Great story I’d heard before, but was reminded of while reading The Simple Dollar, a new blog I discovered recently:
A French woman, upon seeing Picasso in a Parisian restaurant, approached the great master and insisted that he put down his coffee and make a quick sketch of her. Graciously, Picasso obliged. When he was done, she took the drawing, put it in her handbag, and then pulled out her billfold.
“How much do I owe you?” she asked.
“$5,000,” was Picasso’s reply.
“$5,000? But it took you only three minutes!” she exclaimed.
“No,” Picasso answered. “It took me all my life.”
Picasso was always good for a quote that carried some impact, wasn’t he?
People with talent didn’t just come out of the box that way. Just because something appears easy doesn’t mean it is, or that the journey was. It takes years of education, years of practice, years of prior failure.
Pricing my services is probably my biggest ongoing challenge as a small business owner. In advertising production, many clients only have the perspective of seeing the finished 30-second TV spot, or hearing the 60-second radio commercial. Far less often do they see the hours spent drawing animation artwork, editing and enhancing audio or video, searching for the right read, the right voice, the right take, and writing and rewriting copy to ensure that their advertising message is unique and salient and remarkable. That stuff not only takes time to execute, but it also takes time to learn to do, and get good at. And that’s what your clients are paying a premium for.
Very often prospective clients hesitate, hem, and haw when they inquire about my rates for voiceover, production, animation, etc., because to them it “seems expensive for just a 30-second TV spot.” All the more often, I find myself turning away business when that happens, rather than trying to justify my fee. As much as I hate to pass up work, I know that a client who dithers on price right out of the gate doesn’t value my time. And the client who doesn’t value my time ends up being the one who demands the most of it, usually amidst a constant debate as to why they shouldn’t have to pay me for it. I find that time is much better spent honing my skills, networking, and building my business in an effort to find better-quality clients who enjoy being involved in the creative process, and who appreciate what goes into it.
Don’t devalue yourself, your work, or your time just because others might not see the value in it.