap usually? Do you think any less time will be taken up on your project compared with others? That less material will be used? If anything, when working for somebody you know, there is even more pressure to make sure it goes well.
If you have an unknown band playing at your wedding, do you think they will have spent less time practising than a well-known group? ‘But a DJ is cheaper?’ (not always the case). Just like a DJ, a band has to put a lot of time and effort into their music, spend time creating the perfect set for the occasion, likely need to be able to take requests and have some showmanship. The difference is that the band has also had to spend years of their lives learning how to play, and then had to learn how to play those specific songs. Just like an artist had to spend years on their ‘hobby’ drawing or painting, learning and improving along the way.
Blogging has become a huge industry, yet bloggers and content writers are still expected to work for free, small amounts, ‘exposure’, or a gift. Gifts are fun, but landlords don’t accept them when it comes to paying rent. Blogging starts as a hobby for most, but when they start creating content for others, why should it remain free?
Just because something is a hobby, it doesn’t mean it’s easy. It also does not mean it was a god given gift. We are not born able to draw (if you came out of the womb with a paint brush, shh and let me make my point). We are not born able to play music (if you were, please have my babies!). The point is, to an extent, everybody’s skill set is learned, managed, developed over long periods of time. You can spend years learning to play an instrument well enough to do gigs, or a lifetime writing before you finally publish a book. Once you’ve gone through this, it might seem like it comes easily and people will wonder why it deserves to be paid for when it’s just a ‘quick job’ or something you like doing anyway.
Another thing that is often forgotten is that a creative person does not only need to be paid for time and material, but for the vision they bring to you. If you could come up with the same thing they do, you would. If you could design the dress your sister designs for you, you would. Thinking about a design is just as time consuming as actually doing it sometimes.
Don’t forget, creative people don’t get given free food or free homes. They have to make a living just like you do. I have come across some fantastic comments about how they should work a full time job and keep this ‘hobby’ on the side.Exposure doesn't pay the bills! #freelanceisntfree Click To Tweet
If you’re still questioning whether paying for creatives is worth it: The website you’re looking at right now and all other websites you look at today, have been created by a designer. The image on your coffee mug, somebody designed that too. The device you’re currently using, designed to make operating it easier for you. The chair you’re sat in, designed. The music on the radio, brought to you by a whole team of creative people. Do I need to go on? Every single thing you touch or see is brought to you because somebody out there created it. Most people are happy to pay a lot for these things. But when it comes to a small designer or unknown musician, it is somehow not worth paying for?
Why do clients feel the work is not worth it?
They believe they can do better.
Often clients believe that they can do the same work or do it better. If they could, they would. It’s as simple as that. This is especially prevalent in the world of design. Design or art is often seen as simple, until a person tries to do it themselves. There is a big difference between a professional design or artpiece and a DIY one. If you manage to make something beautiful by yourself, well done, and welcome to the world of creatives.
Believe it or not, there are techniques, patience, time involved in each and every piece created. I don’t know anyone who is happy with something that took them 5 minutes.
One example I have come across in logo design (not myself) is ‘It’s just a font’ – that might well be…But you didn’t spend time choosing the font, try 50 different ways of making it work for the brand, making sure it fitted the theme, and then rearranging the words until it looked good enough. Pay up!
They can get it cheaper.
Some people believe they can get the same quality of work for less. When paying for a creative, you’re paying not only for the end result, but for experience, for the time it has taken to communicate back and forth until you’re satisfied.
This belief is not just the fault of the client though. So many creative people undersell their skills. With freelance websites like Fiverr and Freelancer, amongst others, it is difficult to compete and quite often a creative person will use these or try to compete in order to get some work.
Lack of seller confidence.
Confidence comes into underselling too. Creative people can also be very critical of themselves. Although anyone can be, when working with set values, such as numbers, there can be a right or wrong. With creative work, there is always room for improvement or small changes that could be made. When being offered low prices for the work in the first place, it can become a bit of a spiral of thinking you’re not worth more, and that others don’t think you are either. Keeping your prices lower than deserved means others will value your work at the same level. It also means that when you become more confident and try to charge more, people might think your work is expensive compared to what it used to be. By underselling yourself, you’re also underselling others who are trying to charge higher rates.
Buying online is less commitment.
Unfortunately, some loyalty between sellers and customers has been lost due to online transactions. You no longer have to face sellers in person, which would make it much more difficult to walk away with a purchase.
This one is sad, but true. Some people will try and get away with anything and if they think they can blag a freebie, they’ll do it.
What can we do?
Try it yourself.
Have you ever looked at something and thought ‘I could do that’? I know I have, and with some things I’ve succeeded. I got into blogging when I didn’t find the ones I read covered all of my needs, or discussed everything that I wanted to. I got into website design after being quoted for some (in my eyes) awful designs that were too highly priced.
However, despite those things working out pretty well after years of working on them, some things I have spectacularly failed at.
And that’s the point I wanted to make. If you think you can do better than somebody else, please try it. You will either find a fantastic new skill or you’ll realise how much goes into something so seemingly simple. If you think you can make your own pretty blog header, then by all means do so.
If you ask for a design/logo/photo shoot and you don’t like the finished result, let the seller know. Chances are they want nothing more than to please you, and to be happy with the work themselves in order to add it to their portfolio.
If you have received your finished product, agreed on payment, then pay it! I have known people to ignore payments under £10! There are also some people who say they’ll pay next week. I wish I could do that. Just pop onto the Asos website, ‘buy’ a load of things and tell them I’ll pay on payday! If you can’t afford the project or design, then don’t agree to buy it. I feel like it shouldn’t need saying, but unfortunately it does. Wait until you’re in a better position. On the other end of you not paying is someone who has prioritised your work above paying customers, something most cannot afford to do.
Protect your work.
A lot of online transactions for creative people are based on trust. With design work, you often have to show the client the work along the way to check they like what they see. However, after seeing a few people burned by being too trusting, I would definitely advise taking a deposit, or even making people pay beforehand if the full amount is not too high. Also, when showing designs to clients, watermark them. You can do this easily on the computer or with apps if using a phone or tablet.
It might also be worth having a disclaimer so that you can charge extra should the work go on for longer than expected, for example, if the client asks for re-designs.
Educate the client
If a client has never tried to design anything before, how will they know what goes into it? The time, effort, re-designs, how each change they make cuts into all of this. Before starting a project, try to outline the work involved, how long it will take, what will happen if re-designs are needed. This way the client can understand a bit more about the process.
I’ve mostly referred to design, but believe that my points can be applied to all creative work.
Clients: Pay your designers/artists/musicians! And pay them well.
Designers/artists/musicians: Protect yourselves & educate your clients.
Let me know your thoughts on this. I’d love more of a discussion as it’s something I don’t think is spoken about much. Have you ever been burned by a client? Or as a client, do you have thoughts about pay for creatives?