Why I charge so damn much money for creative services.
There's a whole chapter in Copywriter devoted to pricing things ("Value", designed by Don Manley), but I'll try to condense it to a page.
If you ask me how much an ad will cost, I will not say things like: "Well, that depends…"
I will say something like: " $7,500."
When you ask me how I picked that figure out of the air, I will tell you, "That's the average price of an ad or commercial that I write and produce." It may or may not have a thing to do with what you need done right now, but you asked me a question, and that's an answer-which averages out to the truth. After that we'll figure out what's involved in this project, and I'll give you a not-to-exceed figure. Which I won't exceed.
I base my estimates on a day rate of $1,500—a little less if I like you or the project, a lot more if you strike me as sleazy or the project is shabbily thought-out. (I can't do much about the former, but I can often help with the latter.)
In this business, the only real bargain you can find is the power of the creative product. If it's twice as effective as the other ads fighting for notice in the same book or on the same radio station, then you've effectively halved the cost of your media budget. I believe this is the God's truth. So I price myself accordingly. And—remarkably—my clients are usually happy when they sign my checks.
Call or send me an email, and we'll talk.
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