The Shift From Creative Services To Creative Problem Solving

My gateway into the Creative Industry was via Photography & Videography and I didn't have set rates for my services at the beginning, out of sheer curiosity and the love for documenting, I started my journey.

I was really focused on relationships and connections. Over time, people would ask me how much I'd charge for a shoot and would just throw them a small figure and when they said yes, I'd be over the moon!

I never knew I was charging so low until I came across some really pro individuals in the industry and I was absolutely shocked o what they were charging for half the time of work, I really went down a rabbit hole of understanding this and how they was getting clients toi say yes to it (this was back in 2015).

Looking back at it now, they was charging based on the outcome not on the hours put in. When you REALLY break it down, it is more costly to be charging per hour, especially if theres extensions, re-edits, additional shoot dates or additional deliverables; The cost will keep getting higher for the client which is off-putting.

So understanding this, I worked in reverse. What is the clients end goal with this content? What message are wanting to get across? What platforms are they trying to cover? Who is their audience? This way of approach didn't even involve the equation of what the Creative Service rates were, as clients felt like their issues, concerns and aims were identified, they were willing to pay what you submit to them. This is what confirmed the shift for me!

Now it's 2024, so that makes it 9 years of content/production experience and an eye for great engaging content and communication patterns between brands/creators & audience. This part of my life now, I'm really focused on Strategy & Producing but my approach is still the same but upgraded on really identifying the story/message and what problem the business/creative is facing.

Having this holistic approach to content really gives you intention on what content format to produce and execute on. If you are a Creative that is always talking about your packages, STOP! This has turned away clients then having a discovery session with them to identify the means of the message before the method of the content.

What's your thoughts on this topic? I'd love to know! Write your thoughts via the thread, DM or even email me.