Ever had a client ask for creative before signing a contract? Of course you have. Every client wants to know what will be brought to the table and how that stacks up to competition. It’s imperative to be willing to give creative capital upfront in order for the client to personalize your talent and services. The question is, how much is too much?
There is no concrete answer but here are some things to think about:
Risks:
Clients can pass on your services, but take the creative and execute it themselves or with a competitor.
At the initial stage, the opportunity to really capture the client’s objectives and hot buttons hasn’t happened.
Any request for creative that goes beyond a general concept design is a big investment in a firm’s time with no guaranteed return.
Benefits:
Many clients are linear thinkers and need visuals. They are more responsive when they can see examples of what is being described.
The more creative details completed on the front end means its time hit the ground running once the contract is signed.
There are fewer surprises for everyone during the planning process.
Questions to ponder:
How much time are you willing to divert from your paying clients to spend on a potential client?
Are you willing to hand over an entire concept to someone that may never call you back?
Is it arrogant to think that your idea or concept is so great that it needs to be protected?
Does passing out ideas for free jeopardize the integrity of the creative business? Or is it simply the nature of the business?
What do you think?
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