Price Creative Work With Confidence. Win More Bids. Make More Money.
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- Опубліковано 22 тра 2019
- What are the 3 variable of the pricing spectrum? Production cost, market value and client budget.
Take the guess work out of bidding projects, and stop pulling numbers out of thin air. Author, coach, consultant Michael Janda walks through a step by step process on how to price your work.
Michael Janda is an executive level creative leader with more than 20 years of experience in both in-house creative departments and agencies working with some of the greatest brands in the world.
Michael founded the creative agency, Riser, in 2002. Over 13 years he led Riser to a 31% average annual profit margin. Riser was a nationally recognized agency creating high-profile work for clients including Disney, Google, ABC, Fox, Warner Bros., NBC, TV Guide and numerous other notable companies. Riser’s work quality and successful business practices yielded some of the most coveted awards in the industry including Inc. 5000, Webbys, FWA, Awwwards, AIGA and Addys.
In 2015, Michael sold Riser to a competing marketing agency named Eli Kirk where he became one of four partners at the agency and its Chief Creative Officer. Following the acquisition he orchestrated a rebrand of the 70+ person agency as EKR. With the new brand in place and following a revised strategic direction for the company, EKR realized significant growth and back to back listings on the Inc. 5000 in both 2017 and 2018.
Prior to his time as an agency owner, Michael served as a Senior Creative Director at Fox Studios where he managed a 40+ person team of designers, content creators and developers.
In addition to his robust experience managing creative and marketing teams, Michael is the author of the book, Burn Your Portfolio: Stuff they don’t teach you in design school, but should, and the newly released, The Psychology of Graphic Design Pricing.
morejanda
/ morejanda
michaeljanda.com/thefutur
michaeljanda.com/psychopricing
05:30 - 3 Pricing Variables
09:25 - Calculating Production cost
11:15 - Determining market value
16:30 - extracting client budget
30:00 - Aaron is the WORST client (roleplay)
38:00 - How to bid a project
46:00 - How do you verify your price
49:00 - 6 pricing rules
54:00 - Never charge your client by the hour
1:00:00 - What if I have to do over time and I can't charge em by the hour?
1:10:00 - Who says the price first, you or the client?
1:17:00 - Free work? Always value exchange
1:20:00 - how to talk about money
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Host- Chris Do
Content Director- Matthew Encina
Cinematography- Aaron Szekely, Mark Contreras, Ricky Lucas
Live Editor- Jona Garcia
Editor- Stewart Schuster, Mark Contreras, Aaron Szekely, Ricky Lucas, Jona Garcia
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Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song- Adam Sanborne
This channel is very important to me. So, thank you.
Our pleasure!
This video was very helpful, Thanks team Futur and Michael Janda
2 mentors ,1 video, lots of laughs and invaluable insight. God bless The Futur
Thank you!
I’m an senior architect from Brazil with a lot experience on comercial relations, never have seen such an amazing content on the subject. Very clear end precise, you guys are really helping creatives here. Keep the great work!!!
Muito bom ver um brasileiro por aqui ♥
I just got a lot of value from this, and very cool you all were having fun, nothing felt rushed.
Glad to hear
This was one of the best episodes ever. How did I miss this?
how do make it easier for you to find us?
Thank you Chris.
Thank you Michael.
Thank you The Futur.
Thank you Joseph.
This is without a doubt the best channel on youtube.. applicable and detailed information, for entrepreneurs and designers who want to be empowered in their fields and successful in their businesses. The future is leading a revolution for millennial and future generational growth in creative fields and business in general. I study what each of these brilliant designers say, and I write down, study and apply everything I can. Chris Do, you may not know me, and most of those who've been impacted by your business and the platform you've developed, but I want to say that one day I hope you get to really see how much you've changed my life, thank you
Chris and his team are delivering the best content in the world for creative professionals. Every creative should be following their channel.
Great roleplay session!
Instead of actually breaking down what goes into the pricing when someone asks "why does this cost 3 grand" you can handle the objection by referring back to the value of what you're delivering and discussing return on investment:
"Our pricing is based not only on the time and resources involved in the project but also how it can positively impact your business and the real value of it. You said you're looking to drum up more business with a new pamphlet - what would it look like in dollars if this helped you get 1 new client? If this can help you to generate just 3 new clients then it has paid for itself. Do you think that is a reasonable estimate?" etc.
He's not buying the pamphlet, he's buying what he hopes it will do: generate more business.
Haven't seen Chris laugh this hard before...was so contagious I literally sat on the floor laughing 😂 😂
I've had a lot of chuckles just reading the comments about it. Haha. Thanks for sharing!
I am starting to feel sick at this point 11mins in... I just priced a project , WAYYYY BELOW what I should have. I gave the price , they responded oh my gosh that is a great quote... I felt they were not on budget , so I chipped some off... my giving heart.... I KNOW what I should have charged but agh that stupid pricing ISSUE. This video is amazing the advice is off the hook & I am taking it on board FROM HERE ON IN!!!! THANK. YOU
Thanks for sharing your story, Lauren! You are not alone. So many designers do the same. You have to know these variables to be able to choose the right price. Even if you are value pricing...like Chris teaches...you still need to assess these variables when choosing your final price.
Watch and Earn.
Sooooooooo good! Chris Do's reaction to that ROLEPLAY - PURE GOLD... Really nice to see an authentic crack up - quite refreshing actually!
Yes. Very refreshing. Hahahahaha!
If anyone had doubts understanding what ROTF means , then watch Chris do it to perfection. Love u guys great content. And found another great Guru Mr. Michael Janda! 👍👍👍
Thank you! So glad you liked the episode! Thanks for watching!
I recently had a request for a bid for a job that I didn't really want to do because the clients are cheap and they're friends of mine, but I still didn't want to work for practically nothing. So, I bid in-line with what's surveyed in The Graphic Artists Guild Handbook: Pricing & Ethical Guidelines, but still on the medium-low end. I've raised my prices after watching The Futur and being more aware of what others are charging for their work.
I didn't get the job, but when the client said, "Wow, that's a bit pricey!" I channeled my inner Chris Do and replied, "You're right, it is a lot of money." (Even though it wasn't) and they said that they'd have to wait on the job since they still want to use me for the work.
Yes! You have to analyze the market value for your work. Don't leave money on the table by bidding way too low. The GAG Handbook is super valuable. Great resource!
Chris cracking up like that about Aaron's roleplay was pure gold. Also, seeing Ben have a chuckle at Aaron's comment about the "1 fold 2 fold not sure, just want a brochure man" is a great moment. I imagined him thinking "look at this guy though".
Aaron played the jerk client role so well.
He totally did! Every designer has sat through miserable client meetings like that! Hahaha. Thanks for you comment!
Gosh, I've sat through miserable meetings like that. So that got me right in the feels. Far too accurate 😂
LMAO @35:38 love the roll plays- too much fun!
At the company I work for we also price projects based on the opportunity cost to work on the project. We design and build trade show exhibits and we occasionally get requests from our clients for various collateral, product booklets, etc…. So every time we take on one of these projects we price it to a level where the profit is worth it as That is a resource and time that gets taken away from exhibit projects that are worth 10-20x.
Brilliant guys, pissed myself laughing but soo true..love what you do!
Thank you. Sorry about the laughter.
So interesting to watch this after seeing the more recent content with Blair Enns. Very different mindsets!
27 mins in !!!! THIS , Janda has absolutely struck a cord with me in regards to proposal writing .... A recent proposal I wrote up was 19 pages long, I spent probably 3 hours on it as I totally create the proposal aligned with the potential client... incorporating information from which they have told me about their business to outline a direction , the potential responded saying it was "too expensive" & they were looking for something in x & y range , but from our discussion they were giving me feelings of "quality / upmarket " vibes so yeh ... however they want something for peanuts but it to be amazing, so yeh no go & I won't devalue what I do now these days either. THIS has been so helpful I never thought of a "pre offical like document" with a approx price range to then see if it's something they can afford prior to drawing up a lengthy in detail proposal!!! SO this is what im working on RIGHT now , creating a pre proposal :D THANK YOU!! actually im going to purchase Ben Burns proposal bundle on TF website right now!!!! Thanks guys x Loz from Australia your fan girl @lozchaidesign
this is really good, I 'm sure this is still relevant pricing advice, ive been wasting time doin proposals only for the client to be scared off by the pricing and not reply lol, big up The Futur
My name is Yancey from FRANCE. I'm just starting my own digital company and want to specialize myself in branding. Ok that was for the context. I'm a new HUGE fan of you work guys. You're one of the best source of inspiration and i'm consuming your content almost everywhere you are 😁 In this case, my favorite part is the brochure's one. Not just because it has me LMFAO 🤣 i've listened it first and then watched it 2 not just to laugh but also to learn a lot by seing MJ struggling with the kind of jerk client i have and will encounter. So thank you very much
I was listening to this podcast again via my phone while in the supermarket today. It was all I could do to keep it together! I was struggling to contain myself. Chris’s uncontrollable laughter was so infectious!! I nearly lost it, myself, as I was wandering through the aisles. And Aaron was a star. Best supermarket jaunt I’ve had for a very long time!! ... And the content was excellent, of course - it would fit any industry. This was a great romp. Thank you, guys!
Aaron did great. Glad I could make you laugh.
So much crucial information with great humour - BOOM!
🤣😂🤣. I listened to this as the podcast on my drive to work this morning and this is the first time I’ve literally laughed out loud in my car listening to a podcast. Total hysterics. So naturally I had to watch this video to watch everyone’s reactions. It was still as funny second time round. Aaron is a pro. Chris, congratulation on another insightful and enjoyable show. I’m glad to be part of the Futur.
To Chris, and TheFutur team. Thank you so much for this episode, I really can't count how many times I get back to this episode to learn everything from you and of course the champ Michael Janda.
All the best!
Ladies and gentlemen Chris is on the floor :)
that was a tough role play and Michael handled it like a champ.
Thank you so much Dear #Chris do, #Michael Janda and #the futur team for sharing great info like this "FOR FREE". I really appreciate your efforts. keep educating people. May God guide you.
Thank you for your comment, Muhammad! So glad you liked the episode!
This was pure gold! 👏🏽
The way, designers pursuit is the most rewarded for their own self actualization. The role they held is then, the impact for man kind, right after a single choice on the way designers does.
One of the few Russians with a good heart
Hi from Kazakhstan. Content was good. Regarding pricing in my mind compared it to j. Stark's value pricing conversation which to me was mind blowing.
This kind of videos support my idea that there is a real new way of learning that challenges those we all know. It's crazy! We can learn powerful concepts in our cozy homes drinking coffee and being in front of two super professionals who with a funny vibe make education memorable. Thanks guys.
Isn't it awesome! No excuse for people to not learn and progress in their careers! It is so easy in today's connected world!!!!
Perfect explanation of pricing! I have an addition: You base your Price on that because its important to understand that your hourly rate and production cost is only to make it work and make a living for yourself. The Profit is important to invest and grow YOUR business.
Also don´t tell your Client your hourly rate and your profit because you will give them something to argue about. One thing i tell my clients when they don't feel the price is that i want to create healthy relationchip that can grow and maintain (Therefor i need to run a profitable business). So there will always be someone cheaper at the market but they wont last. So if the client dont get that hes not the one i want to work with.
Watching from Ghana, West Africa... I've been following the Futur for a while now, and as always, your content is simply gold. Thanks!
Thank you for watching!
@@morejanda chaley me too
GH Fam.
I just can talk about my experience...but this MUST to be teach en every design school (architecture, industrial design, interior design, grafic design, and so on)...i never heard nothing like this in MY ENTIRE LIFE!!!!...and this is GOLD!!!!...SOLID GOLD!!!!!!
Too much fun! Thanks for the great advice... and the role playing (five Qs) was a blast to watch.
That’s was gold I was right there with your Chris do laughing just as hard 😂
Ik just started as a freelancer and what an amazing valuable information!!💜🙌🏽🔥 thank you so much!!
You’re very welcome
Such valuable advice, and fun to watch. Sincere thanks.
Excellent :)
Hilarious. 😂. Had me dying. That is exactly how most clients play out. Guys awesome video! Lots of value and entertaining too.
TOP! Chris is on the floor! It really happens when the client doesn't understand the value of the work. Great role play guys
We all laugh inside when the client acts like this! Chris was probably getting all of his pent up laughter out from years of sitting with difficult clients!
Asking about prior projects is a killer idea.
It totally works!
great content
Doey (Pronounced like Joey) (Chris Do)... Your transparency in your shows is really great. There are many great designers out there but they don't share this information. It's specific to the industry and very powerful. Thank you, guys. Thanks, Michael, TheFutur team.
Thanks Tariro
Thanks, Tairo! I really appreciate the comment on this episode. So glad you liked it. And yes, The Futur team is providing amazing value to the creative community. All creatives should be following their channel!
Hands down one of THE best videos on pricing!!! It’s so true that it takes time and experience to understand pricing .. but these are great tips for when entering a new market
Amazing episode! I love Michel - he feels so authentic.
Thank you!!!! I try to be authentic. Just wanting to help people and I sincerely receive great joy from doing it!
Aaron is the mvp
This is such a great episode and really learned a lot...from all involved.
Thank you; I'm glad you enjoyed it!
He broke Chris. This was so funny I watched it twice. 36:58
He almost did.
So far, this is the best live stream on pricing design. I was really hooked for an hour, especially the brochure part. lol. Keep it up guys! ❤️
This was one of my favourite episodes you guys are hilarious together, could we get another episode with you and Micheal ?!
Please
What should we talk about?
@@thefuturpersonally I think an example of strategy for music production would be great, but realistically even if you did a short follow up with Micheal about this subject and if your points of view have changed in the last four years, or for his new book idea and how it’s going, a connection from graphic design to other arts for the same psychology, because this is incredible knowledge for me as a music producer, also examples of marketing funnels would be nice, I know this all very vague sorry haha
@@thefutur oh yeah and the role play is priceless
Gotta love Chris when he's in joy and laughter state, hahaha. Nice content guys.
Watching form Kenya and I am amazed how RELEVANT all your videos are.
Watching from Tanzania...... nice content @chris do
SAAAAAAAME!!
Thank for the great content!!
Super Nice Video and much needed for designers. Tired of the cheap clients
Thank you! Yes, cheap clients are so challenging!
When Chris cracks again at 39:40 😂🤣👏💯👏! Really helpful advice in this podcast. Thank you so much @theFutur for all that you're doing!
Forever loving the content. It's 6:25 am in the Midwest and I'm up getting this great information. Thank y'all!!
Thank you Colin
The intro music is dope. It is so futuristic. 😍😍😍 Beautiful episode. Thank you the Futur team.
This is dope! I feel like I was already doing these steps, except I’ve never really looked at it in a such a structured and formulaic manner. Thank you for the valuable tactics here. Straight fire!
Thank you! Yes.... a lot of designers do this in their head. In fact, the whole concept and my whole book was an effort to take what goes on in my head during pricing and put it into a systematic formula. Thanks for your comment!
I'm so grateful!
Great Video!
this is very helpful i swear! it's not boring to watch everything was informative.
Thank you Claire! So glad you liked it! "Not boring" and we're talking about pricing. Hahaha. That is a massive compliment. Thank you!
شكرا لكم لانكم وفرتم الترجمة إلى اللغة العربية ❤️❤️❤️❤️❤️
I really had good laugh at the one fold brochure. We all know that guy ...
Great content guys. Keep it up 🙌🏼
Absolutely incredible livestream! I'll be sure to use this in an upcoming bid tomorrow!
Thank you, Khristian! So glad you liked it! I hope it went well with your bid!
Thank you! I've wasted time typing up proposals to only have potential clients pass... I'm think about sending them a bill when they do that.
Great video 🙌
One of, if not the best informational videos on graphic design pricing. I ordered the book while watching the video.
Chris kudos to you and your team for continuing to up the level of knowledge in the design community.
absolute perfect timing, you guys are the best
So glad you like it!!! Thank you!
Thank you guys!
Hillarious and super informative. Thank you for opening discussions on this sometimes sensitive topic and offering some great suggestions to get through the process :)
wow just wow
This was so incredibly valuable! Thanks so much!
You're very welcome Lisa.
wow just listening to you guys made me confident already. 👍💪 Thank you!
Hey Albert! So glad you liked it! Thank you for watching!
IM LOLZING SO HARD! THIS CONVERSATION IS SO FUNNY AND EDUCATIONAL ! MANY A NOTE TAKEN
Thank you Ria! Glad you liked it!
Ay Michael Janda! He visited my college and sat down with a few students and gave us tons of great advice. Awesome guy!
Great to hear from you again! Which college did we meet at????
@@morejanda Austin Peay State University! 😄
Wow 2 of my idols in 1 video! Awesome awesome video, thanks!
Hey Mas! Thanks for the comment! I really appreciate it!
For those who haven't started yet, this is valuable knowledge,being innovative really provides rewards,,I've made money with your techniquesI'm aiming to upload frequently too and be like your success level
Thanks for you comment! Glad you liked the episode!
How am I learning more from your content than I ever did at Uni?? Awesome content guys!!
This is the second time I watch this, only that the first time I listened to it, and couldn't see how Erin was stone face playing this roleplay. Good job!
Haha. Yes! Aaron did a great job of being the type of client we all hate to deal with. Hahaha. Very believable!
LOVEEEEEEE the car comparison conversation!!
The car comparison totally works. Hotel chains is another one that works. Is their project the Grand Hyatt? Or the Motel 6? :-)
Aaron so fire with role play
Truth.
Loving the content from Botswana
Aaaaaron is in tha house
thank you, guys, so much. This has so much value to me ;)
Needed this 8 Years Ago...
Better late than never! Hope it is helpful for you still today!
Brilliant show. I need systems too (my memory is useless), so found this invaluable. Thanks all.
Thanks Tony! So glad you like it! I'm a systems guy too! I turn everything into a system!
Very useful episode for me!!! Thank you!!!!
I'm glad it was useful for you! Thank you for the comment!
This has to be the most entertaining futur video so far! Encouraging to see Chris Do lose it - he's human after all :-) Huge thanks to Michael Janda for sharing this info, and all for free! its really opened my eyes as to where I've been going wrong - armed with this know-how I'm definitely going to be far more confident in the future. Can't thank you all enough.
Great vibes and informative! had me crackin up a few times.
Aaron!🙌
Thank you so much the Futur!
Paaleasee all u beautiful book writers, ALWAYS DO an AUDIO version of your books for all the busy designers. Lets bring your awesome info to the people living in the 21st century.
Thank you so much for the knowledge sharing and hard work putting in it! I’m a student from Macau and learned a lot from it even though I’m studying in business.
Notifications on check
Team yellow 💪
1:26:15 - Nas malo, no my v tel'nyazhkakh, Chris ) Which means: we are few, but we are total badass