80 WAYS TO IM­PROVE YOUR BRAND­ING

Computer Arts - - Need To Know - www.snask.com Fredrik Öst

IN­DUS­TRY IS­SUES

Sharpen your per­sua­sion skills and pitch more con­vinc­ingly to even the most skep­ti­cal of clients

EX­CLU­SIVE VIDEO

NB Stu­dio re­veals its process in the next in our se­ries of walk­throughs from CA’s UK Stu­dio Rank­ings top 30 Plus: in­spir­ing work, cur­rent is­sues and ex­pert

anal­y­sis from the global de­sign scene

when Mag­nus and I got our first paid jobs in de­sign we had no ex­pe­ri­ence to fall back on that could help us fig­ure out how to set our value and price for our ser­vices. We were stu­dents with plans of chill­ing over the sum­mer, so when we got the re­quest we only wanted pocket money. It was an em­ploy­ment com­pany who wanted a new iden­tity, sta­tionery and web­site.

We de­cided to set the value of the job to what we needed to drink beer and have fun over the sum­mer: £750 each. But af­ter a bit of a re-think we came to the con­clu­sion that we had no fuck­ing clue about our own value. Was £1,500 too much? We de­cided to take a chance and dou­ble it.

The next day we got the re­ply: “Three thou­sand pounds – are you out of your mind? Just kid­ding, the money will be trans­ferred to­day.” We got su­per happy since we had just dou­bled our bud­gets for fun over the hol­i­days. To­day, we re­alise how lit­tle it was. Dur­ing our years we have kept grow­ing our fee. It’s le­git! We get more and more ex­pe­ri­ence the more we work. But also you re­alise that you need to pay all the bills as well as ev­ery­one’s pay cheque.

A tip is to set your hourly rate very high and then go down in amount of hours. Why? Sim­ple: be­cause no one wants to pay ‘more’ per hour all of a sud­den, and yet most will be pre­pared to pay more for a pro­ject that takes more hours to com­plete. So let’s say you start with a rate of £75 per hour. The client might say that it’s very high, but then you fib and lie, and say that it will only take you about four hours to com­plete the work. The next time they want work done, you sim­ply say it will take more time and there you have it. There’s some­thing called pric­ing psy­chol­ogy. The short­ened ver­sion of this is that clients re­gard price af­ter qual­ity and re­la­tion­ship. So if some­one says they got a cheaper price from some­one else, just re­ply: “Okay! Then I rec­om­mend you go with them. I don’t know how they man­age this, be­cause we can’t pos­si­bly of­fer you that level of qual­ity for that price, and keep our prom­ise and de­liver sat­is­fac­tion.” Al­most ev­ery time the client will end up choos­ing you over the cheaper com­peti­tor. Life is not about money, and don’t for­get it. To go to a hobby, or jobby (new cool slang for hav­ing a job that’s su­per fun) ev­ery­day is worth more than any money can buy. Un­less you are so rich that you can do your hobby ev­ery day, that is.

SNASK OFF! Snask­i­fied is a re­cur­ring col­umn by Snask, the in­ter­na­tion­ally renowned cre­ative agency, that strives to chal­lenge the in­dus­try by do­ing things dif­fer­ently. They wor­ship un­con­ven­tional ideas, charm­ing smiles and real emo­tions, and see the old con­ser­va­tive world as ex­tremely te­dious and as the world’s big­gest en­emy.

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