Pricing for Creatives
Along with my free pricing calculator
Pricing is one of the most confusing parts of running a creative business, not because the math is difficult, but because the work itself is emotional, subjective, and different every time.
But pricing becomes far easier once you understand that it’s not really about “choosing a number.” It’s about positioning, demand, clarity, and data.
The Real Reason Pricing Feels Complicated
Creative work isn’t like buying a chair. People aren’t paying for a physical object — they’re paying for thinking, storytelling, expertise, and reliability. So naturally, the price range is huge. You’ll see one-minute videos quoted at $1,500, $15,000, $50,000, or $500,000, and every one of those numbers has a place in the market.
The goal isn’t to guess the “right” price. The goal is to understand where you fit in that range based on the value you create and the demand you have.
Start with Supply & Demand
One of the simplest pricing truths: when demand goes up, your price should go up with it. When demand slows down, you may need to recalibrate — not because you’re “worth less,” but because pricing is a live signal of the market.
If you’re booked solid, raise your rate. If you’re slow and waiting for work to show up, it may be time to adjust, experiment, or reposition.
Your price is not a personality trait. It’s a tool.
Hourly vs. Project-Based
Hourly pricing works when you’re subcontracting, but it falls apart when you’re working directly with clients. Clients want clarity. They want to know the investment upfront. That’s why project-based pricing — where you estimate hours internally but present a fixed number externally — is the creative industry standard.
Hourly protects your time.
Project rates protect your business.
Proper scoping protects your profit.
Don’t Forget Profit
Most creatives price only the labor and leave out the profit. But profit is what keeps your business healthy. It pays for growth, downtime, team members, new tools, and the flexibility to say no.
A healthy creative business should aim for 15–30% profit margins.
Anything less, and you’re just surviving, not building.
Why You Keep Underquoting
The work you “make” is only part of the project. The real time drain comes from meetings, emails, revisions, file prep, admin tasks, and creative decision-making. If you only price the execution, you will lose money every single time.
The fix is simple: track your time. Not forever (although I still track my own time after 11 years) — just long enough to see your patterns. That data will make your future quotes radically more accurate.
When to Raise Prices
Raise your rates when:
You’re booked more than 4–6 weeks out
You continue to get yeses with no hesitation
Your skills or process have leveled up
You’re operating in a niche with high demand
You can consistently deliver high-quality, low-stress work
A good rule of thumb: If you win more than half of the proposals you send, you’re priced too low. I personally aim for around a 25% win rate. Winning ALL the time isn’t always a good thing.
When It’s Okay to Lower Prices
Sometimes, a temporary correction is smart. Markets shift. Inboxes dry up. You launch a new service. You reposition. You experiment. Lowering your price strategically for a short season doesn’t make you cheap — it makes you adaptable. Just be intentional and clear about it.
Your Price Tells a Story
Pricing communicates:
Your confidence
Your clarity
Your positioning
Your demand
Your professionalism
People aren’t just buying the work — they’re buying your process, your way of thinking, and the peace of mind that comes with hiring someone who leads.
When your systems are strong and you can articulate the value behind your price, the number becomes easier for clients to understand (and accept).
Want to Feel Confident in Your Pricing?
I built a free tool that helps you quote projects with clarity and accuracy. It’s built for creatives and modeled after the same logic we use at Made By Things to scope real work.
Use it to:
Define tasks
Estimate hours
See everything totaled cleanly
Avoid undercharging
Reduce the stress of “guessing”
Try the free pricing calculator here:
👉 https://calc.makecreateclub.com
Use it for your next project quote — and start pricing with confidence instead of fear.
Good luck!