From Pitch to Profit: Pitfalls to avoid when running creative businesses

James Cotton, Onespacemedia.com, @jamescotton

the pitfalls every creative business needs to avoid

From Pitch to Profit


Not getting a decent brief Perfection

Speculative work Saying ‘yes’

Lack of confidence Under delivering

Isolation Poor administration

Agenda


Not getting a decent brief

PITFALL 1


Our logo should be timeless, romantic, classic, modern, edgy,

primal, techno, friendly, professional, bold, green and simple.

Do you have enough information from us to get started?


Ask the right questions.

Use questionnaires to get structured information.

Be flexible – are there other ways to get the information?

Banish ambiguity – communicate your interpretation.

Build relationships for better understanding.

Agree a plan in writing and get cracking.

Advice


Speculative work

PITFALL 2



Don’t work for free with little chance of reward.

Need to build your portfolio? Pick real world projects.

Don’t be afraid to say no. There’s plenty of work out there.

Advice


PITFALL 3

Lack of confidence



Believe in yourself and your abilities.

Don’t compare your work to others in the industry.

Always finish the projects you start.

Remind yourself of all the good work you’ve done.

Surround yourself with ‘yes’ people!

Advice


PITFALL 4

Isolation



Get out there.

Join networking groups.

Think about co-working or setting up an office.

Stop writing that email and pick up the phone.

Present your work in person.

Advice


PITFALL 5

Perfection



Set a brief. Stick to it.

Think about your margins.

Believe in your work.

Don’t compare your work to others in the industry.

Remember that no one will scrutinise like you will.

Advice


PITFALL 6

Saying ‘yes’



Look after your existing clients.

Your active projects take priority.

Understand your bandwidth.

Tell them they have to wait. Is it really that urgent?

Don’t be afraid of saying no. There will be more work.

Advice


PITFALL 7

Under delivering



Under promise. Over deliver. It’s a win win.

Don’t reveal all your ideas.

Think your ideas through and up-sell them to your client.

You’ll get more work and more referrals.

Advice


PITFALL 8

Poor administration


To: Some clientFrom: Creative dudeSubject: re: where is our artwork?

Thanks for your email. I’m currently on a surfing trip around the world and expect to be back in Autumn 2014.

On 29 Jun 2011, at 15:26, Some client wrote:

Dear creative dude,

Where are you? I’ve been trying to get hold of you. The magazine needs the artwork by 4pm today. If we don’t get it to them we will miss our slot and the whole campaign will be screwed.

Call me. / Some client


Show professional courtesy at all times.

Good project management is half the battle.

Communicate.

Do what you said you would (and more)!

Automate administrative processes.

Advice

Thank you.

James CottonOnespacemedia.com

@jamescotton

Business

From Pitch to Profit: Pitfalls to avoid when running creative businesses