What does this mean you ask, well ... it simply means there's always (and should always be) a trade-off when your phone rings. Remember, your prospective client gets to pick two!
Cheap + fast = lower quality work
Fast + good = expensive
Good + cheap = not happening anytime soon
So, in the graphic below, I've modified the famous Venn diagram to be in a list form. For whatever reason, it makes more sense in my mind when viewed this way, and it can be applied logicially to just about any artistic field. In the graphic, there are three ways a client can ask for a project to be completed (read on for more explanation).
For Example:
•You could produce photographs or put together a video production for a client, that is of good quality.
•You could produce photographs or put together a video production for a client that has a low price tag.
•Or, you could produce photographs or video production for a client very quickly.
HOWEVER, you should NEVER (and ideally never be asked to) deliver work that is ALL THREE. It's not impossible, but it ends up being worse than slave-labor, and it's soul-crushing to try and pull off. I'm not saying it never happens. It's just not fair to you, the creator, if it does. And what’s even worse is, if you take this type of project with those restrictions, you'll always be identified as the guy or gal who will work for peanuts. This is a tough place to move out of if you ever want to attract larger budget clients with more time to produce the real work you want to create.
This puzzle isn't always straightforward to navigate because often, you might not know where boundaries are between these three. You might think you are delivering work that is both good and fast, that is NOT cheap, but in reality, perhaps you aren't getting paid as much as you think you are. Let's look at some scenarios.
Scenario 1: Cheap + Good: Let's say you get a call for custom photography or video production services. As you are thinking about your project, you might decide you want a cheap (low cost) option. Also, you think you would like a photo or video production that is of good quality. This scenario is a pretty standard way of thinking. Still, always keep in mind, it will invariably take MUCH more time to deliver this type of product or service.
Scenario 2: Cheap + Fast: If a prospect is asking you to produce a cheap set of photos or videos, fast, excellent quality is most likely out of the question. Having said that, I do have a few tips here for considering.
I haven't done many "cheap" projects over the years that demanded "high quality and fast" services. However, unfortunately, I think photography can very often fall under this heading. There are many times, however, when we get calls for more simple projects like company headshots. Projects like this are relatively easy for me to turn-around out quickly, with a high level of quality, and I don't have to bill an arm and a leg for these.
With jobs like this, it's essential to be very systematic about your approach so that you can deliver the product or service very quickly and at a high quality. As a business owner, think of the ways you package your products and services and streamline your processes. Doing this, can keep you out of the "not possible" area.
Scenario 3: Good + Fast: What if a prospect calls you asking for good quality photography or video but has a very short deadline and therefore needs them fast? With this scenario, the odds are against the prospect if they want the project at a low price point. They are simply not considering the time it takes to produce a quality photo or video production at a fast rate. (Don't know what your thoughts are, but I would expect this type of service to be very expensive!)
For prospects wanting quality photography or high-end video productions in a short amount of time, they should have a reasonable budget. Don't be afraid to ask for it.
Do some market research and ask your clients what matters most to them. Ask your client, "what are your priorities"? Then, you may be able to develop or modify your products and services around what their needs and budgets are. Meeting your clients where they are in terms of their actual needs will increase the experience they have with you, and make them feel like you've delivered services just for them.
The bottom line, as a creative content producer, make sure you are comfortable with what you are required to produce for the available budget and time restraints on the table. Heck, print out this blog article as a guide if you need to! We put our hearts and souls (and many sleepless nights) into our work. When the phone rings next time, make sure you are not afraid to ask to be compensated fairly.
TRAVIS DUNCAN | ADVERTISING PHOTOGRAPHER BASED IN THE MIDWEST. SPECIALIZING IN: PRODUCTS & ARCHITECTURAL PHOTOGRAPHY, and VIDEO PRODUCTIONS.
Travis Duncan Photography | Advertising • Corporate • Motion
Web - www.travisduncan.com
Studio - 573-893-9917