The Ugly Truth Series #6 - Design is my business, not my hobby
The sixth in a series of illustrated truths gathered over 16 years - an entirely honest and personal project.
“Buy cheap, buy twice” they say. Smart words. But is it ever ok to ask for free or cheap work?
On two separate occasions recently when yapping with fellow designers I’ve heard scenarios where they’ve been asked for ‘cheap’ or a ‘quick free job’. Sadly I hear of this a lot. It’s a common topic amongst us design types and a difficult one.
One was outraged - and quite rightly so. Feeling irritated they were asked and expected to compromise their process.
The other felt demoralised and was now questioning whether their costs were incorrect and were charging too much. Should they lower their rate to win the work?
Let’s be clear here shall we? And I’m quite sure I’m saying this for many other creatives out there…
Design is my business. Not my hobby.
Again for those at the back… My business. Not my hobby.
My business is consulting, ideation, research, analysis, interpretation, understanding, suggesting, planning, strategy, expertise, insight, creativity, visualisation, building rapport and relationships, design, creation, delivery, customer service, account management, marketing and after sales - to name but a few.
It’s a lot of hats - as it goes I’m also the tea maker, PR and the person who does dull shit in excel spreadsheets for expenses, invoicing and tax.
My own journey has taken me over 16 years - 2 degrees, an A-level, a BTEC ND, 11 GCSEs. 9 jobs, countless late nights, many tears, several rants, an expensive creative suite, tutorials, classes, an iPad, a 3 grand laptop, years of practice, countless pitches, work experience, lessons learnt, failures and wins.
In short, bloody hard graft.
I started as a junior and worked my way right up to Creative Director in agencies before I set up my own business. As a result my rate reflects this. It’s a business. It’s how I afford to buy brightly coloured shit, how I pay my mortgage and how feed Moo. I’ve bloody-well earnt it.
My hobbies are things I do in my spare time to bring me joy and to relax.
Sleeping, drawing, painting, making things, reading, yoga and fashion, up cycling, faffing, hiking and watching Baywatch (don’t roll your eyes - you know it’s brilliant). I don’t expect to be paid for these things as you’d expect.
And that’s just my journey. There are thousands of creatives out there. Working hard, constantly learning new techniques and trying to produce the best creative work for their clients.
It’s not an easy game to be in. Especially as a small business.
The Ugly Truth.
Somehow within the creative industry it seems acceptable to ask designers, creators, illustrators, artists and so on to produce their work for cheap or even worse - for free. It’s not a hobby for those who do it for a living.
Now before any of my kick-ass clients read this and think I’m hollering at them - you know I’m not - I’m always clear on where I stand and my fees. I’m grateful everyday I’m able to work with likeminded people. But there are many I choose not to work with as our values aren’t the same or they don’t value my worth.
Resaving out a file or tweaks to a piece of existing work isn’t what I’m crowing on about here. There’s a degree of flexibility and relations I’m happy to do to for the bigger picture - I’m not a complete muppet after all. I love to help my clients. But if it takes me considerable time - you can expect me to charge for it.
It should be acceptable that when I say ‘no’ or I’m unwilling to lower my rate, it’s understood I’m not being a arse, difficult, or have an inflated sense of ego. But in reality what I’m being asked to do is turn down work from other clients that are willing to pay for my time. Literally give away paid work.
It’s simple really when you think about it. Isn’t it?
And why should creatives compromise? Because we enjoy our jobs? Because it’s creative? Because it brings us joy? Because you can get it cheaper elsewhere? Does this mean these types of jobs and businesses are considered to be more pastime-like and therefore less worthy of professionalism and service? I think not.
Let’s put this in context shall we?
- I don’t ask my hairdresser (Amen @gemanoon) for cheap ‘dos. She’s the senior stylist, Wella trained and a Sebastian cult team member. That’s years of skills learnt and experience. She’s done the bloody NTAs for christ sake - so why should she do my hair for free or less?
- I don’t ask my accountant for discount because he’s doing me a fine service keeping me out of prison and one the right side of Queen Liz - it’s a skillset I don’t possess and a job frankly I don’t want to.
- I don’t ask my dentist or the clinician who administers my Botox for cheap or free because it took years of training and I expect them to follow the proper standards and procedures. I want to keep my teeth and I don’t want a fucking droopy face or cleaning fluid shoved in my forehead.
You see my point?
Maybe The ugly truth should be - Want cheap shit? Risk a droopy face.
Is it EVER ok to ask?
We’re all encouraged to hustle and haggle in this day and age. So if asking is your thing - that’s ok. But please come to the table with the knowledge and understanding that it is a creative’s right to say no and please be willing respect the fact that we know our worth.
Professional careers take years of skill and experience - it’s hard work. Creatives charge for this because you’re not only buying the work produced but also the skills and experience of years worth of practice and expertise to produce your job in a handful of weeks or days. It’s an actual skill.
So don’t be asking for big free shit. It’s not ok.
If you want to get work cheaper and are willing to lower your standards or compromise on experience, time or skillset - by all means find college or uni students who are craving the experience - but do not expect them to do it for free either. That’s a whole other rant to have.
Three things to remember when you’re asked for free/cheap work: 💥
💰 My rate is reflective of my experience in industry. Explain your rank if needs be. You're pricier because of your level - what do they get? Explain it to the client - we can’t always expect them to know.
🦩 Be loud and proud. Confidence wins out. All of my proposal decks have a page proudly stating why I’m not the cheapest and why. There’s a reason there’s a wait list. And I let it be known.
🌟 Make them see your worth. Is your bag awesome digital work? You’re a specialist in beauty? Won an award? Launched Global brands? TELL THEM. These achievements are the foundation of your reasoning. Make your point.
And finally... always be polite. No one likes a dick.
******** Illustration my own ********